Optimization of tourism investment decisions based on valid demand analysis by integrating social media and web data
Topic and Initial Situation
Tourists make their holiday decisions more and more spontaneously. On the other hand, tourism statistics and market research results are used as a basis for decision making for investments in tourism, which are usually determined at longer periodic intervals (annually e.g. German Travel Analysis or every two years e.g. Tourism Monitor Austria). On the basis of these statistics and market research, tourism strategies are typically developed over several years. This presents the tourism industry with the challenge of proactively responding to the increasing short-term nature of tourist decision-making. New methods for optimising the (often public) use of resources to promote a proactive approach by the tourism industry to the increasingly changing travel, decision-making and purchasing behaviour of tourists are therefore urgently needed and require the active inclusion of gender aspects.
Specifically, a) the importance of digital media (especially innovative Internet information channels such as Twitter, Flickr, Facebook etc.) is determined in the holiday choice. While on the one hand, the influence of these information channels on holiday decisions is investigated, b) new factors that have not yet been taken into account in tourism statistics and market research are identified on tourist decisions based on detailed analyses of these new channels. Based on this, c) possibilities for the optimized use of these new channels for influencing tourist decision making (e.g. value-based target-group orientation to increase the attractiveness of booking platforms) will be identified and evaluated.
Information flows in various digital information channels are investigated in order to analyse their influence on tourist decisions. Furthermore, in addition to the already known factors influencing tourists' holiday choices (e.g. price differences between the country of origin and the holiday destination), it is also attempted to derive new influencing factors from various new channels by means of semi-automated information extraction (natural language processing) and analysis of social networks (e.g. sentiment analyses). From this a knowledge model is developed. This model will be integrated into a prototypical software analysis tool in order to simulate scenarios of different options for action by tourism professionals, to analyze them and to derive new insights into tourist behaviour.
The participating tourism technology providers benefit from innovative software tools for spatially and temporally high-resolution data analysis and forecasting of tourist behaviour. Subsequently, intermediaries (Austrian advertising, Upper Austria tourism etc.) will benefit from new services (e.g. optimized media use for certain destinations) which will be developed on the basis of these software tools within the project. These form the basis for the individual short-term modelling of future spatial and temporal distribution of tourism demand, which should enable improved decision bases for investments (e.g. the use of funds to promote Austrian destinations abroad).
Duration: 01.11.2013 - 31.03.2016
Budget: ca. 541.000 € total costs and ca. 306.000 € funding contribution
- Software Competence Center Hagenberg (coordinator)
- Universitätslehrgang Tourismusmanagement, JKU, Linz
- Institut für Interdisziplinäre Gebirgsforschung, Innsbruck
- Hotel Edelweiss, Gurgl
- Utopia Refraktor, Linz
- Seekda, Wien
- visit.at – visualisierungs und informationstechnologie, Henndorf
Funding partner: FFG, COIN - 6th Call Cooperation and Networks