Lorenzo Cantoni, Vittoria Passini, Marco Faré, Alessandro Inversini. Booking engines for hotel chains. Ver. 1.0. November 2010. Pdf, ~700 kB.

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Abstract. What are booking engines‘ main functionalities? How can booking engines sound as the welcoming voice of a receptionist? The present study investigates contents and functionalities of the main hotel chains’ booking engines worldwide. Measuring the interactivity of reservation systems and selecting relevant practices from 162 hotel chains, it helps to understand how to design or improve a booking engine. Results show a quite low degree of engagement with prospective customers, and suggest that a human-like interaction system may be the next step in this area. In other words: a booking engine should move from being just an inventory management system up to becoming a recommendation system. The increasing share requested by intermediating online travel channels may push hotels towards a higher degree of disintermediation, hence investing in their own booking engine.

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Lorenzo Cantoni, Sara Fedele, Silvia De Ascaniis. Destination Marketing. Why do tourists like a destination?. November 2010. Pdf, ~700 kB.

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Abstract. Which reasons do make a destination worth to be visited? Is there a correspondence between how tourists perceive a destination and how the Destination Management Organization (DMO) promotes it?
The main purpose of this research is to identify which are the reasons that make a destination — in this case, the Republic of Malta — worth a visit from the tourists’ perspective. The study aims on one side, at recognizing and analyzing the main arguments used by tourists — the demand side — when reporting on their experiences on a specific destination, and on the other side to compare the found arguments with those used by the DMO — the supply side — to promote itself. The arguments have been identified through an argumentative analysis of the User Generated Contents about the destination, they were retrieved from the Travel fora of Trip Advisor. Afterwards the arguments used by Malta’s DMO to promote the destination have been analyzed and then compared with those used by the demand side to verify the correspondence between them. The results make it possible to identify strengths and weaknesses of the destination, and additionally to get information on what the DMO should focus on to improve its performances. The understanding of opinions, preferences and perceptions of tourists is a valuable starting point for the development of more effective online marketing strategies by DMOs: before speaking they need to listen carefully to their visitors!

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Łukasz Stokłosa, Elena Marchiori, Lorenzo Cantoni, Maciej Piotrowski. Destynacja turystyczna Europy Środkowo-Wschodniej w opinii internautów. Studium województwa podkarpackiego. Kwiecień 2012. Pdf, ~970 kB.

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Streszczenie. Świadomość tego, co tak naprawdę mówią ludzie o danej destynacji turystycznej w sieci, jest niewątpliwie bardzo istotna dla regionalnych i lokalnych organizacji turystycznych. Celem pracy jest zbadanie prezencji województwa podkarpackiego oraz Bieszczad w Internecie jako obszarów recepcji turystycznej. Analiza treści generowanych przez użytkowników (UGC) zebranych przez wyszukiwarki internetowe wskazuje, że większość poruszanych tematów dotyczy produktów i usług. We wnioskach omówione zostały następstwa wynikające z przeprowadzonych badań oraz rekomendacje dla regionalnych i lokalnych organizacji turystycznych.

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Nadzeya Kalbaska, Lorenzo Cantoni. eLearning Courses on Tourism Destinations:Travel Agents’ Perceptions. November 2011. Pdf, ~850 kB.

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Abstract. This report is based on the analysis of a global online survey conducted among travel agents in the spring of 2011. It explores the perception travel agents have of the eLearning training courses created ad-hoc for them by Destination Management Organizations (DMOs). The research examines 1004 travel agent profiles worldwide.

Beside its academic relevance, being the first exploratory study in the field, current research has a significant tourism industry application, as marketing managers and responsible persons for trade partnerships within Tourism Boards are presented with the first research on travel agents’ evaluation of eLearning Training platforms.

DMO representatives can see the course topics that attract the biggest interest from travel agents, can get hints on the drawbacks of existing platforms, and can be made aware of factors that actually make travel agents participate in eLearning experiences.

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Lorenzo Cantoni, Marco Faré, Luca Preto. Guida pratica alla promozione online. Un esempio nel settore turistico. Maggio 2010. Pdf, ~2.7 MB.

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Lorenzo Cantoni, Marco Faré, Luca Preto. Guide pratique pour la promotion en ligne. Un exemple dans le secteur du tourisme. May 2010. Pdf, ~2.7 MB.

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Łukasz Stokłosa, Elena Marchiori, Lorenzo Cantoni, Maciej Piotrowski. Online narratives about a Central European tourism destination. The case of Podkarpackie Province (Subcarpathian Voivodeship). January 2012. Pdf, ~895 kB.

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Abstract. Understanding what people say online about a tourism destination is crucial for a Destination Management Organization (DMO). The goal of this study is to map the online presence of a Polish province, the Podkarpackie Province (Subcarpathian Voivodeship) and the Bieszczady Mountains as tourism destinations. Content analysis of user-generated-contents gathered from search engines show that the majority of the topics expressed online were about products and services. Implications for DMOs are then discussed in the conclusions.

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Lorenzo Cantoni, Marco Faré, Luca Preto. Praxishandbuch für die Online-Werbung. Ein Leitfaden für die Tourismusbranche. May 2010. Pdf, ~2.7 MB.

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Alessandro Inversini, Marianna De Pietro, Lorenzo Cantoni. Tourism Destinations’ Online Communication. A study on English destinations. Ver. beta. August 2011. Pdf, ~500 kB.

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Abstract
What are the most important contents and functionalities present on a tourism destination website? This research catalogues the content and functionalities of English destinations websites trying to understand what designers and/or destination managers must not forget while creating the website for their destination. A grid of 189 indicators organized in 6 different macro categories has been created for the purpose of analysing 120 destinations websites selected on enjoyengland.com.
The research presents a set of contents that should be found on destinations websites and results indicate which contents are offered by English destinations websites.
[The research was conducted in 2010 therefore websites may have been changed in the meanwhile.]

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Lorenzo Cantoni, Marco Faré, Elisabetta Frick. URL: User Requirements with Lego. Ver. 1.0. May 2011. Pdf, ~1.5 MB.
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Introduction. This guide explains URL: User Requirements with Lego, a methodology to elicit user requirements for online communication applications. This guide is addressed to online communication consultants, such as web agencies or freelancers, as well as to communication departments in large organizations. The guide explains what is URL and how to use it. It gives hints on why use URL with clients and helps in persuading them. URL is an application of Lego Serious Play (LSP), supports the requirement analysis and contributes in building the team. URL was developed at the laboratories NewMinE and webatelier.net, Faculty of Communication Sciences, Università della Svizzera italiana (University of Lugano, Switzerland) with the collaboration of trivioquadrivio and Kharta, and was formerly known as Real Time Web (RTW). In this document an overview of theories and practices behind URL is given, namely LSP and the Online Communication Model (OCM). URL is then presented in details, in particular what it is, what are the advantages in using it and its limitations. In the last chapter the methodology is explained, starting from the organization of an URL workshop, continuing with the phases of the workshop and including the report. This document is based on the manual (Open-source/ Lego Serious Play>), available online at the address www.seriousplay. com/19483/HOW TO GET IT.

Pictures available at: http://www.flickr.com/photos/webatelier/sets/72157627176796080/

Backlinks:

• Press release by USI
• Ticinonline
• LaRegione Ticino (pdf)
• Inside-IT
• The Next Web
• Serious Play Pro
• Strategic Play Room
• The Information Architecture Institute
• Kataweb, SNODI

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