1. www.sti-innsbruck.at © Copyright 2016 STI INNSBRUCK www.sti-innsbruck.at TourPack: Packaging and Disseminating Touristic Services with Linked Data and Semantics Anna Fensel anna.fensel@sti2.at 14 March 2016

2. www.sti-innsbruck.at Outine 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 Contact and Follow us 2

3. www.sti-innsbruck.at About TourPack builds a linked data -empowered system for touristic service packaging. 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. 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. Project duration: 1 July 2014 – 31 December 2016 Co-funded by FFG, “IKT der Zukunft” funding line 3

4. www.sti-innsbruck.at 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. 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. 4

5. www.sti-innsbruck.at Touristic Service Packaging on Social Media Generation and publishing of posts suggesting other bookable activities to do while traveling, together with the hotel rooms offer Published together with a direct booking link Content adaptation for the social media platform and language Image credit: Werner Kräutler 5

6. www.sti-innsbruck.at 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 6

7. www.sti-innsbruck.at 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: 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. 7

8. www.sti-innsbruck.at 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. 8

9. www.sti-innsbruck.at TourPack High Level Architecture 9

10. www.sti-innsbruck.at 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 10

11. www.sti-innsbruck.at 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 Purpose: Create a common set of schemas for webmasters to mark- up with structured data their websites. 11

12. www.sti-innsbruck.at Web search on Web 1.0 Question/Answer –Until now…. 12

13. www.sti-innsbruck.at Web search on Web 2.0 Now … Semantic Search –(using the Knowledge graph) 13

14. www.sti-innsbruck.at Web search on Web 3.0 With accounts on Freebase, Wikipedia and social accounts And schema.org annotations in your web site … 14 http://moz.com/ugc/i-became-an-entity-how-im-on-the-knowledge-graph http://schema.org/Person

15. www.sti-innsbruck.at Examples of web sites annotated with Schema.org YELP (events, restaurants) –http://www.yelp.com/http://www.yelp.com/ Food.com (recipes) –http://www.food.com/http://www.food.com/ 15

16. www.sti-innsbruck.at 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 16

17. www.sti-innsbruck.at Schema.org for Restaurant, Cafes, Bars & Pubs, Sightseeing Name Map PostalAddress o streetAddress o addressCountry o postalCode o addressLocality o telephone o faxNumber 17

18. www.sti-innsbruck.at 18 Object type:http://schema.org/Restaurant Name:Café-Restaurant Villa Blanka Address: 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 Example of Café-Restaurant Villa Blanka Feratel content Schema.org for

19. www.sti-innsbruck.at Implementation of semantic annotation with a plugin (Feratel -> Typo3) Schema.org for 19

20. www.sti-innsbruck.at TVB Innsbruck: implementation 20 http://blog.innsbruck.info/en/ http://www.innsbruck.info/en

21. www.sti-innsbruck.at Schema.org for 21

22. www.sti-innsbruck.at Expected Outcomes ChallengeOutcome Multi-channel communication  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. Online interactions  Formal communication pattern description mechanism as business processes.  Reusable set of communication patterns to structure the online interactions for the tourism domain. Service integration and yield management  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. Mobile service provisioning  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 interactions management. 22

23. www.sti-innsbruck.at Background Online Communications working group: http://oc.sti2.athttp://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 Multi- channel 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). 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/papershttp://oc.sti2.at/results/papers 23

24. www.sti-innsbruck.at Consortium 24

25. www.sti-innsbruck.at Extensions Start-up ONLIM – Online Communication and Marketing: www.onlim.com www.onlim.com Yearly Tourism Fast Forward event in Mayrhofen, Tyrol: http://tourismfastforward.com http://tourismfastforward.com 25

26. www.sti-innsbruck.at Contact and Follow us 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.TourPack: Packaging and Disseminating Touristic Services with Linked Data and Semantics TourPack project coordinator - Anna Fensel: www.anna.fensel.comwww.anna.fensel.com TourPack project website: http://tourpack.sti2.athttp://tourpack.sti2.at Website (ONLIM): www.onlim.comwww.onlim.com Twitter (ONLIM): https://twitter.com/onlim_comhttps://twitter.com/onlim_com Facebook (ONLIM): https://www.facebook.com/pages/ONLIM/255769271295093 https://www.facebook.com/pages/ONLIM/255769271295093 LinkedIn (ONLIM): https://www.linkedin.com/company/onlimhttps://www.linkedin.com/company/onlim 26