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

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

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

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

Mobile applications additional functionalities greater usefulness customization

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

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

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

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

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

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

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

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

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

i-Sola: a tourist application for Sardinia region

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

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

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

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

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

Interface features Same structure Picture related to place selection

Interface features “Dove mangiare”:

Interface features “Eventi”:

Interface features “Mappa”:

Interface features “Attività”:

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

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

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

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

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

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

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

Thanks for your attention