Tracking tourists to help understand their value...•Tracked 322 tourists- tourists who had purchased a tour by the cruise plus independent travellers •Gave data on time and space.

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

Thank You!

[email protected]

@DrAnneHardy1