Greta Piliponyte
Francesco Ricci
ABSTRACT
Overtourism, i.e., the excessive presence of tourists in a location, is a widespread problem. To tame it, it is essential to understand tourism trends (tourists arrivals in the region areas) but also to predict the effects that personalised marketing campaigns, which are routinely performed by destination management organisations, may have on such trends. To facilitate this analysis, we propose a simulation system and we showcase its application to South Tyrol, a tourism region in the Italian Alps. The performed simulations are based on actual and feature-rich tourism arrivals data, collected in the past ten years. We simulate that the logged tourists are exposed to some advertised districts and their consequent choices. The demoed system enables the analysis of tourism data, the set up of marketing effect simulations, and the visualisation of their results. The system may reveal the broad effect of personalised and non-personalised advertisements, hence can help to identify which marketing campaigns are more likely to improve tourism sustainability.
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Index Terms
- The Impact of Personalised Advertisement Campaigns on Tourist Choices in South Tyrol: A Sustainable Tourism Perspective
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