Requirements Specification of the Vertical Industrial Use Case ... - IKS

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22 / 196Deliverable 2.3: Requirements Specification for the Vertical Industrial Use CaseFigure 10: Customer Needs and Tourism Products1.3.1.1 Cross-Selling of Tourism ProductsThe travel agencies have the economic motivation to sell as many products as possible tothe customer. On the other hand, they are also aiming at a high customer satisfaction in orderto establish a larger customer base. The so called “cross-selling” is an established approachin the tourism domain.“Cross-selling” means that additional products are sold to an existing customer. An examplefor successful cross-selling in the tourism domain could be the combination of hotels andflight tickets. If a customer is looking for a hotel in Rome, the system can also offer a list oflow-priced flights. In addition, tickets for museums or other cultural institutions could also beoffered to the customer. An example is given in Figure 11.Figure 11: Cross-selling with related products [Pixelio2010]The cross-selling approach has advantages for customers and travel agencies. The customergets additional information which could be useful for planning, e.g. his city trip. Furthermorethe travel agency can present additional products to the customer and probablyincrease the number of sold products and the degree of customer satisfaction.© IKS Consortium2010
23 / 196Deliverable 2.3: Requirements Specification for the Vertical Industrial Use Case1.3.1.2 Customer Support in Product SearchThe support of customers in searching products is an important need of travel agencies. Efficientand personalized search functionalities allow the finding of products satisfying theneeds of customers. Since not all customers have a concrete idea about their destination,hotel or how they would like to travel, the product search should also support indecisive customersin finding matching products.Even customers with concrete ideas about their holiday plans are facing the problem thatthey have to handle a bulk of products and information provided by the travel agencies. Thesystem should provide personalized search operations supporting the customer in findingrelevant content.1.3.2 Challenges of Content Management in the Tourism DomainAccording to the investigated needs of travel agencies for content presentation, described inthe previous section, two main challenges are derived:1. Automatic enrichment of content with additional information2. Personalized assistance of content searchThese challenges are the starting point for the elicitation of the high-level requirements.1.3.2.1 Automatic Enrichment of ContentThe automatic content enrichment in portal markets for travel agencies is different from thecontent enrichment in the news market domain. In the news market domain, the journalist activelyenriches the existing content with additional information. The content enrichment in thisdomain is an automatic enrichment which is not actively triggered by the customer, but by thecorresponding CMS.An abstract, general process of the content enrichment is shown in Figure 12. The customerspecifies a search query for a specific product from the tourism domain. The content managementsystem should search for the required product and based on this result identify relatedproducts and information. The searched product information is enriched with additionalinformation and presented to the customer. Thereby the customer is able to browse throughthe enriched content.Supporting the described process leads to the first challenge for a portal market for travelagencies. It has to provide algorithms that are able to retrieve related information and products.Therefore semantic descriptions of different products must be provided in a format thatcan be processed automatically.The second challenge raised by the automatic enrichment is to ensure the quality of the informationthat is used to enrich content. Therefore a mechanism for the validation of datasources is required. Certificates have to be provided to ensure the required level of trust forthe content enrichment.© IKS Consortium2010
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Requirements Specification of the Vertical Industrial Use Case ... - IKS

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