Destination Inspiration using
eTourism tool
Martin Goossen
Henk Meeuwsen, Jappe Franke & Arjen de Jong
Alterra, part of Wa...
Agenda
• Introduction
– Problem
– Previous research

• Method
• Results
• Evaluation

ENTER 2014 Research Track

Slide Num...
Introduction
• tourism as an opportunity for (rural)
economic development
• Match preferences (demand) and supply to
be su...
The problem
• a severe lack of information regarding
subjective choices, preferences and
consumer attitudes when it comes ...
Central question
How to collect landuse preferences data of
the consumers (tourists) on an European
scale in a cost effici...
Previous Research
• Use internet and give something useful and
save preferences in database (Google
method)
• Finding holi...
Destination Recommendation
Systems (DRS)
• Semantic (enter words for search)
- Choose a land or region
- Content from tour...
Method
connect European digital geographical databases
(GIS) with individual preferences:
•Land use
•Climate
•Relief

ENTE...
Method
e-SCAPE (Electronic information system for
landSCAPE preferences)
Smart landscape tool :
•Digital geographical data...
Method
•
•
•
•

Divide Europe in gridcells of 5 x 5 km²
Count the amount of land use in %
16 types of land use
Compare the...
Method
Type of Holiday
Type of Land use at your destination
Type of Land use in the surroundings
Attractiveness of landsca...
Results of 1 year
-

35,258 visitors
3313 unique visitors (10%)
57% of the visitors is male.
The average age is 41 years.
...
Results of 1 year
- 20% prefer mountains (500-1500 meter)
- 19% prefer hills (100-500 meter)
Table 2. Amount (%) type of h...
Results of 1 year

ENTER 2014 Research Track

Slide Number 14
Results of 1 year
Table 4. Average (%) amount of preferred land use by country
Land use
Forest
Beaches, dunes and sands*
F...
Results of 1 year
Table 6. Preferred (%) recreational activities during a holiday
Activity
Percentage
Hiking/walking
50.2
...
Evaluation
-

Promote the website
More user friendly
Known region as reference
Distance/country as a preference
Warning no...
Thanks for listening
Sub-titel corps 28 News Gothic regular
Martin.goossen@wur.nl
+31 317 481674
GET INSPIRED FOR A HOLIDA...
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Destination Inspiration using eTourism Tool

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Destination Inspiration using eTourism Tool

  1. 1. Destination Inspiration using eTourism tool Martin Goossen Henk Meeuwsen, Jappe Franke & Arjen de Jong Alterra, part of Wageningen University and Researchcentre Wageningen, The Netherlands Martin.goossen@wur.nl ENTER 2014 Research Track Slide Number 1
  2. 2. Agenda • Introduction – Problem – Previous research • Method • Results • Evaluation ENTER 2014 Research Track Slide Number 2
  3. 3. Introduction • tourism as an opportunity for (rural) economic development • Match preferences (demand) and supply to be successful • Critical factor (for some tourists) in the supply is, among others, the landscape and its land use ENTER 2014 Research Track Slide Number 3
  4. 4. The problem • a severe lack of information regarding subjective choices, preferences and consumer attitudes when it comes to landscape assessment. • Traditional ways (questionnaire) are very costly and high proportion of non response ENTER 2014 Research Track Slide Number 4
  5. 5. Central question How to collect landuse preferences data of the consumers (tourists) on an European scale in a cost efficient way and with high response ENTER 2014 Research Track Slide Number 5
  6. 6. Previous Research • Use internet and give something useful and save preferences in database (Google method) • Finding holiday destination is most stressfull (30%) source: Skyscanner 2012 (N=20,000) • Average 7-10 hours on internet to find destination source vakantie.nl 2010 (N=3,500) ENTER 2014 Research Track Slide Number 6
  7. 7. Destination Recommendation Systems (DRS) • Semantic (enter words for search) - Choose a land or region - Content from tourism industry (reliable, complete?) • Photos - Not complete ENTER 2014 Research Track Slide Number 7
  8. 8. Method connect European digital geographical databases (GIS) with individual preferences: •Land use •Climate •Relief ENTER 2014 Research Track Slide Number 8
  9. 9. Method e-SCAPE (Electronic information system for landSCAPE preferences) Smart landscape tool : •Digital geographical data •www.myplacetobe.eu as a Holiday Planner •European database with preferences and personalized maps ENTER 2014 Research Track Slide Number 9
  10. 10. Method • • • • Divide Europe in gridcells of 5 x 5 km² Count the amount of land use in % 16 types of land use Compare the amount with prefered amount land use • Overlay of all selected land uses • Score gridcell 1-10 ENTER 2014 Research Track Slide Number 10
  11. 11. Method Type of Holiday Type of Land use at your destination Type of Land use in the surroundings Attractiveness of landscape around home Climate indicators Altitude differences Recreation Activities Type of users ENTER 2014 Research Track Slide Number 11
  12. 12. Results of 1 year - 35,258 visitors 3313 unique visitors (10%) 57% of the visitors is male. The average age is 41 years. About 6800 personalized maps Country Netherlands France Canada Belgium United Kingdom Germany Italy Spain Switzerland United States Other countries Total ENTER 2014 Research Track N 2169 102 97 92 91 88 48 44 41 41 500 3313 % 65.5 3.1 2.9 2.8 2.7 2.7 1.4 1.3 1.2 1.2 15.2 100 Slide Number 12
  13. 13. Results of 1 year - 20% prefer mountains (500-1500 meter) - 19% prefer hills (100-500 meter) Table 2. Amount (%) type of holiday per country Type Active Beach City trip Other Water sport No specific N Total 40.5 11.3 7.4 6.6 3.2 31.0 3313 BE 32.6 6.5 8.7 8.7 7.6 35.9 92 CA 5.2 2.1 5.2 0.0 1.0 86.6 97 CH 41.5 7.3 2.4 4.9 4.9 39.0 41 DE 42.0 6.8 10.2 3.4 3.4 34.1 88 ES 29.5 20.5 15.9 2.3 0.0 31.8 44 ENTER 2014 Research Track FR 24.5 4.9 4.9 3.9 3.9 57.8 102 IT 45.8 14.6 8.3 2.1 0.0 29.2 48 NL 46.6 11.1 6.3 7.9 3.4 24.8 2169 UK 33.0 16.5 11.0 6.6 3.3 29.7 91 Slide Number 13 US 39.0 14.6 7.3 12.2 2.4 24.4 41
  14. 14. Results of 1 year ENTER 2014 Research Track Slide Number 14
  15. 15. Results of 1 year Table 4. Average (%) amount of preferred land use by country Land use Forest Beaches, dunes and sands* Fresh water Mixed arable land and pastures Villages* Natural grassland** Moors and Heathlands** Glaciers and perpetual snow** Plantation Pastures Arable land* Shrubs** Wetlands** Marshes No vegetation Industry* Total BE CA CH DE ES FR IT NL UK US 23 17 14 14 14 14 12 12 11 11 9 9 8 6 6 2 22 16 15 17 15 17 14 10 9 16 7 8 13 10 6 1 21 25 13 11 21 14 6 17 10 12 7 5 5 4 8 5 26 14 11 14 15 14 12 23 10 12 9 6 6 6 5 3 22 15 13 13 14 14 9 11 11 13 19 8 6 4 10 2 27 16 17 18 16 18 8 14 7 14 22 2 9 1 3 1 22 22 16 15 16 17 11 10 14 11 7 11 7 8 6 10 22 18 13 12 14 14 5 13 14 11 9 4 6 3 6 5 23 16 14 14 13 13 12 11 12 11 9 9 8 7 6 2 23 25 12 11 13 17 13 11 10 10 5 9 4 5 9 6 29 21 16 16 18 8 12 16 7 17 11 9 4 5 1 0 ENTER 2014 Research Track *significance level <0.01: ** significance level < 0.05 Slide Number 15
  16. 16. Results of 1 year Table 6. Preferred (%) recreational activities during a holiday Activity Percentage Hiking/walking 50.2 Visit natural sites 48.1 Visit monuments, castles, ruines 39.6 Swimming 39.5 Visit bars, pubs, café 38.3 Visit restaurants 36.3 Photographing 36.3 Visit cities 34.5 Biking 33.8 Relaxing, sunbathing, reading 33.6 ENTER 2014 Research Track Slide Number 16
  17. 17. Evaluation - Promote the website More user friendly Known region as reference Distance/country as a preference Warning not logical preferences Too much preferences Scores at selected destination Cost efficient growing database - Map matching - National/regional version - Connection with accommodation ENTER providers 2014 Research Track Slide Number 17
  18. 18. Thanks for listening Sub-titel corps 28 News Gothic regular Martin.goossen@wur.nl +31 317 481674 GET INSPIRED FOR A HOLIDAY IN EUROPE: www.myplacetobe.eu
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