Sightseeing with a Mobile App

The increasingly frequent use of mobile technologies offered by our phones has finally led to the regulation of app production costs at an acceptable level and has made IT solutions available for tourism at least competitive with hardware solutions. Additionally, tourism apps for sightseeing, for example using audio guides (audioguide), have a number of advantages over analogous hardware solutions – that is, over traditional audioguide systems.

Tourism App – Not as Scary as It Seems!

Below, I will briefly discuss some of these advantages, using as an example the popular audio guide for Gdańsk – Audio Guide Gdansk, which, incidentally, is available both in physical form and as an app.

Advantage 1 – Features and Capabilities

A typical good-quality audioguide system usually offers fairly basic functionalities such as, above all, the ability to listen to the audio guide by numbers or by selection from a list, possibly with automatic start of the broadcast at a specific location. Sometimes some models are equipped with a larger screen enabling the delivery of additional multimedia content, which, however, usually involves the need to install a specific operating environment – i.e., an operating system. This, in turn, exposes the device to rapid technological aging – something that most ordering institutions would rather avoid. Generally, audioguide system manufacturers with an established position and awareness of trends try to design and produce equipment that is primarily stable, durable, and technologically timeless as far as possible. However, this means that such equipment by its nature does not dazzle with an excessive amount of multimedia and virtual “fireworks,” and it happens that customers expect such features.
And here the great powers hidden in our mobile devices come to the rescue. In the case of an audioguide app on a phone, essentially the only limitation may be… the battery or phone memory. Sightseeing can therefore involve not only listening to the audio guide, but also delivering video content, photos, and interaction, i.e., competitions or quizzes for the user. You can also use the GPS receiver, which is present in virtually every phone, to guide the tourist from attraction to attraction along a selected or shortest route.
The app can, and even must, be updated so that it works well on subsequent editions of operating systems. Additional functionalities (modules) can be added during updates or, for example, competitions can be changed seasonally.
However, it is worth remembering that not all tourists equally enjoy using the benefits of modern technologies. Therefore, although the Audio Guide Gdansk app has been available since this year, traditional, easy-to-use and reliable Okayo audio guides are still available to tourists.

Advantage 2 – Logistics

In short, the app does not need to be returned. However, in the case of renting a device – whether in the city or in a museum – the user is always obliged to return it to a specific place and often also at a specific time. Additionally, the owner of the devices must prepare them for the next rental – perhaps move them to another location (e.g., to the Tourist Information point or to the reception), charge the batteries, prepare the headphones, repair or maintain them. Moreover, there may come a moment, for example at the peak of the season, when there is simply no device available for the next tourist… In the case of an audioguide app, none of the above problems occur. Therefore, sightseeing the city is much more convenient with the help of an app. We can spread out our sightseeing of the not-so-small Gdańsk over more than 1 day, because no one and nothing is rushing us to return the audio guide.

Advantage 3 – Sharing Impressions

We know how effective word-of-mouth advertising is, which in this case means sharing impressions from the trip. The app can facilitate this task for users through integration with social media such as Facebook or Twitter.

Advantage 4 – Easy Content Management – Including Online

In the case of a traditional audioguide system, updating uploaded content is a process that involves the need to physically collect all devices and upload previously collected content or update it. In the case of an app, updating and changes can be a continuous process, spread over time depending on needs and capabilities. You can easily introduce seasonal changes, competitions, announcements, advertisements, and even admission tickets to other attractions.

Advantage 5 – Flexible Business Model

Since in the case of an app there are virtually no variable costs associated with the number of rentals, you can try different sales models. Some content can be free, some paid. You can change offers seasonally.
The benefits of using an app in sightseeing and individual tourism are, of course, much greater, such as in direct individualized advertising methods. If the budget allows and it makes logistical sense, it is worth using two forms of content distribution (read: history) in parallel, i.e., through an app and through an audioguide system, because then we will meet the expectations of a larger part of the target group, which are our customers.

This article appeared in the supplement to the magazine Rynek Turystyczny, GDS – Global Distribution Systems 2018, published by Pro Media.