Transforming Communication Channels to the Co-Creation and Diffusion of Intangible Heritage in Smart Tourism Destination: Creation and Testing in Ceutí (Spain)
Abstract
:1. Introduction
- A new channel of easy and agile interaction: through devices called Smart Spots, which enable an open Wi-Fi network and can be located in different cultural points of interest (POIs) of the city, Be Memories creates delimited smart areas named Smart POIs (smart points of interaction). Thereby, any user with a smartphone can interact with Be Memories and access the tool’s content when connecting to the Wi-Fi network generated by the available Smart POIs. This network automatically opens a website stored in the device with all the information about the cultural POI.
- A new way to know the city through the voice of its residents: Be Memories bases its content on the intangible heritage that resides in the popular knowledge of residents, integrating visitors into the city’s network. These stories are presented in a short-time video-interviews format that visitors and residents can watch and listen to while visiting the different POIs in the cities where Smart POIs are enabled.
2. State-of-the-Art
2.1. Sustainable Tourism
- Tourism development must be based on sustainability that is ecologically bearable in the long-term, economically viable, ethical, and socially equitable for the local community;
- Tourism must contribute to sustainable development and integrate itself within the natural, cultural, and human environment;
- Tourism must consider its effects on the cultural heritage and traditions of each local community;
- Tourism contributes to sustainable development in an active manner through solidarity, mutual respect, and the participation of all tourism actors;
- Tourism must preserve, protect, and appreciate the value of the natural and cultural heritage, as well as propitiate cooperation between those responsible by assuming the cultural, technological, and professional innovation challenge;
- Quality criteria must be determined in conjunction with the local community and must be present in the main objectives of the formulation of tourism strategies to both satisfy the visitors and preserve the tourist destination;
- If tourism wants to participate in sustainable development, it must be based on different opportunities that contribute to the local economy;
- Any tourism development option must enhance the quality of life and influence the sociocultural enrichment of the tourist destination.
2.2. Smart Cities
- 1997: As previously mentioned, in this year, the Kyoto Protocol was defined and the United Nations established environmental protection as one of the main issues to solve, as well as the intentions to join forces to reduce the six main greenhouse gases (CO2, CH4, N2O, HFCS, PFCS, and SF6) [18]. The cities of the participant countries started to work on environmental strategies due to this commitment;
- 2000: The Internet started to be part of the personal, academic, and business sectors. Moreover, Information and Communication Technologies enabled the processes of cities and people routines [19];
- 2005: The Kyoto Protocol started the development of the previously defined environmental protection strategies;
- 2008: International Business Machines (IBM®) corporation defined the smart planet concept in the middle of an economic crisis, a field that proposed Big Data potential exploitation by councils, governments, and businesses to improve their strategies [20]. In addition, the Covenant of Mayor was defined, a European cities initiative to work on climatic change through different cities’ synergies [21];
- 2010: The Europe 2020 framework was presented by the European Union as a program with funding of €80 billion, for the period 2014–2020, to improve the competitiveness of Europe in global growth [22].
2.3. Smart Tourism and Smart Tourism Destination
- E-tourism: Uses the benefits of ICTs to create channels in order to exchange information through digital chains and the virtualization of tourism and smart tourism destination services. This concept is used in the three levels of the visit (previous, during, and post visit). An example is platforms to book hotels in which visitors can interact before their visit to book it, during the visit for any questions and contact during their accommodation, and after the visit to value the hotel commodities.
- Smart tourism: Adopts the benefits of virtual processes and tools, combining it with the physical world to build a strong destination and government for it. Smart tourism only works in the experience field as opposed to e-tourism. An example is an interactive visitor’s tool through Quick Response Barcodes (QR), Beacons, Near Field Communication (NFC), and others smart tags for the visitor’s interaction with the physical territory during their visits.
2.4. New Target and Tools for Smart Tourism Destinations
3. Research Methodology
3.1. Purpose and Research Assumptions
- A communication channel based on smart point of interactions (Smart POIs), created with the Smart Spot devices, which send non-intrusive push notifications to users’ smartphones with online geolocated content through Bluetooth (nearby technology) and Wi-Fi (captive portal), without the need to download an application for the users [8];
- Content disseminated by Smart POIs about the Point of Interest (POI) of Ceutí, created by different resident communities, and focused on the culture and heritage of the territory, addressing stories, experiences, and traditions in short-time video-interviews.
- To achieve these objectives, the following methodology is proposed.
3.2. Research Method
- Qualitative:
- Study the state-of-the-art. The research methodology begins with a study of the state-of-the-art about the sustainability concept, which is the major principle of smart cities and smart tourism destinations. In addition, these research lines have been analyzed to obtain knowledge on the global situation and the role of them in Spain as one of the leading countries in the field. In the same way, a study of different ICT tools and deployments used for tourist destinations at a global level is carried out;
- Detect the needs of the tourism destination from interviews. This study will explore the needs and problems of tourism innovation that the tourism destination requires to boost its visitor activity in a smart manner; that is, to spread its culture and tourist information and to determine how it can capture the interest of its visitors. This study will be carried out through different meetings and interviews with the tourism and City Council managers;
- Quantitative: Define the profile of the visitor from a survey. Once the needs of the tourist destination are defined, the research analyzes the target profile of the user of the solution to generate a solution based on their preferences. This process is carried out through a non-probabilistic cluster survey aimed at a representative sample of the population to gain knowledge on how they use digital tourist resources;
- Description of the trial:
- Define the first draw of the solution. After analyzing the state-of-the-art, a first artefact of the tourist guide is defined to disseminate tourist content between visitors. This solution must provide an innovative communication channel (the first pillar of innovation) based on the possibilities of ICT technologies, using IoT devices called Smart Spots [8] to create interactive areas for users;
- Research the Territory. To test the artefact of the solution, research about the tourist destination is carried out in information sources related to tourism and through meetings with the tourism managers of that territory;
- Develop and deploy the prototype. According to the context obtained from the previous investigations, the POIs are established by the people in charge of tourism in the territory. This solution provides an innovative communication channel, as well as content co-created by the residents of the tourist destination, the second pillar of innovation of the prototype, highlighting the intangible cultural heritage. Subsequently, deployment of the solution in the tourist destination is carried out. For this, the type of content of the solution is defined to motivate the participation of residents who may be involved with said content. Therefore, it is proposed that a dissemination campaign should be designed. The objective of this campaign is to disseminate the proposed solution between residents and visitors of the tourist destination to spread the prototype of the territory, as well as to motivate the co-creation of content among the inhabitants of the place;
- Know the impact of the prototype. To know the impact of the proposed solution, this research will analyze the acceptance of the proposed tool in the territory through quantitative information provided by tools, such as Google Analytics and social networks, as well as through meetings with the city council about the impact on the tourism office.
3.3. Sampling
- Personal information;
- Use of digital tools during their tourism experiences;
- Respondents who go sightseeing within the Region of Murcia.
4. Results
4.1. First Artefact Using ICTs to Build Smart Tourism Destinations
- Wi-Fi: The device creates an open Wi-Fi network using the city Internet network or a SIM card. When the user connects their smartphone to the Wi-Fi network indicated in a cartouche, a webpage with content about the POI is opened automatically;
- Physical Web: Additionally, the device disseminates the same content through the Bluetooth signal, sending a push notification (push notification: A simple way to interact with the smartphones of users through a non-intrusive mobile notification) to the nearby smartphones, which have the Bluetooth and GPS options turned on.
4.2. Research on the Territory to Test the Artefact
4.2.1. Ceutí as a Destination
- Bronze nudes (José Planes);
- Violinist (Paco Barón);
- Flying low (Paco Barón);
- Torso (Eduardo Lastre);
- Michelina (Fernando Bellver);
- Customs murals (Marisa Peagudo);
- Canning woman sculpture (Salvador Susarte);
- Live Alegory (Torregar);
- Child in the ditch (Manolo Belzunce);
- Emigrant sculpture;
- My metaphysic Garden (Ouka Leele);
- Contemporary Art Center La Conservera;
- Antonio Campillo Museum;
- 7 Chimneys Ethnographic Museum.
4.2.2. Detect the Needs with the City Council through Qualitative Interviews
- Revalorize the intangible culture: Thanks to the previous project called iBrave [64], it was concluded that Ceutí has to work on branding itself through valorization of its intangible heritage by popular knowledge;
- Engaged residents: The residents of Ceutí are proud of its homeland heritage. Therefore, Ceutí is full of communities involved in the preservation of their culture and environment [65]. These communities cooperate with the city council managers to improve their territory through different meetings called Cross-Sectorial Tables, which are regularly organised. Through these collaboration workshops, the residents contribute to the development of their town in different ways, such as through cultural activities. This strong cooperation between residents and the city council has been analyzed and used in several territories as a source of support in the successful preservation and dissemination of heritage, as in the case of Bogda World Natural Heritage in Xinjiang [66];
- Necessity of new attractive tools: This municipality wants to have more tools to spread POI information;
- Digitize intangible heritage: As with other territories like Brandenburg, where an interest in digitizing the cultural heritage of different European initiatives exists [67]. Ceutí seeks to preserve its popular stories to save the essence of the village as the main pillar of its tourist brand.
4.2.3. Ceutí Visitor’s Profile
4.3. Prototype of the Project in Ceutí: Be Memories
- A new communication channel to disseminate tourist content through the use of IoT devices (Smart Spots) that create interactive areas (Smart POIs);
- Personalized context-aware content created by the residents in a multimedia format, which intends to be as interesting as it is entertaining.
4.4. Project Dissemination Campaign
4.5. Data Obtained during the Trial
5. Discussion
- Tool for sustainable tourism. According to the pillars exposed by UNWTO [2], Be Memories is a tool that does not exert an ecological impact in the environment where it has been installed, not making use of natural resources in the short and long term. Regarding the economic aspect, Be Memories is ethical and egalitarian in terms of the diversity of local communities, transforming them into essential active agents for the operation of the tool (creation of content), thereby reducing the economic investment that local managers and technicians have to make in the creation and publication of contents, which is one of the main problems of small and medium municipalities in Spain. Therefore, Be Memories supports integration of the environment, including the natural (rural areas) and urban environment, with the culture (intangible heritage) and the human factors (local communities with different ideologies and cultures), creating a triangle that is supported to generate a representative and sustainable tourist tool of the municipality. Thanks to the integration of local communities, who contribute their knowledge on and traditions of the locality, Be Memories has a positive impact on the intangible cultural heritage of this territory and in turn diffuses and transmits these traditions and intangible cultural heritage to other local communities of different ages, social classes, and ideologies, as well as to visitors who are not resident in the municipality, revaluing these traditions and cultures as a strong cultural attraction. At the same time, the diffusion of these traditions and local culture through the use of new technologies, from different points of view, has supported the feeling of solidarity and mutual respect in the municipality and this vision has been transmitted abroad, creating tourism content for the visitor who supports all these values. Thereby, the tourist actors, artists, and local businesses have been involved with the communities to create an ecosystem of solidarity and respect, working together to create all this content. In summary, Be Memories enhances the local potential through the involvement of the territory’s ecosystem: commerce, the city council, and communities, enriching the municipality with the use of new technologies to transform it into a sustainable and smart tourism destination;
- Tool for smart cities and smart tourism destinations. As detailed in the state-of-the-art, smart cities have their origins in the idea of sustainability and in turn, a smart tourism destination must be based on the pillars of these cities, making use of the opportunities of ICTs. Nam and Pardo [25] indicate that everything proposed for a smart territory must work on three main pillars: technological, institutional, and human. Therefore, Be Memories is the result of the search for a system that uses the currently existing technologies to create a tool for the visitor (use of Smart POIs) that takes into account the institutional needs, while the social infrastructure of the territory participates and nurtures itself (communities that create content). The concept of a smart tourism destination requires new strategies to improve its tourist offer for both visitors and residents. To achieve this goal, the state-of-the-art shows that the use of technological tools helps destinations to transform their processes and systems into a new sustainable, smart, practical, and attractive approach. Therefore, Be Memories is a possible way for small and medium tourism destinations to transform their processes in accordance with current innovation trends by using technological tools and local resources to build a sustainable dissemination channel for their culture. Be Memories can contribute to the sustainable tourism development of smart tourism destinations as presented in the three main aspects of the UNWTO Guidebook for sustainable tourism [13]: economic, environmental, and socio-cultural:
- Economic sustainability: The contribution of technological tools, such as Be Memories, can attract new digital tourist’s eager for online content, which will result in higher revenues for the local tourism industry and, therefore, in more jobs for the local community;
- Environmental sustainability: Firstly, Be Memories has no impact on the local environment, thus being a sustainable environmental tool in the short and long term, as described in the point of sustainable tourism. In addition, the Smart Spot devices contribute to automatic data collection to build indicators of the environmental impact of the tourist activity in the smart destination, alerting local authorities of the load capacity of tourism in terms of impact on the territory. This includes factors such as air quality, light pollution, noise pollution, deterioration of the natural environment, among others. Similarly, with this type of application, environmental education content about the smart tourism destination itself can be generated. Thereby, future generations can be actively involved in the conservation and sustainability of the destination;
- Sociocultural sustainability: Be Memories respects and enhances the existing cultures in the tourism destination, as well as the promotion of relationships between people with different socioeconomic statuses and cultures that are not always similar. In this article, the cultural factor is the one that has more relation with the presented research. For the cultural sustainability of a tourism destination to take place, its history, customs, celebrations, beliefs, and traditions, among other aspects that shape its own and differential identity, must be taken into account in the tourist development of the territory, and they also must acquire special relevance; that is, to preserve the intangible cultural heritage of the host community integrated into the tourism destination. In this research, a progressive Web-App has been developed, accessed through Smart POIs, which promotes the cultural sustainability of the tourism destination and which focuses on the protection and conservation of intangible cultural heritage through the creation of videos that contain experiences, memories, and curiosities of the residents about tourist POIs of the destination. The POIs chosen are different from those found in traditional tourist guides and in guided tours by professionals in the sector. Thereby, the intangible cultural heritage is transmitted to visitors and remain in the collective memory for a longer period of time, taking advantage of the opportunities generated by the new ICTs.
- Build a sustainable and smart tourism destination: Based on the definition provided in the state-of-the-art section, a sustainable smart tourism destination is a territory of interest for visitors, effectively managed due to the opportunities of ICTs [35]. Be Memories is a tool that has helped Ceutí to position itself as an innovative territory, where intangible heritage and ICTs are combined to offer new tourist communication and dissemination channels to new visitors, promoting and protecting its main attraction: cultural heritage. After the installation of Be Memories in Ceutí, the town has been present in different national media and events, placing it on the visitors´ maps (https://www.laopiniondemurcia.es/especiales/fitur-region-murcia/2019/01/Ceutí-vista-europa-n1571_16_46437.html). This is reflected in the number of visitors that have come to the tourism office of the city council, as it has increased in the last year, according to the information obtained from the interviews conducted with the city’s stakeholders. The success of Be Memories in Ceutí is also due to the fact that it helps the tourism managers to offer a new more agile approach to tell stories related to the tourism destination (Smart POI channel) that are more attractive (local stories) and involve less time (co-creation of content) for visitors when they require information about POIs;
- Revalorize the intangible culture: According to previous projects developed by the City Council of Ceutí, such as iBrave [64], an essential goal of this project (Be Memories) is to enhance the intangible cultural heritage of Ceutí abroad to make it the main tourist attraction and in turn, promote the entire outdoor museum. In addition, research on the UNWTO Chapter for Sustainable Tourism has been considered [2]. Be Memories took this into account from the start as the main goal of the project. Thanks to the profile of the communities of this territory, which are very involved with the actions of Ceutí and its cultural heritage, this content could be generated and used in the tool. The participation of the city council managers and technicians was very important for carrying out the interviews and locating those people who had something to say that could be of interest and respectful to the visitors, such as popular stories and anecdotes that occurred in the territory, which could not be located in the books and were transmitted, until now, from mouth to mouth. Fifteen interviews were recorded, where residents were interviewed and the camera recorded the entire interview. In this way, in post-production, the content of greatest interest could be segmented, making final videos of approximately 1 min that could be easily consumed by the visitors. Among those stories, old workers of the factories of preserves of Ceutí, who narrate what it was like to be the economic pillar in their houses more than 40 years ago; an artist who painted a mural of Ceutí at the beginning of his career, exposing the reasons for this mural; or the town’s chronicler, who opened the ethnographic museum, telling the listeners how that process was, can be seen. In turn, distributing these stories in video format through the Smart POI has improved the “from mouth to mouth” process, used so far to disseminate this intangible heritage, revaluing it within its own territory and making it visible to non-resident visitors;
- Engaged residents: Another relevant aspect of the Be Memories deployment is that the participation of residents has been promoted and supported, since different communities have worked together to create the content of Be Memories under the idea of showing their local culture [65]. Based on the UNWTO chapter to build sustainable tourism destinations, the integration and acceptation of the local network is one of the more important aspects when building sustainable tourism activities [2]. So far, more than five residents have recorded new videos for the next update of the content of Be Memories, which shows the positive impact that Be Memories has had on the population. Similarly, it should be noted that some disruptive contemporary pieces of art like “Allegory of Life” (http://www.Ceutíturistico.es/al/es/plazanueva.html) have been explained by the artists themselves through Be Memories, improving the local acceptance of the most innovative pieces of art. The aspect of co-creating content for Be Memories is one of the main pillars of the resulting solution. This content creation approach, in conjunction with resident participation through videos introducing local stories, is a strategy based on the smart cities and smart tourism guidelines. In this case, Ceutí has great potential, by having a strong local culture and pride in its local environment, which works as an attraction for visitors; therefore, the city council’s managers seek to improve and renew their POIs with a low investment. This purpose has been achieved when deploying Be Memories in Ceutí. In addition, the co-created content improves the resident’s collaboration by joining different types of communities to record interviews. As one of the main lessons learned during the project, the cooperation with local residents must be impartial, that is, without any political and ideological involvement, showing all aspects of the town and including all the communities interested in these activities. In this way, open collaboration with all of them will allow the content of Be Memories to be attractive, inclusive, and representative of the local culture. Considering city managers, this content update approach allows them to reduce the time spent on this type of activity, which makes it more sustainable for small- and medium-sized cities with fewer resources. That is, the city council only needs to verify the content uploaded by the resident and promote activities for the creation of content, involving three objectives with the same activity: improving the resident network, generating the visitor’s information, and developing good advertisement of the local communities;
- Innovation based on the visitors profile (necessity of new attractive tools): Similarly, according to the results of the surveys conducted in this research, it is detected that both the resident and the target visitor of Ceutí do not use native applications for going sightseeing since they prefer to search for information on a web browser. In addition, research on the new visitor’s profile, composed of Millennials, the Z generation, and the Hashtag generation, describes the role of the new technologies and mobile tourism concept as the main channel for offering the tourism content to visitors [47,53]. Therefore, Be Memories is designed according to this finding by being a tool that can be accessed from the web browser without the need to download a native application, offering an experience similar to websites. Another advantage of Be Memories is that it does not use the Internet connection of the visitor’s smartphone since the Smart Spots provide a Wi-Fi network from where the content of the application can be consumed. Another perspective, the integration of ICTs into small- and medium-sized cities and territories, leads to two major problems: there is a small population group with little capacity for technological tools and limited knowledge of technological concepts, and a sector of users has vintage smartphones that can pose problems. However, changing the focus of the content for visitors is necessary because their new profile requires new experiences and tools to revalue the territories. Therefore, Ceutí’s strategy of using local knowledge to create a new attraction for visitors is a good practice for places where the local culture is strong in empowered local communities that have lived and grown in the territory. This approach supposes an advance in the cultural POIs of Ceutí when showing them in the media with its new contents. In addition, this type of content is very useful for cities and towns where the main visitors are people from the same region and country. On the one hand, anecdotes and local stories that include areas of the town and local, regional, or national knowledge are more attractive for users linked to the area because they have prior knowledge to enjoy the content and feel more interested in this type of information. On the other hand, the stories of artists and information provided by the residents about the process of creating pieces of art that the visitor can simultaneously observe are better for people who do not reside in Ceutí, such as the case of Torregar, a Mural painter who participated in introducing his mural and art studio;
- Digitalize the intangible heritage: According to other European projects such as Brandenburg [67], Ceutí needs to digitalize its intangible heritage, so Be Memories has built a digital documentation of local folklore to use it as a tourism content to explain the outdoor museum at the same time as digitalizing the intangible heritage so that it survives over time.
6. Conclusions and Next Steps
- The use of wearables and audio-guides supposes a problem for the visitors as external devices. It is advisable to develop tools to use with the user’s smartphone, as the main device for visitor interaction;
- Big Data allows the user experience to be personalized, such as the case of TreSight [7];
- The creation of smart routes is a good way to offer cultural POIs, such as the case of the Smart Wine Route [57];
- The smartphone-oriented solutions should be of interest to the tourism business, tourist agents, and local managers because the smartphone is the best channel through which to engage visitors.
- They need to promote the municipality between the region and country to be interesting for the new digital tourism/visitors through new approaches, tools, and activities;
- The residents have an important role in the town, so the project worked with the different communities of the town to enhance the image of the local culture for the residents and external visitors. For that reason, the Ceutí culture has to be digitized, adapting it to the new younger visitors as part of the final prototype;
- The main profile of the Ceutí culture and tourist offer is the visitor who spends a day (Sunday), goes sightseeing, and enjoys the local gastronomy. As one-day visitors, they usually live near Ceutí (in the Region of Murcia and adjacent cities/towns);
- The foreigners who visit Ceutí represent a small group and they usually go to the caravan park of the municipality. In addition, the second foreign source of visitors are emigrants who went to other countries years ago and return to visit their family on holidays;
- The strong tourism seasons in Ceutí are the winter and autumn, but in the summer, the number of visitors increases due to the local festivities being one of the main attractive events for regional people in the interior regional area (without coasts).
- Original content, created by the communities of residents, is more attractive for the new digital visitor (Millennials, Z Generation, and #Generation);
- Intangible heritage has a high value as a cultural offer for cities and towns to build a local brand;
- Communities of residents have a high interest in participating in and collaborating with their municipality;
- Most visitors to Ceutí are inhabitants from the Region of Murcia;
- The main reason for adults visiting Ceutí is sightseeing;
- The younger visitors are not interested in the local gastronomy;
- The main tool used by respondents during their visits is the browser on their smartphones (Google Chrome and Safari). Most of them do not download tourism apps.
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Age Range | Percentage | Number of Users |
---|---|---|
18–30 | 24.5% | 41 |
31–50 | 40% | 71 |
>50 | 35.5% | 61 |
Total | 100% | 173 |
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Gomez-Oliva, A.; Alvarado-Uribe, J.; Parra-Meroño, M.C.; Jara, A.J. Transforming Communication Channels to the Co-Creation and Diffusion of Intangible Heritage in Smart Tourism Destination: Creation and Testing in Ceutí (Spain). Sustainability 2019, 11, 3848. https://doi.org/10.3390/su11143848
Gomez-Oliva A, Alvarado-Uribe J, Parra-Meroño MC, Jara AJ. Transforming Communication Channels to the Co-Creation and Diffusion of Intangible Heritage in Smart Tourism Destination: Creation and Testing in Ceutí (Spain). Sustainability. 2019; 11(14):3848. https://doi.org/10.3390/su11143848
Chicago/Turabian StyleGomez-Oliva, Andrea, Joanna Alvarado-Uribe, Maria Concepcion Parra-Meroño, and Antonio J. Jara. 2019. "Transforming Communication Channels to the Co-Creation and Diffusion of Intangible Heritage in Smart Tourism Destination: Creation and Testing in Ceutí (Spain)" Sustainability 11, no. 14: 3848. https://doi.org/10.3390/su11143848