Toward personalised and dynamic cultural routing: a three-level approach

This paper introduces the concept of “smart routing” as a recommender system for tourists that takes into account the dynamics of their personal user profiles. The concept relies on three levels of support: 1) programming the tour, i.e. selecting a set of relevant points of interests (POIs) to be included into the tour, 2) scheduling the tour, i.e. arranging the selected POIs into a sequence based on the cultural, recreational and situational value of each, and 3) determining the tour’s travel route, i.e. generating a set of trips between the POIs that the tourist needs to perform in order to complete the tour. The “smart routing” approach intends to enhance the experience of tourists in a number of ways. The first advantage is the system’s ability to reflect on the tourists’ dynamic preferences, for which an understanding of the influence of a tourist’s affective state and dynamic needs on the preferred activities is required. Next, it arranges the POIs together in a way that creates a storyline that the tourist will be interested to follow, which adds to the tour’s cultural value. Finally, the POIs are connected by a chain of multimodal trips that the tourist will have to make, also in accordance with the tourist’s preferences and dynamic needs. As a result, each tour can be personalised in a “smart” way, from the perspective of both the cultural and the overall experience of taking it. We present the building blocks of the “smart routing” concept in detail and describe the data categories involved. We also report on the current status of our activities with respect to the inclusion of a tourist’s affective state and dynamic needs into the preference measurement phase, as well as discuss relevant practical concerns in this regard. © 2014 The Authors. Published by Elsevier B.V. Peer-review under responsibility of the Eindhoven University of Technology, Faculty of the Built Environment, Urban Planning Group.