Slides of the talk I gave the 25th of September 2014 about the activities I coordinates at the University of L'Aquila (Italy) in the context of the Tur.n 2.0 industrial project.

1. Mashups and web analytics to enhance,
promote and improve tourism offers
25 September 2014
Museo delle Genti d’Abruzzo

2. Our role in the project
Identification and analysis of SNS and
communication methods used by
international regions and tour operators
Benchmarking social communication
initiatives developed in other spheres
1
2
Analysis and design of prototype software,
based on web technologies
4
Design of the
investigation
instrument
Analysis of
the data
+
Architectural model and
technological advicing

3. Goal of our research
To propose
A new model for mapping regional tourism offers with the aim of
developing promotion and analysis of the Italian tourist market
• enhancing regional tourism offers, by linking supply and demand
• promoting the region, offer or package by integrating with other portals
and websites
• being of particular use for a region like Abruzzo
• building an advanced aggregation localization mechanism for online
tourism information
• to build new models for (online) trust and reputation towards tourism
offers

4. More technically…
We propose an intelligent platform that is able to integrate with existing
tourism-related Web portals in order to:
Enhance and promote the offer
Analyse and understand the demand

5. More technically…
We propose an intelligent platform that is able to integrate with existing
tourism-related Web portals in order to:
Enhance and promote the offer
Analyse and understand the demand
MASHUPS
ANALYTICS

6. Mashups
When data and information from various sources integrated in order to
provide new features and services on a single graphical interface
Data
Web
services
RSS
feed
Platform
Mashup APIs
application
Single graphical interface

7. Example of mashup
http://www.di.univaq.it/malavolta/turn/demo/index.php

8. Example of mashup
http://www.di.univaq.it/malavolta/turn/demo/index.php

9. Web analytics
The measurement, collection, analysis and reporting of Web data for
purposes of understanding and optimizing Web usage
http://www.londes.com/analytics
Analysis target

10. Our proposal
A platform to map and promote (Web) services related to a given area’s
tertiary sector
The platform allows to:
Access a set of customized and up-to-
date tourism offers by theme
(such as transport, accommodation,
and activities)
Propose touristic services to a
specialized set of potential tourists,
and analyze relevant trends in their
behaviour
Potential tourist
Tour and service operator

11. Our proposal
Real-time
analysis
Real-time
analysis

12. Features of interest
• End users have a new channel tool for planning their holiday by getting
always-up-to-date touristic information
• End users can access touristic information in a seamless, integrated, and
consistent manner
• Tour operators can instantly promote their new offers and services
• Tour operators can continuously understand and analysize the
behaviour of their customers, like what they are looking for, their buying
trends, their preferences
The platform is:
• Non-intrusive à can be included in any existing website
• Extensible à new data sources and questions can be added on demand

13. Current prototype
!
Embeddable questionnaire
Analytics dashboard
Planned holiday via email
Implementation fully done by
Delta System

14. Next steps
• Refine the prototype into a full-fledged product
• Add new performance indexes for potential tourists
• Study in details a potential business model supporting the platform
– the platform has been designed to support a dedicated business model
• Integrate new data sources
– for example: Trip Advisor, Booking, Facebook, etc.
• Promotion across the nation and scalability assessment

15. Contacts
Ivano Malavolta
Gran Sasso Science Institute
+ 39 380 70 21 600
iivanoo
ivano.malavolta@gssi.infn.it
www.ivanomalavolta.com