Tourism is an activity that can be analyzed at a micro-level, since it happens within a local context where tourists spend time sightseeing, moving around, eating, shopping and sleeping within communities of locals, carrying on their daily lives. Budapest, the capital of Hungary, is a 2-million people city and at the same time one of the most popular destination for tourists among the European capitals. The interaction between tourist and locals has the potential for both negative and positive outcomes, and the way tourists choose to move within their destination is especially relevant. Tourist-dedicated services such as Hop On Hop Off buses contribute to traffic, pollution and offer a rigid and impersonal experience for an expensive price. On the other hand, public transport is often well-developed in cities and is often used below its potential. Given the above observations, it was hypothesized that social innovation in tourism can be achieved by focusing on the sightseeing experience and the transport means that tourists use within the city. Furthermore, public transport can offer an authentic, flexible and sustainable experience to tourists, while allowing them to sightsee the attractions of a city. Finally, a mobile offline app can be successfully used to guide tourists during their visit. To test the above hypotheses, a new service was designed for Budapest: CitySee allows tourists to use the public transport of the city to go on four sightseeing tours, reaching over 38 attractions and receiving quality information about them. The service achieves this through its main touchpoint, a mobile app for smartphones, which gives offline access to the content, thus minimizing roaming costs. The app offers information in audio format, enabling tourists to fully experience the sights, and it also includes other types of information such as tips, insights and recommendations. Finally, it uses gamification to motivate tourists to complete all the sightseeing tours and share content through social networks. The design was validated in two phases. First, the conceptual design was tested through an online survey for potential users, and the results support the hypotheses. Second, a prototype was developed for a user shadowing test, followed by an interview. The conclusions of this testing session also support the hypotheses, at the same time indicating some improvement opportunities for the service. Following the successful design and testing, the service is implemented in Budapest and plans are made for the scaling up of the service in other cities.
Il turismo è un’attività che può essere analizzata a livello micro, in quanto avviene in un contesto locale dove i turisti passano il tempo visitando, spostandosi, mangiando, facendo shopping e dormendo all’interno di comunità locali che svolgono la propria vita quotidiana. Budapest, capitale dell’Ungheria, è una città di 2 milioni di persone e, allo stesso tempo, una delle più popolari destinazioni turistiche tra le capitali europee. L’interazione tra turisti e locali ha un alto potenziale sia positivo che negativo, ed il modo in cui i turisti decidono di spostarsi all’interno della città è specialmente rilevante. Servizi dedicati ai turisti, quali i bus Hop On Hop Off, contribuiscono ad aumentare il traffico e l’inquinamento atmosferico ed offrono un’esperienza monotona ed impersonale ad un prezzo alto. D’altro canto, i trasporti pubblici sono spesso ben sviluppati nelle grandi città e vengono sfruttati al di sotto delle loro potenzialità. Date le precedenti considerazioni, è stato ipotizzato che è possibile creare innovazione sociale nel campo del turismo focalizzandosi sull’esperienza della visita e sui mezzi di trasporto che il turista utilizza per spostarsi all’interno della città. Inoltre, i trasporti pubblici possono offrire ai turisti un’esperienza autentica, flessibile e sostenibile, permettendo allo stesso tempo di visitare le attrazioni. Infine, un’app offline per smartphone può essere utilizzata con successo per guidare i turisti durante la visita. Per verificare le suddette ipotesi, è stato progettato un nuovo servizio per Budapest: CitySee permette ai turisti di usare i trasporti pubblici per svolgere quattro tour guidati, raggiungendo più di 38 attrazioni e ricevendo informazioni accurate su di esse. Il servizio garantisce ciò tramite il suo principale touchpoint, un’app per smartphone, che dà accesso offline ai contenuti, minimizzando dunque i costi legati al roaming. L’app fornisce contenuti in formato audio, permettendo ai turisti di godere pienamente delle attrazioni, ed include anche altri tipi di informazioni come suggerimenti, approfondimenti e raccomandazioni. Infine, sfrutta la gamification per motivare i turisti a completare tutti i tour e condividere contenuti attraverso i social network. Il design è stato verificato in due distinte fasi. In primis, il design concettuale è stato testato tramite un questionario online per potenziali utenti ed i risultati ottenuti hanno supportato le ipotesi formulate. Successivamente è stato sviluppato un prototipo per un test di usabilità con l’utente, seguito da un’intervista. Anche le conclusioni di questo test supportano le ipotesi e suggeriscono alcune opportunità di miglioramento del servizio.In seguito al successo delle fasi di design e testing, il servizio viene implementato a Budapest e viene pianificata la sua futura espansione in altre città.
CitySee : from tourist to citizen. An alternative hop-on-hop-off service using public transport for tourist mobility within destination
TRIMARCHI, DAVIDE
2014/2015
Abstract
Tourism is an activity that can be analyzed at a micro-level, since it happens within a local context where tourists spend time sightseeing, moving around, eating, shopping and sleeping within communities of locals, carrying on their daily lives. Budapest, the capital of Hungary, is a 2-million people city and at the same time one of the most popular destination for tourists among the European capitals. The interaction between tourist and locals has the potential for both negative and positive outcomes, and the way tourists choose to move within their destination is especially relevant. Tourist-dedicated services such as Hop On Hop Off buses contribute to traffic, pollution and offer a rigid and impersonal experience for an expensive price. On the other hand, public transport is often well-developed in cities and is often used below its potential. Given the above observations, it was hypothesized that social innovation in tourism can be achieved by focusing on the sightseeing experience and the transport means that tourists use within the city. Furthermore, public transport can offer an authentic, flexible and sustainable experience to tourists, while allowing them to sightsee the attractions of a city. Finally, a mobile offline app can be successfully used to guide tourists during their visit. To test the above hypotheses, a new service was designed for Budapest: CitySee allows tourists to use the public transport of the city to go on four sightseeing tours, reaching over 38 attractions and receiving quality information about them. The service achieves this through its main touchpoint, a mobile app for smartphones, which gives offline access to the content, thus minimizing roaming costs. The app offers information in audio format, enabling tourists to fully experience the sights, and it also includes other types of information such as tips, insights and recommendations. Finally, it uses gamification to motivate tourists to complete all the sightseeing tours and share content through social networks. The design was validated in two phases. First, the conceptual design was tested through an online survey for potential users, and the results support the hypotheses. Second, a prototype was developed for a user shadowing test, followed by an interview. The conclusions of this testing session also support the hypotheses, at the same time indicating some improvement opportunities for the service. Following the successful design and testing, the service is implemented in Budapest and plans are made for the scaling up of the service in other cities.| File | Dimensione | Formato | |
|---|---|---|---|
|
2016_04_Trimarchi.pdf
non accessibile
Descrizione: Testo della tesi
Dimensione
66.26 MB
Formato
Adobe PDF
|
66.26 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/122019