MiraPalermo

Many large companies, including tour operators and travel agencies, want to offer a new, more targeted offering to their customers, improving their experience, increasing their loyalty, and simultaneously reducing potential disappointment, thus improving their return on investment. One effective way to achieve these results is to provide more targeted services, such as personalizing services based on customer preferences, previous experiences, and current desires.

The MiraPalermo app stands out for its ability to guide user behavior—whether visitors, tourists, or end users—before, during, and after their visit or participation in a vacation, exhibition, or event. This unique approach aims to improve their understanding and interpretation of content, cultural visits, or simply a smart vacation; this translates into more meaningful experiences aligned with their preferences, resulting in greater satisfaction. Increased satisfaction also drives posting and dissemination on social media, benefiting brand awareness. In this way, it attracts new visitors and has a significant impact on the local economy, aiming to also improve the circular economy and thus the sustainability of the cycle. The project complies with the European Parliament guidelines, which in May 2023 approved a document entitled "Artificial Intelligence in the context of cultural heritage and museums" to promote visits and tourism. Specifically, it focuses on the concepts of personalization, which are implemented in MiraPalermo. It is therefore a highly innovative and strategic project for companies. The application relies on AI to define and develop user behavior models capable of personalizing event and exhibition content, enhancing the local area, and engaging with the local community. The models used are Large Language Models (LLMs), a type of AI algorithm trained on significant amounts of text and capable of analyzing sentiment and user experience. The use of deep neural architecture as a backend for studying user behavior enables a much more precise level of event personalization, enhancing the consumer experience. The project uses user segmentation, which allows content to be tailored to each visitor type. It is precisely this specific identity that allows visitors to navigate content explicitly selected based on their cultural background, desires, inclinations, and past experiences. Increased personalization aims to attract and engage new audiences, particularly national and international tourism users, with the potential to have a profound impact on the local and regional economy. This results in increased visitor numbers and sales, differentiation and innovation of products and services offered, loyalty to the services provided, increased seasonal attendance, and openness to new target user segments.

In conclusion, the project has all the necessary characteristics to improve the approach to large user groups, including young people, because it speaks a language that visitors expect, understand, and recognize as familiar. The content is not boring or unfamiliar to the user, unlike most cases; the stories are personalized based on the user's experience and preferences. The personalization of cultural content opens a new chapter in the enjoyment and active participation of visitors in tours, guides, and cultural events. The exhibition or visit satisfies the visitor, encouraging them to participate in promoting the event, the brand, the region, and the attractions, with clear benefits for all stakeholders.