Information and Communication Technologies in Tourism 2024
ENTER 2024 International eTourism Conference, Izmir, Türkiye, January 17-19
- Open Access
- 2024
- Open Access
- Book
- Editors
- Katerina Berezina
- Lyndon Nixon
- Aarni Tuomi
- Book Series
- Springer Proceedings in Business and Economics
- Publisher
- Springer Nature Switzerland
About this book
For more than 30 years, Information and Communication Technology (ICT) has been revolutionizing travel, tourism, and hospitality, and as we look to the next 30 years, the change of pace does not seem to be diminishing. This open-access book provides an extensive overview of the latest developments of ICTs in the tourism and hospitality industry. Featuring papers presented at the International Federation for IT and Travel & Tourism’s (IFITT) 31st annual ENTER International eTourism Conference (ENTER24) held in Izmir, Türkiye, this book presents research on topics such as artificial general intelligence (AGI) in tourism and hospitality; emerging technologies in tourism education; virtual reality; technologies for sustainability, health and wellbeing; big data and analytics, among others.
This is an open access book.
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Table of Contents
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AI for Future Tourism and Hospitality
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Frontmatter
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Preference Management in a Single User Group Recommender System
- Open Access
Download PDF-versionThe chapter delves into the complexities of group decision-making in the context of food preferences, highlighting the unique challenges faced by a single organizer. It introduces MyFoodGRS, a recommender system that supports organizers in recalling and anticipating group members' preferences and resolving incompatible preferences. The system employs machine learning models and association rule mining to predict and extend food preferences, ultimately helping organizers make better choices. The chapter also presents the results of a user study, demonstrating the effectiveness of the system's supporting functionalities. The findings indicate that the system significantly improves the quality of choices made by organizers, reducing individual loss and increasing group satisfaction. This research contributes to the field of group recommender systems by addressing a gap in supporting single organizers and provides valuable insights for future developments in the area.AI Generated
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AbstractGroup recommender systems (GRSs) support groups of users to find items, e.g., restaurants, that suit, as much as possible, all the group members’ preferences. We consider a GRS scenario where a single member of the group, the organizer, uses the system to find and choose a suitable restaurant for the entire group. We present a novel GRS that helps the organizer to: enter the preferences of all the group members, recall them, and manage incompatible preferences. In the system’s experimental evaluation, we have found that the designed functionality for recalling group members’ preferences and managing incompatible preferences improve the quality of the organizer’s choice. -
How Distinct and Aligned with UGC is European Capitals’ DMO Branding on Instagram?
- Open Access
Download PDF-versionThe chapter delves into the role of visual content in destination marketing, particularly on Instagram. It discusses the challenges and opportunities of analyzing user-generated content (UGC) to understand destination image and branding. The authors introduce a novel methodology using a fine-tuned visual classifier and compositional data analysis to measure and compare the visual branding strategies of DMOs and UGC. The study offers insights into how European capitals position themselves visually and how aligned their branding is with what visitors find significant. The results highlight both the distinctiveness and alignment of DMO branding with UGC, providing valuable insights for tourism marketers.AI Generated
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AbstractDestination positioning refers to destinations identifying their most distinct attributes and focusing on these in their marketing activities in order to distinguish themselves from competitors, develop a brand identity and highlight uniqueness. In this paper, we consider 9 European capitals and analyse their visual marketing on Instagram to identify how truly distinct their destinations are being presented online. By comparing between them as well as comparing to the perceived destination image measured from visitor photos on the same platform, we present a methodology for identifying each destinations distinct attributes and measuring how well DMOs are positioning themselves with respect to competing destinations, with recommendations for improving their positioning. -
Automated Topic Analysis with Large Language Models
- Open Access
Download PDF-versionThe chapter delves into the evolution of automated topic analysis, from early exploratory factor analysis to modern large language models (LLMs). It critiques the limitations of Latent Dirichlet Allocation (LDA), particularly its reliance on lengthy documents and susceptibility to noise. The study introduces the use of LLMs, such as GPT-3, for topic extraction, showcasing their ability to infer topics from short, noisy texts. The authors compare LLM-extracted topics with those from LDA, using social media reactions to Li Ziqi's videos as a case study. The results indicate that LLMs significantly outperform LDA in accuracy and specificity, opening new avenues for topic modeling in tourism and social media analysis.AI Generated
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AbstractTopic modeling is a popular method in tourism data analysis. Many authors have applied various approaches to summarize the main themes of travel blogs, reviews, video diaries, and similar media. One common shortcoming of these methods is their severe limitation in working with short documents, such as blog readers’ feedback (reactions). In the past few years, a new crop of large language models (LLMs), such as ChatGPT, has become available for researchers. We investigate LLM capability in extracting the main themes of viewers’ reactions to popular videos of a rural China destination that explores the cultural, technological, and natural heritage of the countryside. We compare the extracted topics and model accuracy with the results of the traditional Latent Dirichlet Allocation approach. Overall, LLM results are more accurate, specific, and better at separating discussion topics. -
AI-Generated Future: What Awaits Tourism and Hospitality with AI-Based Deep Learning Technologies?
- Open Access
Download PDF-versionThis chapter delves into the future of tourism and hospitality through the lens of AI-based deep learning technologies. It begins by addressing the gap in existing literature regarding the specific AI technologies relevant to tourism. The study identifies seven key deep learning technologies, including Convolutional Neural Networks, Style Transfer, Deep Learning Based Recommendation Systems, Generative Adversarial Networks, Variational Autoencoders, Recurrent Neural Networks, and Graph Neural Networks. Each technology is examined for its potential applications in tourism, such as personalized itineraries, secure registrations, and polylingual tour guiding. The chapter also underscores the importance of interdisciplinary frameworks and the challenges posed by data reliability in these industries. By providing a detailed review and highlighting both opportunities and obstacles, this chapter offers valuable insights into how AI can revolutionize the tourism and hospitality sectors.AI Generated
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AbstractAI-based technologies are taking the world by storm – rapidly changing the course of many industries from arts to education, healthcare to entertainment, and even areas of life we are yet to discover [1‐4]. The application of AI-based technologies is also emerging in travel and tourism industries [5, 6], but remains underexplored as a research area [7‐9] when specific and feasible AI applications are considered. This study describes and appraises several emerging AI-based deep learning technologies that are un(der)utilized in tourism fields but promise high utility in the future. Furthermore, potential application areas of these technologies within the context of tourism are detailed. Possible research routes and methodologies to investigate the functionality of AI-based applications are also outlined.
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Innovations in Destination Marketing and Management
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Frontmatter
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Cross-Cultural Differences in Emotional Response to Destination Commercials
- Open Access
Download PDF-versionThe chapter delves into the impact of cultural differences on emotional responses to destination commercials, emphasizing the need for culturally sensitive advertising campaigns. It introduces a methodology that uses automatic facial expression analysis and time series clustering to objectively measure emotional reactions. By comparing emotional responses between Austrian and Colombian participants, the study reveals significant cultural variations, providing valuable insights for destination management organizations seeking to engage diverse audiences effectively.AI Generated
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AbstractIn this paper we examine whether cultural characteristics lead to different emotion expressions whilst watching tourist destination ads via digital media, and thus, ads might be perceived differently depending on the country of origin of the viewer. To test this assumption, participants from two different countries, located on two different continents, Austria/Europe, and Colombia/South America, are exposed to a destination ad. Their faces are recorded and post-processing analysis on the recorded videos using the AFFDEX algorithm, that is capable of inferring emotions based on the facial action coding system (FACS), is conducted. Valence scores are compared among the viewers of the two countries over the time span of the whole commercial, and subpopulation differences of basic emotions (joy, surprise, anger, sadness, disgust, fear, and contempt) are explored using time series clustering along with optimizations for the dynamic time warping (DTW) distance. Screening sequences in this way reveals insight on the emotional reactions of different viewer groups. The findings instruct tourism marketers on how to fit the targeted emotions elicited by tourist destination advertising with various cultural settings. -
Authentication of SMIs by Culturally Different Audiences: Investigation with Chat GPT-3 Prompt Engineering
- Open Access
Download PDF-versionThis chapter delves into the authentication of SMIs by culturally different audiences, focusing on the concept of existential authenticity. It examines how viewers perceive the authenticity of Li Ziqi, a Chinese SMI, through online discussions on YouTube and Weibo. The study employs LLM prompt engineering to analyze and compare the topics of these discussions, revealing differences in how domestic and international audiences authenticate SMIs. The chapter highlights the importance of existential authenticity in shaping public perceptions of SMIs and their content, offering valuable insights for marketers and cultural researchers.AI Generated
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AbstractThis study investigates how online users from culturally different audiences authenticate social media influencers (SMIs) and their creative products which promote destination culture, traditions, and heritage. We specifically examined the theme of existential authenticity focusing on an elevated sense of being, self-reflection, personal discovery, and a sense of community. The context of the study was Chinese influencer Li Ziqi and her videos that depict domestic, day-to-day life in rural areas of the Sichuan province of China. The videos indirectly and organically promote tourism by contributing to more developed perceptions of China’s destinations, people, and the country's brand through building positive associations, which potentially can be leveraged by the DMOs in their marketing efforts. -
Varying Roles of Destination Management Organizations in the Digital Business Ecosystem of Tourist Destinations
- Open Access
Download PDF-versionThe study examines the multifaceted roles of Destination Management Organizations (DMOs) within the digital business ecosystem of tourist destinations. Conceptualizing tourist destinations as complex systems of interconnected actors, the chapter focuses on DMOs as key players facilitating connections within and between destinations. It investigates the digital representations of tourism stakeholders, using hyperlink network analysis and webometric techniques to analyze DMOs' online activities. The research highlights the significant role of DMOs in establishing connections and bridging actors within the digital ecosystem, with central DMOs demonstrating higher activity than peripheral ones. The findings offer valuable insights into the digital strategies and impacts of DMOs, contributing to a better understanding of destination management in the digital age.AI Generated
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AbstractUnderstanding the varying roles of Destination Management Organizations (DMOs) in shaping the digital ecosystem is needed in the management and governance of tourist destinations. However, the evaluation is intricate, needing extensive resources to analyze data from numerous stakeholders. This research uses the Digital Business Ecosystem (DBE) framework, hyperlink network analysis, and webometrics to address the complexities. The study examines DMOs’ roles in Gipuzkoa province, Spain, spotlighting its capital San Sebastian recognized as a Smart Destination. It scrutinizes connections of DMOs’ websites alongside websites of other tourism actors (N = 670) and more than 36,000 websites connected to the destination stakeholders’ network. DMOs have distinct roles in the DBE compared to other tourism sectors, with differences evident among DMO types. DMOs play connecting and mediating roles in destination, strengthening network ties and bridging various stakeholders. The study emphasizes the value of varying DMO connections for attracting website visitors. Future research should explore destinations with diverse tech adoption levels and digital transition strategies, while further categorizing stakeholders in the DBE and identifying various ICT actors and their network ties. -
Does More Data Create Better Strategies for Destinations?
- Open Access
Download PDF-versionThis chapter delves into the potential of big data to enhance strategic planning in tourism destinations. It begins by highlighting the vast amounts of data available to businesses today and the challenges in effectively utilizing this data. The research problem is the lack of study on how tourism data can support strategy development, despite its crucial role in competitive advantage. The study is grounded in strategic management and knowledge management theories, focusing on how data can be transformed into actionable knowledge. The methodology involves qualitative research with semi-structured interviews of Finnish DMOs, providing insights into their current practices and challenges. The results show that while DMOs recognize the potential of big data, they struggle to convert it into competitive strategies due to limited knowledge management skills and resources. The chapter concludes by emphasizing the need for strategic management expertise to leverage data effectively and continuously evaluate strategies. It offers a unique perspective on the intersection of big data and strategic planning in the tourism industry.AI Generated
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AbstractThis research provides insight into the current knowledge management position in Destination Marketing Organizations (DMOs). We explore what kind of tourism data is utilized in the strategy process and how. The main challenges and issues of big data management are addressed. Destinations and tourism businesses need to have a clearly defined strategy on what kind of value they provide and for whom and understand how this strategy leads to a competitive advantage. Access to data and formulation of knowledge for the strategy process is critical. We interviewed 9 Finnish DMO representatives using semi-structured interviews. We identify that enhanced knowledge management skills, resources and successful stakeholder collaboration are needed to enable business strategies based on data and knowledge. The crucial strategy development process still requires an improved understanding of tourism and destination management research.
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Emerging Technologies in Tourism Education
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Frontmatter
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Can ChatGPT Inspire Me? Evaluate Students’ Questioning Techniques on AI Tool for Overcoming Fixation
- Open Access
Download PDF-versionThe chapter evaluates the perceived usefulness of AI chatbots like ChatGPT as a creativity tool for idea generation and students' questioning techniques for idea generation. A pre-post experiment was conducted to examine students' creativity in three different settings: no tool, with an AI Chatbot, and with a structured question guide. The study aims to address whether AI Chatbots can effectively help overcome fixation in idea generation. Theoretical backgrounds on idea generation, fixation, questioning, and narrative approaches are discussed. The findings suggest that while ChatGPT can expand thinking, its effectiveness depends on the student's ability to ask questions that help overcome fixation. The study also highlights the impact of creative self-concept on the perceived usefulness of ChatGPT.AI Generated
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AbstractAI-powered large language models are shaping a new era of learning. Students use AI chatbots for information search and idea inspiration. However, are students’ questioning skills effective enough to interact with an AI Chatbot? This study explores the interaction between students and ChatGPT on idea generation and identifies whether participants can effectively use AI chatbots to simulate creativity for idea generation. The results indicated that, rather than discussing their idea with AI Chatbot for suggestions and recommendations to enhance the existing ideas, many students ask AI to generate more ideas without providing directions. Participants reflected that ChatGPT provided generic ideas and were unsatisfied with its creativity. They are more positive towards using the question guide, developed using SCAMPER questioning technique combined with a narrative approach by the researcher, compared to ChatGPT because the question guide enables perspective-shifting to generate ideas from a new perspective. -
Applying Design Thinking to Improve Students’ Experience in Online Hospitality Courses
- Open Access
Download PDF-versionThis chapter delves into the application of design thinking to improve the student experience in online hospitality courses. It begins by highlighting the rapid shift to online education due to the COVID-19 pandemic and the subsequent need to enhance the effectiveness of online learning. The author introduces design thinking as a methodology to address the challenges of online courses, such as lack of interaction and reduced motivation. The chapter reviews the stages of the design thinking process—empathize, define, ideate, prototype, and test—and illustrates how these stages can be applied to redesign an online hospitality course. A practical example is provided, detailing the steps taken to understand student experiences, identify problems, generate solutions, and test these solutions. The chapter concludes by emphasizing the importance of a user-centric approach in course redesign and suggests future research directions for further enhancing online learning experiences.AI Generated
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AbstractThe purpose of this article is to introduce the design thinking approach and illustrate how it may be used to facilitate an online course redesign by providing a specific example. This article builds on the theoretical foundation of the design thinking literature. It reviews the stages of the design thinking process, namely empathize, define, ideate, prototype, and test. The paper also presents an example of design thinking steps being applied to a graduate online hospitality course. The paper used a survey with both qualitative and quantitative questions to understand student experiences in this course, to identify students’ goals and challenges, and to build student personas. This research presents one of the personas developed for the redesigned course and offers an approach to redesigning the class to improve the learning experience for this persona. The approach presented in this paper may be useful to other instructors, program directors, hospitality and tourism training professionals, and instructional designers. -
Escaping the Routine: Virtual Escape Rooms in Online Hospitality Courses
- Open Access
Download PDF-versionThe chapter discusses the growing trend of online learning, particularly in hospitality and tourism education, and the need for innovative teaching methods like gamification. It introduces virtual escape rooms (VERs) as a tool to enhance student engagement and learning experiences. The authors provide a detailed methodology for building VERs using Google Workspace products, including Google Sites, Forms, and Slides, and present a case study of implementing a VER in a hospitality course. The benefits and challenges of using VERs are explored, along with student feedback that highlights their effectiveness in making learning more enjoyable and interactive. The chapter concludes with a discussion on the future potential of VERs in education and suggestions for further research.AI Generated
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AbstractVirtual escape rooms (VER) are online educational games that place learners in the scenario of being locked in a specified environment and require them to collect clues, answer questions, or solve puzzles in exchange for an escape code. This paper documents the process of designing a VER for an online hospitality course using Google Workspace tools (i.e., Google Sites, Slides, and Forms). The paper walks the readers through the VER design process, which includes identifying the purpose of creating a VER, creating a storyline, preparing clues (e.g., puzzles and activities for students to solve), setting up an escape code, and collecting student feedback. This process may be followed by online instructors to create VERs that will meet the needs of their courses. The same process may be applied when developing VERs in other environments (e.g., Microsoft products, mobile apps, or metaverse). Based on the feedback of 21 students who participated in the VER described in this paper, the experience was engaging, fun, enjoyable, and helped them learn and understand the class material. This paper may be useful for hospitality and tourism instructors, industry training professionals, and instructional designers.
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Immersive Technologies in Tourism
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Frontmatter
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Body and Mind in Virtual Dark Tourism Experiences and Artwork Creations: Embodied Cognition Reaction Perspectives
- Open Access
Download PDF-versionThe chapter delves into the intersection of virtual reality and dark tourism, examining how multisensory experiences influence individuals' perceptions and emotions. It explores the role of narratives and auditory stimuli in enhancing the impact of virtual dark tourism experiences, using an embodied cognition perspective. The study also investigates the creation of artworks as a means of understanding and expressing the cognitive and affective states induced by these experiences. Through a qualitative vignette experiment, the research provides a comprehensive analysis of participants' reflections and artwork creations, highlighting the complex interplay between sensory stimuli, cognition, and emotion in the context of virtual dark tourism.AI Generated
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AbstractDark tourism experiences visualized in destinations evoke diverse tourist experiences, triggering negative emotions and offering insights into historical events. Embodied cognition reactions prompt distinct expressions, reflections, and artwork creation, which can leverage Virtual Reality in tourism and augment dark experiences for distant tourists. This study examines embodied cognition reactions in virtual dark tourism with 32 participants, investigating their responses to narratives and auditory stimuli while impacting artwork. Results show amplified affective experiences via added auditory stimuli and cognitive experiences influenced by narratives. Post-experience, participants manifest their encounters in artworks, reflecting body-mind links. -
A Journey for All Senses: Multisensory VR for Pre-travel Destination Experiences
- Open Access
Download PDF-versionThis chapter delves into the transformative potential of multisensory virtual reality (VR) in the tourism industry, focusing on pre-travel destination experiences. It discusses the rapid development of VR hardware and its implications for the tourism sector, where physical travel is becoming increasingly exclusive. The study introduces a novel multisensory VR experience that incorporates olfactory, gustatory, and haptic stimuli, and compares its effects with traditional VR in a user study. The research aims to answer key questions about the enhanced sense of presence and technology acceptance among potential tourists. The chapter also explores the Technology Acceptance Model (TAM) and its relevance to multisensory VR, highlighting the importance of perceived usefulness and ease of use. Through a mixed-methods approach, the study provides valuable insights into the benefits of multisensory VR over traditional VR, suggesting that it can significantly enhance the sense of presence and technology acceptance in pre-travel experiences.AI Generated
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AbstractThe rapid advancement of Virtual Reality (VR) technologies, bolstered by cutting-edge hardware, has ushered in a new era that blurs the lines between the physical and virtual realms. As opportunities for immersive information absorption in virtual worlds grow, the tourism industry faces escalating pressure to stay competitive. Although traditional VR mainly engages audio-visual senses, this study examines whether multisensory VR in the pre-travel phase enhances users’ sense of presence and technology acceptance. Employing a mixed-methods, between-subjects design, we conducted an experiment with 103 participants divided into a multisensory VR group and an audio-visual VR group. Our aim was to investigate the impact on the sense of ’being there,’ technology acceptance, and the relationship between increased presence and acceptance. Results from tourism professionals reveal no significant variation in physical presence between the two groups; however, the multisensory VR group showed a notable difference in self-presence. Our findings suggest that the inclusion of multisensory stimuli makes VR more approachable and user-friendly, leading to greater self-presence and technology acceptance. -
Hospitality in the Cyborg Age: The Power of Brain-Computer Interfaces in a Field-Experiment
- Open Access
Download PDF-versionThe chapter 'Hospitality in the Cyborg Age: The Power of Brain-Computer Interfaces in a Field-Experiment' investigates the potential of brain-computer interfaces (BCI) to transform hospitality experiences. It begins by discussing the ongoing debate on the impact of digital technologies in the hospitality sector and the limited research on guest perceptions of BCI. The study aims to address this gap by analyzing how guests perceive BCI-enhanced experiences compared to traditional methods, particularly in service recovery scenarios. A pre-study involving a quasi-field experiment with a BCI-equipped waitress demonstrated significantly improved service performance and guest perceptions of warmth and superiority. The findings suggest that BCI technology can enhance service recovery processes, leading to more favorable customer outcomes. The chapter concludes by highlighting the potential contributions of this research to both hospitality and information systems literature and outlines plans for further investigation.AI Generated
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AbstractThis paper explores the emerging role of Brain-Computer Interfaces (BCI) in the hospitality industry. BCI technology allows users to control devices with their thoughts, potentially transforming guest experiences. The study investigates how guests perceive BCI-enhanced experiences compared to traditional ones. Drawing from service and human-computer interaction literature, the paper conducts a quasi-field pre-study, where participants interact with a BCI-equipped waitress. Surprisingly, participants perceived the BCI-equipped waitress as superior and warmer, resulting in an improved service experience.The research contributes in two ways: it advances understanding of how people perceive BCI-augmented interactions in hospitality and explores the use of BCIs in addressing service failures, improving efficiency in handling customer complaints. The paper outlines plans for larger-scale field studies and online experiments across different hospitality contexts. This research offers insights into the evolving landscape of human-computer interaction in hospitality, with practical implications for the industry’s future. -
Enhancing the Museum Experience on the Metaverse: The Blend of Technological Embodiment and Social Presence
- Open Access
Download PDF-versionThe chapter delves into the intersection of the metaverse and museum experiences, highlighting the potential of this virtual platform to revolutionize how visitors engage with art and culture. By drawing on Social Presence Theory and the Theory of Technological Mediation, the authors examine how digital technologies can enhance the affective, cognitive, sensory, conative, social, and personal dimensions of the customer experience. A qualitative study reveals that while participants found the metaverse museum experience novel and immersive, they also identified areas for improvement, particularly in terms of technological embodiment and social presence. The chapter concludes with a proposal for a subsequent quantitative study to further investigate these factors, offering a comprehensive approach to understanding the metaverse's role in shaping future museum experiences.AI Generated
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AbstractThe metaverse is currently highlighted as one of the technologies with the greatest potential, particularly in the tourism industry. Despite this fact, most of the research on this topic has been of a conceptual nature. This research aims to contribute to this nascent research field by analyzing how the use of the metaverse for viewing a museum can influence the different dimensions of the customer experience. For this purpose, the degree of technological embodiment of the device, as well as the presence (or not) of other users in the digital environment, will be taken into account. Two focus groups were conducted to explore this matter. The results bring to light the importance of the affective and cognitive states that customers feel when they are in the museum through the metaverse. In addition, participants indicate that they prefer to experience the metaverse museum with other people, noting that this closeness to other users may be greater when embodied technologies are applied. This research contributes empirically to this field of research by trying to delineate how the museum experience should be constructed to offer value through the metaverse.
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- Title
- Information and Communication Technologies in Tourism 2024
- Editors
-
Katerina Berezina
Lyndon Nixon
Aarni Tuomi
- Copyright Year
- 2024
- Publisher
- Springer Nature Switzerland
- Electronic ISBN
- 978-3-031-58839-6
- Print ISBN
- 978-3-031-58838-9
- DOI
- https://doi.org/10.1007/978-3-031-58839-6
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