GRADUATE SCHOOL OF INTERNATIONAL TOURISM MANAGEMENT WITH CISET OF CA' FOSCARI UNIVERSITY OF VENICE, ITALY
TOURISM INNOVATION PROJECT – SUSTAINABLE TOURISM USING SMART APPLICATIONS
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.
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.
Prof. Federica Montaguti (CISET Senior Researcher)
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.
ANALYZING AND UTILIZING TOURISM BIG DATA 1
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.
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.
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.
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.
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.
Student Research Trip in Venice
Oct. 30th to Nov. 10th, 2019
Treviso Campus, Ca’ Foscari University of Venice
In this Autumn, 6 master’s course students of International Tourism Management, visited CISET. They stayed in Venice and Florence conducting field research and had a great experience. After the trip, they submitted research reports regarding each research theme. In Florence they met Prof. Sara LANDINI of University of Florence and her master’s course students. Here we mainly show the trip in Venice.
Part 1. CISET in Treviso
They visited CISET and received a lecture from the professors. Then they moved to the CONSORZIO TUTELA DOC PROSECCO (https://www.prosecco.wine/), an institution which aims to coordinate and manage the Denomination of Controlled Origin. Prosecco is an Italian sparkling wine produced in the Veneto and Friuli Venezia Giulia regions. Mr. Andrea BATTISTELLA gave them a lecture about fabrication process of Prosecco and how Prosecco has an outstanding feature compared with other liquors.
After the institution, they had a chance to attend PRESS CONFERENCE OF THE TIRAMISÙ WORLD CUP (https://tiramisuworldcup.com/). Tiramisù is a very famous coffee-flavoured Italian sweet in the world. In fact, it was born in Treviso! Most accounts of the origin of Tiramisù date its invention to the 1960s in the region of Veneto, Italy, at the restaurant "Le Beccherie" in Treviso (by Wikipedia).
For the last destination field trip of the day, we were very warmly welcomed by BEST WESTERN PREMIER BHR TREVISO HOTEL, 4-Star hotel in Treviso (https://www.bhrtrevisohotel.com/contatti-hotel-4-stelle-treviso/). The general manager, Mr. Tiziano SIMONATO, explained how the hotel attracts a lot of tourists overseas. The hotel has been promoting ‘event tourism’, for example, a bicycle race (famous for GIRO D’ITALIA), and competition like the Tiramisù World Cup noted above. At the annex of the hotel, there is a building for rental offices for small companies, startup entrepreneurs, and project organizers. It was a precious one-day trip for the students for learning many touristic development strategies.
Front gate of CISET
With prof. Mara MANENTE (Director of CISET)
Lecture in CISET
With Prof. Valeria MINGHETTI and Federica MONTAGUTI, CISET Senior Researchers
After the lecture in CISET
Presentation at CONSORZIO TUTELA DOC PROSECCO
Press Conference of TIRAMISÙ WORLD CUP
Main entrance of BHR
Meeting with Mr. SIMONATO, General Manager of BHR
Fancy bar of BHR (serving prosecco)
Part 2. Main Campus of Ca’ Foscari University
After CISET, another day they visited the main campus of Ca’ Foscari University of Venice. The main campus is situated at the heart of Venice island. They met Prof. Maria Roberta NOVIELLI, Prof. of History of Cinema and Animation and Director of Master in Fine Arts in Filmmaking. In Prof. Novielli’s office, she was talking of her longtime success about her short film festival with the students. Then with Prof. Novielli they visit master’s course students’ research room to see what they were studying and to exchange opinions each other.
Main gate of Ca’ Foscari (Venice) University
With Prof. Maria Roberta NOVIELLI
Talking with master’s course students of Ca’ Foscari Univ.
Through this trip, the students also enjoyed many beautiful touristic resources in Venezia. For some students, this was the first time visit in Italy. It was a great occasion for the students who are researching on tourism studies, and Venice must inspire them many ideas for future-oriented tourism innovation.
Mara, Roberta e Sara, Le ringrazio per il supporto alla realizzazione di questo viaggio in Italia.
In November, followed by Prof. MANENTE’s visit of October, we invited Prof. MONTAGUTI of CISET to our faculty. It was one week stay, and she gave some lectures (in English) for graduate and under-graduate students and we discussed our tourism innovation project with her. It was a very fruitful occasion.
Lecture 1. Literary Tourism and interesting evolutions of fandoms created around books like Harry Potter. (For about 150 undergraduates of Department of History, Faculty of Letters)
Lecture 2. Neuromarketing ~ How we trace consumers’ purchasing decisions and their responses through the website. (For 5 students of Graduate School of International Tourism Management)
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