Prepared for what lies ahead in tourism
Stay up-to-date with current, independent statistics and information on tourism in the Alpine region.
Glossary
Complex technical terms, explained simply
Artificial intelligence is not in itself a separate, individual technology but consists of a range of different technologies and methods. These include machine learning and its various forms, the visual recognition of objects and speech recognition. The AI technologies and methods that are currently receiving the most attention are described below (Stanford University, 2016):
Large-scale machine learning: concerns the design of learning algorithms and the scaling of existing algorithms to work with extremely large data sets
Deep learning: A subclass of machine learning methods (see above), has enabled machine object recognition in images and activity recognition in videos and has led to significant advances in other areas of machine perception such as audio and speech recognition and natural language processing
Reinforcement learning: concept in which the focus of machine learning shifts from recognizing patterns to experience-based sequential decision making; reinforcement learning can drive AI applications to perform actions in the real world. While the concept has been limited to science in recent decades, there are now also practical and applied successes from the real world.
Computer vision (machine image recognition): Currently the most widespread form of machine perception, computer vision is a subfield of AI that has been significantly influenced by the emergence of deep learning in particular: For the first time, computers are able to perform some perceptual tasks better than humans. Much of the current research is focused on automatic image and video analysis.
Furthermore, the following AI technologies and methods are also among those currently receiving the most attention:
Natural Language Processing, Collaborative Systems, Robotics, Internet of Things, Crowdsourcing and Human Computation as well as Neuromorphic computing.
Source: Pöchhacker Innovation Consulting (2017)
https://www.bmk.gv.at/#q=K%C3%BCnstliche%20Intelligenz&pg=1&t=simple&po=&mi=
(Artificial intelligence (pdf797 KB))
In recent years, a whole range of machines has become accessible to the general public with technical and craft skills: 3D printers, CNC milling machines, etc. are now available at affordable prices for private users. These are accessible in public places such as Makerspaces and are therefore the start of a new production infrastructure.
Source: WKO, 2024
https://www.wko.at/oe/tourismus-freizeitwirtschaft/digitalunterwegs-lang.pdf
Market development or (source) market management comprises the promotion of the most important origin/source markets for tourism in a country or nation. Source market management takes place on 2 decision-making levels: Which markets / countries should be promoted? Which advertising campaigns take place in / for the advertised markets?
The basic idea of market segmentation is to divide the overall market, consisting of a large number of current and potential customers with different needs, into homogeneous submarkets in order to better meet the heterogeneous needs. An exact scientific definition was coined by H. Freter (1983): Market segmentation is understood here as the division of an overall market into sub-segments that are internally homogeneous with respect to their market reaction to one another and the processing of one or more of these market segments.
The aim of market segmentation is to achieve a high degree of identity between the market service offered and the needs of the target group (definition of the relevant product market; identification of relevant market segments; identification of gaps in the market). The differentiated use of marketing instruments ultimately serves to develop the market, and market segmentation can basically be divided into an information side and an action side. In other words, the information side is about finding more information on the individual segments in order to then better organize actions, i.e. the action side of market segmentation.
Source: German Institute for Marketing, 2022
https://www.marketinginstitut.biz/blog/marktsegmentierung/
Marketing 4.0 describes a phase of marketing from around 2010 that focuses on digitalization and people-centricity. The internet and social media become central and pose new challenges. Marketing is moving away from a sales orientation towards a people and dialog orientation.
Source: WKO, 2024
https://www.wko.at/oe/tourismus-freizeitwirtschaft/digitalunterwegs-lang.pdf
Marketing Intelligene Hub is an IT-supported collection of meaningful and relevant information about customers as Internet and smartphone users, call center callers and customer card holders in order to derive an optimized customer approach.
Source: WKO, 2024
https://www.wko.at/oe/tourismus-freizeitwirtschaft/digitalunterwegs-lang.pdf
MOOC Massive Open Online Courses is an innovative online course format that is aimed at many participants and combines various forms of knowledge transfer, different media formats (e.g. videos) and communication elements (e.g. forums).
Source: WKO, 2024
https://www.wko.at/oe/tourismus-freizeitwirtschaft/digitalunterwegs-lang.pdf
Megatrends name and describe extremely complex dynamics of change and are a model for the transformation of the world: a method that helps to make the highly complex and diverse dynamics of change in society in the 21st century understandable and tangible. They thus prove to be valuable navigational aids through the jungle of current and future dynamics of change.
Source: Zukunftsinstitut, 2024
https://www.zukunftsinstitut.de/zukunftsthemen/megatrends
"The metaverse is a virtual space in which users move with the help of avatars and in which they can influence and use virtual artifacts. [...] A metaverse is a place where you can live out your imagination, for example by expanding your own identity, including in terms of gender and ethnicity, and in terms of worlds that depict the given or create something new. In this sense, it promotes empathy and creativity, which is studied by ethics, psychology and sociology. It offers a company the opportunity to try out its products in the virtual world and sell them first in virtual and then in physical form."
Source: Gabler Wirtschaftslexikon, 2024
https:// wirtschaftslexikon.gabler.de/definition/metaverse-123520
"The term became more widely known in 1992 through the science fiction novel Snow Crash by US author Neal Stephenson, in which the metaverse refers to a virtual reality-based successor to the Internet. On October 28, 2021, almost 30 years later, Marc Zuckerberg announced the renaming of Facebook to Meta with immediate effect, bringing the discussion around the term and related concepts such as web3 into the spotlight."
Source: Statista, 2022
The microcensus provides information on housing and internationally comparable data on work, unemployment and education. As a sample survey, it supplements the population census, which has been conducted as a register census since 2011. A number of additional questions on important topics are also asked each year in so-called modules. The microcensus always provides up-to-date information in the areas of employment statistics and housing statistics. This means that the most important changes in the economic and social situation of the Austrian resident population can be determined quickly.
Around 22,500 households in Austria are surveyed every quarter. These are selected at random from the Central Register of Residents (ZMR). Within ten years, a private household at the same sample address may be surveyed in up to five consecutive calendar quarters.
Source: Statistics Austria, 2024
https://www.statistik.at/ueber-uns/erhebungen/personen-und-haushaltserhebungen/mikrozensus
A person has a migrant background if they themselves or at least one of their parents were not born in the country in which they live. This term is used very broadly and often differently in the context of school, namely for racialized children and young people. This leads to a confusion between racism and migration background. Some children and young people with a migrant background do not experience racism, for example white children from some other European countries. Some children and young people who experience racism do not have a migration background, for example a Black child of Swiss parents. It is important that children and young people are not denied multiple affiliations, for example by constantly emphasizing their migration background or experience, even if it is not relevant.
Source: No to racism, 2022, https://www.notoracism.ch/glossar
Mindfulness is the most important countertrend to the culture of excitement and constant sensory overload of the digital age. We are increasingly questioning the way we treat ourselves and our real-digital environment. Mindfulness is more than just a lifestyle trend; it is the rediscovery of the here and now and the art of knowing your own needs and living according to your own values.
Source: Zukunftsinstitut, 2024
https://www.zukunftsinstitut.de/zukunftsthemen/megatrend-glossar/individualisierung-glossar
The mission is to be understood as an assignment and formulates the necessary objectives to make the vision a reality. It regulates what needs to be done here and now in order to achieve the vision. To this end, it formulates guiding principles and beliefs. These have the task of guiding your organization and your employees along the way and ensuring that the vision can be achieved.
Source: Zukunftsinstitut, 2023
https://www.zukunftsinstitut.de/zukunftsthemen/unternehmensvision-und-mission-unterschiede-und-umgang
Mixed reality blends the natural perception of a user with an artificial perception.
Source: House of Digitalization, 2024
https://www.virtuelleshaus.at/kategorien/augmented-virtual-mixed-reality
Mobility as a Service (MaaS) comprises mobility services that make it possible to use different means of transport seamlessly as required without having to invest directly in the availability and operation of the vehicles, such as transport networks or cross-system mobility software or payment and ticketing systems. In contrast, all-inclusive mobility refers to the growing demand for integrated mobility services, for example for commuters.
Source: Zukunftsinstitut, 2024
https://www.zukunftsinstitut.de/zukunftsthemen/megatrend-glossar/mobilitaet-glossar
"The tourism multiplier indicates how much greater the increase in income caused by tourism expenditure is than the expenditure that triggered it" (source: Kaspar 1991).
The tourism turnover is increased by the purchase of goods that directly benefit tourism, as well as by increased private consumption, which is fed by the profits from tourism. The money from tourism flows into a wide variety of economic sectors.
The multiplier effect for the regional economy is high if the income remains in the region. This means that the effect only takes effect when the region has a well-developed and functioning infrastructure in terms of services for the tourism industry. In addition, the region should be economically developed to such an extent that the income of those employed in tourism flows back into the local economy.
The euro spent by hotel guests passes through various stages and becomes part of new sales and thus new income, provided that the revenue is not saved or does not leave the economy in question.
Source: FernAkademie Touristik, 2024
https:// www.fernakademie-touristik.de/fileadmin/user_upload/Dateien/Daten/Probelektion/fernakademie_probelektion_kur_regionaltourismus.pdf