Slides used by prof. Lorenzo Cantoni for an hangout of the eTourism: Communication Perspectives MOOC www.eTourismMOOC.ch

1. 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
ICTs, Sustainable Tourism & Heritage

2. A map
• Access
• Better
• Connect
• Dis-intermediate
• Educate

3. #1: ACCESS_1
Widen access & raise awareness
Access information and share experiences online (up to planning)
E.g.: videos ¦ websites ¦ Social Media ¦ …

4. #1: ACCESS_2
175 World Heritage Sites
45 ad-hoc websites
70 FB official pages ¦ 97 YouTube channels ¦ 89 WHSs on Twitter
Free download from website

5. #1: ACCESS_3
Website design
Accessibility info throughout the whole industry
«Alternative accesses»: https://youtu.be/O-A2CAGV-mQ

6. #2: BETTER_1
• Enrich visitor’s experience while onsite: mobile access ¦ location
based services (LBS) ¦ augmented reality (AR) ¦ multiple voices ¦
gamification¦ …
• 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

7. #2: BETTER_2
E.g.: Patrimonio Ticino
Lessons learned: Open source ¦
no data roaming ¦ clear statement on Outstanding Universal Value ¦
responsible/sustainable tourism ¦ CSR

8. #2: BETTER_3
Augmented Reality & being blind…
Sensory swap: e.g.: «Sound Shirt»: https://youtu.be/8V3XQZZCED4

9. #3: CONNECT_1
Locals with Heritage ¦ Locals with Visitors ¦ Visitors with Heritage
Increase ownership and promote interpersonal encounters: Digital
StoryTelling ¦ informal learning ¦ gamification ¦ sharing economy ¦ …
Heritage
VisitorsLocals

10. #3: CONNECT_2
E.g.: Whacy (play it! see Junior Minister Competition www.retosa.co.za
or Whacy Game App)
Lessons Learned: collab. ¦ informal learning + empowerment ¦
gamification ¦ 100k+ students involved ¦ FB campaign: 3’250+ likesSacredTreeofAmbohimangaRova(Madagascar).
PicturebyMaminirinaRadiferaRanaivoson

11. #3: CONNECT_3
Listening to Online Travel Reviews
E.g.: Saint Paul Outside the Walls (Rome, Italy)
DeAscaniis,S.,&Cantoni,L.(2013).Artisticand
religiousexperiencesinonlinetravelreviewson
SaintPauloutsidethewalls(Rome).Proceedingof
ICOT2013,InternationalConferenceonTourism,
Lymassol,Cyprus,5-8June,pp.160-173

12. #3: CONNECT_4
E.g.: #faces4heritage campaign in support of the global #Unite4Heritage
UNESCO initiative
1.1.2016-30.11.2016 all tweets with #Unite4Heritage hashtag
www.faces4heritage.org

13. #4: DIS-INTERMEDIATE
Dis-intermediate (some) relationships: distribute info ¦ support
communication and promotion ¦ …
E.g.: www.ilhademocambique.org (collab. ¦ local involvement ¦ SME)
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

14. #5: EDUCATE_1
eLearning ¦ Open Educational Resources (OER) ¦ MOOCs ¦ …
E.g.: www.elearning4tourism.com ¦ eTourism: Communication Perspectives

15. #5: EDUCATE_2
Provide multi-media materials: in particular audio & subtitles
Telework opportunities

16. www.unescochair.usi.ch
www.ifitt.org
prof. Lorenzo Cantoni
Università della Svizzera italiana (USI 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