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Online presence of Tourismusverband Innsbruck

STI Innsbruck, University of Innsbruck

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Overview

• Introduction• Semantic annotations• Multi-channel communication

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INTRODUCTION

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The Crazy Hotelier

HOTEL RECEPTION

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customerThe Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customer- telephone

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customer- telephone- email

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customer- telephone- email- fax

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat- video & photo sharing

The Hotelier of today has to deal with many different communication channels:

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The Crazy Hotelier

HOTEL RECEPTION

The Hotelier doesn’t only have to deal with an overwhelming number of communication channels, but also has to pay up to 15% sales commissions to the booking sites!

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The Crazy Hotelier

HOTEL RECEPTION

-> 40 million overnight stays-> 3 billion € transaction volume-> 70 million € sales commission

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Overview of channels

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In addition …

• Direct marketing for touristic service providers (e.g. hotels) has failed

• Most touristic service providers nearly fail completely on using web technologies (vocabularies, semantic formats, google, interactivity, widgets, direct bookability and social media presence):– they are either not using them at all– or using them only minimally and mostly

inappropriately

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Uptake of state-of-the-art on-line technolgies for Hotels

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Uptake of state-of-the-art on-line technolgies for Booking Channels

See more details in our empirical analysis study on the online presence of the touristic accommodation industry: http://oc.sti2.at/results/presentations/uptake-analysis-vocabularies-and-semantic-formats-hotel-domain

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SEMANTIC ANNOTATIONS

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Semantic Web

• “The Semantic Web is an extension of the current web in which information is given well-defined meaning, better enabling computers and people to work in cooperation.”T. Berners-Lee, J. Hendler, O. Lassila, “The Semantic Web”, Scientific American, May 2001

Semantic Web:•Contents have well-defined meaning.• Backbone: formal ontologies allowing agents to draw automatic conclusions.

• Web Data Annotation– connecting (syntactic) Web objects, like text chunks, images, … to their semantic notion (e.g., this image is about

Innsbruck, Tourismusverband Innsbruck is a tourism association)• Data Linking on the Web (Web of Data)

– global networking of knowledge through URI, RDF, and SPARQL (e.g., connecting my calendar with my rss feeds, my pictures, ...)

• Data Integration over the Web– seamless integration of data based on different conceptual models (e.g., integrating data coming from hotels and events

in a region or city)

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Ontologies

formal, explicit specification of a shared conceptualization

commonly accepted understanding

conceptual model of a domain (ontological

theory)

unambiguous terminology definitions

machine-readability with computational semantics

Gruber, “Toward principles for the design of ontologies used or knowledge sharing?” , Int. J. Hum.-Comput. Stud., vol. 43, no. 5-6,1995

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Tourism Ontology

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Example hotel information item acco:Hotel

gr:name: Hotel Rotes Wildschwein

gr:description: Romantik Wellness Hotel in the Tyrolean Mountains

schema:geo: 47° 16' 0" North, 11° 24' 0" East

acco:size: 56 (rooms)

acco:occupancy: 98 (persons)

acco:occupancyAdults: 95 (adults)

acco:occupancyInfants: 3 (infants)

acco:petsAllowed: yes

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Semantic annotations

Vocabularies are schemas for information description of various areas People businesse, eCommerce and general: Linked Data cloud.

Formats are languages which can be described in ontologies.

RDFa-Lite

The Semantic Web requires semantic annotations, eg using RDF in Web pages. Can be interpreted as content that would otherwise be understood only by people, even for machines.

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Semantic annotations

• Semantic labels within documents for the Semantic Web.

• Used to support:– Advanced searching (e.g. concept)– Information Visualization (using ontology)– Reasoning about Web resources

• Converting syntactic structures into knowledge structures

• Use as many vocabularies and formats as possible for a stronger online presence

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Semantic annotations

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MULTI-CHANNEL COMMUNICATION

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Efficient and Effective Online Communication

• Solve the obstacles in online communication by mechanizing important aspects of these tasks, and therefore offer a scalable, cost-sensitive, and effective online dissemination solution.

• Introduce a layer on top of the various internet based communication channels that is domain specific and not channel specific.

Information modeldefines the type of information items in the domain

Information modeldefines the type of information items in the domain

Channel modeldescribes the various channels, the interaction

pattern, and their target groups

Channel modeldescribes the various channels, the interaction

pattern, and their target groups

Weavermappings of information items to channels

Weavermappings of information items to channels

Communication Patternsreusable templates for management of

communication

Communication Patternsreusable templates for management of

communication

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Channel Model

Information Model

Efficient and Effective Online Communication

Branch specific conceptsBranch specific concepts

Collect feedback+

statistics

Web 3.0/Mobile/Other

LODPress releases + Ads

Web/Blog

Distribute content

Social Web

Weaver

Comm

unication Patterns

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Efficient and Effective Online Communication

• The information model defines the type of information items relevant for the project dissemination.

• The channel model describes the different channels, their interaction patterns and the target groups.

• The weaver is responsible for mapping of information items to the appropriate channels.

• The communication patterns facilitate the management of online interactions, providing reusable mechanisms for response and operation.

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Channels

• Relevant channels for Tourismusverband Innsbruck– Wikitravel– Wikipedia– Lonleyplanet– Tripadviser– Holidaycheck– google Hotelfinder– google Map– vimeo– google+– Blog– instagram– Linkedin– Picasa

– My space– Delicious– Yelp– Tripwolf– squidoo– Foursquare– Twitter– Facebook– youtube– Booking.com

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Architecture

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Architecture

One package per user(packagename == uuid)

One package per user(packagename == uuid)

One content mapping per dacodi Channel(lookup by unique, full channel name)

One content mapping per dacodi Channel(lookup by unique, full channel name)

No polling by the WeaverNo polling by the Weaver

Either publish directly, or put in a „suggested“ category which the user can approve

Either publish directly, or put in a „suggested“ category which the user can approve

Same user credentials in dacodi and Guvnor

Same user credentials in dacodi and Guvnor

Use dacodi as the main user interfaceUse dacodi as the main user interface

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Weaver

• Rule engine

• Rule editor

• Dissemination GUI

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Rule engine

• Business Rule Management System from Jboss i.e. Drools

• In fact a production rule system• Implemented in Java • Based on enhanced Rete algorithm

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Rule editor

• Drools Guvnor as rule editing system• GUI for communication expert

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Rule editor

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Dissemination GUI

• Harvests contents from PD homepage• Allows selection of items to be published• Allows selection of rules that fire• Publishing history

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Dissemination GUI – Publishing

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• data and content dissemination– easy publication of information in multiple

channels– collection of feedback and analysis of impact– engagement with customers on different

channels

dacodi

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dacodi

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• Facebook– multiple media types

• Twitter– multiple media types, very limited channel (140 chars)

• LinkedIn• Flickr

– images

• YouTube– videos

Supported platforms

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Content transformation and preview before publishing

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Publishing

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Publishing

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Feedback collection

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1. Semantic annotations– Defining the ontologies

Events, Hotels, Restaurants and Attractions.– Using the ontology to annotate content– Implementation of automatic annotation (Feratel -> Typo3)– Evaluation

2. Definition of publication patterns for ontologies– Selecting channels– Selection of ontological entities– Definition of publication rules– Evaluation

3. Workplan Jannuary - Juni 2014

Project Plan

5252

Questions?