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The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
The Grand Tour
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The Grand Tour

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alcune idee per il progetto Ritalia

alcune idee per il progetto Ritalia

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  • 1. The Grand Tour appunti da una ricerca su ICT e Turismo in Europa www.t-6.it www.scriptavolant/blog
  • 2. Obbiettivo della ricerca Overview ICT - R&D projects in tourism sector Do they respond to the market players needs? Which kind of benefits do they carry to the different actors in the tourism value chain.? The report is strongly focussed on EU projects because in the rest of the world ICT R&D is market driven. Global Distribution Organisations www.scriptavolant/blog www.t-6.it
  • 3. Projects 71 Project Surveyed (1998 - 2008) 136, 63 M€ (non attualizzati) 47 Project analysed (86,7 M€ funded) Italia.it ha messo in budget il 33% del budget che la comunità europea ha destinato ai progetti ICT per i turismo in un decennio, coprendo una serie amplissimi di settori dalle TLC alla Trasporto Marittimo www.scriptavolant/blog www.t-6.it
  • 4. Main Results EU research projects built a “basic technology stack” network integration platforms, interoperability models, standard and tools. Upon this “stack” the most recent projects researched more advanced applications: location based services, virtual reality systems web services. www.scriptavolant/blog www.t-6.it
  • 5. Main Results The basic technology stack is now evolving, moving from client server architectures to the distributed ones,which better responds to the needs of a fragmented market structure and the new “coompetitive” business scenarios. We can say that a technology lifecycle is ended and that a new phase is started in the last two years. www.scriptavolant/blog www.t-6.it
  • 6. Una rappresentazione grafica web 2.0 Crowdsourcing www.scriptavolant/blog www.t-6.it
  • 7. Internet & Tourism ’80 and ‘90, ICT gave bargain power to the distribution ring of the value chain. Today information and communication technologies are shifting this power to the supplier and above all to the final consumer. “dream, plan, book and go” cycle entirely in a digital environment. www.scriptavolant/blog www.t-6.it
  • 8. Market Structure Evolution www.scriptavolant/blog www.t-6.it
  • 9. Market Structure Evolution IT www.scriptavolant/blog www.t-6.it
  • 10. Market Structure Evolution WEB www.scriptavolant/blog www.t-6.it
  • 11. Market Structure Evolution WEB www.scriptavolant/blog www.t-6.it
  • 12. Booking Channels internet può intervenire qui Booking channels used by US outbound travellers, 1999-2003 (mn travellers) Source: PERFORMANCE/Monitor SM, DK Schifflet & Associates (DKS&A) Le agenzie campano sui CRAAL www.scriptavolant/blog www.t-6.it
  • 13. Relevant Players Primary Suppliers Airlines Hotel chains Mobility Services Tour Operators Incoming agents Travel Agent CRS/GDS DMO (They are responsible for destination management, planning activities, marketing/branding of the entire destination, training and education.) LTO (local tourism offices) RTO (regional tourism organisations) NTO (national tourist offices) Government Bodies Personal toursim organisation (blog, web 2.0)....
  • 14. DMO e (PTO) Finanziati dalle PA e con iniziative comunitarie Only funding DMO with large budgets can favour effective impacts in marketing policies. Investing in” create a regional brand the may be waste of money marketing if DMO cannot control marketing variables and assure quality standard from all market players. . Personal Toursim Organisation (blog, web 2.0) social networks web 2.0 possono inserirsi in questa fase abbassare i costi di transazione e creare valore www.scriptavolant/blog www.t-6.it
  • 15. Cosa Devono Capire Industry Intermediari Web Disintermediazione Web 2.0 1a1 www.scriptavolant/blog www.t-6.it
  • 16. Industry - GDS lastminute.com Expedia Opodo Galileo Amadeus WorldSPan SABRE Genesis Airlines e Internet Players www.scriptavolant/blog www.t-6.it
  • 17. Web 2.0 and Product Life Cicle Blogs O! G Social Networks on line agencies DREAM Mush ups PLAN BOOK turisti/ dati e logica SME GDS www.scriptavolant/blog www.t-6.it
  • 18. PR=f(WS) Social Network channel Personal recommendation (PR) / Web search (WS) Travel planning se non per prenotare internet è comunque il mezzo che è in grado di influenzare le scelte Word of Mouth per ora resta il mezzo in grado di influenzare le scelte il Web 2.0 può trasformarsi in un Personal Reccommendation system di massa Source: eMarketer, July 2005 www.scriptavolant/blog www.t-6.it
  • 19. EU funded project dal 1998 al 2008 V & VI Framework Programme EUMEDIS (4 projects) Eureka - Eurotourism (16 progetti) 71 project bdgt 136, 6 M€ www.t-6.it www.scriptavolant/blog
  • 20. Altri Programmi Europei Leonardo Da Vinci programme Rivolto alla formazione turisti e sme’s Web 2.0 e Digital Citizenship The first “Competitiveness and Innovation framework Programme (CIP)” Running from 2007 to 2013, it has a budget of approximately EUR 3.6 billion. It represents a 60 % increase in annual spending on actions related to competitiveness and innovation by 2013 compared to 2006. 728 milioni per ICT Support programme The ICT programme will stimulate the new converging markets for electronic networks, media content and digital technologies. It will test solutions to the bottlenecks that delay wide European deployment of electronic services. It will also support the modernisation of public sector services that will raise productivity and improve services.
  • 21. Ritalia se cresce potrebbe prendere ile Altri Programmi Europei risorse da qui diventando progetto Europeo Leonardo Da Vinci programme Rivolto alla formazione turisti e sme’s Web 2.0 e Digital Citizenship The first “Competitiveness and Innovation framework Programme (CIP)” Running from 2007 to 2013, it has a budget of approximately EUR 3.6 billion. It represents a 60 % increase in annual spending on actions related to competitiveness and innovation by 2013 compared to 2006. 728 milioni per ICT Support programme The ICT programme will stimulate the new converging markets for electronic networks, media content and digital technologies. It will test solutions to the bottlenecks that delay wide European deployment of electronic services. It will also support the modernisation of public sector services that will raise productivity and improve services.
  • 22. Ritalia se cresce potrebbe prendere ile Altri Programmi Europei risorse da qui diventando progetto Europeo Leonardo Da Vinci programme Rivolto alla formazione turisti e sme’s Web 2.0 e Digital Citizenship The first “Competitiveness and Innovation framework Programme (CIP)” Running from 2007 to 2013, it has a budget of approximately EUR 3.6 billion. It represents a 60 % increase in annual spending on actions related to Il bgdt di Italia.it è il 6% di questo and innovation by 2013 compared to 2006. competitiveness programma Europeo 728 milioni per ICT Support programme The ICT programme will stimulate the new converging markets for electronic networks, media content and digital technologies. It will test solutions to the bottlenecks that delay wide European deployment of electronic services. It will also support the modernisation of public sector services that will raise productivity and improve services.
  • 23. Taxonomy of the research Overall Objectives Target Users Techfeatures, Improve navigation DMO Web Services Provide management GDS Artificial support decision Intelligence On line e Off line Travel Provide reservation and Network Agencies booking systems Integration (mobile-tcp/ip) Tour Operators Enforcing system integration Semantic Web Basic Service Suppliers Provide Distributed Communication tools Systems Final Users Rich Media & Virtual Reality Location Based Services
  • 24. most investigated technologies In the universe of 71 projects: The 52,11 % are in browse, search and navigation improvement category- The 15,49% interoperability and networks integration. Location based services and mobile technologies are in this cluster. The 11,27% support management systems The 11,27% to the booking, reservation and ticketing functionalities improvement. Only 4,23% are dedicate to the e - distribution, e commerce sector,
  • 25. Innovation Space Sample we have selected collects all the best project for each overall objective (the first variable of taxonomy) and for every projects there is a main technological characteristics that make it belong to a given technology cluster (the second variable of taxonomy). Analysing the composition of universe and sample in terms of technology used (% of total project allocate in one of the technology variable) we have rough index for pertinence and appeal. This can be represented in term of high, medium and low level of technology appeal and high, medium and low pertinence in respect of overall objectives.
  • 26. What’s good in Europe funded Among the success case of research KARAVEL (2M€ EU funds acquired Opodo per 60 M€) CAPITALL- ITTS (promessa mancata) www.scriptavolant/blog www.t-6.it
  • 27. What to do?: e business “Solutions” source:e business @watch tourism is in the vanguard of ICT adoption and e-business in the area of e-marketing and online sales. In this area of customer-facing e-business activities “e-tourism has taken off” In a ranking of the 10 sectors studied in 2006, the tourism industry only scores in the middle field regarding the overall use of ICT and e-business. Especially regarding the deployment of ICT infrastructure and the adoption of e-integrated business processes, tourism companies are still lagging behind their counterparts in other industries. Overall, customer expectations and market competition are the main drivers of e- business in the tourism sector, while the small size of most companies and the considerable costs associated with acquiring technologies constitute the main barriers for a stronger uptake of e-business. (overall e busienss market, noa) Considering ICT adoption and size of companies, the most outstanding result is that small tourism companies are more active users of e-business compared to their counter- parts from other industries. The gap between big and small companies in using ICT and e-business applications may be relatively smaller than in other industries.
  • 28. problemi nelle analisi soluzione nella teoria i problemi sono sempre gli stessi le soluzioni sono sempre le stesse interoperability /system integration e procurement digital signature etc.... Complessità www.scriptavolant/blog www.t-6.it
  • 29. dal punto di vista delle sme converrebbe molto di più: aprire un blog un occhio alla seo/sem/affiliate social networking accessibilità microformat in attesa che le soluzioni più complesse diventino semplici e poco costose
  • 30. www.t-6.it SME - su cosa puntare www.scriptavolant/blog La propria intelligenza al posto della Intelligenza Artificiale Le proprie relazioni al posto delle Pubbliche Relazioni
  • 31. www.t-6.it SME - su cosa puntare www.scriptavolant/blog La propria intelligenza al posto della Intelligenza Artificiale CROWDSOURCING Le proprie relazioni al posto delle Pubbliche Relazioni
  • 32. www.t-6.it SME - su cosa puntare www.scriptavolant/blog La propria intelligenza al posto della Intelligenza Artificiale CROWDSOURCING Le proprie relazioni al posto delle Pubbliche Relazioni SOCIAL NETWORK
  • 33. L’Europa comincia a capirlo source: e business Watch - pocket book Social networking As shown by the explosion in blogs,[...] is the increasing emergence and importance of online user communities and social networking. This will have a big impact on travel and purchasing behaviour. lastminute.com is establishing facilities to enable customers and staff to provide and widely share information and feedback on services and properties. This interactivity is seen as one of the ways by which potential purchasers and travellers can ensure that their planned arrangements will be a positive experience. This approach is also seen as an important differentiator in the market and one which will help foster long-term growth and customer loyalty. ma non solo www.t-6.it www.scriptavolant/blog
  • 34. L’Europa comincia a capirlo source: e business Watch - pocket book Social networking As shown by the explosion in blogs,[...] is the increasing emergence and importance of online user communities and social networking. This will have a big impact on travel and purchasing behaviour. lastminute.com is establishing facilities to enable customers and staff to provide and widely share information and feedback on services and properties. This interactivity is seen as one of the ways by which potential purchasers and travellers can ensure that their planned arrangements will be a positive experience. This approach is also seen as an important differentiator in the market and one which will help foster long-term growth and customer loyalty. NICCHIE ma non solo www.t-6.it www.scriptavolant/blog
  • 35. Supply Side: Dynamic Packaging more advanced solutions source: e business Watch - pochet book Arelatively new trend that has attracted much attention is "dynamic packaging". Traditional packages provided by tour operators and agencies are bundling separate products quite well, but offer limited flexibility for customers. The trend towards individualisation creates demand for more flexible, dynamic packages. Although technological and organisational barriers for truly dynamic packaging are considerable, a num- ber of players are working energetically on the development of feasible solutions for dynamic packaging. cosa può fare il web 2.0? www.scriptavolant/blog www.t-6.it
  • 36. The Value of Social Network for the Supply Side I social network sono e saranno in grado di fornire profili ed informazioni per la product aggregation www.t-6.it www.scriptavolant/blog
  • 37. Product Aggregation Model
  • 38. Product Aggregation Model (2) Product aggregation can be analytically represente with simple linear function: pi, qj, rk, are product type dependent attributes of basic components such as location, arrival and departure date, hotel category, price. ai = f(pi, qj) attributes of the aggregated product as a function of the basic component attributes (entire time period of a packaged product or the package price). di = g(m, c, ai) additional attributes of the aggregated product which take into consideration the market segmentation and the different distribution channel, resulting into different prices and product descriptions. The same basic components may be combined to different products , which are sold by means of different intermediaries and distribution channels, which highly influences the product descriptions. www.scriptavolant/blog www.t-6.it
  • 39. www.t-6.it Peoduct Aggregation Model (3) www.scriptavolant/blog The aggregation process crosses company boarders, in that case the mapping function is described by the means of a contract between the supplier and the intermediary entity. Normally even more complex: a room may be sold as a two or a three bedroom, with different prices .The basic product can be seen as a function of some kind of basic service or infrastructure. Different configuration options related to different product descriptions and serving different needs. Resulting into different expected or augmented products. Though the same basic components are consumed by the clients their expectations may have been different and, thus, also the related degree of satisfaction. Mass customization and consumer driven markets need basic components with well described attributes in order to link them dynamically. Product configuration possibility is an important prerequisite in markets with increased competition. Package tours or inclusive tours More individual package tours Tailor-made or itinerary-built tours Tour operators try to catch this demand with new products as well as with Information systems.
  • 40. Grazie a Tutti www.scriptavolant/blog il turismo 2.0 www.scriptavolant/blog www.t-6.it

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