LOGO: Explore 2007 National Scenic Byways Conference 


Technology & the Visitor 
Presentation to 2007 National Scenic BywaysConference 

May 22, 2007 

David Asheim, President 
Guide By Cell 

LOGO: Guide By Cell


Today’s Discussion 

Use off-the-shelf technology to improve the visitor experience 

Special focus on: 
..Cell phones 
..Podcasts 

Technology and visitor experience 

Technologies improve visitor experience* 
-63% of visitors who had never used tourism technology, after trying, said they would seek 
 it out during future visits 
-Not one technology function for everyone – people learn and engage differently 
-Engagement key – get excited about visit 


*”Visitor response to a multi-track interpretive approach”: Paper presented April 14, 2007 by Peter 
Samis of SF MOMA at Museums and the Web Conference 


What do visitors want? 

Visitors want – 
-A little bit of interesting information 
-Where they are located 
-From real people 

As long as it’s – 
-Simple 
-Cheap 
-Fun 


What are your goals? 
-Educate/interpret 
-Make experience more memorable, fun, entertaining 
-Visitors return again and tell friends 
-Capture statistics and feedback 
-Press 
-Not too expensive to start and maintain 


How important is audio? 
.Educate and inform 
.Visitor experience enhanced 
.Creates personal relationship 


Audio issues 

-Often impractical because of walking or driving tours, or out of way locations 
-Player damage or theft 
-Staff required to check-in/out 
-Updates challenging 
-Hygiene concerns 
-Real-time statistics difficult 


Trend towards user provided devices 

Tourism Provided 
-Cassette player 
-CD Player 
-Digital audio player 

User Provided 
-iPod 
-Cell Phone 
-Phone/Web 
-Everything! 


It’s not just a phone 
PHOTOS: various devices

And coming soon….. 

PHOTOS: various devices


Cell phones and podcasting – technologies merging 
Apple’s new iPhone sets new bar 


Technology # 1: Cell phones - Why so much interest? 

-Inexpensive for organization & visitor 
-No device handling & never run out
-Technology advances --try easily 
	Hosted firms like Guide by Cell 
	Reception improvements 
-Most people carry cell phone 
-Multiple languages 
-100 + tours 


Cell phones will play greater future role 
-Cost --flat monthly rate 
-Coverage — anywhere in world  
-Functionality “super-charged” 
	Phone calls, text messages, cell phone audio tours 
	Music via Apple’s iPhone 
	Download museum map 
	Use GPS to navigate and way-find 
	Watch videos 
	Download photos (sell images $) 
	Connect to tourist web sites 
	Auto download podcasts 

		
Check real-time data Check real-time data 

IMAGES:	 two statistics reports


Location of visitors 

IMAGE: map of U.S. with Legend, calls from visitors


Technology # 2: Podcasting – What is it? 
-Digital audio files 
-Available on the web 
-For playback 
	On a computer 
	On an MP3 player, like an iPod 


Podcasting—why so much interest? 

-Tourist sites use audio to interpret and entice z 
-Inexpensive to produce and publish 
-Change content easily 
-Push content through RSS to subscribers 
-Sell content via iTunes Store 


How large is travel/tourism podcasting market? 

-100 million iPods have been sold 
	Doesn’t include other MP3 players
-Hundreds of podcasts available 

www.museumpods.com 


Visitor benefits with cell phones and podcasting 

-More educational & enjoyable visit 
-Familiarity with device
-No check-in and probably lower cost 
-No hygiene issues 
-Available 24/7 


Challenges 
-Visitor 
	Did not bring device 
	Getting visitor to try the technology 
		Unaware service is available 
		Social norm – acceptable to use? 
-Tourism organization 
	Which technology to launch 
	Content creation takes time 
	Provide some devices for rental? 
	Costs $ 
	Sponsorship 

Guide by Cell is a technology platform 
-Provide applications to 100 + institutions 
-Applications 
	Build 
	Host 

-Store content 
-Real-time web interface and data 
-Process call or text message 

Specific example: cell phone application 
-We provide 3 things 
	Visitor call-in number 
	Organization prompt recording number 
-Web access and data storage 
	Upload/download audio files 
	Statistics 
	Management tools 


Heritage Walk Demo Tour 

Katie Callahan 
Trails and Byways Manager 

Baltimore City Heritage Area 


Baltimore Heritage Walking Tour 
.What to interpret? 
.How tell people about tour? 


Why cell phones 
-Easy, relatively inexpensive way to get started with audio tours 
-Flexibility 
-In-house production and control 
-Easy web-based administration 


Administration 
.Administration 
.Set up logins and passwords for people recording tour 
.Assign prompts to be recorded 


Marketing – signs and handouts 

FIGURE: 
Learn about the history on this corner 
2# 
For a guided phone tour dial: 
(408) 795-2177 


Statistics and feedback 
-Which prompts are most popular? 
-How many people are listening? 
-Capture feedback to improve tour 


Tourism implications 

-Multiple ways to engage visitor
-Engaging increases satisfaction 
-Technology is ready and inexpensive 
-Visitor feedback and demographic 


information 

For more information 
Dave Asheim 
Guide by Cell 
www.guidebycell.com 

(415) 297-6677 
dave@guidebycell.com