Spreading Tourism with Technology: Insights from Dr. Mitas
In a compelling presentation, Dr. Ondrej Mitas from Breda University of Applied Sciences shared insights from his experiments on using digital technology to distribute tourist flows.
The Dutch Experiment in Overijssel
Dr. Mitas began by detailing a 2021 experiment conducted in the Dutch province of Overijssel. Collaborating with stakeholders, his team implemented various technological interventions to influence tourist behaviour. These interventions included tools like travel apps and alternative maps that emphasised lesser-known attractions over the region's popular hotspots.
The experiment aimed to test the efficacy of these tools in spreading tourism evenly across the province. By steering tourists away from overcrowded destinations, the project not only enhanced visitor experiences but also reduced pressure on infrastructure and local communities.
Scaling Up: Amsterdam and Copenhagen
In the next phase of the study, Dr. Mitas tested two approaches: in Copenhagen, the team created two versions of the DMO website's "Top Ten Attractions" list, one promoting popular spots and the other highlighting lesser-known destinations, to observe shifts in tourist preferences. In Amsterdam, they distributed paper maps in two formats - a green map showcasing hidden gems and a blue map featuring traditional "must-see" attractions - to assess how these variations influenced visitor behaviour.
Key Findings and Challenges
The experiments revealed distinct visitor patterns and recruitment strategies: Overijssel attracted repeat visitors through physical accommodations like campsites, while Amsterdam and Copenhagen primarily engaged first-time travellers via DMO websites and pop-up messages. Although the interventions effectively redistributed tourist flows, challenges emerged, such as reduced site engagement caused by frequent pop-ups, highlighting the need to balance research objectives with marketing goals.
Looking Forward
Dr. Mitas expressed optimism about the broader implications of his work. He invited stakeholders to explore his published paper, "Experience Overijssel" which provides an in-depth analysis of the Overijssel experiment. Co-authored with the developers of the "Travel with Zoey" app, the paper outlines theoretical insights and practical applications for managing tourism sustainably.
Engaging Stakeholders
Dr. Mitas concluded his presentation by emphasising collaboration. He encouraged stakeholders to adopt and adapt these strategies to their unique contexts. By leveraging digital technology thoughtfully, destinations can create more balanced tourism ecosystems, ensuring sustainability for both visitors and host communities.
Final Remarks
The session underscored the critical role of innovation in addressing overtourism. Dr. Mitas's experiments illustrate how simple interventions, like redesigning maps or rethinking website content, can make significant strides in achieving sustainable tourism goals. His work serves as a roadmap for policymakers, businesses, and researchers eager to balance tourism's economic benefits with its environmental and social impacts.
For those interested in further details, Dr. Mitas’s paper, is accessible via Google Scholar. It promises a readable and engaging exploration of these groundbreaking experiments, offering actionable insights into the future of Tourism.