prof. Lorenzo CantoniUSI – Università della Svizzera italiana (Lugano, Switzerland)

UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage SitesIFITT – International Federation for Information Technologies and Travel & Tourism

lorenzo.cantoni@usi.ch ¦ @lorenzocantoni

ICTs, Sustainable Tourism & Heritage

A map

• Access

• Better

• Connect

• Dis-intermediate

• Educate

#1: ACCESS_1

Widen access & raise awarenessAccess information and share experiences online (up to planning)E.g.: videos ¦ websites ¦ Social Media ¦ …

#1: ACCESS_2

175 World Heritage Sites45 ad-hoc websites70 FB official pages ¦ 97 YouTube channels ¦ 89 WHSs on Twitter

Free download from website

#1: ACCESS_3

Website designAccessibility info throughout the whole industry«Alternative accesses»: https://youtu.be/O-A2CAGV-mQ

#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

#2: BETTER_2

E.g.: Patrimonio TicinoLessons learned: Open source ¦ no data roaming ¦ clear statement on Outstanding Universal Value ¦ responsible/sustainable tourism ¦ CSR

#2: BETTER_3

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

#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

#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+ likes

Sacr

ed T

ree

of A

mbo

him

anga

Rov

a (M

adag

asca

r).

Pict

ure

by M

amin

irina

Rad

ifera

Ran

aivo

son

#3: CONNECT_3

Listening to Online Travel ReviewsE.g.: Saint Paul Outside the Walls (Rome, Italy)

De A

scan

iis, S

., &

Can

toni

, L. (

2013

). Ar

tistic

and

re

ligio

us e

xper

ienc

es in

onl

ine

trav

el re

view

s on

Sain

t Pau

l out

side

the

wal

ls (R

ome)

. Pro

ceed

ing

of

ICO

T 20

13, I

nter

natio

nal C

onfe

renc

e on

Tour

ism,

Lym

asso

l, Cy

prus

, 5-8

June

, pp.

160

-173

#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

#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

#5: EDUCATE_1

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

#5: EDUCATE_2

Provide multi-media materials: in particular audio & subtitlesTelework opportunities

www.unescochair.usi.chwww.ifitt.org

prof. Lorenzo CantoniUniversità della Svizzera italiana (USI Lugano, Switzerland)

UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage SitesIFITT – International Federation for Information Technologies and Travel & Tourism

lorenzo.cantoni@usi.ch ¦ @lorenzocantoni