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��ࡱ�>��	������~���������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������{�	��0�bjbjz�z�	:����T+���������������������82l�D�:9�L.DDD�8�8�8�8�8�8�8$T<�?<�89��8��DD��8�!�!�!:�D�D�8�!�8�!�!�]1��2D����@Mĕwq�����:V�1�8
90:92�B?� �B?(�2�2B?��3���|�!Id�S�8�8N!�:9��������������������������������������������������������������������B?� �:	Unintelligibility of tokens in virtual tourism
Maryam Bakhshaei, Semnan University
maryambakhshaei@yahoo.com
Abbas Motamedi, Shiraz Medical Sciences University
 HYPERLINK "mailto:Ab.motamedi@gmail.com" Ab.motamedi@gmail.com
Aliakbar aminbeidokhti, associate professor at Semnan University
aliaminbeidokhti@yahoo.com
Abstract:
Tourism has been studied in three contexts: Pre-modern era, with a religious purpose and a narrative genre-based research approach; Modern era, with the same role and a survey-based research; and post-modern era, with emphasis on interdisciplinary socio-cultural, IT-based contexts.
E-travel implies locomotion in cyberspace, incorporating a much broader range of applications. 
E-tourism, as an interdisciplinary field, has recently been used to take tourists to far distance places to visit historical sites via cybernetic links, descriptive statements or panoramic virtual photos. The present study has shed some light on the inefficacy of such virtual tourism in conveying culture-specific elements, tokens. Hence, a website- Maryam virtual tourism- has been so designed to introduce the aforementioned aspects of Shiraz, Iran. A survey was performed on certain candidates, specialists in the field and outstanding tourists, familiar with cultural dynamics of Shiraz, already put into databases. The technique has been on line questionnaire and far distances text-based interviews. Data elicitation became lengthy. Results are statistically significant enough to prove the hypotheses that tokens cannot be rendered via the present HTML, soft wares and web-based instrumental effects such as 3D scenes, or simulation platforms like Web GIS. The paper reveals that the present platform is not mature for introducing cultural token elements interactively in a personalized web designs. Therefore, it is necessary to combine the application of cyber glasses, a workable definition of ontologism in an ideal FOAF semantic web designs with interdisciplinary tokens-familiar technology to develop a specific virtual simulation platform to make cultural tokens intelligible.
Key words: unintelligibility, tokens, interactivity, personalized web design, post-modern era 

Introduction:
The Internet in the late 1990s has transformed operational and strategic practices dramatically in tourism (Buhalis, 2003; Buhalis & Law, 2008). Virtual tourism or e-tourism are supposed to help us rely on our five senses to explore objects and more, like the one experienced in real life situation. To many, e-tourism has remained an attractive alternative to the real object. Hence, if one cannot pay a visit to historical sites of a city, let's say Shiraz, Iran, the e-tourism seems to provide that proxy to furnish the layout and collections, experienced in that site. Many have regarded the concept ubiquitous; the term is said to contain no more than images, and even 3Ds with object-based texts with little level of technically sensory-immersing interactivity, which is focal to the experience of a virtual tour. According to Suler, (2003): "cyberspace environments fall shory of the dimensions of smell and touch." But ICTs include not only the hardware and software required but also the groupware, net ware and the intellectual capacity (human ware) to develop, program and maintain equipment (Buhalis, 2003)
If key words are clearly defined, then one can reach to the final decision in any research studies and the present one is not an exception. 
Williams & Hobson, 1995, have introduced certain idealized paradigms and parameters to that end:
1 The Web services technology, which are application programming interfaces, hosting the requested services with emphasis on SOAP � simple object access protocol.
2 The semantic Web, a technology for the extension of the current Web to a human-readable one.
3 Ontologies for Tourism, which describes the domain of tourism and it focuses on accommodation and activities. (Partner, 2004)
4 Intelligent traveler software agents. They assist travelers in finding sources of tourism products and services as well as documenting and archiving them.
5 Dynamic packaging systems, enabling consumers to build their own package of flights, accommodation, and a hire car instead of a pre-defined package.
6 Recommender systems, developed to assist the tourists' selection process & preferences based on profiles.
7 Tour guides and mobile tourism guides. Audio recorded guidebooks to "guide" viewers through a museum exhibition by providing background, context, and information on the works included. 
8 Location based services for Tourism. A research�based interface for the tourists' need analysis to supply transportation, maps, tour information, and sites of interest. 
9 Web intelligence and Intelligent Wireless Web (IWW) to explore the practical impacts of Artificial Intelligence (AI) and advanced information technology on the next generation of Web-empowered products, systems, services, and activities.
10 Ambient intelligence: the convergence of ubiquitous computing and communication, and intelligent user-friendly, embedded, personalized, adaptive, and anticipatory interfaces, accessible for everybody, anywhere, at any time.
11 Context aware computing, which is the use of environmental characteristics such as the user�s location, time, profile, identity and activity to inform the computing device so that it may provide information to the user that is relevant to the current context.
12 Ubiquitous computing technologies. They rely on realization of the ubiquitous computing, including sensors, wireless and wired communications, memory, processor architectures, software technologies and communication systems such as mobile phones, Internet and WWW (Ailisto et al., 2003).
13 Profiling technologies, which allow delivery of personalized information to users, based on their profile and device capabilities.
14 Wireless sensor networks, developed to promise a much wider range of applications for low cost, low power, and multifunctional sensor nodes, capable of sensing, data processing, networking with other sensors and data communication to external users of tourism processes. (Akyildiz et al., 2002).
15 Web usage mining, which can employ data mining techniques to analyze search logs or other activity logs to find interesting tourist patterns, answers to research questions, concerning the tourists� age, ethnicity, educational attainment, annual income, country of origin, and the tourists� interest in tourism destinations or specific e-Tourism services. 
16 Virtual tour and virtual reality, which affords access into a controlled environment, but can never become a complete substitute for tourist experience, because it is unable to replace the feeling of being in nature and seeing, hearing, feeling, and breathing an environment that is real (Williams & Hobson, 1995).
To date, there has been only limited research into tourism website evaluation, and that using the previously mentioned approaches has achieved only a moderate degree of success. Although involving academic researchers in the process can ensure the validity and reliability of the instruments, researchers and their research assistants have limited experience in online purchasing.
However, all these methodical and methodological introspective-driven principles should be put into effect to raise consciousness to an interactive-based representation of objects in cyber. Objects can be represented in three forms or platforms: Containers, Tools and tokens. It is called a token, if the digital information associated with the object is reflected in the physical properties of the token in some way, thus making the object more closely tied to the information it represents. Tokens � culture specific elements � rather than types, which are typologies in any type of communication is defined in the online edition of the Merriam-Webster Collegiate. Dictionary includes:
1: an outward sign or expression <his tears were tokens of his grief>
2 a: SYMBOL, EMBLEM <a white flag is a token of surrender> b : an instance of a linguistic expression
3: a distinguishing feature: CHARACTERISTIC
4 a: SOUVENIR, KEEPSAKE b : a small part representing the whole :
INDICATION <this is only a token of what we hope to accomplish> c : something given or shown as a guarantee (as of authority, right, or identity)
In Holmquist's (2012) Token-Based Access to Digital Information, token is defined as a system where a physical object (token) is used to access some digital information that is stored outside the object, and where the physical representation in some way reflects the nature of the digital information it is associated with. Hence, tokens in human-computer interaction will trigger the display of information that is digitally stored outside the token in some way.
The hypotheses were: 1- e- tourism does not have the same functional value like the traditional one; 2- cultural tokens cannot be communicated via present cyber space; 3- the present HTML web design cannot render perfectly ontologies of an ideal semantic web; 4- ontologies should be redefined in an interdisciplinary, interactive, hermeneutics-based FOAF web design; 5- Low IT literacy of tourists and tourism experts is a hindrance to that end.
To that end, the present researches study a critical approach to the present e-tourism platforms, which are not mature enough to introduce types and tokens interactively in a personalized web design. Likert questionnaire/interview model with stratified sampling items is favored. Although reactions were significant, data elicited were not dependable, because they were performed under the researcher's descriptions effects. This finding supports Illium's result to reject survey in such contexts. An exploratory research was then performed to introduce unintelligibility of tokens via the present HTML format. The findings indicate that an ideal interdisciplinary FOAF web design, equipped with cyber glasses, redefined ontologies, shall make tokens intelligible.
Methodology: The study intends to measure the efficacy of the present platforms in introducing cultural dynamics and tokens via cyber tour systems.
Design: 28 items in the on line questionnaire were based on the stratified model of Kothari, (2004), in a split-half binary procedure; 4 to 6 items were included for each hypothesis. 
Participants: Tourism research academics and all travelers, familiar with Shiraz tourism potentials, postgraduate candidates, Shiraz tokens familiar skillful tour managers, identified, invited and put into our databases.
Procedures: Candidates were screened and online questionnaire was created based on the inventory of 30 specific characteristics and items grouped in 5 categories. A five-point Likert scale was used to measure the level of importance of each highway map feature/item with ��1�� denoting not important and ��5�� � very important. The survey instrument was linked with Maryam�s virtual tourism website of the author. The software allowed registering responses and the analysis of primary data (mean, variance, standard deviation). It also recorded each opening of the survey link providing the study with information about the date of opening the survey and the time spent in completing the questionnaire. Candidates were also invited to forward their readiness for an interview via Skype. Metatexts, developed to that end were modified by some statisticians who were among academicians.
The descriptive mode helps the researchers move from certainty to describe tokens, the hypothesis and pros/ cons facets of the agenda; the exploratory design was also used to move from uncertainty to certainty. References were three trained judges, skillful in the task. The candidates selected for the survey were 68 outstanding experts- basically University professors and IT literate former tourists, who have a word in the comparative study of real versus virtual travelling to Shiraz, the Iranian center of tourism industry, based on databases developed to that end. 
Data elicitation was based on questionnaire, preceded by the txt/voice interview via the chat rooms. All the statements focused on interactivity of such a website to communicate tokens. Thirty of the samples were selected, based on their responsiveness and exactness of the responses. The sieving process was based on former models of data collection, and stratified sampling items in the design of questionnaire, formerly introduced by Kothari, 2004.
The qualitative data from completed questionnaire were converted into numerical matrices and they were analyzed. The analysis proves that 93% of the candidates have a clear understanding that tokens cannot be communicated via such a usual mode of e-tourism; but 67% of them have learned the exact problem of communicating token elements. Results taken from corpora analysis confirm a basic need for 69% of the candidates through maturation process in learning how to bring about the change to that end.
Results were put into effects matrices and then reanalyzed. The � correlation coefficient of 0.83 is supportive of the positive relationship between Data, collected through questionnaire and those of the oral interview from the same respondents to the questionnaire. Both of the data were put into categorical scale.
The t-test was performed on two means: one was the mean score, derived from the first 14 items- split-half questionnaire and the second one was based on the means, in the second half- 14 items, to test the internal reliability, generalizability and viability of the instrument. This makes the mean difference a quantitative one. The results appear as follow:



Discussion: The t= 3.186, with a df= 29, when 2.5=� , p-value=.003 (p-value<.05) seems to suggest naively that the respondents, strongly, favour the hypothesis that e-tourism in its present status quo cannot communicate cultural tokens to the users.
Conclusion: The present study seems to highlight the hidden message that the present platforms, tools, gadgets and applications are not mature enough to communicate cultural tokens, which were identified as the key element in the interactive tourism. One can simply learn from the specialists interviewed that without a pluralistic conception, tourism, specially in cyber space, is like playing a game.
Such surveys have been both praised and deeply criticized. Many web-based studies use surveys because of the convenience, low-cost and time efficiency. However, there are methodological issues related to web-based survey such as nature of the sample, response rate, privacy and confidentially, etc. that may affect the validity of the findings (Duffy, 2002 in Steven F. Ilium a, 2010). The present study adds to the finding of Illium that questionnaire/ interview-based survey cannot have the desirable generalizability power for data elicitation.
Research limitation / implications: To date, there has been very limited research into tourism website evaluation, and the previously mentioned approaches have achieved just a moderate degree of success. Although involving academic researchers in the process can ensure the validity and reliability of the instruments, researchers and their research assistants have limited experience in online purchasing.
Practical implications: The present study adds of Illium's finding that questionnaire/ interview-based survey cannot have the desirable generalizability power for data elicitation, In Holmquist's (2012) Token-Based access to digital information model.
Social implications: E-tourism is the kernel & core of the post-modern era. But, unfortunately, a bundle of websites, developed to that end is of little value, not dependable, nor informative enough to be eye-catching. They are like playing chess and very immature for the purpose. Its vehicle does not take the tourist to far distance places to receive instruction and deeply familiarized with culture specific tokens of destination. Hence, tourism departments, in Iran, should have an interdisciplinary approach to promote the status quo in that discipline in favored of an ideal web design, with great interactivity and in a personalized platform.
Originality / value: In an idealized platform, tourists can appreciate cultural values of the destination and reduce their misunderstandings, when familiarized with destination specific cultural tokens via the cyber. The personalized, fully interactive, Ontology/ hermeneutics-based web design can promote such an understanding. Thomas Hobbs has already introduced such a pluralistic level of idealization, which can be materialized in the modern E-tourim. Unlike studies already performed in the field, this paper's authenticity is valued, since this is the first time problems with the present tourism website are studied in an interdisciplinary-based format while exploratory design is the basis to solve the problem.                
A final word: However, all these methodical and methodological introspective-driven principles should be put into effect to raise consciousness to an interactive-based representation of tokens in cyber. Tourism experts� low IT literacy is also hindrance. Retrained tourism experts, with a deep knowledge of IT and hermeneutics can pave the path. 

 




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