Use of GIS and Social Media in Knowledge Management System

for Ecotourism

Mehmet Secilmis

Goal of our ProjectTourism and EcotourismKnowledge Management, GIS and Social MediaExamples of GIS and Social Media UseDevelopment of a KMS for Ecotourism Using GIS and Social

MediaConclusions and Recommendations

Agenda

Investigate, learn and develop a KMS for ecotourism using GIS and social media that would provide an advantage for ecotourism travel agencies

Such KMS would include: Database with knowledge capture, creation, codification

capability using social media, Google Earth, NGOs, government, private industry etc. as a source

Analysis and mapping (GIS) capability that provides knowledge access, application, sharing

Tourism marketing materials like brochures, posters, presentations, videos, maps that could be publicized through social media, Google Earth and other internet platform to generate revenue

Goal of our Project

It is the largest business sector in the world economy, the Travel & Tourism Industry is responsible for over 230 million jobs and over 10% of the gross domestic product worldwide. In 2012, Travel & Tourism (consumption, investment, government spending and exports) is expected to grow 8% and total US$9 trillion. If tourism were a country, it would have the 2nd largest economy, surpassed only by U.S. In over 150 countries (four out of five), tourism is one of five top export earners. In 60 countries, tourism is the number one export.

Size of Global Tourism

InternationalTourist Arrivals1950: 25 M1990: 250 M2005: 800 M2010: 940 M 2020: 1.56 B

(estimated)

Global Growth of Tourism Facts

Responsible travel to natural areas that conserves the environment and improves the well-being of local people.

Ecotourism is one of the fastest growing segments of tourism worldwide, and is growing at a pace of more than 20 percent annually - two to three times faster than the tourism industry overall.

Ecotourism

Knowledge Management is the systematically and organizationally specified process for acquiring, organizing, and communicating knowledge of employees so that other employees may make use of it to be more effective and productive in their work.There are Two types of knowledge

Knowledge Management

Explicit Knowledge (Objective) Tacit Knowledge (Subjective)

Knowledge of rationality(mind) Knowledge of experiences(body)

Sequential knowledge (there and then)

Simultaneous knowledge(here and now)

Digital knowledge (theory) Analog knowledge (practice)

Source: IJCSNS International Journal of Computer Science and Network Security, VOL.9 No.2, February 2009

The Root of Knowledge Management

Learning Organization

IntellectualAssets

Business Transformation

Knowledge Based

Information Manageme

nt

Innovation

Knowledge Management

Source: IJCSNS International Journal of Computer Science and Network Security, VOL.9 No.2, February 2009

Geographic Information Systems (GIS)GIS integrates hardware, software, and data for capturing, managing, analyzing, and displaying all forms of geographically referenced information. GIS allows us to view, understand, question, interpret, and visualize data in many ways that reveal relationships, patterns, and trends in the form of maps, globes, reports, and charts.

Capabilities of a GIS

Common Tourism-related Issues and GIS Applications

Tourism Marketing Using GIS

Geo-demographics and lifestyle analysis which can be performed by a GIS could have a significant contribution in the needs of post-modern tourism marketing.

There is a growing trend, which indicates smaller, and more personalized or specific types of tourism.

Therefore, managers or stakeholders responsible for tourism marketing could be benefited from GIS in order to locate and analyze the characteristics of potential customers.

Use of GIS in Ecotourism ExamplesIllinois, USA: A GIS-based recreational facility inventory was conducted in Illinois.

The database contained 17 layers of spatial themes including 3 layers with data on 2,523 recreational sites with associated attributes. This comprehensive database allowed several types of analyses including facility supply analysis, equity analysis, site suitability analysis, and connectivity analysis.

Use of GIS in Ecotourism Examples

Nepal : Identifying and mapping effects of visitor use on trails. GIS was used in mapping trail impacts and in determining the relationship between impacts and environmental features.

Trail-specific information such as soil erosion, vegetation loss along trail transects, trail braiding, bedrock exposure, trail displacement, muddy and wet trails were mapped and integrated with visitor use data such as visitor density along different sections of trail, pack stock density, and density of lodge accommodation.

Cumberland County Ecotourism Plan: County started using GIS, building an inventory of tourist attractions focusing on the ecological and historical treasures, producing maps and posters for final marketing materials.

The ecotourism campaign has paid off as Cumberland County experienced the second highest tourism growth in NJ in 2006. Cumberland and Cape May counties generate 14 percent, or $4.9 billion, of the States revenue for tourism, state’s second largest industry. Ecotourism is a major part of Cumberland County’s economic future.

Use of GIS in Ecotourism Examples

Social media is the collaboration and engagement of people local or global sharing information back and forth across different mediums. Social media is like a networking event except it’s online. It connects people with people, media, businesses, helps small businesses promote themselves without having to use a big budget, old colleagues, careers, helps you find family members you haven’t seen in a while, a high school reunion and much more. The best part of social media is you don’t have to look for it, all you need to do is start engaging by continuing the conversation.

Social Media

Nielsen Social Media Report Findings(2011) 25% of time spent on the Internet. Four out of five active internet users visit social networks. In 10 major global markets, social networks and blogs reach over 75% of active Internet users. 60% of people learned about a specific brand or retailer from a social networking site. And, 48% of these consumers responded to a retailer's offer posted on Facebook or Twitter. 70% of active online adult social networkers shop online. 53% of active adult social networkers follow a brand.

Benefits of Social Media

Source: 2011 Social Media Marketing Industry Report, April 2011, by Michael A. Stelzner

Other Forms of Marketing

Source: 2011 Social Media Marketing Industry Report, April 2011, by Michael A. Stelzner

Examples of Tourism Promotions Through Social MediaAustralia: Nothinglikeaustralia.com site uses maps, photos, videos (similar to Google Earth) and more to promote travel to Australia.

Japan Facebook Page: Visit Japan 2010 has a Facebook page that aggregates all the travel info and links. The layout is clean and information is organized. It’s the first place (not Google!) many people would go to when planning for a Japan trip.

Examples of Tourism Promotions Through Social Media

New Zealand has a YouTube channel that not only shows you great videos, it helps you plan your trip as well. The channel links you to information about New Zealand, getting to New Zealand, places to stay, and a map.

Examples of Tourism Promotions Through Social Media

Vegas Chicago

Vancouver

Examples of Tourism Promotions Through Social Media

Data Knowledge

Information

Processed Relevant & Actionable

Actionable Data

Relationship between Data, Information and Knowledge

Findings and Analysis

Source: IJCSNS International Journal of Computer Science and Network Security, VOL.9 No.2, February 2009

Source: IJCSNS International Journal of Computer Science and Network Security, VOL.9 No.2, February 2009

Web Client

Interface Layer

Application LayerBusiness Intelligence System, Executive Information System, Corporate Portal,

SMS and security, Data warehousing and Data Mining

Enterprise Application Integration Layer

Middle ware Layer

Repositories

Oracle database

Lotus Notes Database Others

Hotels

Travel Agencies

GovernemntTourists

Societies

NGO’s

Ecotourism Knowledge Management Infrastructure

• Organizations with multiple clients and multiple servers or called as LAN (Local area network) the model of infrastructure of ecotourism knowledge management in Collaborative Environment is given in the Diagram.

• Stakeholders of ecotourism may have multiple clients and servers that are linked up to each other using wireless or wired cabling with high bandwidth.

• They are not only working with LAN but they are also working WAN network too.

• For the purpose of implementing the ecotourism KMS in term of acquiring knowledge in collaborative environment, these are some involved processes and enablers are given below:

• Identify Knowledge (Determine sources and type of knowledge)• Collect Knowledge (Gather and transform knowledge according to

the specifications)• Adapt Knowledge (Categories the knowledge)• Organize Knowledge (Prepare and mapping knowledge into the

specific requirements.)• Store Knowledge (Keep and indexing the knowledge dynamically)These processes are involved the technical aspects like Application of Intranets, Electronic Document Management System (EDMS), Information Retrieval (IR), Relational and Object Database, Electronic Publishing System, Groupware and Workflow Management System, Agent Based Technology, and Data Mining Tools.

Ecotourism Knowledge Acquisition Technology

Techniques Applications Mode of Involvement

Synchronous Technique(ST)

• Meeting room

• Discussion• Forum

Same Time & Place

Asynchronous Technique(AT)

• Bulletin Board system

• Notice Board

Different time same place

Distributed Synchronous Collaboration (DSC)

• Videos Conferencing

• Tele-Conferencing

• Chatting

Same time Different place

Distributed Asynchronous Collaboration(DAC)

• Email• Short

Messaging System (SMS)

• Voice Mail• Fax Machine

Different time and places

In the process of disseminating knowledge of KMS in collaboration environment, there are four types of technique that could be considered. These techniques consists of Synchronous Technique (ST), Asynchronous Technique (AT) Distributed Synchronous Collaboration (DSC) and Distributed Asynchronous Collaboration (DAC

Ecotourism Knowledge Dissemination Technology

The Framework Technologies for Supporting Ecotourism KMS

Work Flow

Project Management

Transparent

Capture Tools

Groupware DataWarehouse

Web Conferencing

EcotourismKnowledge

ManagementTechnologies

Document Management

Decision SupportSystems

GIS Technology for Ecotourism KMS

Transparent

Capture Tools

Groupware

EcotourismKnowledge

ManagementTechnologies

Work Flow

Project Management

Document Management

DataWarehouse

Web Conferencing

Decision SupportSystems

GIS

GISGI

S

GIS

InternetSocial MediaGoogle EarthSurveysGovernmentNGOsPrivate Industry

GISDatabase Analysis

Identify, CollectKnowledge

Adapt , Organize, Store

Knowledge

Sharing, Application, Dissemination

Knowledge

KMS for Ecotourism

Meeting roomDiscussionForum Bulletin Board systemNotice Board Videos Conferencing Tele-ConferencingChatting EmailShort Messaging System (SMS)Voice MailFax Machine

PresentationsBrochuresPostersVideosStatic MapsInternet MappingSocial MediaGoogle Earth

Internal External (Marketing)

Use of Google Earth

Saklikent%20Gorge%20-%20YouTube.mht

Use of Google Earth

Use of Google Earth

http://www.youtube.com/watch?v=dPNNoQK-c-w

Use of Google Earth

Use of GIS Software

Use of Social Media

Use of Social Media

Use of Social Media

Conclusions and Recommendations• Ecotourism is one of the fastest growing

segments of tourism worldwide.

• Geo-demographics and lifestyle analysis which can be performed by a GIS could have a significant

contribution in the needs of post-modern tourism marketing. There is a growing trend, which indicates smaller, and more personalized or specific types of tourism.

• Tourism marketing could benefit from GIS in order to locate and analyze the characteristics of potential customers.

• Social media becomes important connection between community and enterprise, which helps people to share and contribute their thoughts and information.

• GIS and social media could be utilized for ecotourism KMS especially in term of

the framework to acquiring and disseminating as well as managing of ecotourism knowledge in order to keep and share the best practice and achieve good of quality of services, productivity and to gain return of investment (ROI) in ecotourism sector.

Conclusions and Recommendations

Questions?

Mehmet Secilmis