Transcript TourPack-project-presentation-160314x

TourPack: Packaging and Disseminating Touristic
Services with Linked Data and Semantics
Anna Fensel
[email protected]
14 March 2016
©www.sti-innsbruck.at
Copyright 2016 STI INNSBRUCK www.sti-innsbruck.at
Outine
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About TourPack
Motivation
Use Case Example
Project Goals
Technical Innovation
Technical Details: Basing on schema.org & Regional Contents
Further Expected Outcomes
Background, Consortium and Extensions
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About
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TourPack builds a linked data -empowered system for touristic service
packaging.
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Integrating information from multiple sources and systems employing linked
data as a global information integration platform, and mining from the
depths of the “closed” data, the touristic service package production system
would cater to creating the most optimal travel experience for the traveler.
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Further, the service packages are to be efficiently published and made
bookable to the end consumers via intelligently selected most suitable
communication and booking channels: especially the ICT channels with
rapidly growing user audiences, such as the social media and the mobile
apps.
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Project duration: 1 July 2014 – 31 December 2016
Co-funded by FFG, “IKT der Zukunft” funding line
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Motivation
The social media revolution has made this job for the organisations – as well as
for their customers when spending time on learning about service offers - much
more complicated, because:
• the number of channels has grown exponentially,
• the communication has changed from a mostly unilateral "push" mode (one
speaker, many listeners) to an increasingly fully bilateral communication,
where individual stakeholders (e.g. customers) expect one-to-one
communication with the organization, and the expected speed of reaction is
shrunk to almost real-time, and
• the contents of communication is becoming increasingly granular and more
dependent upon the identity of the receiver and the context of the
communication.
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Currently, there are more than 100 booking and 200 social media platforms
available on which the hotelier could be present.
Utilizing the value of structured, linked, open and closed, big and small data.
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Touristic Service Packaging on Social Media
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Generation and publishing of
posts suggesting other bookable
activities to do while traveling,
together with the hotel rooms
offer
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Published together with a direct
booking link
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Content adaptation for the social
media platform and language
Image credit: Werner Kräutler
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Use Case Example: Finding and Consuming the
Most Relevant Touristic Services on the Fly
A guest G enters the hotel for the first time. At the check-in desk the
receptionist introduces G to the newly launched smartphone app of the
hotel. G downloads the app in the free WiFi of the hotel and back in his/her
room he/she starts exploring the contents. In the "restaurants"-section of
the app she/he finds the menus of the day generated on the fly from linked
data of the available restaurants in the nearby, catering to the user’s food
preferences and dietary restrictions. Since she/he feels quite hungry
he/she makes a reservation for a certain preferred type of restaurant in the
area directly out of the app.
Illustration: Caroline Winklmair
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Project Goals
Overall aim: Being visible, scalable, and “on-demand” (vs. the current
manual labor and “one-size-fits-all” types of offers), when it comes to
touristic service offers marketing and booking
The major TourPack technical objectives are:
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design and implement a scalable online service packaging and
provisioning solution based on machine-processable semantics.
deliver the technology for interacting with this multi-channel solution
through various and heterogeneous mobile channels.
provide support in service packaging, such as accessing, interacting,
and value exchange (i.e., booking) of tourism services and their
combinations through this infrastructure, using linked data as a global
integration platform.
validate and apply the TourPack research and development outcome in
pilots focusing on the booking of tourism services.
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Technical Innovation
We are to support automatic generation, clustering and
packaging of semantically annotated touristic service
offers from a variety of sources.
Existing information extraction, clustering and publishing
is to be adopted and extended in order to:
• obtain the extracted data in a Linked Data format,
(semi-)automatically associating metadata;
• generate service representations in Linked Data format
according to ontological models;
• interlink, cluster, package and provide services in an
automatic way;
• provide a semantic service and an online interface for
easy publishing and access to the above mentioned
functionalities.
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TourPack High Level Architecture
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Regional Content Use
• Touristic associations and other sources have a lot of regional
content helpful for generation of posts for hoteliers e.g. stories,
games, etc.
• That content is used to generate the posts
– in TourPack for Innsbruck and Salzburg
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We use Schema.org – what is it?
• Schema.org provides a collection of shared vocabularies.
• Launched in June 2011 by Bing, Goolge and Yahoo
• Yandex joins in November
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Create a common set of schemas for webmasters to markup with structured data their websites.
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Web search on Web 1.0
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Question/Answer
– Until now….
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Web search on Web 2.0
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Now … Semantic Search
– (using the Knowledge graph)
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Web search on Web 3.0
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With accounts on Freebase, Wikipedia and social accounts
And schema.org annotations in your web site …
http://schema.org/Person
http://moz.com/ugc/i-became-an-entity-how-im-on-the-knowledge-graph
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Examples of web sites annotated with
Schema.org
• YELP (events, restaurants)
– http://www.yelp.com/
• Food.com (recipes)
– http://www.food.com/
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Touristic association Innsbruck use case
• Started a collaboration in September of 2013 (STI & TVB Innsbruck)
• Strategies to enhance the visibility of their website and deal with the
multi-channel communication challenges.
– Semantic annotation in the website, blog
– Dissemination of content with Onlim
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Schema.org for
 Restaurant, Cafes, Bars & Pubs, Sightseeing
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Name
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Map
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PostalAddress
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streetAddress
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addressCountry
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postalCode
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addressLocality
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telephone
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faxNumber
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Schema.org for
Example of Café-Restaurant Villa Blanka
http://schema.org/Restaurant
Café-Restaurant Villa Blanka
Object type: http://schema.org/PostalAddress
Street address:
Weiherburggasse 8
Address country: AT
Postal code:
6020
Address locality: Innsbruck
Telephone:
+43 512 27 60 70
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Feratel content
Object type:
Name:
Address:
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Schema.org for
Implementation of semantic annotation with a plugin (Feratel -> Typo3)
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TVB Innsbruck: implementation
http://www.innsbruck.info/en
http://blog.innsbruck.info/en/
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Schema.org for
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Expected Outcomes
Challenge
Multi-channel
communication
Online interactions
Service integration
and yield
management
Mobile service
provisioning
Outcome
 Semantic based representation of content (ontology) in intuitive and
familiar terminology for tourist service providers.
 Scalable methods for separating and interweaving content and
communication channels, particularly, employing linked data as an
integration platform.
 Online multi-channel communication technical solution.
 Formal communication pattern description mechanism as business
processes.
 Reusable set of communication patterns to structure the online
interactions for the tourism domain.
 Integration of a booking engine with the necessary infrastructure for
tourism services to be directly bookable and configurable for yield
management and tailored to the preferences of the end consumers.
 A technique for enablement touristic service providers to annotate their
offers employing linked data for the subsequent multi-platform reuse.
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Online mobile strategy definition for tourism organizations.
Mobile toolbox for the integration of booking services for travel service
providers.
Mobile framework and components for multi-channel and online
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interactions management.
Background
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Online Communications working group: http://oc.sti2.at
– Fensel, A., Toma, I., Garcia, J.-M., Stavrakantonakis, I., Fensel, D. "Enabling Customers
Engagement and Collaboration for Small and Medium-sized Enterprises in Ubiquitous Multichannel Ecosystems", Computers in Industry, Elsevier, 2014. ISSN: 0166-3615.
– Stavrakantonakis, I., Toma, I., Fensel, A., Fensel, D. “Bringing the Hotel Websites to their
Full Potential with Web 2.0 and 3.0: The Case of Austria”. In Proceedings of the 21th
International Conference on Information and Communication Technologies in Travel and
Tourism (ENTER2014), pp. 665-677, 21-24 January 2014, Dublin, Ireland.
– Toma, I., Stanciu, C.-V., Fensel, A., Stavrakantonakis, I., Fensel, D. "Improving the online
visibility of touristic service providers by using semantic annotations". In Proceedings of the
11th European Semantic Web Conference (ESWC'2014), 25-29 May 2014, Crete, Greece,
Springer-Verlag, LNCS (2014).
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Master thesis: Elias Kärle, Master thesis “An approach and implementation
for supporting multi-platform mobile service creation for businesses”,
January 2014, University of Innsbruck, Austria.
• See further, up-to-date publications at: http://oc.sti2.at/results/papers
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Consortium
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Extensions
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Start-up ONLIM – Online Communication and Marketing:
www.onlim.com
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Yearly Tourism Fast Forward event in Mayrhofen, Tyrol:
http://tourismfastforward.com
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Contact and Follow us
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Paper reference:
– Fensel, A., Kärle, E., Toma, I. "TourPack: Packaging and Disseminating Touristic Services with
Linked Data and Semantics". In Proceedings of the1st International Workshop on Semantic
Technologies (IWOST), CEUR Workshop Proceedings, Vol-1339, ISSN 1613-0073, pp. 43-54,
11-12 March 2015, Changchun, China.
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TourPack project coordinator - Anna Fensel: www.anna.fensel.com
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TourPack project website: http://tourpack.sti2.at
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Website (ONLIM): www.onlim.com
Twitter (ONLIM): https://twitter.com/onlim_com
Facebook (ONLIM):
https://www.facebook.com/pages/ONLIM/255769271295093
LinkedIn (ONLIM): https://www.linkedin.com/company/onlim
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