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  • 1. The contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained thereinThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeOn line services to collect statistical dataon toruist flows and promotion activitiesthrough social networksTurin, 23 May 2013Cristina BergonzoMarket Research & StatisticsSviluppo Piemonte Turismo
  • 2. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmeTourist flows statistical dataIntroduction• Tourist flows statistical data are essential informationto:– plan territorial strategies for tourism,– program marketing and communication activities,– manage/distribute the available funds to supportthe sector.• They are a reference element for all those that analysetourist phenomena.2
  • 3. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme3Tourist flows dataThe ISTAT formRequested data:– Arrivals– Present– DeparturesDetail:– country of origin– daily data
  • 4. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme9 maggio 2012 4Tourist flow collection and managementProcess cycle timingEnd of themonthBy day 10 offollowingmonthBy day 20 offollowingmonthBy day 30 offollowingmonthAccomodationstructuresProvinceofficesOnly load themonthly totaldataSource: ISTAT
  • 5. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme5Critical elements• Collection phase:1. Delay in data transmission by structures2. Failed data transmission by structures• Loading phase:1. Considerable load of data to be ‘transferred’ from paper forms todatabase in some territories2. Limited resources dedicated to data entry and structuremonitoringIncomplete monthly data during the year andconsolidation during the month of March ofthe following year
  • 6. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme6TUAP TUrismo Arrivi e PresenzeOn line capture of tourist flows - ProcessTURFFlowprocessingRUPAR,SISTEMA PIEMONTE,WEBIHistoricaldata1991-2004PiedmontRegionOperatorsAccomodationsFinaldataProvinceofficesPaperformsTUAPVia WebProvince xlsforms
  • 7. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme7TUAP TUrismo Arrivi e PresenzeOn line data capture tool• The TUAP – TUrismo Arrivi e Presenze project was developed bythe Toruism Department* in close collaboration with the TorismObservatory and the support of CSI Piemonte for the softwaredevelopment of the service.• TUAP enables the electronic transmission of tourism flow statisticaldata from the accomodations towards the Provincial StatisticalOffices.(*)(Funded with the funds of the “Tourist promotion interregional telematic portal” interregional project, ex. L. 135/01)
  • 8. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme8TUAP - Benefits• Piedmont Toruist System– Reduces the transmission and collection time– Potentially, if all structures transmitted data through TUAP respectingdeadlines, the ‘official’ final data would be available by the end of thefollowing month.– Possibility to make the system evolve from monthly processing to dailyprocessing
  • 9. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme9TUAP – Benefits• Ammodation structure– Assisted system to fill forms reducing mistake possibilities– Transmission of the data directly from the desk of the manager– No cost of transmission or use of the service (excluding internetcollection)– Possibility to monitor “customer numbers” in own structure– Possibility to verify the data validation by the provincial offices– ... In the future  have a functionality that enables direct acquisitionof management system output files of the most used systems of theaccomodation structures of the regional territory
  • 10. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme10TUAP – Home Page
  • 11. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme11TUAP – Data transmission• Enables monthly transmission of arrivals, departuresand daily presences of all the Piedmont structuresthrough internet• Two different transmission modes:– Directly entering the data of every day of the month in the system“fiche” either day by day or once per month (on line mode)– Attaching an excel file filled according to the template madeavailable by TUAP (off line mode)
  • 12. The contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained thereinThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmePiedmont tourist promotion activitythrough social networks
  • 13. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmeEuropean tourists & internet• 85% of EU tourists visits on average up to 20 different sites to collect asmany information as possible;• 50% searches for info on a desired destination;• 41% chooses among few known alternatives;• the rest decides on the basis of the info and offers resultingfrom the search.Information sources influencing the decision:• the web 29%• family and friends advice 28%.28% of holiday travellers, carrying out activities connectedto the travel via web, uses sites optimised for mobile access,while 72% uses both mobile sites and apps.(Source: BlogMeter – 2012)
  • 14. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmeItalian tourists & social mediaIn Italy 22.4 million people have a Facebook profile,14 million connect every day, 10 millionconnect through mobile device.Twitter does not provide data, but most likely thereare 6 million accesses per month (for Italians) -60.5 million tweets from 3 Aprile to 3 September 2012.Audiweb/Nielsen showed how Twitter is visited by 3.64 million users, with a111% growth as against the previous month.60 million tweets are released on the net. Only 26% of them contains a link,19% are a retweet, 26% are a hashtag and only 5% is geo-referenced.Some data of other known social media: LinkedIn 2.85 million users, GooglePlus 2.68m, Pinterest is quite used as well.
  • 15. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmeBest Practice: Trentino40,000 monthly visitors on the sitePhilosopy: no longer talk «to» tourists, rather«with» tourists to create a continuousdialogue, in which listening is essential.
  • 16. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmeBest Practice: TuscanyAll the content of the site can be commentedand shared: 6 thematic blogs +48 open profiles.On FB the seeding exposure reaches anaudience of 19,071,087 people.383,658 fan page visualisations.
  • 17. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmePiedmont Social Strategy• Listening/dialogue• Development of relations with actors of thesystem and with multipliers• Different approach: b2b and b2c• Valorising excellences: food and wine
  • 18. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmePiemonte Italia TribeInternship for 48 students (before their degree) of theEconomics Faculty – University of Turin analysing socialmediaObjectives• Develop a new image and a new position ofPiedmont, as dynamic tourist destination, attentiveto new trends;• Set of a viral network loop, taking advantage ofword of mouth;• Involve the younger segment of the market (under35), as it has margins of growth, and motivate tovisit our territory
  • 19. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmePiemonte Italia TribeAs of today 12 products promotedwith the main social accounts(Facebook and Twitter) and followedby more than 6,000 fan and 4,600followers
  • 20. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmeFood and wine promotionBITEG - Food and wine tourism international exchange2012 edition opened up to the social world Web Impression 459.000 Facebook 173.000 Tweet reach 177.000 Portata virale 6.308 Likers FB 369 Follower TW 1.788
  • 21. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmeFood and wine promotionNICE TO TWEAT YOU #Biteg at Social Media WeekMeeting on tourism and food and wine 2.0- bloggers, including travel and food bloggers whoparticipated to the contest proposed by SPT; in the first 3days after the event 4 more in depth articles were producedand launched on social networks;- 5,522 tweets with #Biteg hashtag- Twitter 18,289 users interacted on the topic;- from 26 September to 3 October – peak period of socialnetwork exchanges for the Nice to “TWeat” you initiative - theSPT FB page saw a viral 68,25% increase, the Biteg FB pagea 123,7% increase.- on Google, 5th position clicking on Social Media Week
  • 22. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmeFood and wine promotionSALONE DEL GUSTO#Biteg at the Salone del Gusto and Terra Madre 2012More than 50 foodbloggersfrom 25th to 29th October will take partto guided tours of Piedmontproducers present at theSalone del Gusto.During the tour, guides and producers will tell the bloggers about theirproducts, that will travel in real time on the web through Twitter,Facebook, Instagram etc.
  • 23. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programmeThank you for the attention!Contactsosservatorio.turismo@piemonte-turismo.itinfo@piemonte-turismo.itwww.piemonte-turismo.it