B. Murgante et al. (Eds.): ICCSA 2011, Part II, LNCS 6783, pp. 265–276, 2011. © Springer-Verlag Berlin Heidelberg 2011

Crowd-Cloud Tourism, New Approaches to Territorial Marketing

Beniamino Murgante, Lucia Tilio, Francesco Scorza, and Viviana Lanza

Laboratory of Urban and Territorial Systems, University of Basilicata, 10, Viale dell’Ateneo Lucano, 85100 Potenza, Italy

firstname.surname@unibas.it

Abstract. Despite great efforts in adopting technologies for tourism development, few results have been achieved. A lot of experiences are mostly based on pilot projects or on never completed prototypes. Nations with a large tourism vocation lack of a serious national tourism portal. A different approach has been adopted in Matera (southern Italy), where a volunteered way has been adopted in mapping all tourist services and related information. All data related to cultural heritage, services, transport, etc. have been collected by voluntary actions of students and citizens and shared using cloud-gis web service. These data have been linked with other information already existing on the web (movies, pictures, Wikipedia, historical documentations, etc.), producing a sort of local mini-portal for tourism development. After this first phase a strong interaction with citizens has been created using a blog and social networks in order to complete and correct the whole dataset.

Keywords: Neogeography, Volunteered Geographical Information, Crowdsourcing, Collaborative Mapping, Cloud Services, GisCloud, Territorial Marketing, Tourism Development.

1 Introduction

Tourism is still underutilized in a lot of countries, despite the widespread idea that it could be an important aspect of economic development. This might be due to new trends emerged in recent years, which have not been captured by authorities involved in tourism development. More particularly, the massive use of technologies has not yet been understood by agencies and local authorities involved in providing tourist services; consequently, a traditional approach to tourism management based on paper maps and guides corresponds to a great demand of digital information for smartphones and tablets.

Why a lot of tourist development agencies do spend a lot of resources in producing nice printed guides without putting the same data on a website? Why such agencies do not develop a program for including all possible tourist information, translated in all languages, in Wikipedia? Why have pictures and videos not been shared on FlickR, Panoramio, YouTube and Vimeo?

In recent periods, travel costs have decreased significantly; as a consequence, touristic flows have increased, but a whole life is not enough to visit all attractive

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places. Consequently, there is a great competition in attracting tourists. A paper guide could not reach all possible people interested in visiting a place; probably it will be bought in a bookshop at the airport or directly at the place to visit. It is important to integrate traditional approaches to tourism promotion with all possible electronic platforms more accessible everywhere. Another weakness of traditional tourist guides is the total absence of modern and contemporary architecture and the location of important movie sets.

Matera (Southern Italy) is a UNESCO World Heritage, with a unique landscape, which has often been a set for important movies.

In TiMatOnGIS (Tourism in Matera On Geographic Information System), a volunteered approach has been adopted in mapping all tourist services and related information. All data related to cultural heritage, services, transport, etc. have been collected by voluntary researchers, students and citizens and shared using cloud-gis web service. These data have been linked to other information already existing on the web, such as movies, pictures, Wikipedia, historical documentations, etc., producing a sort of local mini-portal for tourism development.

2 Neo and Volunteered Geography

In the introduction to the book “Geocomputation and urban planning” [1], the authors cite the famous paper by Franklin [2], who in 1992 quoted that 80% of all organisational information contain some references to geography. After the publication of this book, a lot of discussions started on social networks and blogs on how was it possible that in 1992 80% of information contained a spatial component.

This book was published in 2009 and up to date, after only two years, the situation is completely changed: each mobile phone has a GPS and Google has transformed geographical information from a specialist interest to a mass phenomenon and probably 100% of data have a spatial relation.

Another important tendency in progress in recent years is open government. Such an approach is based on a more participative method to government and it starts from the assumption that ideas of citizens have always to be collected, not only before elections. Consequently, public involvement, getting ideas and suggestions, is a daily activity aiming to have a wider inspiration in managing and to collect feedback in already started actions. Obama’s administration has given a great impetus to this approach, implementing such a policy and enlarging the possibility to capture public imagination by means of social networks, blogs and all possible solutions for directly interacting with citizens.

This new approach is often called Gov. 2.0. Open government without a 2.0 approach is still based on a direct action. “Providers” is a sort of Right to Information where the administration tries to inform people, but having interaction just with the main stakeholders. Gov. 2.0 is a more open approach, which “enables” citizens to have an important role in defining policies. Social media and all 2.0 platforms are a key element in generating a direct contact with citizens. Extensions of 2.0 philosophy changed completely the relationship between citizens and administration. People directly provide in realizing services that public administration is not interested to carry out and private sector does not consider convenient to realize. This approach

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leads to “Crowdsourcing” [3], where organizations or companies externalize production using a mass collaboration, or “Volunteered Geographic Information” [4], where distributed masses create, manage and disseminate spatial data [5].

In spatial information the added value could be represented by “Neogeography” [6] [7], where citizens produce data integrating maps with geo-tagged photos, videos, blogs, Wikipedia, etc.. These actions directly derive from public administration inefficiency. One could say “why do I pay taxes if citizens have to directly provide services?”. The reduction of funding coupled with the increase of data availability led governments to have huge datasets without having the possibility to check their quality and to update them. Consequently, these data become old before they are published. In geographical sector is very frequent that local authorities do not use to share data with more actors involved in the production of the same data. The first attempt to solve this problem has been the Executive Order 12906 (1994), “Coordinating Geographic Data Acquisition and Access: The National Spatial Data Infrastructure” (NSDI), imposed to American agencies, organizations and local authorities, which led to a huge resource optimization. In Europe, INSPIRE Directive does not reach same results because of European bureaucracy and of a sort of inertia from European countries in applying European directives. The other problem of INSPIRE Directive is the enormous articulation that discourages many institutions in its application.

Obviously, there was a large increase of data sharing with the introduction of spatial data infrastructures, but this development is much lower than growth of data production due to voluntary actions. Probably, in the future, spatial data infrastructures will be developed by big organizations, while local authorities will tend mostly towards cloud solutions, as Google or GisCloud. The great advantage of these solutions is the possibility to integrate Google data, SDI services (e.g. WMS, WFS, etc.), OpenStreetMap data and so on with all data produced by administrations or volunteers. Another strength is the possibility to mash-up spatial data with all possible information available on websites (e.g. pictures, videos, descriptions, etc.).

3 Touristic Development and ICT Perspective

Economic effects of tourism have received increasing attention in recent years. Especially, tourism raised to a structural dimension in the framework of regional development policies. This is a general trend around Europe and it is based on several structural policies from Agenda 21 to EU Regional Convergence and Cohesion.

Touristic development permeated regional policies around Europe during last decades and it is important to underline two relevant shapes: the first one concerns the value of cultural, social and environmental identities of territories that generally represents a strong potential touristic attractor; therefore specific policies must be adopted in order to exploit such characters. The second shape concerns an attitude that politicians adopt in promoting touristic development as an effective consensus building policy, since it distributes benefits to resident populations, encourages the preservation of the status quo and appears to be sometimes the only opportunity for depressed areas.

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Touristic development is also a field of experimentation for innovative practices of local programming. Considering the case of Basilicata Region (Southern Italy), several attempts have been carried out in order to obtain effective results. Many programming documents have been developed and adopted: topdown planning, such as Regional Touristic Plans, and bottom-up policies such as PIOT (Integrated Projects of Touristic Offers). As touristic development is a transversal field of application, a lack of integration of touristic policies and tools is evident. Such un-integrated actions lead to overlapping jurisdictions between private organizations and public bodies with un-effective results. It is, for example, the case of two (or more) different policies carried out for the same city by the Regional Administration and the Municipality without any integration.

This general trend produced a lot of tools and infrastructures in some case not usable by tourists with consequent waste of public funds.

According to the recommendation of World Tourism Organization [8], tourism is the activity of people travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes. Statistically, there are several classifications:

• domestic tourism, which is defined as travelling by people permanently resident in one country, only within the country, but outside their usual environment;

• inbound tourism, which is defined as travelling by people permanently resident abroad within one country (and outside their usual environment);

• outbound tourism, which is defined as travelling abroad by people permanently resident outside the country. By combining these groups, the following classification can be obtained:

• internal tourism, including domestic tourism and inbound tourism; • national tourism, comprising domestic tourism and outbound tourism; • international tourism, including outbound tourism from a certain country and

inbound tourism to that country.

Such a classification suggests different needs and especially different information needed in order to organize trips and to choose services, amenities or local touristic products.

In Basilicata Region (IT), an interesting case study is represented by Matera city. The city is experiencing a very positive trend in touristic development, but this trend is not accompanied by clear policies for tourist services supply. The artistic and historical value of the city recently led to candidate Matera as European Capital of Culture (ECC) for 2019.

ECC developments were initiated in order “to help bringing peoples of member states closer together” [9]. The aim has been not only to highlight the cultural wealth and diversity of individual cities, but also to emphasize cultural heritage and current cultural vitality across Europe [10]. There has been an obvious political dimension in seeking to highlight a common European cultural heritage though one with “a richness born of diversity” [11].

Matera, as previous ECCs around Europe, looks to this challenge as a huge opportunity with potential impacts going beyond the cultural and political dimension [12]. Cities recognized that the designation was “a marketing opportunity to improve image on a national and European scale and constituted a sort of regeneration tool” [10].

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The tourism dimension of ECC has become more explicit: guidelines relating to the competition state that proposals should include consideration of their contribution to employment and tourism and the “need to develop high quality and innovative cultural tourism” [13]. This process can be effective even if it will not bring to the final nomination of Matera as 2019 ECC. In fact, it will generate a virtuous process of touristic development policies integration among different public and private actors, with an expected improvement of touristic supply of the city.

An important role is played by ICT and innovative tools for touristic supply. Today, the increasing use of information technologies, even through mobile technologies, generates new needs and instances for tourist’s choices. The modern behavior of tourists is going towards self-made trips based on the possibility to access and manage information by mobile devices, allowing several fundamental functions:

• to find, to compare and to select essential services (from public/private transports to reservations);

• to identify the best place to visit (connected with multi disciplinary information including satisfaction and rating of others tourists);

• to interact with other people during the trip (in order to identify meeting points, common activities and interests, to participate to local events, etc.).

At the base of such functions it lays the opportunity to use and manage geographic information, expressing the right location of resources and the best way to get it.

Several attempts were carried out in order to develop information systems supporting touristic development. This work describes the effective experience to use open platforms and a volunteering approach in order to get an interoperable data system, oriented to touristic development for Matera city. Such an effort concerns needs of domestic, inbound and outbound tourists, with direct implication for resident citizens and tourist operators.

4 Case Study: Five Ws to Illustrate TiMatOnGIS

4.1 Power of e-Tools for Knowledge Development

That being so, we “google” the word “tourism” and, starting from a generic site, as for instance, Wikipedia, which describes what tourism is, we arrived to websites designed to help tourists in trip organization. We have looked at these sites following the four criteria identified by Lanza and Prosperi [14]: we have searched sharing, social, decision and mapping tools, with the idea that not only citizens need to interact and participate in decisions in planning (as in the study case of Lanza and Prosperi, [14]), but in every sector of life citizens are more and more conscious of their active role in data retrieval and dissemination.

Surfing, we noticed that a small number of sites considers interaction. Generally, information about a place is described, several links are indicated, sometimes a Facebook “button” is present, and in very few cases there is some possibility to interact with the system and/or with other users.

Nevertheless, we think that tourists – who can be intended as world citizens – appreciate the possibility to interact and not only receive information without the

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possibility of remarks and comments. Designing web services for tourists with a strong interaction component, from this point of view, can represent an opportunity for tourism development, improving quality of supplied services in a continuous chain.

Moreover, nowadays technology allows actions that seemed impossible in the past. Smartphones and tablet pc make people always and everywhere connected, services as Google Art Project allow to virtually walk between artworks at Moma, New York or Uffizi, Firenze. Observing these facts, we considered that today tourists begin their trip before they arrive, and that they can really appreciate a web service set, available all the day, and in every place they are. It is no more time for tourist offices! If yesterday, tourists were obliged to go to a tourist office in opening time, waiting the operator, hoping he spoke the same language, today the possibility to interrogate a web system, find and acquire information on real time is a great progress.

Furthermore, acquired experience can be transferred and shared with other users, contributing to system improvement, both in terms of quantity and quality of collected information .

Considering knowledge as a never complete, continuous process, and considering that knowledge can be “expert”, when it derives from experts on a specific sector, and “tested”, when it derives from concrete experiences of normal people, TiMatOnGIS has been designed adopting the criterion of collecting and concentrating information without producing, but only considering the high quantity of information and its dissemination. To achieve the objective, main efforts have been information recovery and the following organization, in order to make information system coherent for a tourist.

In order to improve this knowledge development, concerning the tourism sector in Matera, we have designed a complete set of web 2.0 tools, strongly based on WebGIS services. Our project can be synthetically described, as on our BLOG, at the about page, http://timatongis.wordpress.com/about/, following the 5 Ws of journalism, starting from chosen name.

What is TiMatOnGIS? TiMatOnGIS is the acronym of Tourism in Matera On Geographic Information System. It represents the package of web 2.0 and cloud computing based tools, designed to offer a service for tourists in Matera. In particular, TiMatOnGIS is based on the GISCLOUD platform1, that is a WebGIS service. So, TiMatOnGIS is a geographic database which provides tourists free information about Matera.

Considering the idea to combine the use of volunteered geography and most common web 2.0 tools, TiMatOnGIS has several accounts: it is present on Twitter, the most famous micro-blogging platform, YouTube, for video contents, FlickR and Panoramio for photos and also on a page on Facebook.

Who? Involved stakeholders can be considered, at present, as two main groups: project design group and project users.

Project design: the project is born as scholar test of most modern GIS tools, at LISUT laboratory, University of Basilicata. The whole paper contributes to justify the interest of this research.

1 http://www.giscloud.com/

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Project users: every interested citizen can benefit from TiMatOnGIS and, also, he himself can contribute to improve, through several available tools, to interact and communicate. In particular, we intend two main categories of users: tourists, who are actual recipients, and tourist operators, intended as all those that in Matera supply a service or produce something which could be interesting for tourists. For instance, we think to restaurant owners, who could promote their restaurant through TiMatOnGIS, contacting us with the web 2.0 tools if it is not yet localized on map.

When and Where? Here we refer to the big power of the web. The service is available every moment and in every place. TiMatOnGIS, intended as a virtual tourist information point, is never closed.

Why? Because we strongly believe in geographic information importance. Because we think that spatial data must be open and that everyone must have the possibility to access information. Because we consider important that everyone contributes to improve quantity and quality of spatial data. Because sharing is our main value.

4.2 Knowledge Approach for TiMatOnGIS

In the belief that, as mentioned before, knowledge is a never complete, continuous process, based on “expert - knowledge” and “tested - knowledge”, we are persuaded that knowledge does not have an expiry date: it is not possible to reach a perfect knowledge level. Adopting the limited rationality concept by Simon (1947) [15], we can affirm that knowledge is incremental and it is on the base of this concept that we used an approach called “building knowledge process” for TiMatOnGIS. It is a cyclical process, characterized by five phases, as illustrated in figure 1.

The first important step of knowledge is its acquisition. Knowledge is ever-updating and strongly integrated. We acquired data with “best result and the least effort”, using existing data downloaded by National Geoportal (http://www.pcn.minambiente.it/ PCN/index.php?lan=en), which promotes and divulges the use of GIS, allowing access to

Fig. 1. Scheme of building knowledge process, our elaboration

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environmental information concerning the territory at National level, and by POIGPS Portal, based on volunteered actions (http://www.poigps.com/), which collects and publishes data regarding main points of interest of territories. The next step is systematize that acquired knowledge through collecting, processing, mash-uping, and so on, in order to publish it on web and to share information.

The innovation of this concept is that it is possible and plausible that all kinds of people could give their contribution to improve and integrate knowledge level (citizens, tourist operators, tourists, economic operators in tourism, traders, etc.); this is what happens in the integration phase.

How have data been published? Data have been published with TiMatOn”GISCLOUD”.

How have data been shared? Data have been shared with TiMatOnGIS’ BLOG and other free web-ware tools: Twitter, YouTube, FlickR, Facebook, Wikipedia, Panoramio, etc..

4.3 TiMatOnGIS’ BLOG

The choice of the BLOG as a sharing tool derives from the need to guarantee citizens with the “three i”: information, integration and interaction with world, and in particular, with world 2.0, and let people be always well-informed, in this case, on tourism in Matera.

With BLOG, available at http://timatongis.wordpress.com/, people can actively participate through comments, collect all information and events concerning tourism in Matera, stimulate dialogue between tourist operators, minor entrepreneurs, traders, and tourists (or simply citizens) themselves. Reading posts, people can be in

Fig. 2. TiMatOnGIS’ BLOG (available at http://timatongis.wordpress.com/)

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continuous update about Matera city: what to do, what to see, how to move, where to go, etc.. Furthermore, people may consult the WebGIS, through TiMatOnGIS’ BLOG, and, most important thing, people may know how to use GISCLOUD and what kind of information to find in it.

4.4 TiMatOn”GISCLOUD”

In accordance with Evans-Cowley and Conroy [16] [17] studies, and as Murgante et al. [18] [19] restated in 2011, Web 2.0 tools, as WEBSITE, BLOG and WebGIS, respectively, represent information and interaction tools, with “one-way” and “two-way” participation levels.

In particular, it is possible to get geographic information through our WebGIS (GISCLOUD), allowing every stakeholder to be informed about the territory [18]. Besides, citizens can interact with GIS selecting what kind of information knowing and seeing, and where that information is localized in Matera.

Therefore, a geographic database that provides tourists with free information about Matera is available at the address http://www.giscloud.com/map/11766/ matera_utm/matera, and through TiMatOnGIS’ BLOG page.

The main contents that tourists, and not only, could find are combined in the following categories:

1. tourist facilities, where to find Restaurants, Cafés and Hotels; 2. places to go, where to find important things to see in Matera, as modern

architecture, movies shot’ locations, monuments, cinemas, churches, rock churches, places of worship, etc.;

3. transports (and transport utilities), where to find important Points Of Interest, as gas stations, train stations, parking and public transport routes;

4. practical Matera (and public services), where to find some facilities of different nature (administrative services, health care, post office, banks, security force, schools, university, etc.);

5. environmental heritage, to see how consistent is environmental heritage of Matera; 6. basic maps.

In addition, an efficient description of the project is supplied in TiMatOnGIS’ BLOG.

The true innovation of this service is the establishment of Google mash-up. A mash-up is a website or web application that combines and includes dynamic

information or content from multiple sources, to integrate them and get something unique and new (Google mash-up because the web application is supported on Google Maps).

An example of Google mash-up, and so of mash-up that uses Google Maps, is on “Movies shot' locations” content, where places of movie shots in Matera are given, as the famous movie “The Passion” and the movie “King David”. Another example of Google mash-up is also in many other contents, because in every Point Of Interest there is a link with Wikipedia, FlickR, YouTube, Panoramio, etc..

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Fig. 3. Main contents of Tourist Information in Matera

Fig. 4. A Google mash-up

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5 Conclusions

A first important consideration can be done comparing the impacts seventeen years after Executive Order 12906, “Coordinating Geographic Data Acquisition and Access: The National Spatial Data Infrastructure” and those only six years after the launch of Google Hearth. Traditional approaches to Geographical Information System require a high expertise level of users, while Google Earth is a wider community because it does not request to have knowledge in the field of cartography, spatial database, computer science, image processing, etc..

Another important advantage is resource optimization. Local Authorities are not obliged to continuously produce new maps but they can use Google data as base maps and can build official information using part of volunteered data modifying them according to administration needs. When great part of data are ready, it is important to publish them on a cloud service using mass collaboration in checking and updating. Cloud services are another important aspect in saving resources; in fact, using these services, administrations are not obliged to buy servers, avoiding also great management expenses.

This approach has been adopted in TiMatOnGIS experience on Matera territory, which has a strong vocation for tourism, but still feels the weakness of services offered to tourists. The part already produced has been developed by researchers, students and people with various interests related to technologies and tourism. After this first phase, a strong interaction with selected citizens has been created using a blog and social network in order to complete and correct the whole dataset. We are waiting for the feedback from the “mass of citizens”, in order to improve dataset quality, and from tourists as a sort of costumer satisfaction. Acknowledgements. Authors are grateful to project participants involved in data collection and implementation: Ing. Maria Italia Insetti, Angelo Barbafolta, Gianvito D'Angella, Mariangela Vinci, Fabio Raguso, Leonardo Contini, Francesco Rubino, Marilena Villone, Samantha Gesualdi, Giuseppe Fiore, Giuseppe Ceglie, Leonardo Mita, Michele Dipalma, Vito Michele Cifarelli, Roberto Nocera, Andrea Ricciardi, Pasquale Fedele, Vito Leonardo Cifarelli, Maria Patella, Mariangela Vestita, Cinzia Staffieri.

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