Chapter

Digitales Besuchermanagement im Tourismus – Konzeptioneller Rahmen und Gestaltungsmöglichkeiten

Authors:
  • NIT - Institute for Tourism Research in Northern Europe
  • FH Westküste University of Applied Sciences
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Abstract

Digitales Besuchermanagement beschreibt die Beeinflussung von Reise- und Ausflugsentscheidungen durch digitale Verfahren zur Vermeidung von Überlastungen in Destinationen. Es umfasst die Bereitstellung von Daten, die Datenhaltung, das Erarbeiten von Empfehlungen und das Ausspielen der Ergebnisse über digitale Touchpoints. Dieser Beitrag beschreibt die Ziele und Bestandteile eines digitalen Besuchermanagementsystems im Tourismus und bewertet Möglichkeiten und Grenzen. Abschließend werden offene Forschungsfelder definiert.

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... The United Nations already demanded in 2016 the transformation towards more sustainable tourism as part of the 17 sustainable development goals to address these issues (DESA 2016). Consequently, POIs must actively embrace transformation towards more sustainable and smart tourism (Tauber and Bausch 2022), focusing on implementing active visitor management strategies (Schmücker et al. 2022). Effective active visitor management entails the spatial distribution of visitors among nearby POIs and strategically times arrivals to prevent overcrowding at any single location (Hall and McArthur 1996;Mason 2005). ...
... Instead, preventive measures with close monitoring and active visitor management are required specifically at open-spaced natural POIs. Schmücker et al. (2022) distinguish active visitor management from general visitor guidance by emphasizing that it should rely on soft measures. Combined with digital technologies, these soft measures such as recommendation systems provide often untapped potential to effectively prevent overcrowding before it even occurs (Spenceley et al. 2015;Veiga et al. 2018). ...
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Thesis
https://bonndoc.ulb.uni-bonn.de/xmlui/handle/20.500.11811/9496 Das Wissen, wie sich Touristen zum und im Reiseziel bewegen, ist für eine nachhaltige Destinationsentwicklung unerlässlich geworden und hat durch die Covid-19-Pandemie und die damit zusammenhängende Notwendigkeit der Kenntnis über (touristische) Besucherhotspots nochmal deutlich an Bedeutung gewonnen. Bei der Messung von touristischen Bewegungsmustern zeigt sich seit einigen Jahren eine Hinwendung zum Digitalen, was sich in einer verstärkten Nutzung digitaler Datenquellen in Forschung und Praxis äußert. Eine besondere Rolle nehmen bei dieser Entwicklung so genannte Big Data ein. Die im Rahmen von verschiedenen Prozessen anfallenden digitalen Datenspuren wie passive Mobilfunkdaten, Twitter-Posts, Kreditkartentransaktionen usw. sind mit geographischen Koordinaten versehen und werden verstärkt für eine Analyse des raumzeitlichen Verhaltens von Personen genutzt. Die Forschung zu diesen Datenquellen – insbesondere in der deutschsprachigen Tourismusgeographie – steht noch am Anfang. Auf der anderen Seite entwickeln sich gleichzeitig eine Vielzahl von Small Data Studies, bei denen im Rahmen interdisziplinärer Forschung Menschen mit Sensorik ausgestattet werden, um mehr über die Mensch-Umwelt-Beziehungen zu erfahren. Diese Ansätze, bspw. durch die Nutzung von Körpermesswerten wie Herzrate und Hautleitfähigkeit, werden für die tourismusgeographische Forschung adaptiert und für die Identifikation von Emotionen beim touristischen Erleben in der Destination genutzt. Auch hier zeigen sich noch vielfältige Forschungsbedarfe bezüglich des Methodeneinsatzes und der Analysemethodik. Die vorliegende kumulative Dissertation setzt an diesem Punkt an, indem sie die digitale Neu-Vermessung touristischer Aktionsräume diskutiert. Der Fokus der Arbeit liegt auf der Darstellung, Erprobung und Erörterung digitaler Datenquellen zur Ermittlung des raumzeitlichen Verhaltens von Touristen. Dies erfolgt anhand von drei in nationalen und internationalen Fachzeitschriften veröffentlichen Forschungsbeiträgen (double-blind-Review). Dabei werden neue Datenquellen (passive Mobilfunkdaten) hinsichtlich ihrer Nutzbarkeit zur Messung touristischer Aktionsräume geprüft (Artikel 1), eine bereits etablierte Forschungsmethode (aktives GPS-Tracking in Kombination mit Befragung) inhaltlich und analytisch weiterentwickelt (Artikel 2) sowie ein neuer Ansatz präsentiert, der mit Hilfe von aktivem GPS-Tracking und Biosensing hilft, das emotionale Erleben von Touristen in der Destination zu verstehen (Artikel 3). In dem vorliegenden Rahmenwerk werden die drei Artikel in einen Kontext eingeordnet und vor diesem Hintergrund diskutiert. Klassische Konzepte der Aktionsraumforschung werden für die Tourismusgeographie übertragen und somit ein konzeptioneller Rahmen für die Spezifika touristischer Aktionsräume erarbeitet. Die im Rahmen eines vielschichtigen digital turns aufkommenden neuen Datenquellen zur Messung touristischer Aktionsräume werden beschrieben und anhand ihrer räumlichen Abdeckung klassifiziert. Der Klassifikationsvorschlag digitaler Datenquellen auf der Makro-, Meso- und Mikro-Ebene dient gleichsam als Schema zur Einordnung der drei veröffentlichen Forschungsarbeiten. Im Ergebnis leistet die kumulative Dissertation einen Beitrag in der Anwendung neuer sowie der Weiterentwicklung bestehender Methoden der digitalen Erfassung touristischer Aktionsräume und zeigt so Möglichkeiten, aber auch Grenzen einer digitalen Neu-Vermessung touristischer Aktionsräume auf. The digital re-measurement of tourist spatio-temporal behaviour Understanding how tourists move to and within a destination has become essential for sustainable destination management. In the light of the Covid-19 pandemic and the related awareness of (tourist) visitor hotspots, the relevance of understanding tourist movements has even grown. In measuring tourist spatio-temporal behaviour, a turn towards the digital has been evident for some years, which is expressed in an increased use of digital data sources in research and practice. Big data plays a particularly important role in this development. Digital data traces that occur in the course of various processes, such as passive mobile data, Twitter posts, credit card transactions, etc., are tagged with geographical information and are increasingly used to analyse the spatio-temporal behaviour of people. Re-search on these data sources–especially in the field of German-speaking tourism geography–is still in its infancies. On the other hand, a large number of small data studies are developing at the same time, in which people are equipped with sensors to learn more about human-environment interrelationships. These approaches, e.g. by using body measurements such as heart rate and skin conductivity, are adapted for tourism geography and used to identify emotions during the tourist experience in the destination. However, there are also still many research gaps regarding the use of methods and analytical procedures here. This cumulative dissertation takes this as a starting-point to discuss the digital re-measurement of tourist spatio-temporal behaviour. The focus of the thesis is on the presentation, testing and discussion of digital data sources for determining the spatio-temporal behaviour of tourists. This is done based on three research papers published in national and international journals (double-blind review). New data sources (passive mobile data) are examined with regard to their usability for measuring tourist spatio-temporal behaviour (paper 1), an already established research method (active GPS tracking in combination with surveys) is further developed in terms of content and analytical perspective (paper 2), and a new approach is presented that helps to understand the emotional experience of tourists in the destination combining active GPS tracking and biosensing (paper 3). In this framework, the three papers are contextualised and discussed against this background. Classical concepts of action space research are transferred for tourism geography and thus a conceptual framework for the specifics of tourist action spaces is elaborated. New data sources for measuring tourists spatio-temporal behaviour, which are emerging in the context of a multi-layered digital turn, are described and classified with regard to their spatial coverage. The proposed classification of digital data sources on the macro, meso and micro levels serves as a scheme for classifying the three published research papers. As a result, this cumulative dissertation contributes to the application of new methods as well as the further development of existing methods of a digital measurement of tourist action spaces and thus shows possibilities but also limits of a digital re-measurement of tourist spatio-temporal behaviour.
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This book presents cutting edge research on the development of analytics in travel and tourism. It introduces new conceptual frameworks and measurement tools, as well as applications and case studies for destination marketing and management. It is divided into five parts: Part one on travel demand analytics focuses on conceptualizing and implementing travel demand modeling using big data. It illustrates new ways to identify, generate and utilize large quantities of data in tourism demand forecasting and modeling. Part two focuses on analytics in travel and everyday life, presenting recent developments in wearable computers and physiological measurement devices, and the implications for our understanding of on-the-go travelers and tourism design. Part three embraces tourism geoanalytics, correlating social media and geo-based data with tourism statistics. Part four discusses web-based and social media analytics and presents the latest developments in utilizing user-generated content on the Internet to understand a number of managerial problems. The final part is a collection of case studies using web-based and social media analytics, with examples from the Sochi Olympics on Twitter, leveraging online reviews in the hotel industry, and evaluating destination communications and market intelligence with online hotel reviews. The chapters in this section collectively describe a range of different approaches to understanding market dynamics in tourism and hospitality.
Chapter
It is important to understand tourist movements to gain a better idea of tourist behavior, the operationalization of motives, and how to better manage destinations. The study of movements, historically, has been inhibited by a number of pragmatic method challenges. As such, most research focused on modeling interdestination movement patterns. Recently, though, the development of Global Positioning System tracking devices and Geographic Information System software have overcome these limitations, providing the opportunity to examine movements at a much finer scale. As a result, the focus has shifted to intradestination movements or movements with in destination. This chapter reviews the historical development of movement studies, presents the core inter- and intradestination movement models and also discusses a range of intervening factors that can affect movements.
Book
This second edition of a well-received text, with 20 new chapters, presents a coherent and unified repository of recommender systems’ major concepts, theories, methodologies, trends, and challenges. A variety of real-world applications and detailed case studies are included. In addition to wholesale revision of the existing chapters, this edition includes new topics including: decision making and recommender systems, reciprocal recommender systems, recommender systems in social networks, mobile recommender systems, explanations for recommender systems, music recommender systems, cross-domain recommendations, privacy in recommender systems, and semantic-based recommender systems. This multi-disciplinary handbook involves world-wide experts from diverse fields such as artificial intelligence, human-computer interaction, information retrieval, data mining, mathematics, statistics, adaptive user interfaces, decision support systems, psychology, marketing, and consumer behavior. Theoreticians and practitioners from these fields will find this reference to be an invaluable source of ideas, methods and techniques for developing more efficient, cost-effective and accurate recommender systems.
Article
Context-aware recommender systems have been developed to consider users’ preferences in various contextual situations. While designing such systems, one immediate concern, is to preserve the integrity of the recommender and minimize the attack probability of biased users who may indirectly influence the outcome of the system. Several algorithms have been developed to identify malicious users in contextual environments. In this paper, we propose a reputation-controlled fish school (RCFS) algorithm to identify trustable users and utilize them in recommendations. In addition, we propose a recommendation algorithm that replicates the behavior of social insects using a hybrid artificial bee colony (ABC) and simulated annealing (SA) technique. Finally, we demonstrate that the resulting feedback strategies can increase the effectiveness of the recommenders’ decisions.
Chapter
Smart Cities are paving the way for the development of new services in the field of tourism. The “smart” concept is based on the intensive deployment of Information and Communication Technology infrastructures, as well as on the proliferation of mobile technology and its apps. However, a destination is not smart because it makes intensive use of technology. It is smart because it also uses technology in order to seek a deeper understanding about the characteristics and meaning of human mobility. It uses latent knowledge and capacities to empower local institutions and industries to create knowledge-based policies and advanced mobile services for visitors. This paper presents a new approach to the Smart Destination concept and a cloud-based infrastructure designed to reach that vision. This infrastructure promotes the creation of advanced mobile tourism applications by tourism stakeholders with tools adapted to people with no programming skills.
Article
With increased visitation to protected natural areas over the last four decades, there is a need for implementation of effective visitor management strategies at these sites to mitigate visitor impacts. This study explores the application of mobile learning (mLearning) in environmental interpretation and visitor education within the context of conservation and sustainable tourism. Specifically, it proposes a conceptual framework for mLearning as a visitor management tool for sustainable tourism. Current developments and innovations in mobile broadband networks, smartphone technology, and mobile software applications present opportunities for the utilization of such mobile-driven applications in interpretive programs to encourage free-choice learning and mindful visitor experiences. If effectively implemented, such interpretive programs and mLearning applications can affect visitor perceptions, attitudes, and future intentions toward conservation and environmental protection.
Chapter
The concept of Smart City embraces several definitions depending on the meanings of the word “smart”: intelligent city , knowledge city , ubiquitous city , sustainable city , digital city , etc. Many definitions of Smart City exist, but no one has been universally acknowledged yet. From literature analysis it emerges that Smart City and Digital City are the most used terminologies in literature to indicate the smartness of a city. This Chapter explores the literature about Smart City and Digital City from 1993 to the end of 2012 in order to investigate how these two concepts were born, how they have developed, which are the shared features and differences between them. To accomplish with these goals, three steps were followed: (1) to set up a search strategy for systematic literature review to collect a representative subset of papers about Smart City and Digital City using Google Scholar; (2) to store the selected subset in an ad-doc database to synthesize the literature review; (3) to organize the literature review subset to extract quantitative and qualitative data and information about Smart City and Digital City evolution. The author proposes a literature review taxonomy through five specific analysis: (1) time analysis, to explore the causes of the trend of Smart City and Digital City literature in the latest twenty years; (2) terminology analysis, to examine how and where these two ideas were born and what have been the main events influenced their development; (3) definitions analysis, to select and compare the most cited and validated definitions of Smart City and Digital City trying to identify similarities, differences or overlaps between these two concepts; (4) typology analysis, to investigate if Smart City and Digital City are included into a specific urban strategy pursued by government or if they face specific urban problems without a comprehensive framework; (5) geographic analysis, to understand where are the largest concentrations of Smart Cities and Digital Cities in the world and which are their main characteristics and best practices.
Article
This paper proposes the use of micro-mobility patterns and service blueprints in visitor management planning. It argues that such planning approaches can improve management outcomes as well as visitor experiences whilst adding efficiency to the relevant management processes. The paper is based on the findings of visitor research on visitor flows and perceptions of visitor management in a nature-based tourism attraction in Wellington, New Zealand. These findings are used to adapt a service blueprint for the overall attraction to separately reflect visitor experiences of international visitors and New Zealanders. The paper posits that it is thus possible to identify and subsequently address the visitor management requirements of different visitor groups. Implications are discussed at three levels; first, for the case study attraction; second, for tourism attractions more broadly; third, conceptual implications for visitor management research are considered. Specific findings include the differences in micro-mobilities found across different market sectors, the need to improve signposting to offer distance and time guidance, the importance of topography, the potential to spread usage pressures across sites and the future potential to use mobile GPS units to obtain more detailed information.
Book
The governance of natural resources used by many individuals in common is an issue of increasing concern to policy analysts. Both state control and privatization of resources have been advocated, but neither the state nor the market have been uniformly successful in solving common pool resource problems. After critiquing the foundations of policy analysis as applied to natural resources, Elinor Ostrom here provides a unique body of empirical data to explore conditions under which common pool resource problems have been satisfactorily or unsatisfactorily solved. Dr Ostrom uses institutional analysis to explore different ways - both successful and unsuccessful - of governing the commons. In contrast to the proposition of the 'tragedy of the commons' argument, common pool problems sometimes are solved by voluntary organizations rather than by a coercive state. Among the cases considered are communal tenure in meadows and forests, irrigation communities and other water rights, and fisheries.
Article
Urban tourism is booming and overcrowding is recognized as a major problem in many tourist cities. However, the way tourists experience high tourist densities is still a neglected topic in urban tourism research, whereas it is one of the most frequently studied subjects in outdoor recreation. In this article the crowding concept is transferred to urban tourism. The study is based on qualitative in situ interviews using Florence, Italy as an example. The interviews reveal that negative crowding (i.e. a feeling of stress) is a major problem, but good crowding (i.e. a positive feeling where the crowd adds to the experience) is also important for the urban tourists’ experience, albeit difficult to achieve in the case of Florence. Furthermore, coping mechanisms to best experience a city of mass tourism have been identified, with spatial and temporal strategies playing a major role.
Article
Community participation in the tourism planning process is advocated as a way of implementing sustainable tourism. There are, however, few studies that detail tangible and practical ways to promote or measure participation. This paper reviews the principal theories used to discuss community participation, including the ‘ladder of citizen participation’, power redistribution, collaboration processes and social capital creation. These theories form the basis for defining a community-based tourism (CBT) model. The paper shows how this model can be used to assess participation levels in a study site, and suggests further actions required. The model is applied in a case study in Palawan, the Philippines, where an indigenous community previously initiated a community-based ecotourism project. The project resulted in a number of problems, including conflicts with non-indigenous stakeholders. The model identifies the current situation of the project and provides suggestions for improvement.
Article
This paper introduces the applicability of passive mobile positioning data in studying tourism. Passive mobile positioning data is automatically stored in the memory files of mobile operators for call activities or movements of handsets in the network. For tourism studies we use database of the locations of roaming (foreign phones) call activities in network cells: the location, time, random ID and country of origin of the called phone. We describe the peculiarities of data, data gathering, sampling, the handling of the spatial database and some analysis methods, using examples from Estonia. The results proved that mobile positioning data has valuable applications for geographical studies. Correlations with conventional accommodation statistics in Estonia were up to 0.99 in the most commonly visited tourist regions. Correlations of positioning data with accommodation statistics were lower in regions with a high number of transit tourists and less tourism infrastructure. The results show that positioning data has advantages: data can be collected for larger spatial units and in less visited areas; spatial and temporal preciseness is higher than for regular tourism statistics. Random IDs allow one to study tourists’ movements, for example to study typical routes of tourists of certain nationalities. The weaknesses of data are related to problems with accessing data, as operators do not wish to share data and because of privacy and surveillance concerns. Problem is also that positioning data is another quantitative dataset with limited features.
Ausflugsticker Bayern. Bayern Tourismus Marketing GmbH o
  • Bayern Tourismus Marketing Gmbh
Bayern Tourismus Marketing GmbH. (o. J.). Ausflugsticker Bayern. Bayern Tourismus Marketing GmbH o. J. Zugegriffen am 11.04.2022.
Bericht über eine europäische Datenstrategie
  • Europäisches Parlament
Europäisches Parlament. (2020). Bericht über eine europäische Datenstrategie. https://www.europarl.europa.eu/doceo/document/A-9-2021-0027_DE.html. Zugegriffen am 22.09.2021.
BayernCloud im Tourismus
  • Fortiss
Fortiss (Hrsg.). (2021). BayernCloud im Tourismus, Abschlussbericht des Forschungsprojekts. https://www.fortiss.org/fileadmin/user_upload/05_Veroeffentlichungen/Studien_und_Road-maps/fortiss_Bericht_Bayerncloud_Tourismus_web.pdf. Zugegriffen am 24.09.2021.
Besuchermanagement aus internationaler Sicht -Ein Überblick über Forschungen und Anwendungen
  • A Arnberger
Arnberger, A. (2013). Besuchermanagement aus internationaler Sicht -Ein Überblick über Forschungen und Anwendungen. In C. Clivaz, R. Rupf & D. Siegrist (Hrsg.), Beiträge zu Besuchermonitoring und Besuchermanagement in Pärken und naturnahen Erholungsgebieten (S. 15-26)
NatursportPlaner -integratives Wegemanagement und rechtliche Aspekte des Natursports
  • E Magut
Magut, E. (2019). NatursportPlaner -integratives Wegemanagement und rechtliche Aspekte des Natursports. In R. Forst, V. Scherfose & M. Porzelt (Hrsg.), Konflikte durch Erholungsnutzung in Großschutzgebieten und deren Entschärfung durch innovatives Besuchermanagement (S. 65-76, BfN-Skripten 520). Bundesamt für Naturschutz.
Smart Destination in den Großschutzgebieten NRWs. NIT Institut für Tourismus-und Bäderforschung in Nordeuropa GmbH
  • D Schmücker
Schmücker, D. (2021). Smart Destination in den Großschutzgebieten NRWs. NIT Institut für Tourismus-und Bäderforschung in Nordeuropa GmbH. https://tourismusverband.nrw/_Resources/Pers istent/0/5/9/3/0593f686d9bf4e06f56b7abe6ca7920cf9652e46/20210628-Gutachten-Smart-Destination-final.pdf. Zugegriffen am 11.04.2022.
Die zweifache digitale Transformation: Ausgewählte Datenquellen für ein digitales Besuchermanagement. Beitrag zur Jahrestagung der Deutschen Gesellschaft für Tourismuswissenschaft
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  • J Reif
Schmücker, D., & Reif, J. (2021b). Die zweifache digitale Transformation: Ausgewählte Datenquellen für ein digitales Besuchermanagement. Beitrag zur Jahrestagung der Deutschen Gesellschaft für Tourismuswissenschaft, 18.-20.11.2021. https://doi.org/10.5281/zenodo.5710231