This document discusses Outernet technologies and their applications in tourism. It begins with defining the Outernet as the merging of online and offline worlds where data is accessible anywhere. It then outlines the research aim to develop a conceptual framework to understand the Outernet and its impacts on tourism. The findings are that the Outernet connects the digital and physical worlds through technologies like RFID, QR codes, augmented reality and smart wearables. It discusses how these technologies are used by both tourism suppliers and consumers for functions like information retrieval, booking, payment, navigation and feedback. It concludes by presenting a conceptual framework and discussing managerial implications like focusing on the site experience and connecting the digital and physical worlds through Outernet technologies.

1. Outernet technologies in tourism:
Conceptual framework and applications for
the travel industry
Paula Monteiro Harasymowicz

2. Outline
3 main learnings
What is the Outernet?
How is it used in tourism? Practical examples
How can business prepare for the “Outernet era”?

3. Things are changing...
OUTERNET

4. Outernet201220132014
“The merge of online and offline world is
called ‘Outernet’”. (…) where data is accessible
everywhere (…)”
Pesonen and Hoster (2012, p. 20)
“The Outernet is the technical infrastructure of
tomorrow”. (p. 85); It links humans, information
and includes “place, time and material world”
(…).
Rehder in Marlinghaus and Rast (2013, p. 85)
‘Outernet’ becomes an umbrella term to group
such technologies that exceed the logic of
Internet to a network that originally only connected
humans and information.
Cf. Voller in Marlinghaus and Rast (2013, pp. 92-93)
“One of the consequences of the increased
relevance of the Outernet to the business travel
industry may be the growing use of mobile payment
solution”
AirPlus (2014, p. 10)

5. Outernet technologies overview
Outernet Technologies
RFID/NFC QR Codes Augmented Reality
Visual Search
Technologies
Smart Wearable
Objects
Future Technologies
Fig. 1: Outernet Technologies Overview
Source: Author

6. Why?
Technological innovations are heavily integrated in
the travelling cycle
Vast knowledge on the impacts of the Internet in
tourism but little known about the Outernet
Studies about the specific Outernet technologies
Lack of overview about the Outernet and its meaning
for tourism

7. Research Aim
Develop a conceptual framework to clarify
and further understand the Outernet, its
applications and impacts on the tourism
industry.
Conceptual frameworks are especially used in
qualitative exploratory studies that assist academics to
better understand emergent topics of which little is
known (cf. Pearce, 2012).

8. Reasearch method and design
Qualitative exploratory research
Research method: in depth desk research
Inductive approach
Conceptual nature: is both a limitation and a worth
for this investigation
Conceptual mapping, triangulation and soft
falsification.
“(…)a notable gap in the literature remains - that of conceptual research (…)”
Xin et al. (2013, p. 66)

9. Research Findings
Outernet
Conceptual
Framework
General
findings

10. General Findings

11. Outernet
Connection of digital and physical worlds through
specific technologies. Ubiquitous, location and context-
based and personalized, driven by market, information
and technological forces in tourism.

12. Outernet usage in Tourism
Supply Demand
Provide information Retrieve information
Customer data accumulation Booking/Payment
Marketing & Distribution Navigation/Routing
Payment solution Share & Communicate
Assets management Tracking/recognition
Sharing function Register scenes
Feedback Feedback

13. Usage per technology

14. Usage per technology
QR codes
Retrieve information
Customer loyalty cards
Smart wearable devices
Explore surroundings
Customer support

15. Challenges
Rapid changes
Effort to integrate
User familiarity and
acceptance (+ willingness)
Roaming fees

16. Conceptual Framework

17. Key Concepts

18. Outernet Conceptual Framework

19. Managerial Implications
Focus on site experience
Connect digital and physical worlds through Outernet
technologies
Marketing as a service, brands as point of orientation
on site
Rethink current business model

20. Thank you!
Paula Monteiro
Sales and Marketing Manager - Wikitude
paula.Monteiro@wikitude.com