IO1 Research analysis on Understanding “Tourism consumer behaviour experience – driven by Mobile ICT on Social Media”
The goal is each partner analyses the content on a series of social media channels and networks to understand tourism service behavior in both ways: consumer behavior and in particular service provider behavior which is directly connected to education.
For the purpose of this Report satisfaction/unsatisfaction and emotional experience are viewed as a central consumer behavior construct because the extent to which consumers are satisfied influences future organizational performance in the form of, for example, profits, market image, market share, skills, educational competences affecting HE and VET on tourism.
By researching satisfaction and its mechanisms, partners obtain valuable information to be used to design the educational innovation in the TOURBAN project.
There are dominant networks on the market that enable to make the research from three main points of views:
Network point of view:
1.Selecting several networks where satisfaction is expressed in text format e.g. http://booking.com, or tripadvisor.com among others.
2.Social Media channels such as Youtube, Instagram, Pinterest, Twitter, Facebook that provides the Media vision of the satisfaction of the service.
3.Research on Mobile Apps providing services at local level custom or open made found in Apple /Android markets.
The tasks leading the production of IO1 are:
1.Research and analyze the satisfaction factor on booking.com
2.Research and analyze the comments on tripadvisor.com
3.Research on other communities of users available at local level and services
4.Research content on the following social networks Youtube, Instagram, Twitter, Facebook, Pinterest analysis deeply the media data, from the point of view of the message given based on profile user.
5.Extract metadata of the media uploaded to the social media (hashtag definition # on videos, photos, tweets).
The intellectual Output IO1 is structured as follow:
- IO1 Turkish Research Analysis
- IO1 Romanian Research Analysis
- IO1 Italian Research Analysis
- IO1 Dutch Research Analysis
- Consolidated report on consumer behavior
- Matrix of metadata #hashtag used in social media channels by the visitor and tourism stakeholder map
- Swot analysis on local tourism services to identify strength points across partners
- Apps catalogue of services available for the visitors
IO2 Training Program on Social Media and Their Impact on the Educational Process. Anlaysis and Selection of Web 2.0 Tools to Develop New Services
Intellectual Output IO2 develops a special tailor made social media training program. The goal is to learn how to use social media in education and how to apply this to tourism. Key data for the training program development comes from IO1 research to choose the social media tools. That is the connecting point between Intellectual Output 1 and this Intellectual Output.
The training program is designed to answer from a social media point of view;
- What would be the role of all actors (education, tourism services of all kind)
involved in tourism in the next decade.
- How social media is impacting their daily work connected to experiences and emotions of the services.
- What kind of new services could be accessed using Mobile devices that can enhance the experience of the services.
- How they think they can change the way of learning and doing business.
- How educational need should be included in specific evolving soft skills connected to mobile social media.
- How to understand metrics on social media channels to extract value information.
The intellectual Output IO2 is structured as follow:
1.A 32 pages document named IO2 Training Program addressing:
- Understanding Social Media Impact
- Understanding the tourist consumption model
- The training program by day
3.The KA1 FORM (2017 version) in Turkish and English
IO3 Training Program on How to Apply Games on Tourism Services Using Mobile Devices
The main goal of this IO3 is to develop a training program through a structured set of tasks enabling the learner to develop a new set of skills and Game knowledge literacies.
These tasks will enable to learn how to implement games at educational level applied to a tourism service.
At the core of these tasks are embedded three main actors;
-higher educational institution plays the role of the Puppet Master
-tourism service provider plays the role of game scenario
-the visitor plays the Hero’s role
The Outcomes of IO3:
KONYA CITY GAME
Konya game has 3 levels. The first level name is exploring the city, second level name is imaging the city and the third is designing the city. All three levels have the same requirements.The mission is to realize city’s architectural continuity and entirety. The game’s story is delivered by facebook admin with facebook messenger. The players who want to discover the city’s unknown features and so they can learn the city’s own identity. This feeling can encourage players to continue to exploration.
1.Turkey Game Flyer
2.Game Structure Templates
GAMMO – GAMING MODENA
A GAMING EXPERIENCE TO EXPLORE MODENA AND ITS TRADITIONS
The main aim of the GAMMO game is to guide the visitor in a special experience, that s/he would not be able to make by watching TV programmes or visiting the city in a traditional way, guided by tourist books, or following city posts and tourist signs, following a guided tour or downloading and reading the history and traditions of Modena from institutional websites. GAMMO can bring you to live a few unforgettable days experiencing talks with local people, local traditional food, local heritage, motors and music.
1.Italy Game Flyer
2.Game Structure Templates
BUCHAREST- PLAY THE STORY
The aim of the “Bucharest – Play the Story” game is to create new experiences for tourists and to help them discover, in a funny and innovative way, new information about culture and history of the city. Under these circumstances, the person who would like to join this game will find out about the historical development of the Bucharest city and will discover a tourist asset representative for each historical period. The game is composed from 6 levels, associated to 6 tourist assets included in the game.
1.Romania Game Flyer
2.Game Structure Templates
IO3 CONSOLIDATED REPORT
The concept of this Intellectual Output is to understand in detail the implementation process and how we have designed the Ouput, the Training Program. The primary goal of this IO3 is to develop a training program through a structured set of tasks enabling the learner to create a new set of skills and Game knowledge literacies. These tasks will enable to learn how to implement games at educational level applied to a tourism service.
IO3 Consolidated Training Program
IO4 Training Program How to Innovate in Designing New Business Models in Tourism Based on Education
The methodology consists of applying business methodologies to education where education is seen as a product or service therefore needs to go through a design process and after implemented as a business/service model.
The main goal is to change the mindset teaching to design education but generating a value proposition that enables to co-create new products and services within the partnership.
Task 1 Design Thinking
Using the following steps service design by;
1. Visualization: using imagery to envision possibilities and bring them to life
2. Journey Mapping: assessing the existing experience through the customer’s eyes
3. Value Chain Analysis: assessing the current value chain that supports the customer’s journey
4. Mind Mapping: generating insights from exploration activities and using those to create design criteria
5. Brainstorming: generating new possibilities and new alternative business models
6. Concept Development: assembling innovative elements into a coherent alternative solution that can be explored and evaluated
7. Assumption Testing: isolating and testing the key assumptions that will drive the success or failure of a concept
8. Rapid Prototyping: expressing a new concept in a tangible form for exploration, testing, and refinement
9. Customer Co-Creation: enrolling customers to participate in creating the solution that best meets their needs
10. Learning Launch: creating an affordable experiment that lets customers experience the new solution over an extended period of time, to test key assumptions with market data.
Task 2 On Canvas Lean
1.Key Partners (who are they)
2.Key Activities (what key activities our Valuable Proposition requires)
3.Key Resources (what resource are needed)
4.Valuable proposition (what value we deliver to our customer)
5.Customer Relationships (what type of relationship does each customer segment requires)
6.Channels (define the channel phases)
7.Customer segment ((mass market, niche, segmented)
10.Problems ( what problem we are trying to solve)
11.Solution (what solution we propose)
-One training program how to design new business models
-At least 3 new educational services designed as tourism resources one per country (TR, IT, RO)
The training program is designed for 5 days so it can be included in KA1 calls. All partners benefit by hosting this training in their countries after project ends granting sustainability. The training program is part of the MOOC 4.0
BUSINESS MODEL – TURKEY
Beside cultural tourism, other types of tourism should also be developed in order to provide tourist demand during the off seasons. With its unique atmosphere and with a dizzying array of stars and constellations blanketing the night skies, Cappadocia, with its light pollution-free locations and clear skies, offers you the serenity of stargazing.
Stargazing has been accepted as a new, breaking form of tourism – traveling not for the sun, sand or beach, but for the sky. Described as “dark sky tourism,” Cappadocia offers many places free from light pollution to feel the magic of a dizzying array of stars and constellations blanketing the night skies. This new fascination gets you away from nightclubs and crowded
To cope with mass tourism, alternative ways of travelling in the heritage should be developed in Cappadocia region so that it faces a double challange. Whether to hand over the tourist demands and continue overly consuming the environment up to a moment that tourismwill eventually end or to develop strategies to cope with these effects and manage in a sustainable way which also benefits the local population. AstroFest is one of these sustainable strategies that can provide distinctive experiences for the tourists and economical benefit of locals.
Bu etkinlik iş planı ile astronomi ve sanat birleştirilerek dezavantajlı grupların da yararlanabileceği Astronomi Sanat (Astrosanat) Atölyesi oluşturulması ve bu atölyede uygulanan programın sonunda Astronomi Festivalinin (Astrofest) düzenlenmesi hedeflenmektedir.
Ülkemizde son yıllarda astronomi ve uzay bilimlerine yönelik ilgide artış görülmektedir. Bu çerçevede TÜBİTAK gibi ulusal kamu kurumları başta olmak üzere astronomi çalışmaları misyonunu taşıyan ve bu alanda eğitim ve yaygınlaştırma aktiviteleri tertip eden muhtelif tüzel kurumlar, bilim merkezleri, üniversiteler ve profesyonel astronomi toplulukları astronomi ile ilgili çeşitli eğitim, kültür, spor ve sanat içerikli faaliyetler düzenlemektedir. Konya Bilim Merkezi, taşıdığı misyon gereği ülke genelinde bu alanda düzenlenen aktivitelerle astronominin popülerleşmesine katkıda bulunmak amacıyla “Herkese Biraz Gökyüzü” teması altında dezavantajlı grupların yararlanabileceği, son yıllarda Dünya’da popülerleşen, ülkemizde de büyük ilgi gören STEAM (Science, Technology, Engineering, Art and Math) çerçevesince Astrosanat Atölyesi kurmayı ve devamında Astrofest yapmayı planlamaktadır. Bu proje çerçevesinde astronomi ve uzay bilimleri gibi soyut ama ilgi çekici olan bu disipline yönelik toplum nezdinde ilginin artması, astronominin sanatla buluşması ve bilimsel bilgilerin popüler seviyede yaygınlaşması amaçlanmaktadır.
İş Modeli Örneği
BUSINESS MODEL ITALY
THE AIRBNB EXPERIENCE AND GAMMO BY INEUROPA SRL ITALY
Based on our personal experiences, we decided to fill the business model canvas related to the opening and running of an Airbnb in Modena (Emilia-Romagna region) and Pescia (Tuscany region), two different locations in Italy. The BMC allowed us to identify all the elements related to the start-up actions, to the running actions, and to the key relations to be created in order to guarantee a sustainability of the business itself and its success.An Airbnb is a new way of renting own properties (being spare flats/houses or rooms) through an online platform.
Lately, Airbnb has become a new concept of tourism facility allowing visitors/tourists to be directly in touch with local people and experiencing the place. This new concept has upset the traditional accommodation services, such as hotels or B&B, by creating a network of trust between hosts and clients/guests who become “partners” in this new touristic approach. The fast evolution of the online platform has transformed it into a complete tourist service provider concerning accommodation but also food and experiences:
L’ESEMPIO DI UN AIRBNB E GAMMO DA INEUROPA SRL (ITALIA)
Sulla base delle nostre esperienze personali, abbiamo deciso di compilare il business model canvas in relazione all’apertura e alla gestione di un Airbnb a Modena (regione Emilia-Romagna) e Pescia (regione Toscana), due diverse località in Italia. il Business Model Canvas ci ha permesso di identificare tutti gli elementi relativi alla fase di start-up dell’attività, alla gestione e alle relazioni chiave da creare per garantire la sostenibilità e il successo del business stesso. Un Airbnb rappresenta una modalità nuova di affittare i propri immobili (che siano appartamenti vuoti, case o stanze) attraverso una piattaforma online.
In seguito, Airbnb ha dato vita a una nuova concezione di struttura turistica, consentendo a visitatori e turisti di venire in diretto contatto con le persone del luogo e quindi di avere un’esperienza diretta della città. Questa nuova concezione ha stravolto i servizi tradizionali di ospitalità, come hotel e Bed & Breakfast, dando vita a una rete di fiducia tra host (cioè chi ospita) e guest (ospiti), che diventano veri e propri partner in questo nuovo approccio al turismo. La celere evoluzione della piattaforma online ha trasformato questo servizio in un fornitore di servizi turistici completo, non solo nel settore dell’ospitalità ma anche del cibo e delle esperienze:
BUSINESS MODEL ROMANIA
“BUCHAREST – PLAY THE STORY” MOBILE APP
After the launch of the “Bucharest – Play the story” game, INCDT plans to develop and launch the mobile application with the same name. With this mobile application we intend to create a different tourism experience that addresses to visitors that are willing to take the challenge of discovering the city of Bucharest in a different way. Study the impact of “Bucharest – Play the story” -on-line version and analyze the competition
The data provided by the Facebook page of the game will be analyzed (game insights): page views, actions on page likes, page followers, post engagements, reach, reviews. The information is needed to correctly identify the characteristics and dimensions of the target group.
A competition’s analysis study will also be conducted to identify the main applications that use games as a means to promote tourism and cultural objectives, of the promotional activities related to these applications, and of the interaction with the players. Bucharest tourist guidance applications will also be spotted as well as other board games that promote Bucharest (ex: Questo – game app to explore different cities).
Aplicația de mobil “Bucharest – Play the Story”
După lansarea jocului “Bucharest – Play the story”, INCDT intenționează să dezvolte și să lanseze aplicația mobilă cu același nume. Prin această intermediul acestei aplicații se dorește crearea unei experiențe turistice diferite pentru vizitatorii care doresc să descopere orașul. Studierea impactului versiunii on-line a jocului “Bucharest – Play the story” și analiza competiției
Vor fi analizate datele furnizate de pagina Facebook a jocului (statistici privind jocul): vizualizări, acțiuni pe pagină, urmăritori ai paginii, postări, recenzii etc. Informațiile sunt necesare pentru a identifica corect caracteristicile și dimensiunea grupului țintă.
Se va realiza, de asemenea, un studiu asupra concurenței, care are ca scop identificarea principalelor aplicații ce folosesc jocul pentru promovarea turismului și obiectivelor culturale, a modului de promovare al acestor aplicații și de interacțiune cu jucătorii. De asemenea, vor fi identificate și aplicațiile de ghidaj turistic destinate Bucureștiului, dar și alte jocuri care promovează orașul (ex. Questo – joc pentru a explora diferite orașe)
Model de Afacere
-Templates and Documents
IO5 MOOC : MOOC 4.0 on How to implement innovation on Tourism Education and Services
The main components of the MOOC are training program of IO2, IO3 , IO4
Massive Open Online Courses (MOOCs) have evolved over the past three years. TOURBAN address this evolution and make it very innovative designing a 4.0 version.
MOOC 1.0 – One-to-Many: Professor lecturing to a global audience.
MOOC 2.0 – One-to-One: Lecture plus individual or small-group exercises.
MOOC 3.0 – Many-to-Many: Massive decentralized peer-to-peer teaching.
MOOC 4.0 – Many-to-One: Deep listening among learners as a vehicle for sensing one’s highest future possibility through the eyes of others.
IO2, IO3, IO4 addresses the particular issue of inspiring collective creativity, talking transformatively, learning is experienced as a co-creative flow that allows the participants to sense what they really need.
But what is really new is the deeper transformational dimension, in which the social field turns into a mirror that allows each individual to see his or her own highest future possibility (4.0: “Many-to-One”).
By social field we mean the structure of relationships among individuals, groups, organizations, and larger systems that – when changed – gives rise to different collective behavior patterns. These structures of relationship have their own resonance, awareness, and being.
The evolution from MOOC 1.0 to MOOC 4.0 is essentially the evolution on the level of conversation through which the learning process operates.
The different modules are developed having in mind what is the already forecast experience in TOURBAN that for sure will unveil the following paths:
-What barriers prevent you/your education system from accessing your deepest of creativity?”
– “What would it take to realize your highest future possibility to address the required changes?”
– “What support do you need from others to realize your dream?”
The MOOC does not only address the Institution but “YOU”. It is the ” YOU” contribution what will help make the change and address properly the changes.
The MOOC works in the following way:
1. Audiovisual material is created based on all IOs.
2. Streaming/webinars sessions with specific challenges are provided by partners on pre-defined calender date.
3. The participant needs to belong to a local group, so the experience is collective and through the collective experience the innovation of the learning is happening.
4. A ring of mentors/facilitators is created in each country and is composed by the project partners who have already participated in the project.