Bergamo 2013-2014 Lectures. 1. Quality is our task

Università degli Studi di BergamoArea didattica di Lingue e Letterature straniereProgettazione e gestione dei sistemi turistici /Planning and Management of Tourism SystemsCentro Studi per il Turismo e l'Interpretazione del Territorio (CeSTIT)

Our task is quality.ISO definition, models: Loci, 7Loci, quality evaluation

Roberto Peretta

UniBg 44111 2013-2014 .:. IT for Tourism ManagersLecture #1. Wednesday, November 12, 2013

li i k h iWhat are we talking about?

Quality is our task, the 7Loci

1. The academia2. Quality evaluation3. Evaluation models: simple vs. robust

Q li d d d l fi ld4. Quality as a standard, and Boolean fields5. The 7Loci “Quality is the totality of

characteristics of an i h b ientity that bear on its

ability to satisfy stated and implied needs”(ISO 8402)(ISO 8402)

01.01 .:. UniBg 44111 .:. IT for Tourism Managers .:. Roberto Peretta 2UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #1

li i k h iThe academia about digital and tourism


Several academics (scholars and researchers), who deal with our specific field of digital communication in tourism, have long belonged to the Ifitthave long belonged to the Ifitt,the International Federation for Information Technologies in Travel and Tourism, established in 1997.The Ifitt holds conferences seminars workshops and The Ifitt holds conferences, seminars, workshops, and courses related to tourism and technology,and has set up national Chapters in some countries –Norway, Finland, Switzerland, and Italy among them.

UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #1 3

li i k h iPractical skills vs. research


You can easily learn how to use(well… relatively easily…) a word processor like MS Word a word processor like MS Word a mobile phone like an iPhone an in-car navigator like Tom-Tom.You'll only have to make them work PeriodYou ll only have to make them work. Period.

But if you want to study your word processor,your iPhone or your Tom-Tom,if you want to know how they work,practice is not enough.p gYou'll have to read, understand,investigate, compare theories, and measure, in a word, you'll have to research.


in a word, you ll have to research.

li i k h iAcademical topics


Topics at the last Ifitt congress in Innsbruck, 2013, were Social Media Electronic Marketing Electronic Marketing Websites and Search Engine Optimization Technology Adoption and Diffusion Online Communities Online Communities Tourism Management and Decision Support Mobile Technology and Services Recommender Systems in Tourism E-Intermediaries and Networks in Tourism Customer Research User Generated Content


li i k h iQuality evaluation


Members of the Ifitt have contributed to the definition of a tourism website evaluation model, currently used to assessassess whether a tourism website “meets the standard”, if it should be improved, which are its weak points which are its weak points, how these weak points can be overcome,taking into consideration all the involved actors(technicians, creatives, content providers, owners, managers, community managers, tourism operators, users...).)Not by chance, this evaluation model is based on a standard proposed by ISO (International Organization for Standardization).Standardization).


li i k h iQuality is our task, the 7LociA simple evaluation model

We can use any of different evaluation models,especially if we’re in a hurry...

This is a really simple model...

Let’s try now with a slightly more comprehensive one.


li i k h iQuality is our task, the 7LociA slightly stronger evaluation model

Is this website easy to find out? True/FalseDo I like it? True/FalseA i f i f i fi d? T /F lAre pieces of information easy to find? True/FalseIs it easy to “navigate”? True/FalseDoes it offer a newsletter? True/FalseDoes it offer a newsletter? True/FalseCan you send an email message to it? True/FalseIn case, does it answer? True/False, /In case, does it answer efficiently? True/FalseCan you reserve or buy tourism services? True/FalseIs this website privately run? True/FalseIs it run by a public office? True/False


li i k h iStandards


Come on! A solid cornerstone is needed: a standard.Ok... But, what’s a standard?

9UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #1

UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #1

li i k h iThe ISO


Think of different electric plugs in different countries, of electric tension (voltage), or octanes in gasoline, or …of the http the htmlof the http, the html. International standards are standards developed by international standards organizations. International standards are available for consideration and use standards are available for consideration and use, worldwide. The most prominent organisation is the International Organization for Standardization, or ISO. International standards is one way of overcoming technical barriers in international commerce caused by ydifferences among technical regulations and standards developed independently and separately by each nation, national standards organisation, or company.national standards organisation, or company.


li i k h iDe iure and de facto standards


Some technology standards that are particularly relevant for our lectures – like the html, WAP, or Bluetooth – are official standards internationally recognizedofficial standards, internationally recognized.(WAP was even the result of a joint, previously planned effort among several companies, like Ericsson, Nokia, Motorola Microsoft Oracle Vodafone and Telefónica)Motorola, Microsoft, Oracle, Vodafone, and Telefónica).We can consider those standards as de iure standards.Sometimes, however, standards exist de facto, although no official agreement has been reached about them.This is, for instance, the case of the portable document format, or pdf, developed by Adobe Systems Inc., p , p y yAnother de facto standard, for multimedia distribution on the Web, is the Flash platform, now owned by Adobe, but originally developed by Macromedia.originally developed by Macromedia.


li i k h iQuality is our task, the 7LociThe ISO definition

Does a quality standard exist?Yes, it does. Think for instance of ISO quality certifications:certifications:they certify management systems, about the ability to enhance customer satisfaction in supplier-customer relationships and controlling production processesrelationships, and controlling production processes.

Here’s he ISO definition of quality.“Quality is

the totalityof an entity

of characteristicsy

that bear on its abilitystated and implied needs”.

(ISO 8402)

to satisfy


(ISO 8402)

li i k h iQuality is our task, the 7LociApproaching our meta-model

Let’s go back to our question about websites quality.

While doing so we are starting to approach a meta-modelWhile doing so, we are starting to approach a meta modelproposed by the Università di Trento (Mariangela Franch, Luisa Mich), which your lecturer strongly recommends.This meta model is based on the ISO definition of qualityThis meta-model is based on the ISO definition of quality,and the way in which our brain structures concepts.

(During our introduction, we already borrowed from Donald A. Norman a definition of conceptual models as the underlying belief structures held by people about how y g y p psomething works.)


li i k h iQuality is our task, the 7LociAbout website quality

If we apply the ISO definition“Quality is the totality of characteristics of an entity that bear on its ability to satisfy stated and implied that bear on its ability to satisfy stated and implied needs” (ISO 8402),to our question about websites quality, we find that the “entity” is the website; the entity is the website; the “stated and implied needs” are the many different requirements demanded by all the different website stakeholders (technicians, creatives, content providers, owners, managers, community managers, users...); what the evaluation should state is whether the characteristics of the website “satisfy” the above requirements, or they don’t.


li i k h iQuality is our task, the 7LociBoolean fields

So the fundamental question is: does a website “satisfy” the relevant requirements demanded by its stakeholders? Or it does not?Or it does not?It’s a set of “yes or no” choices – no doubt.Opinions aren’t relevant, here.Only “yes or no” options areOnly yes or no options are.

judged vs. measured, yes/no boolean fields.


li i k h iQuality is our task, the 7LociRequirements and methodology

But which are the requirements?How to find out the requirements?Is there any model any methodology to do so?Is there any model, any methodology, to do so?


li i k h iThe 7Loci


The loci, and website evaluation1. Identity2. Content2. Content3. Services4. Individuation5 Management5. Management6. Usability7. Feasibility

01.01 .:. UniBg 44111 .:. IT for Tourism Managers .:. Roberto Peretta 17UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #1

li i k h iQuality is our task, the 7LociThe Method of Loci

The loci, from the classical rhetoric.

QVIS? QVIS? QVID? CVR? VBI? VBI? QVANDO? QVOMODO? QVIBUS AVXILIIS?


li i k h iQuality is our task, the 7LociThe Method of Loci, and English journalism

The loci, from the classical rhetoric, vs. the Five Ws, or the basic questions of English journalism.

QVIS? (Who?) QVID? (What?) CVR? (Why?) CVR? (Why?) VBI? (Where?) QVANDO? (When?) QVOMODO? (How?) QVIBUS AVXILIIS? (By what means?)


li i k h iQuality is our task, the 7LociThe Method of Loci, and website evaluation

The 7loci meta-model (formerly 2QCV3Q), based on the classical rhetoric loci and the Five Ws of English journalism, here with a naming that may be used for websiteshere with a naming that may be used for websites.

QVIS? (Who?) Identity QVID? (What?) Content QVID? (What?) Content CVR? (Why?) Services VBI? (Where?) Individuation QVANDO? (When?) Maintenance QVOMODO? (How?) Usability QVIBUS AVXILIIS? (By what means?) FeasibilityQ ( y ) y

Let’s go deeper now, and try to apply this meta-model to build a model to evaluate DMO websites specifically.build a model to evaluate DMO websites specifically.


li i k h iQuality is our task, the 7LociIdentity

The 7loci meta-model (formerly 2QCV3Q) adopted to build an evaluation model for DMO websites

1. QVIS? (Who?) Identity Website identity: logo, brand, environment Destination identity? Destination identity? Destination “story”? brand, logo, layout, image, different targets


li i k h iQuality is our task, the 7LociContent


2. QVID? (What?) Content Descriptions? Pictures? Pictures? Multimedia? Downloads? Audio guides? Local tourist services? how to state managers needs, quality evaluation of text g , q ycontent


li i k h iQuality is our task, the 7LociServices


3. CVR? (Why?) Services “Where is this tourism destination located?” “Which sort of experience are tourists going to enjoy in Which sort of experience are tourists going to enjoy in this destination?” “Is this destination expensive?” Meteo? Reservations? (e-commerce) proprietary vs. linked contentp p y e-commerce, CMSs, OTAs and the affiliate system security, encryption privacy, copyright, Creative Commons, cartography privacy, copyright, Creative Commons, cartography


li i k h iQuality is our task, the 7LociIndividuation


4. VBI? (Where?) Individuation Search engines? (positioning: networks among websites)websites) Communication with users? (e-mail, or personal networks) Communication among users? (forums, “Web 2.0”– currently, the social networks, too) Communication among tourism operators? (dynamic g p ( ybusiness networks, perhaps Intranets) social networks, web reputation


li i k h iQuality is our task, the 7LociManagement


5. QVANDO? (When?) Management Is the website regularly updated?No need to go deeper about this pointNo need to go deeper about this point...code and links


li i k h iQuality is our task, the 7LociUsability


6. QVOMODO? (How?) Usability A navigation menu? An internal search engine? An internal search engine? A site map? Languages? 404 – File not found? download time, hardware & software compliance


li i k h iQuality is our task, the 7LociFeasibility


7. QVIBUS AVXILIIS? (By what means?) Feasibility Resources? Managers? Responsibilities? Managers? Responsibilities? Future developments? Business models?


Bergamo 2013-2014 Lectures. 1. Quality is our task

Education

Transcript of Bergamo 2013-2014 Lectures. 1. Quality is our task