296
M. Kachniewska
season) provide contextual information needed to co-create real-time value (Prahalad
and Ramaswamy 2004).
Delivering a strong customer experience requires a customer-centric focus
throughout the strategy. Organisations need to leverage data to develop a singleview of the customer. Marketers need a true understanding of who the customer is
(behaviour, needs, demographics and digital context) to develop the right experience
offering. At its core, personalisation is delivering value to someone at just the right
moment: real-time data processing can foster richer (Tussyadiah 2013) and more
personalised experiences. Data-driven personalisation is when you know enough
about someone to deliver content to them at just the right moment. In particular, the
context (information about the user, the user’s environment and the device used) can
be leveraged to expand the level of input to mobile devices and support more efficient
interaction with a mobile device.
Context can be defined as interrelated conditions in which something exists or
occurs. Schilit and Theimer (1994) mention three important aspects of context: where
you are, whom you are with, and what resources are nearby. Some context types (identity context, social context) are supported by rich contextual properties, including the
user’s name, age, preference in food, lodgings, information-seeking trend, shopping
lists and travel agenda (Pashtan et al. 2003; Poslad et al. 2001; Setten et al. 2004),
as well as information on tour companions (Cheverst et al. 2002). Other commonly
used forms of context are time of day, day of week, identity of the user, proximity
to other devices and people and actions of the user (Dey et al. 2001; Osbakk and
Rydgren 2005). The most typical context information is location. Users generate
a lot of events when walking around—this can be exploited for user modelling to
detect and anticipate relevant interests and offer individual tourists context-aware
recommendations and services based on geographical location.
The global positioning system (GPS) is a commonly used technology when
outdoors. The network cellular ID can be used to determine location with mobile
phones. The relative signal strengths of Bluetooth and WLAN hotspots and beacon
signals are used for outdoor and indoor positioning (Burrell and Gay 2002). Contextaware applications can utilise numerous kinds of information sources, e.g., sensors
detecting information about the virtual world or hardware sensors (physical world).
Sensor data are used to recognise the usage situation, for instance, from illumination,
temperature, noise level, and device movements (Mäntyjärvi and Seppänen 2002).
Typically, sensors are attached to a device, and an application on the device locally
performs data analysis, context-recognition and a context-aware service.
Contemporary tourists like to change their itinerary during a trip and combine
several purposes with travelling. They want to select their tourism packages and
modify them during the trip (Kachniewska 2014). They are not likely to invest a
great deal of time in pre-planning a travel schedule in detail. For all these reasons,
they need pragmatic and logistic information within easy reach (available anytime
and anyhow) during their travel (Poslad et al. 2001). Context-aware applications
present information and services to a user to automatically execute service and
tag information to support later retrieval. Knowledge about a user’s goals helps
to prioritise device actions and to select the most relevant information sources. A
M. Kachniewska
season) provide contextual information needed to co-create real-time value (Prahalad
and Ramaswamy 2004).
Delivering a strong customer experience requires a customer-centric focus
throughout the strategy. Organisations need to leverage data to develop a singleview of the customer. Marketers need a true understanding of who the customer is
(behaviour, needs, demographics and digital context) to develop the right experience
offering. At its core, personalisation is delivering value to someone at just the right
moment: real-time data processing can foster richer (Tussyadiah 2013) and more
personalised experiences. Data-driven personalisation is when you know enough
about someone to deliver content to them at just the right moment. In particular, the
context (information about the user, the user’s environment and the device used) can
be leveraged to expand the level of input to mobile devices and support more efficient
interaction with a mobile device.
Context can be defined as interrelated conditions in which something exists or
occurs. Schilit and Theimer (1994) mention three important aspects of context: where
you are, whom you are with, and what resources are nearby. Some context types (identity context, social context) are supported by rich contextual properties, including the
user’s name, age, preference in food, lodgings, information-seeking trend, shopping
lists and travel agenda (Pashtan et al. 2003; Poslad et al. 2001; Setten et al. 2004),
as well as information on tour companions (Cheverst et al. 2002). Other commonly
used forms of context are time of day, day of week, identity of the user, proximity
to other devices and people and actions of the user (Dey et al. 2001; Osbakk and
Rydgren 2005). The most typical context information is location. Users generate
a lot of events when walking around—this can be exploited for user modelling to
detect and anticipate relevant interests and offer individual tourists context-aware
recommendations and services based on geographical location.
The global positioning system (GPS) is a commonly used technology when
outdoors. The network cellular ID can be used to determine location with mobile
phones. The relative signal strengths of Bluetooth and WLAN hotspots and beacon
signals are used for outdoor and indoor positioning (Burrell and Gay 2002). Contextaware applications can utilise numerous kinds of information sources, e.g., sensors
detecting information about the virtual world or hardware sensors (physical world).
Sensor data are used to recognise the usage situation, for instance, from illumination,
temperature, noise level, and device movements (Mäntyjärvi and Seppänen 2002).
Typically, sensors are attached to a device, and an application on the device locally
performs data analysis, context-recognition and a context-aware service.
Contemporary tourists like to change their itinerary during a trip and combine
several purposes with travelling. They want to select their tourism packages and
modify them during the trip (Kachniewska 2014). They are not likely to invest a
great deal of time in pre-planning a travel schedule in detail. For all these reasons,
they need pragmatic and logistic information within easy reach (available anytime
and anyhow) during their travel (Poslad et al. 2001). Context-aware applications
present information and services to a user to automatically execute service and
tag information to support later retrieval. Knowledge about a user’s goals helps
to prioritise device actions and to select the most relevant information sources. A