2019-04
智慧旅游投资必将取得回报  Smart Tourism Investment Set to Pay Off

澳门对 “ 智慧旅游 ” 的重视,即将改变游客品味澳门之旅的方式。澳门特别行政区政府旅游局副局长许耀明表示,大 …

智慧旅游投资必将取得回报 Smart Tourism Investment Set to Pay Off 2019 Year

澳门对 “ 智慧旅游 ” 的重视,即将改变游客品味澳门之旅的方式。澳门特别行政区政府旅游局副局长许耀明表示,大数据和尖端科技的威力将很快得到运用,从而改善游客体验 —— 从规划行程开始,到抵达目的地,贯穿整个行程,直至离境。
在澳门旅游学院组织的公众论坛上发言时,许耀明表示,澳门政府在 2017 年 9月公布的 15 年旅游业发展
总体规划的更大框架下,一直在着力开展这一项目,该规划的重点是利用 “ 创新科技 ”。
据许耀明称,智慧旅游规划的三个关键目标业已确定,分别为 :1)通过智慧旅游应用的部署,提升游客在旅游之前、期间及之后的体验 ;2)收集游客行为的大数据开展进一步分析 ;及 3)利用科技监控旅游景点,特别是在交通拥堵的地点,以便更好地管理交通流量。

许耀明表示,最终受益的不仅是游客,还有当地居民,因为他们愈加意识到旅游业的积极影响,同样受益的还有企业,因为它们能够利用由此带来的机会。
澳门特别行政区政府旅游局对澳门与中国大陆科技巨头阿里巴巴合作在收集大数据方面取得的进展感到十分满意。物联网设备已在澳门各处部署,其提供了宝贵的反馈,并推动了 “ 旅游信息交流平台 ” 的建设。此平台将促进政府和私营部门之间的数据共享,并使促进全澳旅游业整体发展的举措得以推广。
许耀明举了一些大数据应用的事例,证明此举已卓有成效。一个突出的例子是对主要旅游景点或附近人群进行实时跟踪。在某些情况下,治安警察局可以向游客发送短信,鼓励他们前往其他景点,以此进行分流。在最近的假日高峰期,这种情况已经出现。

智慧旅游规划取得积极成果的另一个方面,从更方便用户的营销渠道的开发中可见一斑。许耀明展示了澳门旅游局新网站和智能手机应用的预览版,这些网站和应用将于今年第二季度推出。提供的服务包括一个 “ 聊天机器人 ”,能够回答游客关于观光点、“ 热门 ” 景点、交通选择、天气动态等方面的实时问题。基于用户 GPS 位置的互动地图也被认为十分有用,尤其是因为它们可以引导游客到澳门一些独特、鲜为人知的地方。
与此同时,“ 智慧行程规划大师 ” 将利用人工智能技术和开放数据信息,帮助游客更好地了解澳门,更有效地利用他们在澳停留的时间。
也许演讲最有趣的部分,是许耀明展示有关 “ 智慧路灯杆 ” 部署的幻灯片时。这些路灯可能看起来像普通的路灯,但它们连接的远不止公共照明灯 :其中的传感器可以检测交通流量,而 WiFi 热点(未来将支持 5G)则可以向公众开放。另外还提供了用于移动设备充电的基站。
当然,并非只有澳门一地在推行智慧旅游策略。正如许耀明在问答环节中指出的那样,澳门一直与大湾区内其他城市默契合作,这些城市都在制定自己的策略,利用尖端科技吸引本地和国际游客。
同时在澳门旅游学院公众论坛上发言的一位香港专家表示,确实,在这个科技突飞猛进的时代,任何目的地都必须制定智慧旅游策略。香港理工大学酒店及旅游业管理学院罗振雄教授表示,科技使酒店和旅游服务有了显著的改善,提升了世界各地有见识的游客所期望的体验标准。
罗振雄说 :“ 智慧旅游究竟是什么,人们对此有自己不同的定义。然而,我们都同意,利用科技来改善游客旅游体验的现象日益增多。” 利用大数据的力量可为世界各地的旅游业从业者带来巨大的好处,他如此说道。
罗振雄表示,每个目的地都需要弄清楚如何按照其独特的情况充分利用大数据。他举出了中国其他城市为适应当地情况而开发的应用程序的例子。一些城市选择大量使用 GPS 跟踪,以改善游客在地面上的体验 ;其他一些城市则更注重社交媒体分享的便捷性。台湾就是一个充分利用增强现实技术的旅游目的地 :游客可以将手机摄像头对准某个地方或建筑物,以获取有关该地或建筑物的实时信息。
罗振雄表示,中国城市正在投入大量资源打造智慧旅游解决方案。令人鼓舞的是,澳门也将此列为优先事项。
在设计智慧旅游解决方案时,最好能了解主要优势,然后利用这些优势来实现目标。这是澳门旅游学院公众论坛上第三位发言人永利澳门研究及策略规划行政总监倪孟正的观点。倪孟正举例说明了如何有效地利用科技向潜在的旅游受众传达信息,但他也看到了在执行策略时需要考虑的潜在挑战,并举例说明为何必须考虑 “ 旅游承载力(TCC)”。
倪孟正说,澳门的旅游承载力已经设定为每年 5000万游客,政府预计到 2025 年将达到这个数字。然而,这个数字也应以主观的方式看待 :如果游客体验不好,实际的旅游承载力可能会低于这个数字,因为超过一定数量的人认为体验不够愉快,他们下次不会再来。这就是智慧旅游策略和应用程序现在如此重要的原因,远在澳门尚未达到其最大承载限度之前就需要未雨绸缪。
就许耀明而言,他深信,澳门政府十分清楚需要采取的举措,而且正积极利用所收集的资料,改善游客的旅游体验。未来几个月,这些变化将会变得愈加明显。

 

Macau’s focus on “Smart Tourism” is about to start producing changes in the way visitors appreciate their journeys through the Special Administrative Region. MGTO Deputy Director Ricky Hoi says the power of big data and cutting-edge technologies will soon be deployed in ways that will improve the visitor experience – right from the start of planning, to arrival, and through the entire trip until departure.

Speaking at a symposium organized by Macau’s Institute for Tourism Studies (IFT), Hoi said the Macau government has been working on this project under the bigger framework of its 15-year tourism development master plan, unveiled in September, 2017, which places an emphasis on the utilization of “innovative technology”.

Three key goals have been identified for the Smart Tourism plan, according to Hoi. These are: 1)Enhance visitors’ experience before, during, and after their trips through the deployment of smart tourism applications; 2) Collect big data on visitors’ behavior for further analysis; and 3) Use technology to monitor tourist attractions, especially those in congested locations, so as to better manage traffic flow.

Ultimately, says Hoi, it will be not only tourists that benefit from this initiative, but also local residents, as they become more aware of the positive impact of tourism, and businesses, as they are able to capitalize on the opportunities presented.

Already, the MGTO is pleased by the progress made in gathering big data through Macau’s cooperation with Chinese technology giant Alibaba. IoT devices have been deployed throughout the city that have provided valuable feedback and enabled the construction of a “Tourism Information Interchange Platform”. This platform will facilitate the sharing of data between the government and private sector and enable the proliferation of initiatives that will boost the city’s tourism industry as a whole.

Hoi cited some examples of application of this big data that were already extremely productive. One that stood out was the real-time tracking of crowds at or near major tourist attractions. In certain situations, the Public Security Police would be able to divert flows by sending text messages to visitors encouraging them to move to other spots. This already happened, during the recent peak holiday periods.

Another way in which the Smart Tourism plan is making positive gains can be seen in the development of more user-friendly marketing channels. Hoi showed a preview of the MGTO’s new websites and smartphone apps that would be unveiled starting in the second quarter of this year. Their services include a “chatbot” that can answer real-time questions from visitors about sightseeing spots, “what’s on” attractions, transport options, weather developments, and more. Interactive maps based on users’ GPS locations are also seen as being helpful, especially as they can guide visitors to unique, lesser-known parts of Macau.

The “Intelligent Trip Planner”, meanwhile, is to make use of artificial intelligence technology and open-data information to help visitors understand Macau better and make more efficient use of their time here.

Probably the most intriguing part of the presentation came when Hoi showed a slide about the deployment of “Intelligent Street Lampposts”. These may look like normal lamps, but they are wired up with much more than public lights: sensors detect traffic flows, while WiFi hotspots (which in future will be 5G-enabled) are accessible to the public. Base stations for mobile device charging are also provided.

Macau is not alone in pursuing a Smart Tourism strategy, of course. As Hoi pointed out during the Q&A session, Macau has been cooperating well with its counterparts in the Greater Bay Area, all of which are developing their own strategies for capturing local and international visitors through the use of cutting-edge technology.

Indeed, in this age of rapid technological breakthroughs, Smart Tourism strategies are a must for any destination, according to an expert from Hong Kong who also spoke at the IFT symposium. Rob Law, Professor of the Hong Kong Polytechnic University’s School of Hotel and Tourism Management, says technology is enabling significant improvements to hospitality and tourism services, raising the standards of experience expected by savvy travelers worldwide.

“People have different definitions of what Smart Tourism really is,” says Law. “However, we can all agree that the use of technology to improve the travel experience for visitors is growing.” Harnessing the power of big data is providing a great benefit to tourism industry participants around the world, he says.

Law says every destination needs to figure out how to make best use of big data for its unique circumstances. He provided examples of apps adopted by other Chinese cities that were built to suit local conditions. Some have chosen to go heavily on using GPS tracking to improve the visitor experience while on the ground; others have focused more on ease of social-media sharing. Taiwan is an example of a tourism destination that has made good use of augmented reality: visitors can point their phone camera at a place or building and get real-time information about it.

Chinese cities are putting a lot of resources into building Smart Tourism solutions, says Law. It is encouraging to see Macau making this a priority, too.

In designing Smart Tourism solutions, it is always best to be aware of key strengths and then marshall these to achieve objectives. This is according to the third speaker at the IFT symposium, Jason Ni, executive director of research, planning and strategy for Wynn Macau Ltd. Ni cited examples of how
technology can be effectively used to communicate messages to a potential tourism audience, but he also sees potential challenges in the execution of strategies that need to be considered, citing an example of how “Tourism Carrying Capacity (TCC)” must be taken into account.
Chinese cities are putting a lot of resources into building Smart Tourism solutions, says Law. It is encouraging to see Macau making this a priority, too.

Macau’s TCC has been set at 50m annual visitors, which the government expects to reach by 2025, says Ni. However, this number should also be looked at in a subjective way: if the visitor experience is not good, the actual TCC could be lower than that as people above a certain number decide the experience
is not pleasant enough for them to return next time. This is why Smart Tourism strategies and applications are so important now, long before Macau reaches its maximum limits.
For his part, Hoi is confident that the Macau government has a good grasp of what needs to be done, and is making positive use of the data it is collecting to improve the visitor experience. These changes will start to become more evident in the coming months.

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