Tourism Data Use Case
Visitor Behaviour Analysis
Use Case 2
The Use Case “Visitor Behaviour Analysis”
The aim of the “Visitor Behaviour Analysis” Use Case is to analyse and better understand how national and international visitors move around in tourism destinations. The use case will be implemented for a specific tourism region to be defined. The exact use case will be specified in the course of the project. However, with the available data several use cases are conceivable. Four possible use cases are described in more detail below.
Details about the four potential use cases
Measurement of visitor presence in a certain location
A location in this case can be one of the following: event area, destination, community, region, country, defined virtual fence. This use case could provide information about the demographics of visitors and how they move within a defined location. Further analysis of the data could provide the basis for visitor management and guidance, or data-driven capacity management. The insights could also be used to increase economic spend through the development of offers or to increase the length of stay through better targeting.
Measurement of visitor in an activity spaces
For this use case, an activity space needs to be defined. This use case could serve as a tool for destination management and provide insight into how visitors travel between destinations. The starting and ending points of visitors are the main interest in this use case.
Value added analysis for events
or this use case, an activity space needs to be defined. This use case could serve as a tool for destination management and provide insight into how visitors travel between destinations. The starting and ending points of visitors are the main interest in this use case.
Sustainability monitoring
The journey to a destination has a major impact on the sustainability of the trip. In this use case, the focus is on environmental sustainability and how the journey to and within the destination, as well as the activities at the destination, affect sustainability. Based on the data provided, it could be shown which means of transport are used and what are the starting points of journeys to a destination. The use case could serve as a sustainability monitoring and management tool.
The Roles in the Project
The University of Applied Sciences and Arts (HSLU) is leading Nadit sub-project 1. In the following use case HSLU acts as data trustee and creates a first proof of concept (POC). The confirmed data providers are Mastercard, Swisscom and intervista, but there is always the possibility to add more data providers if needed. As the use case is embedded in an Innosuisse project, there are several practice partners, such as regional tourism organisations, who support the use case with valuable practical inputs and insights. The data providers and the HSLU team form the core project team and define the use case to be worked on with input from the practitioners.
Current status
The project is part of the ongoing Innosuisse Flagship and will last a total of 48 months. In the next few weeks, the use case will be finalized and a destination, which is a partner of the NaDIT project, will be selected for the development of the use case. A first draft should then be ready by the end of the first quarter of 2024.
The Use Case Partners
There are three main data partners in this first use case: Swisscom, Intervista and Mastercard. It is not excluded in order to achieve the use case objectives, cooperation with further data providers will be established.
Swisscom, the Swiss mobile market leader, contributes with Mobility Insights Data. Swisscom provides customers with statistics on highly detailed data on mobility in Switzerland, such as the average number of kilometres travelled by the population. Swisscom provides anonymised and aggregated smartphone mobility data for specific regions.
Research company Intervista provides Footprint Research Panel, that includes 3 000 Swiss people, who have installed the Footprints Research app on their smartphones. In return for their private data, they receive a monthly bonus. The panel includes also attributes about each panellist. Furthermore, intervista has the ability to survey panellists directly based on their location.
Mastercard is a global technology company in the payments industry whose mission is to connect and power an inclusive, digital economy that benefits everyone, everywhere. Mastercard Data & Services, the professional services arm of Mastercard, provides real-time transaction data and proprietary analysis, data-driven consulting and marketing services solutions to enable customers to execute smarter decisions with better outcomes, to drive growth and strengthen consumer engagement.
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This website was created as part of Resilient Tourism Project (Suproject 1: - National Data Infrastructure for Tourism). Resilient Tourism is one of 15 flagship projects approved and supported by the Innosuisse- Swiss Innovation Agency. Flagship projects are systemic and transdisciplinary innovations that are central to current and future economic and social challenges in Switzerland.