1. Le applicazioni “mobile”, un’opportunità per promuovere il territorio
Università degli Studi di Pavia
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimedialità
Le applicazioni “mobile”, un’opportunità per promuovere il territorio
Tesi di Laurea di Piera Selis
Relatore Prof. Marco Porta
Correlatore Prof. Massimo Cellario
Anno Accademico 2010/2011

2. Mobile Revolution Mobile telecommunications technological innovations
Diffusion of increasingly new mobile devices
More and more users connecting to the Internet with mobile devices
Faster and faster broadband transmission
Mobile-oriented content developed in the form of applications

3. Role of the mobile phone
Mobile telephony is a constantly evolving technology
Mediamorphosis process
from cumbersome apparatus for voice traffic to a network terminal compatible with IP Protocol

4. “Smart” mobile devices
Smartphone and tablet:
new generation devices
devices with advanced functionalities
customizable tools
operating system
IT platforms

5. Mobile applications additional functionalities greater usefulness
customization

6. Mobile applications “native” applications web app specific platform
optimized website
specific programming language
every device has a web browser
hardware characteristics of the device
standard web technologies
fruition (almost) similar to native apps
no access to hardware components

7. Tourism applications Tourism development guidebooks
“fellow passengers”
planning routes and itineraries
Tourism development
potential and advantages of mobile initiatives related to a territory

8. Mobile tourism Different communication devices and information:
high interactivity and customization
Tourism offers added value:
targeted information
New needs of the “always on” tourist:
high informative context
new travel experience

9. Geolocation, Augmented Reality, QR Code
Significant tourist information opportunities
Geolocation
It identifies the real position of a person using digital information processed by the Internet
extraordinary mobile devices functions
location-based services:
extremely customized
specific information

10. Geolocation, Augmented Reality, QR Code
Virtual elements to the physical world “increase” the sensory perception of human beings
additional information
attractive visualization

11. Geolocation, Augmented Reality, QR Code
Bidimensional code allowing fast interpretation of associated content
digital camera
specific software
Internet connection
web page access
multimedia content fruition

12. QR Code widespread technology Tourist industry
rail stations, magazines, bus stops, product packaging
Tourist industry
higher emotional impact
more immediate interaction

13. Tourist applications, some examples:
Layar
Augmented reality mobile applications
display digital information overlapped with real pictures
different levels
Localization:
display tourist information
find close point of interest: bars, shops, monuments

14. Tourist applications, some examples:
Wikitude
Detailed information about the surrounding environment
View the nearby points of interest
information about distance
about position
description of the place

15. i-Sola: a tourist application for Sardinia region

16. i-Sola: a tourist application for Sardinia region
Mobile technologies potentials:
new events and tourist services
Promote places normally not considered by the tourist industry
Additional features:
improve tourist promotion

17. i-Sola: a tourist application for Sardinia region
Tourists:
cultural and landscape heritage
authentic travel experience, fun and educational
unique places
fascinating traditions
typical wine and food
Inhabitants
Tourist activities
museums, hotels, restaurants, handicraft products

18. Functionality and distinctive aspects
useful
intuitive
easy
original
amusing
smartphone and tablet
tour guide

19. Interface features homepage: picture menu name of the application logo
icon
menu
Next screen access
specific categories

20. Interface features “Scopri”: name and picture of the city
subcategories
Updated information about location
Available services in the surroundings
General information

21. Interface features
Same structure
Picture related to place selection

22. Interface features
“Dove mangiare”:

23. Interface features
“Eventi”:

24. Interface features
“Mappa”:

25. Interface features
“Attività”:

26. Scenario of “Discover Sardinia”
Game:
augmented reality
GPS
digital camera
magnetometer
Digital camera activation
Monument recognition
Information level overlapped with reality
possibility to read historical information

27. Scenario of “Discover Sardinia”
Find the piece of a puzzle
Indication of the next monument
New piece
Completion of the puzzle:
after visiting monuments
after reading historical informations
the tourist finds the image of an event
gain a prize

28. Scenario of “Discover Sardinia”
Image:
The game is not over
information about the event
A message invites to continue the game
push the tourist to partecipate
The user reaches the event’s location
Takes a picture
Shares on Facebook
Gains further prizes:
A minute of free connection for every “like” to the photos
After 20 “like” a 20% discount in an agritourism of the area

29. Scenario of “Discover Sardinia”
Visiting particular places
Shopping on sardinian shop
Taking part in particular event
Absorbed by the game:
default itinerary
alternative trip
useful and recreational components

30. A new approach for tourism communication
“Intelligent” advertising board
Tourism promotion for the internal regional area
QR Code and AR technologies
characteristics inproving Sardinian territory
located in strategic places
event or places

31. A new approach for tourism communication
high interaction
more information
greater curiosity

32. Conclusions
once limited technologies (employed in specific fields) are now commonly used and can serve to relaunch the economic sectors
tourism can completely apply these technologies to create personalized events for an informed tourist

33. Thanks for your attention