The tertiary sector or of services is, by far, the one that contributes the most to the Spanish GDP, specifically with 66.4%. Tourism contributes greatly to the sector, being one of the main sources of income and employment in the country.The prosperity of the sector gives rise to a strong competition that requires companies and public organizations to differentiate the public from a particular destination.
To achieve this differentiation, the intervention of tools and technological solutions of various kinds is key, and geolocation services play an important role in a large part of them.
Location is a critical factor for tourists, knowing exactly where the city is located and knowing the cultural and leisure offer near that point is a fact that enjoys great appreciation by visitors.
These geolocation-based services not only focus on the outside, but also have great potential in enclosed locations, such as museums.
Then we will describe some of the most interesting options offered by geomarketing in its application to tourism.
IDENTIFICATION OF INTENSE AREAS TOURISM ACTIVITY
An information of great value for tourism professionals is that related to the points of the city where visitors are most active, since it will allow actions to be taken to enhance this area from the tourist point of view.
To know where tourism activity is most intense, different data sources can be used. You can collect information on mobile applications specially designed for tourists, check-in in hotels, consumption in stores or restaurants or location data through different social networks.
This can represent maps that capture the hottest points, providing information that can be defragmented down by hours, days or different times of the year.
MUSEUMS AND PLACES OF TOURIST VISIT
The options geomarketing offers us for tourism are also present in interior spaces. Perhaps, the clearest example of enclosure with a high number of tourist visits are museums.
Applications based on geolocation make visiting a museum a much more complete, interactive and immersive experience. By just detecting the presence in the building or in different rooms, you can offer more information about the services offered, works, artists, etc.
With all this, the audience leaves the museum with a feeling of having lived an enriching experience that goes beyond contemplating a painting or a sculpture.
In addition, these solutions provide fully updated information. So that if a piece of the museum is not temporarily on display or has changed rooms, the user will know exactly the current situation of the work. For this, the application is connected to the computer system responsible for the management of the museum’s collections.
For the managers of the museum these tools allow to obtain information about the behavior of the visitors (most visited rooms, hours of greater affluence, ages, etc.). With these data, you can design more accurately aspects such as the location of pieces, rest areas, toilets or cafeteria. They also allow the public to show personalized offers about products from the souvenir shop or future exhibitions.
A striking case of the use of geolocation in museums was an exhibition on the International Day of information on the danger of anti-personnel mines that was held at the New Museum in New York. In the exhibition a virtual minefield was recreated and, thanks to beacons of location, if a user of the application designed in this regard approached a mine, the sound of a loud explosion was reproduced accompanied by the testimony of a real victim.
SEGMENTATION OF VISITORS
The geomarketing allows us to know more in depth the different profiles of the tourists that visit us. This is of great importance, since we can distinguish an important variety of types of tourism: cultural, rural, sun and beach, leisure, gastronomic or adventure, among others.
Obviously, each kind of tourism has a specific user profile associated with age, sex, economic level or studies and many other related variables.
In this aspect, you can collect information related to the origin of the tourist, such as their country of origin, if they live in an urban or rural area, their consumption behavior. To obtain this information they can review the information about the guests of hotels or airlines, all respecting the privacy of users according to current regulations.
LOCATION OF TRAVEL AGENCIES OFFICES
Not only do we have to take into account the services that geomarketing offers for the places of destination, but it is also applicable to the place of origin of tourists.
This is of great interest, above all, for the companies in charge of offering tourist services, among which the travel agencies stand out.
The data related to the location have a huge potential for this type of establishments, especially when deciding in which places it would be more profitable to place their offices.
With this objective Geographica developed a geomarketing solution for Globalia, a business holding specialized in tourism in which agencies such as Halcón Viajes and Viajes Ecuador are integrated.
With this application, different factors of interest were analyzed in a certain area of influence of the office. The data collected came from several sources, such as the National Institute of Statistics for socio-demographic data or consumer data from the TPVs of the surrounding businesses. Other variables were also considered, such as the type of business that was near the agency.
With all this information, an optimized management of these agencies is achieved, being able to adapt their offer to the preferences of their potential clients, and it can also be determined in which area it would be more convenient to open a new office.
The design of applications of a playful nature with aspects of geolocation also has its niche market in the tourism sector.
With these applications, tourists can have fun entertaining their visits while getting rewards in the form of gifts or discounts in different places and establishments in the city.
With gamification, advantages such as greater brand loyalty on the part of the user are achieved, which can become ambassadors of the brand through recommendations to relatives, friends, acquaintances or other users.
There are applications that serve to make a route through the city, museums or other locations while solving questions, challenges and riddles about their history, culture, characters or other aspects of it.
As a sample of this type of applications, we can mention Sighter, which is based on finding corners of the city photographed by its users as a “treasure hunt”. Thanks to this application, tourists can know places that, in general, are not within the traditional routes and, therefore, are not saturated with visitors.
Geolocated data provide great value to one of the sectors that most drives the current economy. Such are the benefits for tourism professionals as for tourists themselves, both public and private entities are committed to geomarketing services as a sure value towards an improvement in their services, something vital in a sector with such fierce competition.