The document summarizes the findings of a research report on ICT and tourism projects in Europe between 1998-2008. It finds that 71 projects received €136 million in funding. The projects built a basic technology stack for network integration, interoperability, and standards. More recent projects developed advanced applications like location-based services and virtual reality. The technology lifecycle has transitioned from client-server to distributed architectures that better meet market needs. Web 2.0, social networks, and crowdsourcing are shifting power from intermediaries to suppliers and consumers in the tourism industry.

1. The Grand Tour
appunti da una ricerca su ICT e Turismo in Europa
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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
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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
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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.
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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.
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6. Una rappresentazione grafica
web 2.0
Crowdsourcing
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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.
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8. Market Structure Evolution
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9. Market Structure Evolution
IT
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10. Market Structure Evolution
WEB
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11. Market Structure Evolution
WEB
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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
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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
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15. Cosa Devono Capire
Industry Intermediari
Web Disintermediazione
Web 2.0 1a1
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16. Industry - GDS
lastminute.com Expedia Opodo
Galileo Amadeus WorldSPan SABRE Genesis
Airlines e Internet Players
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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
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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
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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€
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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)
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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
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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
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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
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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?
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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
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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.
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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
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