Call for Short Papers (Round Table)

Andi SMART | Cristina MOSCONI | Pikakshi MANCHANDA
(University of Exeter, UK)

Keywords: digital technologies; Artificial Intelligence; audience research; business model innovation; economic development; site management

Call: The implementation of digital technologies in cultural tourism is increasing at a rapid rate and becoming an essential tool for cultural, archaeological and heritage sites to increase appeal and attract more visitors. While the creative process of digital interpretations has often taken the spotlight, less attention has been paid to the underpinning analysis of management and economic structures providing all the visitors’ data which makes the digital implementation successful. The informed use of AI approaches based on the analysis of visitors’ data could represent an innovative way of seeking synergies between economic and technological aspects to broaden the tourist experience in a sustainable way. Such approaches aim to find an answer to questions like: who is the target audience of new digital experiences? What will such experiences offer them and will visitors’ expectations be met? What are the best digital technologies to reach the target audience? And also, how can new digital experiences eventually increase the revenue stream? Answering these questions will provide new insights for Cultural Heritage (CH) sites and provide baseline intelligence for new innovative business models to emerge. The aim of this round table is to encourage contributions investigating the emerging adoption of AI technologies for conducting audience research and shaping existing business models aimed at the implementation of innovative digital solutions compatible with the organisational and economic characteristics of CH sites. In particular, contributions are sought that look at case-based approaches in the cultural heritage sector, which investigate the main issues faced, and opportunities encountered, when exploring the implementation of digital technologies.
Research on approaches for implementing changes to establish practices are encouraged.
Experiences of the implementation of digital interpretation, best practice approaches, tools and methodologies, are also welcomed.

Submission (open April 15, 2020)
Mind the guidelines