Intervento di Lorenzo Cantoni, professore all'USI - Università della Svizzera italiana e UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage Sites, alla Summer School "Strategie di marketing nelle aree naturali protette" organizzata dal Parco Nazionale della Sila. Lorica di San Giovanni in Fiore (CS), 25 giugno 2015.

1. E-tourism
e comunicazione online
prof. Lorenzo Cantoni
USI – Università della Svizzera italiana (Lugano, Switzerland)
UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage Sites
IFITT – International Federation for Information Technologies and Travel & Tourism
lorenzo.cantoni@usi.ch ¦ @lorenzocantoni

2. AGENDA
eTourism and heritage tourism
Online Communication Model ¦ content quality
Online promotion
Usability ¦ webanalytics

3. ICT
IN TOURISM EXPERIENCE/SECTOR
Pre
Getting
there [and
back]
During Post

4. Widen access
Increase
ownership
and promote
interpersonal
encounters
Enrich visit
experience
Dis-
intermediate
(some)
relationships
Upgrade
knowledge /
skills in
MSMTE
FIVE MAIN AREAS OF
INTERVENTION FOR ICT

5. #1: WIDEN ACCESS _1
Access information and share experiences online
E.g.: videos ¦ websites ¦ …

6. #1: WIDEN ACCESS _2
E.g.: Latin America

7. #1: WIDEN ACCESS _3
E.g.: France UNESCO

8. #2: ENRICH VISIT EXPERIENCE _1
• While onsite: mobile access ¦ location based services (LBS)
¦ augmented reality (AR) ¦ multiple voices ¦ …
• The case of mobile apps
– July 2013, on iTunes apps for 140 out of 981 WHSs
• 70 Europe, 41 Asia, 13 North America, 6 South America, 5 Africa, 3
Oceania, 2 Central America
• 99 cultural, 36 natural, 5 mixed
• 47 sites had more than one app
– WHS and/or UNESCO logo present in 12.2% and 11.3% of apps
• explicit reference to world heritage in 56.5% ¦ year of inscription:
31.3% ¦ specific sustainability hints: 9.6% ¦ actual reason of
inscription: 7.8% ¦ UNESCO and its 1972 Convention: 4.4%
Schieder, T. K., Adukaite, A., & Cantoni, L. (2014). Mobile Apps Devoted to UNESCO World Heritage
Sites: A Map. In Information and Communication Technologies in Tourism 2014, pp. 17-30

9. #2: ENRICH VISIT EXPERIENCE _2
E.g.: Patrimonio Ticino
Lessons learned: Open source ¦
no data roaming ¦ clear statement on Outstanding Universal Value ¦
responsible/sustainable tourism ¦ joint forces ¦ CSR

10. #3: INCREASE OWNERSHIP AND PROMOTE
INTERPERSONAL ENCOUNTERS _1
Digital StoryTelling ¦ informal learning ¦ gamification ¦ sharing economy ¦ …
E.g.: Whacy (play it! www.whacygame.org/retosa)
Lessons Learned: collab. ¦ informal learning + empowerment ¦ gamification ¦
100k+ students involved ¦ FB campaign: 3’250+ likes ¦ RETOSA homeSacredTreeofAmbohimangaRova(Madagascar).
PicturebyMaminirinaRadiferaRanaivoson

11. #3: INCREASE OWNERSHIP AND PROMOTE
INTERPERSONAL ENCOUNTERS _2
Listening to Online Travel Reviews
E.g.: Saint Paul Outside the Walls (Rome, Italy)
DeAscaniis,S.,&Cantoni,L.(2013).Artisticandreligious
experiencesinonlinetravelreviewsonSaintPauloutsidethe
walls(Rome).ProceedingofICOT2013,InternationalConference
onTourism,Lymassol,Cyprus,5-8June,pp.160-173

12. #4: DIS-INTERMEDIATE (SOME)
RELATIONSHIPS
Distribute info ¦ support communication and promotion ¦ …
E.g.: www.ilhademocambique.org (collab. ¦ local involvement ¦ MSMTE)
E.g.: www.olgasproject.com (from NGO’s to tourism communication)
Co-Design of eTourism Application. The Case of Ilha de Mozambique By Salomao David
and Lorenzo Cantoni Download PDF
Communicating Tourism Sustainability Online. The Case of Victoria Falls World Heritage Site.
By Maria Garbelli, Asta Adukaite and Lorenzo Cantoni Download PDF

13. #5: UPGRADE KNOWLEDGE/SKILLS
eLearning ¦ Open Educational Resources (OER) ¦ MOOCs ¦ …
E.g.: elearning.ticino.ch ¦ www.elearning4tourism.com

14. FIVE MAIN AREAS OF
INTERVENTION FOR ICT
Everybody Locals
Tourists Tourism
players
Widen access
Enrich visit experience
Increase ownership and promote
interpersonal encounters
Dis-intermediate (some) relationships
Upgrade knowledge / skills in MSMTE

15. OCM: ONLINE COMM. MODEL

16. Some main topics
• Contents and services
– Formats/styles of web writing
– Information quality
– Information architecture
– Intercultural communication /
Localization
• Accessibility tools
– Online communication
strategy
– Human Computer Interface /
Interaction
– Usability
• People who manage
– Training in relevant ICTs issues
– Reaching a higher maturity
level
• Users
– Online promotion (SEO / SEM
/ SMM / …)
– User Experience design
– Usages’ analysis:
webanalytics
• Information competitors
– Reputation in online media
– Online image

17. ASSESSING CONTENT QUALITY
Accuracy ¦ authority ¦ currency ¦ objectivity ¦ coverage

18. Un po’ di pubblicità…
Inversini, A., Cantoni L. (2014). Nuovi
media nella comunicazione turistica.
Roma: Dante Alighieri

19. Un caso: Diving a Malta
NewMinE Apero
20-10-2011
webatelier.net

20. OBIETTIVO
Promuovere – per conto di Malta Tourism Authority – il prodotto turistico
diving (le immersioni) tramite il web sui mercati francese e italiano

21. Metodologia
• Analisi info-competitors (domanda e offerta)
• Ottimizzazione landing page
• Attività promozionali
– direct mail
– back-links
– SEM: Google adwords
– Facebook ads
– Contest fotografico su Facebook
• Tempi: Marzo-Settembre 2011

22. Risultati: info-competitors_1
lato offerta
• Content analysis con 6 categorie e 18
indicatori
• Malta risulta la più completa tra le
destinazioni analizzate (> 60%)

23. Risultati: info-competitors_2
lato domanda
• Lista di pro e contra per ogni destinazione
• Schede per divers francesi e italiani

24. Risultati: landing page(s)
• Ottimizzazione dei contenuti per lingue
francese e italiana
• Lavoro compiuto sulle 5 pagine diving che
presentano contenuti testuali

25. Promozione_1

26. Promozione_2
• Google Adwords
• Facebook ads

27. Promozione_3
• Promozione
– Campagna teaser
– Messaggi su
gruppi/pagine/profili Facebook
– Messaggi su forum/blog
– Mailing list
– Flickr
• 230 partecipanti
– 124 Francia
– 106 Italia
• Fan pagina francese: +80%
– 4100-7400
• Fan pagina italiana: +20%
– 7900-9400

28. USABILITY
See ad-hoc presentation: http://goo.gl/ZB7FUP

29. Un po’ di pubblicità…
http://iversity.org/en/courses/etourism

30. www.unescochair.usi.ch
prof. Lorenzo Cantoni
USI – Università della Svizzera italiana (Lugano, Switzerland)
UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage Sites
IFITT – International Federation for Information Technologies and Travel & Tourism
lorenzo.cantoni@usi.ch ¦ @lorenzocantoni