At Home in the Destination - The Aladdin Platform

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At Home in the Destination - The Aladdin Platform

Mobile and multilingual information, communication and Services for tour guides, travellers and local SMEs

Editors:

Alan Clarke Christoph Altenhofen Sandra Frings

Table of Contents

Table of Contents

TABLE OF CONTENTS

3

FOREWORD

7

1

INTRODUCTION - APPLYING ICT TO TRAVEL

MANAGEMENT

9

1.1 The Aladdin project

10

1.2 Structureofthebook

10

2

TRAVELLERS AND TECHNOLOGY

12

Abstract

12

2.1 Introduction

12

2.2 The growth of tourism

12

2.3 Market Segments

15

2.3.1 European tourism market trends

15

2.4 Technology in tourism

17

2.4.1 Mobile technology developments

17

2.5 References

20

3

MAPPING DESTINATIONS

22

Abstract

22

3.1 Introduction

22

3.2 Definition of Aladdin target groups for leisure and business

25

3.2.1 Small to medium-sized incoming tour Operators

25

3.2.2 Tour guides that work for the tour Operator

25

3.2.3 Local Service providers, mainly SMEs

25

3.3 Destination Market segment potentials for Aladdin

26

3.4 Points oflnterest

27

4

BUSINESS TRAVEL IN STOCKHOLM

29

Abstract

29

4.1 Introduction - Profile of Stockholm and region

29

4.2 Organisation of tourism in Stockholm

35

4.3 Opportunities for better Services

37

4.4 Profile and context

40

4.4.1 Profile

40

4.4.2 Context

43

4.5 Content

43

4.5.1 Swedish Travel & Tourism Council (STTC)

43

4.5.2 Stockholm Visitors Board (SVB)

44

4.5.3 Stockholm International Fair

45

4.5.4 Hilton Scandic Hotels

45

4.5.5 Skansen

46

4.5.6 Str?mma Turism & Sj?fart AB

46

4.5.7 Junibacken

47

4.5.8 Incoming Scandinavia and certified guides in Stockholm

47

4.6 Value creation through Aladdin

47

The Aladdin Consortium

3

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5

PACKAGE TOURISM IN BUDAPEST

49

Abstract

49

5.1 Destination Budapest - overview

49

5.1.1 Description of location

49

5.1.2 Tourist/traveller infrastructure

50

5.1.3 Services

51

5.1.4 Tourist/traveller development stage

56

5.1.5 Stakeholders/opinion leaders of the destination

56

5.1.6 Linguistic constraints, language barriers

56

5.2 Real World Scenarios

56

5.2.1 Mass package tourists (European Tour)

57

5.2.2 Individual package tourist (Central-European Tour)

59

5.3 Profiling

62

5.3.1 Description of package tourist profiles

62

5.3.2 Measurement

64

5.4 Context model

65

5.5 Content

66

5.5.1 Hungary Tourism

66

5.5.2 Budapest Tourism Office

67

5.5.3 Travelport

68

5.6 Conclusion

68

6

INDIVIDUAL TRAVELLERS IN WOLFGANGSEE

69

Abstract

69

6.1 Overview of Austria Tourism

69

6.2 Destination Wolfgangsee

69

6.3 Methodology

72

6.3.1 Respondents

73

6.4 Typical guest scenarios

75

6.4.1 Classical Family Tourism

75

6.4.2 50+ generation

76

6.4.3 Double income, no kids

77

6.4.4 Winter tourist on a package holiday

78

6.4.5 Business traveller

79

6.5 Context

81

6.6 Wolfgangsee region content for Aladdin

81

6.6.1 The Austrian Marketing Organisation

83

6.6.2 Tiscover

84

6.6.3 Local tourist information

85

6.6.4 YellowMap

85

6.6.5 Processes

86

6.7 SWOT analysis

87

6.8 Problem areas identified

88

7

BUSINESS PROCESS AND USE CASE MODELS IN TOURIST

DESTINATIONS

89

Abstract

89

7.1 Introduction

89

7.2 Business process model

90

7.2.1 Problems and challenges in destinations today

90

7.3 Use case model

91

7.3.1 Methodology of UML use cases

91

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The Aladdin Consortium

Table of Contents

7.3.2 Overview of use case packages

92

7.4 Sample showcasesof Aladdin use

95

7.4.1 Mass package tourists (European Tour)

96

7.4.2 Individual package tourist (Central European tour)

97

7.4.3 MICE traveller

99

7.4.4 Individual traveller

101

7.5 Summary and Conclusion

102

8

INFORMATION PROFILING FOR EFFICIENT

COMMUNICATION AND INFORMATION PROVISION ON

MOBILE DEVICES

104

Abstract

104

8.1 Introduction

104

8.2 Information management by profiling

107

8.2.1 Profiling of user data using traveller profiles

108

8.2.2 Information management by structuring of destination information 112

8.3 Mapping of profiling information and destination information

114

8.4 Domain model

115

8.4.1 Traveller profile

115

8.4.2 Tour guide profile

119

8.4.3 POI profile

120

8.5 Summary and conclusion

122

8.6 References

123

9

ALADDIN SOFTWARE ARCHITECTURE

124

Abstract

124

9.1 Aladdin System Solution

124

9.1.1 Service-oriented architecture

125

9.1.2 Multimodal broadband access

126

9.2 Professional Mobile Workspace

126

9.3 Mobile Travel Environment

127

9.3.1 Personalisation and profile management

128

9.3.2 Content management and interoperability

129

9.3.3 Multilingualism Service

130

9.3.4 Location-based Services (LBS)

130

9.4 Summary

132

10 OVERCOMING LANGUAGE BARRIERS WITH

MULTILINGUAL TECHNOLOGY

133

Abstract

133

10.1 Machine Translation Systems

133

10.2 Translator's workbenches and translation memories

135

10.3 Combining various technologies

136

10.3.1 LTC Communicator

137

10.3.2 Components of LTC Communicator

13 7

10.4 Conclusions

138

10.5 References

139

The Aladdin Consortium

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Table of Contents

11 ALADDIN - A BUSINESS MODEL FOR SUCCESS

140

Abstract

140

11.1 Introduction

140

11.2 Dimensions of a business model

141

11.3 The business model for the Aladdin System

142

11.3.1 The need for a business model

142

11.3.2 The business model

144

11.4 Conclusion - Prerequisites for a durable Aladdin business model

147

11.5 References

147

12 BENEFITS AND FUTURE

148

Abstract

148

12.1 Introduction

148

12.2 The Aladdin vision

148

12.3 Value chains in travel markets

149

12.4 Challenges and opportunities for Aladdin

150

12.4.1 Challenges

150

12.4.2 Opportunities

152

12.5 Final conclusions

153

13 APPENDIX

155

13.1 Glossary

155

13.2 The Aladdin Project

157

13.3 Contact Information for the Aladdin partners

159

LIST OF FIGURES

161

LIST OF TABLES

163

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The Aladdin Consortium

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