Project

Tourism 4.0

Goal: Tourism 4.0 is a name for the current trend of big data processing collected from a vast amount of travellers, to create personalized traveling experience. It is based on variety of modern high-tech computer technologies. Term originates from new paradigm in industry, known as Industry 4.0.

Tourism 4.0 creates seamless journeys, it leverages 4. Industrial Revolution technologies, such as artificial intelligence, internet of things, big data analysis and cloud computing, to enable travel experiences be more efficient, safer, greener and less hassle while optimizing journey times, and minimizing costs for travelers.

Facing enormous change in tourism, travel and aviation industries, there is much more to consider than just advanced technology and different traveling experience. New tourism paradigm will affect every field around its self:

Our project embraces the urge to create an ecosystem in which physical and digital space, infrastructure, personnel and technology behind merge into one seamless experience of many different tourist services and products. To reach that, we need to develop new collaboration systems in which players from different disciplines co-create and innovate.

https://www.tourism4-0.org/

Updates
0 new
7
Recommendations
0 new
4
Followers
0 new
32
Reads
1 new
371

Project log

Urska Starc Peceny
added 4 research items
Raziskava v okviru projekta Turizem 4.0 je bila izvedena s ciljem ustvariti boljši pregled nad evropskim ekosistemom na področju digitalizacije kulturne dediščine – skozi prizmo razvoja turizma. Zanimalo nas je, kdo so ključni akterji, kakšni so odnosi med njimi in kakšni trendi na področju digitalizacije kulturne dediščine z namenom razvoja turizma; vse skupaj tudi skozi prizmo odziva na pandemijo korona virusa, kar je hkrati pred-stavljalo aktualizacijo raziskave glede na razmere, ob enem pa tudi ključno omejitev zaradi relativno slabega odziva. Ugotovljeno je bilo, da večina lokacij UNESCO vrednot uporablja tehnološko relativno manj zahtevne rešitve, katerih ni nadgrajevala v času pandemije; več pozornosti je bilo v tem času s strani upravljavcev izbrane dediščine namenjene inovativnim spletnim rešitvam. Te so bile ustvarjene tako s pomočjo specializiranih IT podjetij in strokovnjakov (tudi iz kreativnih in kulturnih industrij) kot brezplačnih/nizkocenovnih spletnih rešitev za podporo produktom, financirane iz raznolikih (v največji meri javnih) virov in ponujene v uporabo med pandemijo večinoma brezplačno. Delež spletnih obiskovalcev UNESCO vrednot se je v povprečju le minimalno povečal, bistveno pa je upadel na lokacijah samih. Izstopa potreba (in želja) po več sredstvih, znanja in povezovanja na področju digitalizacije dediščinskih vsebin.
V strokovnem prispevku bomo predstavili pregled iz literature o digitalni zrelosti podjetij, zlasti malih in sred-njih podjetij (v nadaljevanju MSP) in se osredotočili na problematiko merjena le te, saj ni uveljavljenega modela za merjenje digitalne zrelosti, ki bi ga lahko aplicirali na podjetja iz različnih sektorjev. Predstavili bomo nekaj primerov dobrih praks digitalizacije in načinov merjenja, ki so se jih posluževali predvsem v turističnem sektorju po svetu. Po pregledu več različnih vprašalnikov za merjenje digitalne zrelosti, ki so na voljo na spletu, ugotavljamo, da so vprašalniki neprilagojeni za različne sektorje in zlasti za področje turizma, predlagamo nekaj poudarkov za vprašalnike, ki bi omogočili boljši vpogled v trenutno stanje na področju digitaliziranosti turis-tičnih MSP-jev. V Sloveniji so se digitalne preobrazbe lotili celovito in se podjetjem ponuja tudi vavčarje za različna področja, na primer za dvig digitalnih kompetenc, potreba po katerih se je še posebej pokazala v času pandemije Covid-19, za digitalni marketing, za pripravo digitalnih strategij in za kibernetsko varnost. Prav tako je v Sloveniji DIH oblikoval vprašalnik za merjenje digitalne zrelosti podjetij, ki je razdeljen na več sklopov, podjetjem pa je po zaključku vprašalnika posredovana strategija oziroma nasveti za izboljšave na različnih po-dročij delovnega procesa podjetja.
Jurij Urbancic
added a research item
The present study provides a snapshot of Slovenian tourists’ perceptions in a historically unique point of time – the early days of the covid-19-related lockdown. Based on an online survey performed in March and April 2020 the study provides first insights into Slovenian tourists’ perceived threats of covid-19 on two dimensions: severity and susceptibility; how this depends on their demography and past travel experience and what, in this specific point in time, they think about future travel avoidance. The results have shown that age affects the two measured dimensions of perceived threat and future travel avoidance, but only with women. Furthermore, people who have travelled the most in the past express the least likelihood of avoidance to travel due to the covid-19 pandemic. Those who are more educated, on the other hand, perceive higher risk, yet education has no role in their expressed future travel avoidance. The results, moreover, show that the moral obligation towards taking care of others might be a highly important element in the success factor of covid-19 measures and thus future appeals by the tourism industry. Finally, the results show that we cannot easily predict how the general population will behave regarding their future travel avoidance since the opinions are not polarised in the extremes. This does indicate, however, that tourists will be susceptible to the context-specific factors of future travel decisions, such as assurances of health safety provided by the tourism industry.
Jurij Urbancic
added a research item
With more and more people traveling worldwide (the number doubling in the last 20 years), tourist destinations are now more than ever trying to maintain and enhance their competitiveness in the global market. In this regard, novel business models combined with state-of-the-art technology can play a crucial role in not only satisfying the increasing tourism demand but also ensuring a sustainable growth to avoid the deteriorating effects on both the social and natural habitat. For these reasons, the Slovenian government included tourism as one of the priority areas for investment. Hence, the Tourism 4.0 initiative was launched to unite tourism stakeholders with high-tech companies and unify their scattered ideas, experiences, knowledge, and expertise. The ambition is to position Slovenia as a top destination for sustainable tourism with high economic value. This chapter introduces the basic concepts behind Tourism 4.0 and how it relates to technologies for an enhanced tourism experience.
Simon Mokorel
added a research item
Glede na napovedi rasti turistične dejavnosti v prihodnosti je nujno, da se v izogib negativnim posledicam turizma na družbeno in naravno okolje zagotavlja trajnostno naravnano rast te dejavnosti. Hkrati mora vsaka destinacija nenehno inovirati, če želi konkurirati drugim destinacijam. Sodelovalna platforma Turizem 4.0 s pomočjo sodobnih tehnologij naslavlja oba problema: s kreiranjem okolja, ki spodbuja nenehno inoviranje v turističnem sektorju v razvoj novih turističnih produktov vključuje svoje uporabnike in vključujoč varovanje zasebnosti omogoča prost dostop do zbranih podatkov. Pri implementaciji tehnoloških rešitev Turizma 4.0 igrajo lokalni prebivalci in lokalna skupnost bistveno vlogo, zato so postavljeni v središče ekosistema turizma prihodnosti. Ključne besede: industrija 4.0, nove tehnologije, trajnostni turizem, turizem 4.0
Jurij Urbancic
added an update
New projects website: https://tourism4-0.org/
 
Jurij Urbancic
added an update
Youngsters between 16 and 25 years old spend on average more than 34 hours per week online - which is double than a decade ago. As technologies evolve (augmented reality, artificial intelligence, ...) physical and digital worlds are merging. However, the use of technologies is not restricted only to young people - even the oldest generations are adopting them very quickly. We cannot imagine travel without digital technologies - e.g. internet and mobile phones. While travelling, the internet is not only a source of information but increasingly also a source of inspiration. To inspire tourist nowadays, we need to make a step further because tourists expect more.
For rich heritage not to remain in depots, in glass boxes and dusty monographs, new knowledge, skills, digital solutions and community are needed. Tourism 4.0 Heritage+ is an innovative approach to creating new enriched tourist experiences based on cultural heritage. It uses advanced technologies (360° photo and video, Augmented Reality, 3D scanning, modelling and printing, simulated reconstruction …), hybrid skills of digital business model development, and strategic planning of digital transformation. It is an awarded social innovation, answering to the need of society and local communities for sustainable development, the transmission of heritage values and strengthening a sense of belonging. With a broad implementation of this approach, Slovenia will become a leading country in Europe with regard to digitally enriched tourist experiences of cultural heritage.
There are endless possibilities for using technology in the space of cultural heritage. Heritage+ is the programme of Tourism 4.0 that discovers them while creating enriched experiences of cultural and natural heritage. Here are a couple of examples. If you would like to follow the activities and enhance your knowledge of digitalization related to heritage, do not hesitate to sign up for the Heritage+ newsletter (https://tourism4-0.us16.list-manage.com/subscribe?u=d23e285620292d6532614e5ff&id=9e05413b89).
EXAMPLE: Rihemberk Castle
On the case of Rihemberk Castle, the following technologies have been used: video shooting with drones, 360° photographing, virtual tours, 360° simulated reconstruction and augmented reality (AR). We are currently planning activities along with the roadmap and preparing solutions for participative reconstruction of the castle (citizen science approach), 360° video streaming, gamification, etc. You can watch the video of reconstruction: https://www.arctur.si/360/?vPath=360
 
Jurij Urbancic
added a research item
Since the early beginnings people have been traveling and tourism industry has been always adapting to the social and technological development. In the era of digitalization, it needs to adapt again. Around 1.3 billion persons are traveling yearly around the world. Thus, a small change in this sector has a huge impact on the whole society. We propose a new paradigm, Tourism 4.0, appearing with the quest to unlock the innovation potential in the whole tourism sector. This will be done with the help of key enabling technologies from the Industry 4.0, such as Internet of Things, Big Data, Blockchain, Artificial Intelligence, Virtual Reality and Augmented Reality. By establishing a collaborative ecosystem involving local inhabitants, local authority, tourists, service providers and government, we can co-create an enriched tourism experience in both the physical and the digital world. With this, we can shift from tourist-centered focus to a tourism-centered focus around the local community. Who is the consumer in this new paradigm of tourism and what is the role of marketing in a paradigm shift? The chapter will analyze the current development and present the main shifts due to it.
Jurij Urbancic
added an update
Tourist destinations are now, more than ever, building competitive tourist places using new business models and state of the art technology, such as IoT, big data, blockchain, artificial intelligence, VR and AR. However, without a proper information environment these business models often fail. The T4.0 collaborative ecosystem is focused on facilitation of the just-in-time information exchange between various stakeholders from different places or markets using the key enabling. In this way, the platform reduces the information and choice overload, which currently presents one of the key barriers in the tourism business. What is more, various tourism providers can use the platform to share their services, products or information to users at all levels of the industry (e.g. G2C, B2B, B2C, C2C).
In order to build such an ecosystem, basic research is needed. For this reason, the team within the consortium of the research project Tourism 4.0 TRL 3-6 has started an extensive survey among local and national authorities, tourist organizations and tourist providers as well as within the civil society active in the field of tourism across Slovenia. The goal is to understand the current state and technology readiness level in the tourism ecosystem in Slovenia and to discover its innovation potential to develop the Tourism 4.0 collaborative ecosystem.
The questions in the survey are structured to cover all aspects relevant for the development of tourism of the future. The results of the survey will enable us to compare the ideal tourism ecosystem based on the literature review with the current situation. Such an analysis will show us how the key enabling technologies should be used to move the current tourism ecosystem closer to the ideal one. If you would like to support our endeavor to transition the tourism in Slovenia, do not hesitate to volunteer as a participant in the research by emailing us to info@tourism4-0.org.
 
Jurij Urbancic
added an update
Concept of Tourism 4.0 project is an innovative tourist platform, built on the infrastructure of the state-of-the-art technology guaranteeing the sustainable development of services and products, accessible to everyone anytime. It facilitates the tourist integration into the destination, increases the quality of the experience and supports individual interactions to develop tailored products and services.
The platform will integrate the four main pillars or modules:
  • Technology
  • Environment
  • Applications
  • Innovations
 
Jurij Urbancic
added a project goal
Tourism 4.0 is a name for the current trend of big data processing collected from a vast amount of travellers, to create personalized traveling experience. It is based on variety of modern high-tech computer technologies. Term originates from new paradigm in industry, known as Industry 4.0.
Tourism 4.0 creates seamless journeys, it leverages 4. Industrial Revolution technologies, such as artificial intelligence, internet of things, big data analysis and cloud computing, to enable travel experiences be more efficient, safer, greener and less hassle while optimizing journey times, and minimizing costs for travelers.
Facing enormous change in tourism, travel and aviation industries, there is much more to consider than just advanced technology and different traveling experience. New tourism paradigm will affect every field around its self:
Our project embraces the urge to create an ecosystem in which physical and digital space, infrastructure, personnel and technology behind merge into one seamless experience of many different tourist services and products. To reach that, we need to develop new collaboration systems in which players from different disciplines co-create and innovate.