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Tracking tourists to help understand their value Associate Professor Anne Hardy University of Tasmania
Tracking tourists to help understand their
valueAssociate Professor Anne Hardy
University of Tasmania
Which Path to Track?
• User Generated Content
• Bluetooth
• Wifi
• Cell phone data- mac addresses and cell towers
• Following people
Tracking study 1
Palermo, ItalyDe Cantis, Ferrante, Kahani
and Shoval (2016)
• surveyed cruise ship passengers before and after their day trip, and asked them to carry GPS loggers
• Tracked 322 tourists- tourists who had purchased a tour by the cruise plus independent travellers
• Gave data on time and space
1.Port
2.Catacumbs
3.Norman Palace
4.Cathedral
5.Quatro Canti
6.Tearto Massimo
7.Teatro
Politeama
8.Piazza Marina
(Incentive)
32
4
5
8
6
7
1
Tracking study 2
Ferrante, De Cantis and Shoval (2018)
• surveyed cruise ship passengers before and after their day trip, and asked them to carry GPS loggers
• cruise ship passengers behave differently in differing destinations- in this case they found…
• those with higher income and education levels aged between 36 and 55 sought intense experiences in terms of time spent offshore, places visited, and transportation mode.
• younger and senior cruise ship passengers with lower levels of education and a lower income, will make a shorter visit at the destination, concentrating their activities on places adjacent to the port area
Tracking study 3
Our ‘TourTracer’ Journey Map
Tourism Tracer Tasmania Dashboard
Research app
• available through both iTunes and Google Play Stores
Value for participants
• Contributing to research
• Personalised journey map showing everywhere they visited which can be shared
• Option to overlay Facebook and Instagram posts over journey history
Tourism Tracer’s work outside Tasmania
• UNWTO
• Tourism Skåne
• Italy
Commercialising Tracer
Gulliver maps & analyses tourist behaviour
to generate systems level insights enabling
sustainable tourism.
gogulliver.co
The Dashboard
The Data
We identified 8 distinctive itineraries…
Average time at lookout 13 mins
47% of phones then continued on to edge of beach
Photograph courtesy of Paul Fleming @LoveThyWalrus
23% of phones were then recorded on beach itself
Usage of National Parks: Freycinet Case Study
Car Park : 292,000 p/aPeak time 11am-2.30pmaverage stay 1.89hrsaverage stay during peak: 2.3 hrs
Syncing Data:Where Tourists go to the Loo
https://tourtracker.cartodb.com/viz/35cb5994-02b8-11e6-b61d-0e3ff518bd15/public_map
Road Safety
• C132 road between Devonport and Cradle Mountain
• A 4 between St Marys and the Midlands Highway
• A 9 between Sorell and Port Arthur
• A3 between Sorell and the northern East Coast
5.0
7.0
9.0
11.0
13.0
15.0
17.0
19.0
C132 A3 A9 A4
Pe
rce
nt
Percent of fast travellers in 100km/hr zones by place of residence
Australia China Hong Kong Other
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
C132 A3 A9 A4
Per
cen
t
Percent of fast travellers in 60 km/hr zones by place of residence
Australia China Hong Kong Other
Richmond: A Case Study
Same location; different consumption for those who stopped in Richmond
Dispersal
All arrivals vs Hobart
What would happen if we did this in Australia?
Port Arthur Historic Site
The future is in changing behaviuor
