Assessing User Needs in Tourist Information Centers - Case Study Example

Topic: Assessing user needs in tourist information centres One important aim of tourism marketing is using the assessed information to impact travellers’ tour in a state by extending the days of their stay and prompting visitors to spend more. Tourism departments and tourist promotion companies have stakes in providing tourists’ new locations and making their experience in tourist information centres pleasant to fulfill their information needs. As per the survey conducted to know the reasons of visitors’ stay at tourist information centres, most of the travelers stop at tourist information centres to take a break from the hectic travelling, relax, and refresh. About 32% of the travellers stopped to get tourism related information. Common reasons of staying at tourist information centres were easy reach, rest rooms and comfort and not leaving the interstate. 52% of the surveyed welcomed the idea of tourist information centres away from the interstate locations. Tourist information centres are, thus, crucial communication channels in tourism promotion by arousing curiosity of travellers about tourist destinations. The survey indicates the dire need of developing some system to fulfill travellers’ information-needs (Fesenmaier, 1994). A visitor information centre is a First Stop for travellers. Its refreshing, appealing and aesthetic surrounding adds to the charm of a visiting place. The visitor centre of Old Naples is a model of the reputation and growth, the Old Naples has made. The visitor centre is equipped with interactive bells and whistles, booths, kiosks, and visuals. Features include: Interactive Information Kiosks A wall map with five touch screens where visitors can find members by category, their addresses and a business description. User-friendly, interactive surroundings with staffed information booths to answer visitors’ queries and talk to visitors and guests. Brochure Display Racks all around the exterior of the center, with member information displayed. The Tourist Information Center is populated all the year by more than 90 polite, soft-spoken, and friendly volunteers ever ready to attend to the needs of all. Visitors stop by the information centres for a number of other reasons like to view the calendar of events on roll, to pick up their savings card, avail internet access, read restaurant recommended and reviewed, avail discounted hotels and get reservation, get information on visiting destinations and rental’s information (http://www.napleschamber.org/chamber/vic.aspx). According to research made by Li, Hwang, and Fesenmaier, University of Illinois, tourist information centres are used mostly to get information on highway maps (82.1%), Illinois Travel Guide (26.9%), Appealing information (23.7%), residing information (21.7%), and recreational activity information (13.8%). The least accessed information was on area guides (6.4%), shopping (5.1%), and Golf Illinois Guide (3.4%). Interesting thing came to the notice was that those who visited the information centre for information gathered a good chunk of travel material in comparison to other visitors. Relevancy of trends was found to be true in all categories of travel information at Illinois TICs; the trend was more apparent in Illinois Travel Guide, destination information, residing information and recreational activity information, creating clear differences between two groups of information seekers. Visitors’ possible travel decisions got impacted by the information they availed on the TICs. As per the survey questionnaire, respondents replied questions on travel decisions got changed after meeting the counsellor and reading the brochure. It was found that a good number of travellers (47%) made visits after getting information from TICs as shown in Table 2. Preference for an advertised store, restaurant, and hotel also impacted tourist decision to the extent of 37% for visiting a store, 35% for visiting a restaurant and hotel both separately. It is very much clear that visitors to the TICs for information made contingent travel plans as well after visiting TICs. Probability of visiting destinations, restaurants, stores and hotels increased significantly after reading the advertisements and brochures (Li, Hwang, and Fesenmaier, University of Illinois). There is no doubt that TICs like Illinois Information Centre help in promoting tourism through extended stay and additional expenditure by tourists. Popular information from tourists’ point of view in descending preference order is regarding Illinois highway map, Illinois Travel Guide, Attraction Information, Accommodation Information and Activity Information. Visitors’ travel decisions get impacted with the available information in TICs. It is significant to note that interstate visitors come to the TICs more than intrastate visitors (Li, Hwang, and Fesenmaier, University of Illinois). The intelligent meaning derived is that information on secondary and en route decisions is quite important in impacting the tourism economy. Another important meaning derived from the survey pertains to the design of travel information material. Visitors seek specific information on road maps, attraction places, which should be included and mentioned with focus in all relevant publications, brochures and print materials such as information on attraction should be assembled in a sequence to provide clarity of direction when visitors are coming from the main route, they should be acknowledged about the attractions on the interstate. Travel information material should be selectively arranged to suit the needs of different groups. All information randomly sought by visitors should be available at one place in stead to be put at different locations not to create difficulty in accessing it (Li, Hwang, and Fesenmaier, University of Illinois). Tchetchik, Fleischer and Shoval (2009) have researched on segmentation of visitors to a heritage site, the old city of Acra in Israel using high-resolution time-space data. Visitors to the site were segregated with a questionnaire and GPS tracking. Accuracy of data becomes more authentic with mixing of GPS tracking with a questionnaire. The basis of segmentation of visitors is their changing attraction attributes. Previous views are tested through discrete-choice analysis methods and following a pattern of censored regressions against tourists’ socio-demographic and psychographics variables. The discrete-choice methods and censored regressions help in knowing the attributes of the tourists changing their visit decisions and duration of stay at a visiting place. The measured coefficients recognize different segments. Visitors are not grouped differently by this analysis but are resegmented at different levels. This analysis can help site managers and to bundle some attractions and bring changes in them according to the requirements of other groups that might visit them after new adjustments in segmentation (p. 227). For example in the city of Acre, visitors staying at the tourist information centres without family are more prone to visit the entire city than visitors staying with families For security reasons and lack of children attractions, other visitors don’t prefer to visit the whole city. To increase the visitors’ rush, security of the area can be enhanced, new children attractions can be developed or current attractions can be improvised (Tchetchik, Fleischer and Shoval 2009, p. 227). Another interesting thing coming to notice was the similarity in heritage interest on visiting different attractions by some tourists. Such attractions were also analysed for duration of stay by tourists at each attraction. Such attractions can be marketed as bundle because of their complimenting to each other for tourists’ interest (Tchetchik, Fleischer and Shoval 2009, p. 227). Off late, tracking devices have been developed to map the increasing number of spatial behaviour, heightening the spatial degree and resolution, making the tracking possible for long duration. These new databases have opened the doors to further research in tourism study to retail and consumption patterns of tourists and assess the potency level of the historic cities. It will be easier to analyse tourist activities from one destination to the other within a tourist area. Segmentation method could be a crucial mechanism for site managers and other managers promoting tourism in a given area to enlarge the visitor experience and increase earnings for the local tourism services providers (Tchetchik, Fleischer and Shoval 2009, p. 227). Incidentally, a mention of the “VISITAIR” centre at the Vienna International Airport designed by UMA Information Technology GmbH serves the visitors and the surrounding communities both. The VISITAIR Centre caters to the needs of all age-groups through different information mediation possibilities. A panoramic canvas for the user’s orientation provides another level of information. The airport’s visitor centre is a platform for initiating discussion with the surrounding communities, one of the stakeholders. It displays latest updated information through the VICO™ interactive table as a further add-on to the traditional airport model. Special about it is the possibility of a group of visitors interacting at the same time with the table. It is simple and meant for users’ interaction from all age-groups in a sporting and entertaining way. Users view the airport as the driving force of their economy. Visitors at the end of the row can access information through the hanging screens just above the table. Table is designed such that handicap and children can easily access the table (UMA, 2008). The Polokwane visitor information centre is another world class visitor information centre, which is going to be a part of the legacy project for the 2010 FIFA World Cup South Africa™. Polokwane is situated on the Great North to Zimbabwe and is the gateway for the SADC countries lying on the border. Visitors can easily reach Botswana, Malawi, Zambia, Zimbabwe and Mozambique from Polokwane. The model of the tourist centre is meant to serve the tourism sector and the tourists by providing international class services to the upcoming hosting of FIFA World Cup (The Department of Tourism and Polokwane Municipality, 2009). Actually, not one but 5 visitor information centres are going to be opened in 5 host cities by the names of Port Elizabeth, Polokwane, Nelspruit, Rustenburg and Bloemfontein. The purpose behind opening the visitor information centres (VIC) at these scantily visited cities is to promote tourist arrivals from both local and international tourists by fulfilling the information needs of the tourists coming to view the FIFA World Cup matches at different cities. The tourism department there will provide access and knowledge information of such VICs and other attractions in the vicinity. VICs are a major contributor to the tourist industry and are one of the crucial components of marketing chain and information dissemination system. Information made available at these newly opened VICs will be related to tourism products including tourism information enquiries, reservations, accommodation, tours, car rental, entertainment, dining, sports, adventure, shopping and travel tips. The rush of visitors for the VIC’s include international tourists, local tourists, bed and breakfast establishments, homesteads, guesthouses, hotels, SMME’s, booking agencies and tourism agencies (The Department of Tourism and Polokwane Municipality, 2009). The information systems introduced at these VICs are meant for the South African tourism market. Functionality standards are not less in any aspect to international systems. The local system will cater to the user needs of local people, tourism authorities and smaller businesses. Before developing systems, the host city needs were analysed in tandem with research on cities like Sydney, Singapore, Dublin, Berlin, Hamburg, Tanzania and Dubai (The Department of Tourism and Polokwane Municipality, 2009). The Polokwane centre will provide a one-stop information service to tourists on all their information needs stated above. Important thing of a VIC is its location. The Polokwane information centre is ideally situated in the centre of the city. It can be comfortably reached from the N1 coming from both Pretoria in the south and Zimbabwe in the north. When accomplishing a needs analysis, specific necessities were identified to be included in the end product. The building of the Polokwane centre was completed in July 2009. It includes a welcome area, lobby and an information area. Besides, there is a trading area with a curio shop, internet café, coffee shop and a multi-purpose space which includes an interpretive area. The model has been made not only for tourists’ enriching experience but also to cater to the economic need of the area, its growth. That’s why some of its operations like the trading area, internet café and coffee shop have been outsourced to a SMME. Tourists can have access to information with user-friendly touch screens connected with the central database to attend to all user information needs. Tourists can view tourist products and advertisements by local businesses on hi-tech plasma screens. Other facilities include display of brochures on selected tourist attractions, manned information desks, access to free internet and online booking (The Department of Tourism and Polokwane Municipality, 2009). The Polokwane VIC boasts of a cost-efficient information and reservation system, named VICENCYS (Visitor Information Centres Enterprise Network Systems) installed for users’ needs at all VICs. Special about VICENCYS is that users can plan and develop a travel itinerary through touch-screens or web based technology. Users can access their own distinct itinerary from anywhere (The Department of Tourism and Polokwane Municipality, 2009). It shows how information technology is contributing in a big way to add on the users’ experience in accessing relevant information at TICs worldwide. References: Fesenmaier, Daniel R. 1994. Traveler use of visitor information centers: implications for development in Illinois. Journal of Travel Research, 33(1). Available from: http://jtr.sagepub.com/cgi/content/abstract/33/1/44 [Accessed 21 March 2010]. Li, Zhi., Hwang, Yeong-Hyeon., Fesenmaier, Daniel R. The influence of information provided by tourist information centers on travel behavior. National Laboratory for Tourism and eCommerce, Department of Leisure Studies. University of Illinois at Urbana-Champaign. Available from: http://fama2.us.es:8080/turismo/turismonet1/economia%20del%20turismo/turismo%20y%20ocio/INFLUENCE%20OF%20INFORMATION%20PROVIDED%20BY%20TOURIST%20INFORMATION%20CENTERS%20ON%20TRAVEL%20BEHAVIOR.PDF [Accessed 21 March 2010]. Tchetchik, Anat., Fleischer , Aliza., Shoval, Noam 2009. Segmentation of Visitors to a Heritage Site Using High-resolution Time-space Data. Journal of Travel Research, 48(2). Available from: http://www.sagepublications.com [Accessed 21 March 2010]. The Department of Tourism and Polokwane Municipality, 2009. Tourism minister launches 2010 visitor information centre (vic) in Polokwane. Available from: http://www.polokwane.org.za/userfiles/1/file/Information%20Centre/News%20Archive/In%20Table/TOURISM-MINISTER-LAUNCHES-2010-VISITOR-INFORMATION-CENTRE.pdf [Accessed 21 March 2010]. The Greater Naples Chamber of Commerce, 2010. Visitor information center. Available from: http://www.napleschamber.org/chamber/vic.aspx UMA Information Technology GmbH, 2008. Visitor information centre “VISITAIR Center” at Vienna International Airport. Available from: http://www.uma.at/files/showcase_visitair-center_EN.pdf [Accessed 21 March 2010]. Read More