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Bringing Online Visibility to Hotels with Schema.org and Multi-channel Communication

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Information and Communication Technologies in Tourism 2016

Abstract

Now more than ever, it is becoming critical for businesses in the tourism industry to have a strong online presence. In order to achieve this goal, the proper use of multiple communication technologies and channels is crucial. This includes semantic annotations that can be understood by search engines, scalable multi-channel publishing, and feedback collection. We present our approach to improve touristic service providers’ online visibility with techniques comprising modelling by means of ontologies, particularly, schema.org, as well as multi-channel communication. Having implemented the approach for Tourismusverband (TVB) Innsbruck und seine Feriendörfer as well as hotel pilots, we describe how the above mentioned technologies are being used to achieve the set goal. Our findings and results show that already in the first few weeks of deployment, with eventual decrease of human social media work power in times, the use of schema.org and multi-channel communication solutions by a typical hotel increased its website visibility by 20 %, and the leads generated by social media platforms by up to 40 %.

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Notes

  1. 1.

    TVB Innsbruck: http://www.innsbruck.info

  2. 2.

    Hotel Kaysers: http://www.kaysers.at

  3. 3.

    Renate Leitner (TVB Innsbruck) and Anna Fensel (University of Innsbruck). “#Love Innsbruck# Ein Erfahrungsbericht”, Mayrhofen, Austria, 16.05.2014, TourismFastForward Conference (www.tourismfastforward.com; Tourismus2020 in the past). Video of the talk: https://www.youtube.com/watch?v=N34fq_frz6A

  4. 4.

    HootSuite: https://hootsuite.com

  5. 5.

    BufferApp: https://buffer.com

  6. 6.

    Feratel: http://www.feratel.at

  7. 7.

    Typo3: http://www.typo3.org

  8. 8.

    Drools Rule Language: https://docs.jboss.org/drools/release/5.2.0.Final/drools-expert-docs/html/ch05.html

  9. 9.

    Onlim Tell-it!: https://tell-it.onlim.com

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Acknowledgements

This work has been partially supported with FFG, ÖAD and EU research funding of projects TourPack (http://tourpack.sti2.at), LDCT (http://ldct.sti2.at), and EuTravel (http://www.eutravelproject.eu). The authors thank their colleagues for useful inputs, the reviewers for useful comments, Manfred Jele (Hotel Kaysers) for his support with the evaluation, and Amy Strub for proofreading of English.

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Authors and Affiliations

  1. Semantic Technology Institute (STI) Innsbruck, University of Innsbruck, Innsbruck, Austria

    Anna Fensel, Zaenal Akbar, Ioan Toma & Dieter Fensel

Authors
  1. Anna Fensel
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  2. Zaenal Akbar
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  3. Ioan Toma
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  4. Dieter Fensel
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Corresponding author

Correspondence to Anna Fensel .

Editor information

Editors and Affiliations

  1. School of Tourism, Bournemouth University, Poole, Dorset, United Kingdom

    Alessandro Inversini

  2. HES-SO Valais, Sierre, Valais, Switzerland

    Roland Schegg

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Fensel, A., Akbar, Z., Toma, I., Fensel, D. (2016). Bringing Online Visibility to Hotels with Schema.org and Multi-channel Communication. In: Inversini, A., Schegg, R. (eds) Information and Communication Technologies in Tourism 2016. Springer, Cham. https://doi.org/10.1007/978-3-319-28231-2_1

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