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Social and Semantic Contexts in Tourist Mobile Applications Universita` degli Studi di Udine Dipartimento di Matematica e Informatica Dottorato di Ricerca in Informatica Ph.D. Thesis Social and Semantic Contexts in Tourist Mobile Applications Candidate: Supervisor: Emanuela Pitassi Antonina Dattolo Academic Year 2013-2014 Final version: March 2015 Author's e-mail: [email protected] Author's address: Dipartimento di Matematica e Informatica Universit`adegli Studi di Udine Via delle Scienze, 206 33100 Udine Italia Nessuno che mette mano all'aratro e poi si volge indietro `eadatto per il regno di Dio. Luca 9,62 Abstract The ongoing growth of the World Wide Web along with the increase possibility of access information through a variety of devices in mobility, has definitely changed the way users acquire, create, and personalize information, pushing innovative strategies for annotating and organizing it. In this scenario, Social Annotation Systems have quickly gained a huge pop- ularity, introducing millions of metadata on different Web resources following a bottom-up approach, generating free and democratic mechanisms of classification, namely folksonomies. Moving away from hierarchical classification schemas, folk- sonomies represent also a meaningful mean for identifying similarities among users, resources and tags. At any rate, they suffer from several limitations, such as the lack of specialized tools devoted to manage, modify, customize and visualize them as well as the lack of an explicit semantic, making difficult for users to benefit from them effectively. Despite appealing promises of Semantic Web technologies, which were intended to explicitly formalize the knowledge within a particular domain in a top- down manner, in order to perform intelligent integration and reasoning on it, they are still far from reach their objectives, due to difficulties in knowledge acquisition and annotation bottleneck. The main contribution of this dissertation consists in modeling a novel con- ceptual framework that exploits both social and semantic contextual dimensions, focusing on the domain of tourism and cultural heritage. The primary aim of our assessment is to evaluate the overall user satisfaction and the perceived quality in use thanks to two concrete case studies. Firstly, we concentrate our attention on contextual information and navigation, and on authoring tool; secondly, we provide a semantic mapping of tags of the system folksonomy, contrasted and compared to the expert users' classification, allowing a bridge between social and semantic knowledge according to its constantly mutual growth. The performed user evaluations analyses results are promising, reporting a high level of agreement on the perceived quality in use of both the applications and of the specific analyzed features, demonstrating that a social-semantic contextual model improves the general users' satisfaction. Acknowledgments The TOGO: ubiquity and social Web for Gorizia project has been developed with the support of Foundation CaRiGo (Cassa di Risparmio di Gorizia) and under the patronage of the Consorzio per lo Sviluppo del Polo Universitario di Gorizia, the Comune di Gorizia and the Foundation Palazzo Coronini Cr¨onberg. Its extension Gorizias Historical Palaces on the Web has been supported by Comune di Gorizia. We would like to thank Asia Stefanizzi, Eduard Harjaba and Fabio Marcolini for their contributions in the implementation of the first TOGO prototype. The Cividale del Friuli: Touristic Town project has been developed with the sup- port of Comune di Cividale del Friuli and Confcommercio - Imprese per l'Italia, Udine. We would like to thank Marco Lestuzzi and Andrea Urgolo for the imple- mentation of the mobile app; Martina Baldazzi, Matteo Grillo, Francesco La Marra, and Alessandra Zini, students of the Web Technologies course of University of Udine at Gorizia, for a careful revision; Claudia Pitassi, Susi Paulitti of the local tourism office of Cividale del Friuli for information, data and support. Both the projects have been developed within the SASWeb Research Lab 1. 1 (http://sasweb.uniud.it) Contents Introduction vii 1 Information Classification and Social Tagging Systems 1 1.1 Information Classification Background . .2 1.1.1 Categorization and Classification Methods . .3 1.1.2 Vocabulary Control Systems . .4 1.2 Social Tagging Systems . .6 1.2.1 Folksonomy and its role with IR and RS . .8 1.3 Summary . 10 2 Visualizing and Managing Folksonomies: a Novel Approach 11 2.1 Limitations of Social Tagging Systems . 11 2.2 Limitations in Folksonomy Definitions and Representations . 13 2.3 Folkview: A Novel Approach to Conceive a Folksonomy . 16 2.3.1 The Storage Layer . 20 2.3.2 The Semantic Layer . 21 2.3.3 The Social Layer . 22 2.3.4 The Presentation Layer . 23 2.3.5 Visualizing and Authoring . 24 2.4 Evaluation and Discussion . 27 3 Mobile Guides for Tourism and Cultural Heritage 31 3.1 Tourism Mobile Guide Overview . 32 3.2 Museum Mobile Guides Overview . 40 3.3 Summary . 49 4 TOGO: a Contextual Tourism Mobile Application 51 4.1 The TOGO Architecture . 52 4.1.1 The Knowledge Base . 53 4.1.2 The Contextual Knowledge . 54 4.1.3 User Model Specification . 55 4.2 Use Cases: Navigation and Authoring . 56 4.2.1 Navigating through Ranks and Dimensions . 56 4.2.2 Authoring a Personal Path . 57 4.3 User Evaluation . 58 4.4 Summary . 60 ii Contents 5 Folksonomies and Ontologies Together: the Role of Users 61 5.1 General Aspects . 61 5.1.1 Users and Folksonomies . 62 5.1.2 Users and Ontologies . 63 5.2 The role of Users in Bridging Folksonomies and Ontologies Together . 65 5.2.1 Folksonomy supported by ontology . 66 5.2.2 Ontology Supported by Folksonomy . 70 5.2.3 A Mixed Approach . 73 5.2.4 Discussion . 75 5.3 Summary . 77 6 SOSECOM: a Social Semantic Contextual Model for Tourism Ap- plication 79 6.1 The Case Study . 80 6.1.1 The Contextual Knowledge Conceptualization . 81 6.2 Tag Semantic Mapping . 86 6.2.1 Defining an ontology . 91 6.3 The System Architecture . 96 6.3.1 Contextual Navigation and Authoring . 99 6.4 User Evaluation . 100 6.4.1 Preliminary Evaluation . 102 6.4.2 Evaluation . 103 6.5 Summary . 108 Conclusions 111 Bibliography 113 List of Figures 1 Thesis graphical outline according to zz-structures' idea . ix 2.1 A sample view taken from delicious . 13 2.2 A tripartite model representation of a folksonomy . 14 2.3 6 structural dimensions (left) and the correspondent folksonomy (right) 18 2.4 A graphical representation of Folkview; from bottom to top: the stor- age layer, the semantic layer, the social layer and the presentation layer. 20 2.5 Topological representation of the components of 5 dimensions (left) and the corresponding personomy view (right) . 22 2.6 The tripartite graph for the folksonomy sample . 24 2.7 A folksonomy view in Folkview. 25 2.8 A H-view (left) and a m-extended star view on t4 (right) . 25 2.9 New topological representation of the components of 5 dimensions (left) and the corresponding personomy view (right) . 27 4.1 The TOGO architecture. 52 4.2 A Multiple starview . 54 4.3 The Zz-structure instantiation . 55 4.4 Navigation from c1 to c2 on different dimensions . 56 4.5 Creating a new path . 57 4.6 TOGO user evaluation questionnaire analysis results . 59 6.1 The homepage of the Cividale del Friuli - Touristic Town mobile application. 82 6.2 An example of zz-structure . 83 6.3 Graphical representation of the Typology `Hotel', conceived as a main- cell as well as a compound cell. 84 6.4 Hotel depicted in terms of a set of compound-cells. 85 6.5 Tag cloud . 87 6.6 Tags semantic mapping for the commercial activities and services semantic class . 90 6.7 Tags semantic mapping for the historical and natural PoI semantic class . 91 6.8 Cividale del Friuli - Touristic Town overall system architecture . 97 6.9 Navigate across tags through semantic mapping . 99 6.10 An example of contextual information and navigation, and authoring. 101 6.11 A page example of the Web-based Content Management System . 102 6.12 Questionnaire analysis results, first part . 107 iv List of Figures 6.13 Questionnaire analysis results, second part . 109 List of Tables 2.1 The storage layer . 20 2.2 Dimension Agent . 21 2.3 Personomy and Folksonomy Agents . 23 2.4 Session and View agents . 23 3.1 Comparison of the contextual elements gathered by the surveyed 10 tourism mobile guides. 39 3.2 Comparison of the main features provided by the surveyed 10 tourism mobile guides. 39 3.3 Comparison of 20 museum mobile guides along the four assessed char- acteristics (USP, PV, AT, CIN). 48 4.1 Questionnaire of the user evaluation assessment . 58 4.2 Average values summary of the TOGO user evaluation . 59 5.1 Advantages and limitations that impact a user within folksonomies. 64 5.2 Advantages and limitations that impact to the user within ontologies 65 5.3 Comparison of the bridge-the-gap approaches between folksonomy and ontology considering users' tasks. 76 6.1 Collected tags analysis report . 87 6.2 Expert tags and end-user tags (in Italian) semantic concept mapping in summary. 89 6.3 Two scenarios description with concerning tasks . 105 6.4 User Evaluation Assessment: the questionnaire . 106 6.5 Questionnaire first part: average values summary . 106 6.6 Questionnaire second part: average values summary . 108 vi List of Tables Introduction Nowadays, due to the proliferation of cross-platform integrated touristic services, the design of a Web-based application that provides a usable interface, continuously updated contents, intuitive and memorable interactions in mobility, still remains an open challenge. The creation process of such tourism application demands a significant attention both to the expectations and needs of the end-users, and to those of the domain experts, who are called to author, maintain and evolve the system by managing heterogeneous and complex data.
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