ENTER2019

1. Prof Marianna SigalaProf Marianna Sigala
Director of Centre for Tourism & Leisure ManagementDirector of Centre for Tourism & Leisure Management
Smart Tourism Services
Characteristics and Research Issues

2. Characteristics
Management Challenges
of
Smart Tourism Services
10 commandments

3. Personalised =>
hyper-personalised
 Hyper-personalized recommendations
 Anticipatory
 Self-configurated

4. IF PEOPLE WILL NOT TAKE
DECISIONS THEN
From
marketing to people
to
marketing to Search Engines
to
marketing to Smart Agents
what is the morality /ethics of a smart agent?
Working for the customer or the supplier?

5. Emotional - human
 Anthropomorphic robots
 Chat boxes
 Virtual or artificial assistants (VA - AA)
e.g. IBM Watson, Machine-to-Machine interactions
• Amazon – Alexa (25 million sales of Echo smart speakers)
• Google assistant (available on 400 million devices - Google
home cylinders & Pixel Phones)
• Apple – Siri-enabled HomePod
• Samsung acquired Viv to develop Bixby AI assistant platform
• Microsoft (AI=Cortana, VA=Chumenwenwen) and Tencent
(AI=Xiaowei and VA=Xiaoice) human conversations – 40
million users only in China

8. Robot: Object Vs Human

9. Social media profiles of
Sophia the Robot

11. http://www.robotics-
openletter.eu/
One open letter, written earlier this year and
addressed to the European Commission by
150 experts in medicine, robotics, AI and
ethics, described plans to grant robots legal
status as “electronic persons” as
“inappropriate” and “ideological, nonsensical
and non-pragmatic”, arguing that to do so
would directly impinge on human rights.

12. Re-distribution and re-definition
of sex
Sex workers Vs Sex robots
https://www.nytimes.com/2018/05/02/opinion/incels-sex-robots-redistribution.html

13. Smart services:
autonomous actors?

14. Mercedes Me
offers all kinds of features enabled by
embedded sensors in the vehicle
collecting contextual data to provide its
user a personalized, value-added
service, such as remote diagnostics
and
predictive maintenance

16. STUDY: how we think about
this dilemma in the case
of driverless cars

17. Study findings:
People believed in the abstract that cars
should choose to save as many lives as
possible
Most also said they would not buy a
car that could choose to save others’
lives while putting their own at risk.

18. http://fortune.com/2016/10/15/mercedes-self-
driving-car-ethics/
Mercedes’ decision to
weight passenger lives more heavily
than those of bystanders will seemingly
make the cars more attractive
to buyers.

19. Update 10/20/16 1:25 p.m. EDT:
In a comment provided later to Fortune,
Mercedes-Benz insists that von Hugo
was misquoted, and says the
automaker’s official position is that
“neither programmers nor automated
systems are entitled to weigh the
value of human lives,” and that the
company is not legally allowed to
favor one life over another in Germany
and other nations.

20. Drone Delivery ?
(Cambridge, United Kingdom) Amazon,
UPS
Uber Eats
KFC
Pizza Hut

21. Robotic Delivery (Austin, USA)
Austin, Texas became one of the first
cities to develop a pilot program to
regulate delivery robots.
Under Austin’s ordinance, delivery robots
must operate on sidewalks and
pedestrian ways, must weigh 136kg
(300lbs) or less, and operate no greater
than 16/kmh (10/mph).

22. Information rich
To ensure:
Authenticity
Origin
Establish credibility
Support interactions with the brand and
communities of consumption

23. AR integrates into a of the user’s
physical environment in
(Usability.com 2018)
digital information live view
real time
Image Source: Google Images 2018

24. Open Source Wine – Open Vino
“extreme transparency & traceability”

25. Safety – security - privacy

26. THANK YOU !THANK YOU !
Prof Marianna SIGALAProf Marianna SIGALA
marianna.sigala@unisa.edu.aumarianna.sigala@unisa.edu.au