Touch Tourists’ Heart via Seamless
Integration of Mobile Technology
— Taiwan Tourism Bureau Case —

Yulan Y. Yuan
Assistan...
Touch Tourists Hearts
 Tourists want to escape, to relax, to explore, to
learn, to feel amused and to reduce risks that l...
eFriendliness
 Aim:
Convenient and powerful ICT applications as a feature
to enhance the value of tourism products and s...
Different Mind Sets
Tourism Service
Development
2 Governmental Units
-Tourism Bureau
-Ministry of Transportation
and Commu...
Efforts but Little Collaborations
IT Development

Challenge 2008:
Major Tourist Attraction
Construction Medium-Term
Plan;
...
Collaboration

• Forming a task force to unify efforts across
governmental units to integrate ICTs into
tourism services.
...
Changes in Tourism Management

Tourism service and
infrastructure

ENTER 2014
Travel Context
Pre-consumption

Consumption

Post-consumption

Planning;
Expectationformation;
Decision-making;
Transactio...
Travel Stages and ICTs
Equipment

PC

Mobile, Pad

Channel

Wi-Fi, 3G

Internet

Application

• Itinerary planning
• Hotel...
Internet Access is a Human Right
3G
Roaming

Higher fairs

Wi-Fi

Mobile
Networking

Higher fairs and
complicated procedur...
Integration of Mobile Technology
Tourism
Website
Voice Guided
Tour Service

360°/720°
Virtual Reality
GIS Map
Search

Smar...
avel Scenario Method: Before, During and After Travel
Travel Service
Quality Improvement

ICT Together
Innovation +
Additi...
Welcome to Taiwan
yoyo@just.edu.tw
klin@qmu.ac.uk

13
ENTER 2014
Planning
Travel Information Collection
Foods

Attractions

Accommodations

Taiwan Travel
Taiwan Travel
Information Web
Inf...
Planning

Travel Taiwan Information Website
http://taiwan.net.tw/
ENTER 2014

15
Mobile APPs (Before Travel):
找餐飲 找景點
找住宿






Attraction A
Attraction B
Hotel A
Event A

Tour Taiwan
APP

臺灣觀光資訊網
臺灣觀...
Itinerary Planning System (Before Travel):
Input search
Input search
topics
topics
Key word : Taipei 101

Users
Users

Web...
Travel Taiwan Calendar Web (Before Travel):
http://eventaiwan.tw/

Travel Taiwan Calendar
http://eventaiwan.tw/
18
ENTER 2...
Itinerary Planning System (Before Travel):
Itinerary Planning Prototype System
Itinerary Planning Prototype System

traaa@...
Tour Taiwan App
(Before Travel):
16,000 entries Location-based Service (LBS)
Attractions, accommodations, foods, travel se...
Taiwan Events App
(Before Travel):
Tourism Bureau, MOTC
Tourism Bureau, MOTC
Tourism Information
Tourism Information
Datab...
Experiencing : Stay connected
1

Low-priced or free Wi-Fi service
Low-priced or free Wi-Fi service

…
…

How to get
Wi-Fi?...
Experiencing : Smartphone
Rental
Where to rent
a
smartphone??

Foreign travelers
in Taiwan

Rent

OK

Travel Service
Cente...
Experiencing:
Over-the-counter application for iTaiwan Wi-Fi at all local travel
service centers, including account regist...
Real-time Transportation Service
Call Center
Call
0800-011-765

Taxi
TAXI

Traveler

Airport

Taxi

Driver

TAXI

Hotel
Ho...
Transportation Real-Time
Information Services

1.
2.
3.
4.

Traffic & Transportation Information Center Web
Freeway Traffi...
Attraction Information Search
• Smartphone guided tour platform (app)
 Tour Taiwan app download: 474,453 times
• Kiosks (...
Airport Departure Guide
1. Airport guide using NFC/QR code/Wi-Fi LBS (already available in
Terminal 2) to save trouble for...
Shopping before Departure
• Information about Airport shopping guide and
shop location is provided.

Tasa Meng service
Tas...
Travel Records and Sharing
Photo sharing

Recorded by app

Attraction and
accommodation rating

Travel notes
sharing

• So...
atabase Service Expansion:
Tourism Database Expansion
Tourism Database Expansion

Tourism Event Database Application
Touri...
Guide +
Description of
Tour:

Outdoor Tour Guide

Satellite
Nature Tour

Theme Park Tour

LBS
City Tour

Indoor Tour
Guide...
From Tourism Database to Tourism
Information Cloud:
Added value to the providers of application services.
Record

Read

Cl...
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Touch Tourist's Hearts via Seamless Integration of Mobile Technology - Taiwan Tourism Bureau Case

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  • Infrastructure and database
    Communication Technology
    Transaction
    Entertainment
  • 出外旅遊,透過智慧型手機可輕鬆查詢週邊景點、住宿資料及相關旅遊資訊,交通部觀光局推出「旅行台灣」APP,提供超過1萬6,000筆之適地性定位服務(Location Based Service),包括觀光景點、住宿、餐飲、旅服中心、警察局、醫院、停車場、加油站、火車站及其他運輸場站等旅遊隨身資訊,並可隨時查詢觀光活動,外出旅遊免煩惱。
    觀光局表示,「旅行台灣」APP以自由行旅客為目標族群,初期以「台灣自助旅遊手冊」及整合13個國家風景區景點、合法旅館與民宿資料、節慶活動為內容,具備下列特色:
    提供中、英文版手機應用程式,便利國內外遊客查詢。
    除可將旅客當下所處位置附近「景點」、「住宿」、「商店」、「美食」及「公共設施」 (停車場、捷運站、加油站、火車站) 等資訊呈現在手機之外,還貼心設計「急用資訊」單元,提供週遭附近的旅服中心、醫院及警察局的資訊,出外旅遊最安心。
    「交通資訊」單元,整合「高快速公路路況」、「台鐵」、「高鐵」等交通資訊,讓民眾查詢更方便。
    利用「方向導引」金手指,以時下最夯的擴增實境功能,指引您到鄰近景點的方向,如同外出旅遊之隨身導遊。
    「旅行台灣」APP自即日起正式上線,民眾只要具備iOS或是Android系統之智慧型手機,均可在手機應用程式搜尋「旅行台灣」或英文版搜尋「tour taiwan」,即可免費下載該應用程式,觀光局也提供二維條碼下載連結,歡迎民眾踴躍下載及使用。
  • Touch Tourist's Hearts via Seamless Integration of Mobile Technology - Taiwan Tourism Bureau Case

    1. 1. Touch Tourists’ Heart via Seamless Integration of Mobile Technology — Taiwan Tourism Bureau Case — Yulan Y. Yuan Assistant Professor Travel Management Jinwen University of Science and Technology Eric Kuan-wen Lin Secretary Cross-Party-Group on Taiwan The Scottish Parliament David W. Hsieh Director General Tourism Bureau, TBROC, MOTC
    2. 2. Touch Tourists Hearts  Tourists want to escape, to relax, to explore, to learn, to feel amused and to reduce risks that lead to a wide range of information needs.  The task for Taiwan Tourism Bureau is to provide easy access and organized information available to tourists to satisfy those needs 2 ENTER 2014
    3. 3. eFriendliness  Aim: Convenient and powerful ICT applications as a feature to enhance the value of tourism products and services.  Objective: Integration of tourism information and ICT application services before, during and after travel on mobile devices and broadband applications. 3 ENTER 2014
    4. 4. Different Mind Sets Tourism Service Development 2 Governmental Units -Tourism Bureau -Ministry of Transportation and Communications IT Development 13 Governmental Units -Science and Technology Advisory Group of Executive Yuan; -Industry Bureau of MOEA; -Small and Medium Enterprise Administration of MOEA; -Department of Industrial Technology, MOEA; -Industrial Technology Research Institute, etc. 4 ENTER 2014
    5. 5. Efforts but Little Collaborations IT Development Challenge 2008: Major Tourist Attraction Construction Medium-Term Plan; Project Vanguard for Excellence in Tourism 2003 Tourism Service Development e-Taiwan; m-Taiwan; u-Taiwan; ICT747; I236; i-living; 2008 ENTER 2014 5
    6. 6. Collaboration • Forming a task force to unify efforts across governmental units to integrate ICTs into tourism services. Transportation and Travel Promotion Working Group ENTER 2014 6
    7. 7. Changes in Tourism Management Tourism service and infrastructure ENTER 2014
    8. 8. Travel Context Pre-consumption Consumption Post-consumption Planning; Expectationformation; Decision-making; Transactions; Anticipation Connection; Navigation; Short-term decisionmaking; On-site transactions Sharing; Documentation; External memory; Re-experiencing; Attachment Planning Experience Reminiscence ENTER 2014
    9. 9. Travel Stages and ICTs Equipment PC Mobile, Pad Channel Wi-Fi, 3G Internet Application • Itinerary planning • Hotel booking • Transportation • • • • Guided tour GPS AR Shopping PC Internet • Trip sharing • Trip records • Pictures Data Storage (Facebook, Twitter) 9 ENTER 2014
    10. 10. Internet Access is a Human Right 3G Roaming Higher fairs Wi-Fi Mobile Networking Higher fairs and complicated procedures Lower fair and much easier to apply Visitors use mobile phones to get travel information Integration of Current Wi-Fi Hotspots 10 ENTER 2014
    11. 11. Integration of Mobile Technology Tourism Website Voice Guided Tour Service 360°/720° Virtual Reality GIS Map Search Smartphone Travel QR-Code Free WiFi Tour Taiwan Taiwan Events APP APP ENTER 2014 11
    12. 12. avel Scenario Method: Before, During and After Travel Travel Service Quality Improvement ICT Together Innovation + Additional Value Complete, Real-time Static and Dynamic Information Mobile Information Service and Application 3D Tourism AP System Augmented Reality (AR) Tourism GIS Application aa 55 QR code Kiosks Wi-Fi Data is, and analys avel d, Recor tion of tr n a applic informatio ck feedba Product delivery to home country (184 attractions) Voice GPS Hotels Attractions Departure of Foreign Travelers Shops i-Tourism Application Foreign traveler Download Travel Taiwan App to the smartphone ENTER 2014 Shopkeeper Smartphone return and billing 12
    13. 13. Welcome to Taiwan yoyo@just.edu.tw klin@qmu.ac.uk 13 ENTER 2014
    14. 14. Planning Travel Information Collection Foods Attractions Accommodations Taiwan Travel Taiwan Travel Information Web Information Web     Attraction A Attraction B Hotel A Event A Taiwan Events APP http://taiwan.net.tw/ Information Information Collection Collection Tour Taiwan APP Travel Gears Travel Gears Taiwan Travel Taiwan Travel Calendar Calendar Attraction Wish List Attraction Wish List Events http://eventaiwan.tw/ ENTER 2014 14
    15. 15. Planning Travel Taiwan Information Website http://taiwan.net.tw/ ENTER 2014 15
    16. 16. Mobile APPs (Before Travel): 找餐飲 找景點 找住宿     Attraction A Attraction B Hotel A Event A Tour Taiwan APP 臺灣觀光資訊網 臺灣觀光資訊網 Taiwan Events APP 資料 資料 搜集 搜集 Attraction Wish List Attraction Wish List 找活動 Travel Gear Travel Gear 臺灣觀光年曆 臺灣觀光年曆 ENTER 2014 16
    17. 17. Itinerary Planning System (Before Travel): Input search Input search topics topics Key word : Taipei 101 Users Users Website Website login login Days : Day Tour Topic : Topic Trip President’s Office President’s Office Itinerary advice Itinerary advice Suggested Tours   Taipei City Day Tour   Taipei Food Day Tour   Taipei Cultural Day Tour Accommodations National Museum of National Museum of History History Users can freely add Users can freely add attractions, attractions, accommodations and foods accommodations and foods Taipei Longshan Temple Taipei Longshan Temple Add as users please. Huaxi Street Huaxi Street Tourism Night Tourism Night Market Market Attractions Foods Multipurpose and sharing of Multipurpose and sharing of planning outcomes planning outcomes Share on social networks Print ENTER 2014 Download APP to smartphone 17
    18. 18. Travel Taiwan Calendar Web (Before Travel): http://eventaiwan.tw/ Travel Taiwan Calendar http://eventaiwan.tw/ 18 ENTER 2014
    19. 19. Itinerary Planning System (Before Travel): Itinerary Planning Prototype System Itinerary Planning Prototype System traaa@gmail.com Hello User Set Itinerary User-defined Itinerary Set Itinerary User-defined Itinerary 1 2 CKS Memorial Hall 1. Users select the 1. Users select the linear itinerary linear itinerary advised by the advised by the system system Attraction Attraction Description Description Photo Photo Public Public Transport Transport Car Car Fengjia Night Market Photo Photo Attraction Attraction Description Description 3. Map location 3. Map location 2. Public transport 2. Public transport information information Share to Facebook Share to Facebook Print Print Save Save ENTER 2014 19
    20. 20. Tour Taiwan App (Before Travel): 16,000 entries Location-based Service (LBS) Attractions, accommodations, foods, travel service centers, police stations, hospitals, parking lots, gas stations, train stations and other public transport stations Chinese and Chinese and Direction Guide Path Planning Direction Guide Path Planning English versions English versions AR AR 20 ENTER 2014
    21. 21. Taiwan Events App (Before Travel): Tourism Bureau, MOTC Tourism Bureau, MOTC Tourism Information Tourism Information Database Database Tourism Bureau, MOTC Tourism Bureau, MOTC Taiwan Events Database Taiwan Events Database Integrate Event Info Tourism Bureau, MOTC Tourism Bureau, MOTC Time for Taiwan Time for Taiwan Database Database Chinese and English Versions of Smartphone App LBS  Download and search for travel calendar events and nearby travel information.  Combine with auto GPS function to provide the latest local travel information. 21
    22. 22. Experiencing : Stay connected 1 Low-priced or free Wi-Fi service Low-priced or free Wi-Fi service … … How to get Wi-Fi? Passport Registration Free access ID 2 • Airport guide • Accommodation guide • Discount info • AR guided tour Travel Service Center Ticket to Taiwan ++Wi-Fi Service Ticket to Taiwan Wi-Fi Service Arrival of foreign travelers Mobile or Pad Download by travelers Active provision Tourism Cloud Tour Taiwan Taiwan Events APP APP Wi-Fi Discount Certificate: A18F9J2FGI 22 ENTER 2014
    23. 23. Experiencing : Smartphone Rental Where to rent a smartphone?? Foreign travelers in Taiwan Rent OK Travel Service Center Tour Taiwan App Taiwan Events App Free Telecommunication Companies Preload Preload travel travel information information Phone bill Phone bill 23 ENTER 2014
    24. 24. Experiencing: Over-the-counter application for iTaiwan Wi-Fi at all local travel service centers, including account registration and service activation. 1. Application for a My e-Government account Attendants 6. Provide registration service 3. Complete the service application form 2. Assign an attendant and IP. Tourist Service Center (Contact) TBROC Window 5. Activate the account and IP Accept 4. iTaiwan system Approval administrator Provide 1. List of attendant accounts 2. List of accepted IP ENTER 2014 Reject 24
    25. 25. Real-time Transportation Service Call Center Call 0800-011-765 Taxi TAXI Traveler Airport Taxi Driver TAXI Hotel Hotel Pickup Taiwan Tourist Shuttle Event Info MRT Taiwan Tourist Shuttle Bus Temporary Maintenance of MRT Bannan Line Attractions Taiwan Tourist Shuttle Leaflets 25 ENTER 2014
    26. 26. Transportation Real-Time Information Services 1. 2. 3. 4. Traffic & Transportation Information Center Web Freeway Traffic Info E-Bus System Taiwan Tourist Shuttle 26 ENTER 2014
    27. 27. Attraction Information Search • Smartphone guided tour platform (app)  Tour Taiwan app download: 474,453 times • Kiosks (55) (travel service centers) • QR code: Introduction and guided tour (184 attractions) ENTER 2014
    28. 28. Airport Departure Guide 1. Airport guide using NFC/QR code/Wi-Fi LBS (already available in Terminal 2) to save trouble for transit passengers. 2. Guide for immigration and boarding service, airport facility search, and local bus information to enhance airport service quality (already started in Terminal 2). 3. Search for and notify the passengers who are not yet on board (future planning). 28 ENTER 2014
    29. 29. Shopping before Departure • Information about Airport shopping guide and shop location is provided. Tasa Meng service Tasa Meng service counter counter 29 ENTER 2014
    30. 30. Travel Records and Sharing Photo sharing Recorded by app Attraction and accommodation rating Travel notes sharing • Social networks • Blogs • Publish travel notes and share photos on Facebook, Twitter, Plurk, etc. ENTER 2014 30
    31. 31. atabase Service Expansion: Tourism Database Expansion Tourism Database Expansion Tourism Event Database Application Tourism Event Database Application Tourism Database Tourism Database V 1.0 V 1.0 Events Info Events Info Mobile Networking Visitors Active event information for travelers through Tour Taiwan App. (5) Major traffic jam info … Event Content Expansion Event Content Expansion (1) MOC: Performances; shows (2) TBROC: Travel Taiwan Calendar (3) Accessible Facilities (toilets) (4) Attraction congestion alert Active Information Provision Traffic congestion, airport shutdown, ship cancellation, etc information on long holidays for the reference of travelers. … (1) Private Sectors: Biz info (2) Theme parks (3) Private Sectors: Sale info, gourmet foods LBS LBS 31 ENTER 2014
    32. 32. Guide + Description of Tour: Outdoor Tour Guide Satellite Nature Tour Theme Park Tour LBS City Tour Indoor Tour Guide Incorporate indoor and outdoor voice tour guide through the applications of QR Code and RFID Museum Art Exhibition 32 ENTER 2014
    33. 33. From Tourism Database to Tourism Information Cloud: Added value to the providers of application services. Record Read Cloud Computing Collect visitor preferences, attributes and needs for visitor behavioral pattern analyses (CRM) and service customization. Improving tourism database hardware Traffic and transportation database Attraction … Event Tourism Accommodations Foods Database Transform databases into clouds Web Database … Sources Ministries and Commissions, Local Governments, Tourism Board and Administrations CPA, CPAMI, MOC, SAC, VAC, HAC, MOE, CIP, and local tourism bureaus. 33 ENTER 2014
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