Smart Tourism: Where are we now, where are we heading? The Consumer Perspective

Dr. Sofia Reino

Sofia.reino@beds.ac.uk

Institute of Tourism Research (INTOUR)

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A Smart Tourism Definition

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The integrated and coordinated use of (Smart City) technology to facilitate

the effective communication between tourists and destinations with the final

objectives of:

• enhancing the tourism experience, providing them with real-time,

personalised and context-based services/information.

• and empowering destinations to support their strategies, by

facilitating them with the data to support decision-making.

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Smart Technologies

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Smart Technologies

• Sensors that use a mobile application to tell you where there are

parking spaces available

• Flats fitted that care for the elderly by detecting lack of movement

through sensors and automatically reports to social services.

• Counting vehicles in moving traffic to make decisions about traffic

routes.

The Case of Barcelona Smart City

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Smart TechnologiesEndless Possibilities

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Assigning an IP address to any device so that this can send/receive data via the Internet.

Smart Tourism

The Internet of Things

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Smart Tourism

NFCs and QR codes in Barcelona for information to tourists

The Internet of Things

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What does this mean to consumers?

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Privacy concerns

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63% of reasons to opt-out of location sharing do it

due to privacy issues (63%).

Salesforce, 2014

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Consumers preferences re wearable

devices are: privacy, cost, easy to

use and longevity.

PwC, 2014

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Sixty percent of people reported "they felt the

need to switch off" their phones and computers

to get a true break.

Anxiety U.K., 2013

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•The average person spends ca 182 days per year consuming data.

•We only remember 10% of the information that we consume.

•That information overload costs the US economy about 900 billion dollars annually since 2008.

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Conclusion

• Smart tourism is about using technology, in a coordinated and integrated way to

facilitate the effective communication between tourists and destinations…,

• BUT, it is also about

• using at the right time.

• Knowing when to switch it off.

• Rationing the information that we provide.

• Prioritising information.

• Using formats, channels and devices that facilitate information process and that

prevent overload.

• Ensuring transparency on the data collection and usage to reduce concerns

over privacy.

• Increasing battery life.