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観光イノベーションプロジェクト(Tourism Innovation Project)~スマートツーリズムによる持続可能な観光

国際観光学研究科学長施策
観光イノベーションプロジェクト~スマートツーリズムによる持続可能な観光

GRADUATE SCHOOL OF INTERNATIONAL TOURISM MANAGEMENT WITH CISET OF CA' FOSCARI UNIVERSITY OF VENICE, ITALY

TOURISM INNOVATION PROJECT – SUSTAINABLE TOURISM USING SMART APPLICATIONS

 

プロジェクトについて ABOUT THE PROJECT

2019年度からスタートした、本学協定校のイタリア・ヴェネチア大学CISET(国際観光経済研究所)との国際共同研究プロジェクトです。プロジェクトでは、スマートツーリズムによる持続可能な観光のための方策を研究します。スマートツーリズムとは、ICT を使った最先端技術をさまざまな観光学分野に適用して持続可能な観光を目指す次世代ツーリズムのことです。これは、UNESCOから認定されたUNESCO Chairの1つであるスイスイタリア大学 (Università della Svizzera italiana, USI) により提案されたeTourismのABCDEから発想を得たものです(参考1)。私たちのプロジェクトでは、USIが提案したABCDEを基に一部変更を加えました。ABCDEは、A (ACCESS)、B (BIG DATA)、C (COMMUNICATION)、D (DISINTERMEDIATE)、E (EDUCATION) を表します。これら5つはコンセプトであり、その具体的なコンテンツはプロジェクトメンバーでアイデアを出し合って、イノベーティブな提案をしていきます。

We are getting started an international research project with CISET (International Centre of Studies on the Tourism Economy) of Ca' Foscari University of Venice, Italy from April in 2019. The project aims at proposing effective solutions towards sustainable tourism using Smart Tourism. The Smart Tourism refers to the application of information and communication technology (ICT). We are referring the idea of ABCDE on eTourism (ref. 1) proposed by University of Italian Switzerland (USI), which is one of UNESCO Chair organizations. In our version, we modified some indicators, then A indicates ACCESS, B, BIG DATA, C, COMMUNICATION, D, DISINTERMEDIATE, and E, EDUCATION. These are concepts, and we are collaborating from various tourism study fields to make innovative proposals.
ref.1 :Università della Svizzera italiana, ICTs, Sustainable Tourism and Heritage.
https://www.youtube.com/watch?v=Hvv3lwngRP4&t=2s

 

目標とするアウトプット research outputs

  • 持続可能な観光のために、現地に来る訪問客と地元住民の間に生じるさまざまなギャップを解消できるICTを取り入れた手法を提案します。ここでギャップとは、交通手段などの物理的なものから、ひとりひとりが手に入れる旅の満足度のような精神的なものまで扱います。
  • ICTを適用することで、地元住民が適切な利益を得られるような方策を提案します。
  • ターゲットとして、イタリアと日本をはじめとして、地球のあらゆる観光地に応用できる方策を提案し、評価します。
  • Proposing Innovation strategies for sustainable tourism to bridge the gap that exists between the visitors and locals of the destination. The strategies treat not only physical means as transportation, but also mental improvement such as satisfaction for travel.
  • Applying ICT techniques for locals to receive profit from tourism development
  • Evaluation of the proposals in Italy, Japan, and any touristic places

 

現在の研究内容と分担について RESEARCH CONTENT & PROJECT MEMBERS

ACCESS アクセス

Providing truly useful information to potential visitors who are accessing the touristic sites. Also Proposing methods for benefitting the local communities by offering valuable information.

観光地にアクセスしている潜在的な観光客に向けて真に役立つ情報を提供します。価値ある情報を提供することで、地元コミュニティも利益に供するような方策を考えます。

NEUROMARKETING

Prof. Federica Montaguti (CISET Senior Researcher)

ニューロマーケティングは、脳科学の手法をマーケティングに活用する研究分野です。観光分野へは、例えば、ホテルのウェブサイトを見る潜在的な顧客のアイトラッキング(目の動き)を追うことで、どのような点に着目するのかなどを分析します。アイトラッキングのほかに、脳波や顔の表情、アンケートなどから、通常のマーケティングからでは読み取れない顧客の感情や本音を探ります。

Neuromarketing is a marketing research field which applies neuropsychological findings. In tourism studies, for example, by tracing eye-tracking of potential clients on the hotel’s website, we analyze in what points they got interested. Besides eye-tracking, brain waves, facial expression, and various questionnaires are used for neuromarketing to grasp client’s deep psyche and real opinion, that would not be possible with ordinal marketing strategies.

ICT IN THE LODGING INDUSTRY

Prof. Jun’ichiro Tokue (Toyo Univ.)

We are surveying history of introduction of Information Technology for lodging industry and extracting similarities and difficulties by comparing the cases between in Japan and in Italy. Through perspectives of marketing innovation, we are analyzing the cases. Investigating the internal and the external environments is for utilizing the case of local properties in the future.

BIG DATA ビッグデータ

ANALYZING AND UTILIZING TOURISM BIG DATA 1

観光ビッグデータの分析と活用を行います。

Prof. Hideki Furuya (Toyo Univ.)
Analysis 1:  Visiting patterns of foreign tourists considering similarities of visited place(s)
Analysis 2:  Relation between Over tourism situation and area characteristics
Analysis 3:  Inverse Analysis of tourism attraction based on international tourists’ volume

Analyzing and Utilizing Tourism Big Data 2

Dr. Erica Mingotto (Ciset and Department of Management Ca’ Foscari, Research Fellow)

Tourists leave many “digital footprints” during their visit to a destination, for example when they post a comment or a photo on a social network; when they make an online reservation or they validate an electronic ticket for the entrance to a museum or for the access to the public transport; or when they use their smartphone, etc. All these digital footprints generate a large amount of data - big data - that could be applied for monitoring and studying the mobility and consumption behaviour of tourists inside a destination, such a city. Pilot researches should be carried out in order to test the real effectiveness of some of these big data for descriptive and predictive purposes.

COMMUNICATION コミュニケーション

SMART COMMUNICATION METHODS BETWEEN LOCALS AND VISITORS

Prof. Chieko Nakabasami (Toyo Univ.)

Establishing human to human communication between tourists and local people, exchanging as many messages as they want during their visits, for knowing more about the area, culturally and practically, and they become a steering force to attract potential tourists in the future.

DISINTERMEDIATE デジタルディバイドの解消

BRIDGING DIGITAL DIVIDE - AN APPROPRIATE DIFFUSION OF THE INFORMATION AND COMMUNICATION TECHNOLOGIES

Prof. Valeria Minghetti (Ciset senior researcher)

Tourism is an important wealth creator at both global and local levels. An appropriate diffusion of the information and communication technologies (ICTs) in this sector can improve the social and economic impacts, from which many citizens and organizations in developed and developing countries can benefit. 

EDUCATION 教育

DIGITAL VIDEOTELLING - SHORT MOVIES ABOUT LOCAL HISTORY

Prof. Maria Roberta Novielli (Department of Philosophy and Cultural Heritage, Director of Master in Fine Arts in Filmmaking, Ca' Foscari University)

Prof. Novielli is expert at cinema, multimedia, Japanese literature, animation, and Artistic director and overall organizer of the Ca' Foscari Short Film Festival. The short film focuses on environmental issues in tourism composed by master’s course students of University of Venice.

E-LEARNING BEFORE VISITING TO DEEPLY UNDERSTAND THE DESTINATION USING AR, ETC.

Prof. Miho MASUKO (Toyo Univ.)

Necessity and problems of Art experience using AR

Art education for visitors depends a lot on digital technology. ICTs can educate and sensitize tourists and the flexibility of e-learning allows them to learn anytime and anywhere and offer direct experiences with Augmented Reality (AR).

INNOVATIVE ENVIRONMENTAL EDUCATION

Prof. Ayako TOKO (Toyo Univ.)

One of the most serious issues in tourism is environmental degradations or over-use of resources locally and globally. Substantial approaches and policies have been discussed and introduced in major tourism destinations all over the world. ICT, which allows tourists to learn anytime and anywhere, is expected to play an important role for providing the effective environmental education for tourists. Comparative study between Japan and Italy in actual cases. Since Venezia has already experienced over tourism and has developed and tried some ICT tools of environmental education for tourists, it is significant for Japan to learn about it for further tourism policy development.

RESPONSIBLE TOURISM

Prof. Mara Manente (Ciset director)

Since the 1980s, the international community has become aware of the negative effects produced by mass tourism and has started to introduce the concept of sustainable development in tourism too. Forms of tourism that are considered alternative to mass tourism, above all responsible tourism, have started to emerge and nowadays their development is considered an important contribution to the sustainability of tourism practices. Therefore, responsible tourism includes all those forms of travelling that pay attention to the environmental, socio-cultural and economic issues produced by tourism.

 

PAST EVENT

INTERNATIONAL SYMPOSIUM -- OCTOBER 21ST

オーバーツーリズムへの取り組みと持続可能な観光の実現に向けて-ベネチアの現状と観光地のモニタリング方法-

TOWARD SUSTAINABLE TOURISM AND MANAGEMENT OF OVER-TOURISM - THE PRESENT CONDITIONS OF VENICE AND TOURIST DESTINATIONS MONITORING

シンポジウム オーバーツーリズムへの取り組みと持続可能な観光の実現に向けて[PDF] 

 

PHOTOS


CISET is in Treviso, 40 min. train from Università Ca’ Foscari Venezia headquarter.


The 1st kick-off meeting of May at Università Ca’ Foscari Venezia (May 27 2019)


Project members at the kick-off meeting