7.turism flow data_dante

The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
On line services to collect statistical data
on toruist flows and promotion activities
through social networks
Turin, 23 May 2013
Cristina Bergonzo
Market Research & Statistics
Sviluppo Piemonte Turismo

This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
Tourist flows statistical data
Introduction
• Tourist flows statistical data are essential information
to:
– plan territorial strategies for tourism,
– program marketing and communication activities,
– manage/distribute the available funds to support
the sector.
• They are a reference element for all those that analyse
tourist phenomena.
2

3
Tourist flows data
The ISTAT form
Requested data:
– Arrivals
– Present
– Departures
Detail:
– country of origin
– daily data

9 maggio 2012 4
Tourist flow collection and management
Process cycle timing
End of the
month
By day 10 of
following
month
By day 20 of
following
month
By day 30 of
following
month
Accomodation
structures
Province
offices
Only load the
monthly total
data
Source: ISTAT

5
Critical elements
• Collection phase:
1. Delay in data transmission by structures
2. Failed data transmission by structures
• Loading phase:
1. Considerable load of data to be ‘transferred’ from paper forms to
database in some territories
2. Limited resources dedicated to data entry and structure
monitoring
Incomplete monthly data during the year and
consolidation during the month of March of
the following year

6
TUAP TUrismo Arrivi e Presenze
On line capture of tourist flows - Process
TURF
Flow
processing
RUPAR,
SISTEMA PIEMONTE,
WEBI
Historical
data
1991-
2004
Piedmont
Region
Operators
Accomod
ations
Final
data
Province
offices
Paper
forms
TUAP
Via Web
Province xls
forms

7
TUAP TUrismo Arrivi e Presenze
On line data capture tool
• The TUAP – TUrismo Arrivi e Presenze project was developed by
the Toruism Department* in close collaboration with the Torism
Observatory and the support of CSI Piemonte for the software
development of the service.
• TUAP enables the electronic transmission of tourism flow statistical
data from the accomodations towards the Provincial Statistical
Offices.
(*)(Funded with the funds of the “Tourist promotion interregional telematic portal” interregional project, ex. L. 135/01)

8
TUAP - Benefits
• Piedmont Toruist System
– Reduces the transmission and collection time
– Potentially, if all structures transmitted data through TUAP respecting
deadlines, the ‘official’ final data would be available by the end of the
following month.
– Possibility to make the system evolve from monthly processing to daily
processing

9
TUAP – Benefits
• Ammodation structure
– Assisted system to fill forms reducing mistake possibilities
– Transmission of the data directly from the desk of the manager
– No cost of transmission or use of the service (excluding internet
collection)
– Possibility to monitor “customer numbers” in own structure
– Possibility to verify the data validation by the provincial offices
– ... In the future  have a functionality that enables direct acquisition
of management system output files of the most used systems of the
accomodation structures of the regional territory

10
TUAP – Home Page

11
TUAP – Data transmission
• Enables monthly transmission of arrivals, departures
and daily presences of all the Piedmont structures
through internet
• Two different transmission modes:
– Directly entering the data of every day of the month in the system
“fiche” either day by day or once per month (on line mode)
– Attaching an excel file filled according to the template made
available by TUAP (off line mode)

The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
Piedmont tourist promotion activity
through social networks

European tourists & internet
• 85% of EU tourists visits on average up to 20 different sites to collect as
many information as possible;
• 50% searches for info on a desired destination;
• 41% chooses among few known alternatives;
• the rest decides on the basis of the info and offers resulting
from the search.
Information sources influencing the decision:
• the web 29%
• family and friends advice 28%.
28% of holiday travellers, carrying out activities connected
to the travel via web, uses sites optimised for mobile access,
while 72% uses both mobile sites and apps.
(Source: BlogMeter – 2012)

Italian tourists & social media
In Italy 22.4 million people have a Facebook profile,
14 million connect every day, 10 million
connect through mobile device.
Twitter does not provide data, but most likely there
are 6 million accesses per month (for Italians) -
60.5 million tweets from 3 Aprile to 3 September 2012.
Audiweb/Nielsen showed how Twitter is visited by 3.64 million users, with a
111% growth as against the previous month.
60 million tweets are released on the net. Only 26% of them contains a link,
19% are a retweet, 26% are a hashtag and only 5% is geo-referenced.
Some data of other known social media: LinkedIn 2.85 million users, Google
Plus 2.68m, Pinterest is quite used as well.

Best Practice: Trentino
40,000 monthly visitors on the site
Philosopy: no longer talk «to» tourists, rather
«with» tourists to create a continuous
dialogue, in which listening is essential.

Best Practice: Tuscany
All the content of the site can be commented
and shared: 6 thematic blogs +
48 open profiles.
On FB the seeding exposure reaches an
audience of 19,071,087 people.
383,658 fan page visualisations.

Piedmont Social Strategy
• Listening/dialogue
• Development of relations with actors of the
system and with multipliers
• Different approach: b2b and b2c
• Valorising excellences: food and wine

Piemonte Italia Tribe
Internship for 48 students (before their degree) of the
Economics Faculty – University of Turin analysing social
media
Objectives
• Develop a new image and a new position of
Piedmont, as dynamic tourist destination, attentive
to new trends;
• Set of a viral network loop, taking advantage of
word of mouth;
• Involve the younger segment of the market (under
35), as it has margins of growth, and motivate to
visit our territory

Piemonte Italia Tribe
As of today 12 products promoted
with the main social accounts
(Facebook and Twitter) and followed
by more than 6,000 fan and 4,600
followers

Food and wine promotion
BITEG - Food and wine tourism international exchange
2012 edition opened up to the social world
 Web Impression 459.000
 Facebook 173.000
 Tweet reach 177.000
 Portata virale 6.308
 Likers FB 369
 Follower TW 1.788

NICE TO TWEAT YOU #Biteg at Social Media Week
Meeting on tourism and food and wine 2.0
- bloggers, including travel and food bloggers who
participated to the contest proposed by SPT; in the first 3
days after the event 4 more in depth articles were produced
and launched on social networks;
- 5,522 tweets with #Biteg hashtag
- Twitter 18,289 users interacted on the topic;
- from 26 September to 3 October – peak period of social
network exchanges for the Nice to “TWeat” you initiative - the
SPT FB page saw a viral 68,25% increase, the Biteg FB page
a 123,7% increase.
- on Google, 5th position clicking on Social Media Week

SALONE DEL GUSTO
#Biteg at the Salone del Gusto and Terra Madre 2012
More than 50 foodbloggers
from 25th to 29th October will take part
to guided tours of Piedmont
producers present at the
Salone del Gusto.
During the tour, guides and producers will tell the bloggers about their
products, that will travel in real time on the web through Twitter,
Facebook, Instagram etc.

Thank you for the attention!
Contacts
osservatorio.turismo@piemonte-turismo.it
info@piemonte-turismo.it
www.piemonte-turismo.it

7.turism flow data_dante

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