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Robert Vogler – Adrijana Car – Josef Strobl – Gerald Griesebner (Eds.)
GI_Forum 2014, Volume 2
Geospatial Innovation for Society – Conference Proceedings
Tamara Serajnik,
Salvatore Amaduzzi,
Gernot Paulus
S. 105 - 114 doi: 10.1553/giscience2014s105
Verlag der Österreichischen Akademie der Wissenschaften
Abstract:
Nowadays, it is very difficult to succeed in a world of competition and challenges, especially for malls. Città Fiera is a big mall, situated in the North-East of Italy, and it attracts all kinds of people. Therefore, it is very important to know which marketing strategy (e.g. advertisement) should be utilized in which municipality in order to attract specific visitor categories. The mall marketing department needs to have information (e.g. spatial distribution and potential of visitors) about the following visitor categories: housewives aged under 45, housewives aged over 45, employees aged between 35 and 55, unemployed and university students. The paper is structured as follows: at first a basic overview about the topic is provided through a literature research. Then the interview data is analyzed, projecting the empirical 10.140 interviews to the total number of 5.248.441 yearly entrances counted at the door of the mall. Then, the statistical analysis is performed and the geodata are evaluated. Finally, network analysis and spatial analysis are carried out, as well as a subsequent cartographic visualization. Based on this analysis the marketing department knows who the visitors are and where they reside. It is subsequently possible to define the marketing strategy (e.g. advertisement) for specific visitor categories at the right location.
2014/06/18 11:35:18 Object Identifier:
0xc1aa5572 0x0030d40f
Rights:https://creativecommons.org/licenses/by-nd/4.0/
GIS as a technology has come a long way, from
the early adoption of technical wizardry to the
ubiquitous, if unconscious use by the masses. The
emergence of a GISociety is on its way through
technological development, theoretical and empirical
scientific research and inclusion of technology
into education with increasing pedagogical justification.
Defining new dimensions of hard- and software,
brainware and orgware are all needed to
further enhance the GISociety with new geospatial
innovations.
This issue of the Geoinformatics Forum (www.gi-forum.org)
links into these research areas. We are pleased to present
work by researchers who actively contribute to the
rising of geospatial innovations for society in theoretical,
empirical, technical, and educational terms.
This reflects that innovative alterations can only be
created though close interaction among the domains
of science, technology and education.
Topics of the 2014 issue therefore include:
• Innovations in geospatial technologies
• Advances in GIScience
• Monitoring global change
• Geoinformation for public health
• Education with digital earth
• Spatial Citizenship education
• Geospatial learning environments
The book is aimed at researchers and practioners
in the field of geoinformation with an academic,
industrial or educational background.
Work on this publication has been co-funded by the following projects and networks
funded by the European commission:
LLP-Comenius multilateral project SPACIT
(517908-LLP-2011-1-AT-COMENIUS-CMP)
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