Glossary

The abbreviation SEM stands for Search Engine Marketing (SEM) and is usually used as a generic term and is considered a combination of SEO and SEA (Search Engine Advertising). The main difference between SEA and SEO is that you have to pay a fee to the operators of the search engine for an optimal ranking in the Google search results, while with SEO the good ranking results from the quality of the website.

Source: Technikum Wien Academy, 2023
https:// academy.technikum-wien.at/ratgeber/was-ist-seo/

Search engines analyze search history and reactions to search results. They evaluate visited websites and try to understand current needs in order to deliver the most relevant results in the respective context.

The abbreviation SEO (Search Engine Optimization) stands for search engine optimization and is usually an integral part of any web optimization. The aim is to positively influence the organic position on the search results pages, taking into account key ranking factors. This allows the visibility and consequently the reach of websites to be sustainably increased.

In search engine optimization, a fundamental distinction is made between on-page and off-page optimization. While on-page optimization takes into account all factors that can be influenced on the website itself (content, loading time, etc.), off-page optimization attempts to positively influence external factors (backlinks, search volume, etc.).

Source: House of Digitalization, 2024
https://www.virtuelleshaus.at/kategorien/suchmaschinenoptimierung

Seeding" refers to the initial start of a campaign and this is crucial, as viral processes do not run on their own. They must be initiated and a critical mass of around 10% of the target group must be built up so that the viral spread can get underway. Dedicated "seeding agencies" ensure that targeted impulses are set at the right time in the right medium and coordinated with all those involved. The first contacts of viral messages should be opinion leaders or at least strong multipliers who have good contacts, credibility in the industry and an interest in the product or brand. Blogging influencers or people who publish a magazine or web portal are ideal for this.

Source: Austrian Federal Economic Chamber, 2020
https://www.wko.at/oe/digitalisierung/wko-guide-social-media.pdf

Service 4.0, also known as Smart Service, is a collective term for technologies and concepts for service and support functions that are based on new technological and digital developments.

Source: WKO, 2024
https:// www.wko.at/oe/tourismus-freizeitwirtschaft/digitalunterwegs-lang.pdf

The Service Design Framework builds on the concepts of the Cus-tomer Journey Map and the Service Blueprint, combines them and develops them further for a comprehensive design of data-based services. The framework thus makes an important contribution to the structured collection, development and analysis of data-based services.

Source: Häckel, B., Huber, R., Rieg, M., Rösch, C. & Rövekamp, P. (2021). The Service Design Framework for the structured development of data-based services. HMD Practice of Information Systems, 58(3), 611-627.
https:// doi.org/10.1365/s40702-021-00725-z

The sharing economy, also known as the collaborative economy, is a new leitmotif for many consumers who have internalized a different logic of give and take. Consumers no longer necessarily want to own things, they just want to use them. The principle has now spread to other areas of the economy and is becoming the new value creation model - especially where limited resources are involved.

Source: WKO, 2024
https://www.wko.at/oe/tourismus-freizeitwirtschaft/digitalunterwegs-lang.pdf

Sign language interpreters facilitate smooth communication between hearing and hearing-impaired or deaf people by interpreting spoken and sign languages. In addition to facial expressions and posture, they use special hand signals (signs) as a means of communication. Sign language interpreters use appropriate interpreting techniques and strategies to translate texts and information orally or in sign language into the target language.

Source: Ministry of Social Affairs Service, 2025, https://www.sozialministeriumservice.gv.at/Glossar/Glossar.de.html

Simplexity refers to the simple, intuitive operability and therefore user-friendliness of complex systems or programs. The increasing need for simplexity, i.e. the desire for the uncomplicated, easy-to-understand use of technical devices, is closely linked to the topic of user experience and is central to successful human-machine interfaces, which are becoming increasingly important in a world permeated by AI.

Source: WKO, 2024
https://www.zukunftsinstitut.de/zukunftsthemen/megatrend-glossar/konnektivitaet-glossar

Nowadays, professional, leisure and family life often takes place under a considerable amount of time pressure. High flexibility and permanent availability are perceived as a burden at a certain point. This is why more and more people in our hypermobile society are looking for ways to slow down and live and consume more mindfully and consciously.

Source: Zukunftsinstitut, 2024
https://www.zukunftsinstitut.de/zukunftsthemen/megatrend-glossar/neo-oekologie-glossar

Package vacations, Easyjet weekends and two-week Asia tours are a thing of the past - the focus of travel is now on relaxation, mindfulness and harmony with nature. This also affects the choice of means of transportation. This new way of traveling saves nerves and resources. With the lockdown of the coronavirus crisis, many people realized that speed and round-the-clock availability are no longer of any value if a healthy lifestyle suffers as a result.

Source: Zukunftsinstitut, 2024
https://www.zukunftsinstitut.de/zukunftsthemen/megatrend-glossar/mobilitaet-glossar

Smart assistants (voice assistants) are devices that aim to support people in their everyday lives, for example in controlling smart home systems. Digital assistants are often controlled by voice and offer simple and intuitive access to digital services. Examples include Alexa, Google Assistant, Snips and Siri. More and more devices in the home already include voice assistants as an additional convenience function, such as smart TVs. Even in cars, people will increasingly no longer be driving alone, but will have a digital assistant as a companion that can give tips on the fastest route or the cheapest petrol station.

Source: German Federal Office for Information Security, 2024
https://www.bsi.bund.de/DE/Themen/Verbraucherinnen-und-Verbraucher/Informationen-und-Empfehlungen/Internet-der-Dinge-Smart-leben/Smart-Home/Digitale-Assistenten/digitale-assistenten_node.html

The amount of data available is becoming ever larger and more confusing. In future, it will be essential to know what the "valuable content" is that actually allows conclusions to be drawn for optimization.

Source: WKO, 2024
https:// www.wko.at/oe/tourismus-freizeitwirtschaft/digitalunterwegs-lang.pdf

Serves as a generic term for technical processes and systems in living spaces, homes and cities that focus on improving the quality of living, security and efficient energy use based on smart data. The data is collected by means of networked and remote-controlled devices, installations, etc. and is intended to lead to inefficient processes, automatable procedures, etc.

Source: WKO, 2024
https://www.wko.at/oe/tourismus-freizeitwirtschaft/digitalunterwegs-lang.pdf

A new corporate culture is establishing itself in the networked economic system. It no longer strives to maximize profits, but to maximize social or ecological benefits: the trend towards social business puts the economic focus on social problems and aims to solve them with new entrepreneurial means.

Source: Zukunftsinstitut, 2024
https://www.zukunftsinstitut.de/zukunftsthemen/megatrend-glossar/neo-oekologie-glossar

By social/impact entrepreneurship, we mean an entrepreneurial activity that serves to solve social and ecological problems in an innovative and long-term manner. The founders of social start-ups, social businesses or social enterprises are often referred to as social entrepreneurs. In Austria, social enterprises usually have the legal form of an association, limited liability company or non-profit limited liability company. Examples of social enterprises in Tyrol includeGreenroot,Monkee,Café Namsa,Ho&Ruck used furniture, Wams or Uptraded.

Source: Impact Hub Tirol, 2024
https://www.tirol.impacthub.net/glossar

We define social innovation as the development of new ideas, services, products and processes to better tackle social challenges. Innovation in our sense always includes an ecological and social dimension. The claim to novelty and market success of innovations is based on measurable impact for social and ecological challenges. examples of social innovations include citizen participation, urban gardening, repair cafés, Wikipedia, microcredits or the unconditional basic income.

Source: Impact Hub Tirol, 2024
https://www.tirol.impacthub.net/glossar

The frequently used term social media encompasses "offerings based on digitally networked technologies that enable people to access information of all kinds and to establish and/or maintain social relationships on this basis". This definition by Taddicken and Schmidt illustrates the role of social media for the information society and its importance for social action and interpersonal communication.

Social media differ from traditional mass media such as television, radio or newspapers in that they dissolve the sender-receiver principle and enable non-linear communication and networking with others. In this context, social media users are not only to be understood as recipients of mediated information, but also as producers of content.

Source: Bavarian Research Institute for Digital Transformation, 2024
https://www.bidt.digital/glossar/soziale-medien/

Geographically defined area from which tourists of a destination originate. These can be countries (source country), regions or even places. As a rule, different source markets must be treated differently by the respective destination management in the context of marketing, as different spatial distances, cultural distances and socio-demographic compositions of the respective populations lead to different target groups and the specific approaches required in each case.

Source: Fuchs, W. (2021). Tourism, hotels and gastronomy from A to Z. Walter de Gruyter.

Startups can be defined as aspiring, pragmatic organizations that develop and implement innovative solutions. Startups can grow quickly thanks to their scalability, innovative business models and the founders' high level of commitment. Nevertheless, startups face the challenge of raising the necessary capital and establishing themselves in the long term.

Social or impact startups are startups that consciously aim to solve social, ecological or societal problems with their innovative solutions. They combine both worlds, business and society.

Source: Impact Hub Tirol, 2024
https://www.tirol.impacthub.net/glossar

The Federal Statistical Office of Austria ("Statistics Austria") is an independent, non-profit federal agency under public law. Its task is to provide services of a scientific nature in the field of federal statistics (§ 22 BStatG). Federal statistics are defined as a (non-personal) federal information system that provides data on the economic, demographic, social, ecological and cultural conditions in Austria to the federal authorities for planning, decision-making and control of measures as well as to science, business and the public. It comprises the compilation of statistics of all kinds, including related analyses, forecasts and statistical models that go beyond the interests of a single federal province (§§ 1 and 2 BStatG). The statistics are ordered by EU legal acts, federal laws or ordinances.

Source: Statistics Austria, 2024
https://www.statistik.at/ueber-uns/aufgaben-und-grundsaetze/aufgaben-und-grundsaetze

The 17 Sustainable Development Goals are political objectives of the United Nations that are intended to promote sustainable development worldwide. The goals encompass social, ecological and economic dimensions. They came into force on January 1, 2016 with a term of 15 years (until 2030), with all countries in the world expected to contribute to achieving them. In German, the SDGs are also referred to as Agenda 2030.

Source: Impact Hub Tirol, 2024
https://www.tirol.impacthub.net/glossar