=Paper=
{{Paper
|id=Vol-153/paper-5
|storemode=property
|title=Instantiating Web Sites Quality Models: an Ontologies driven Approach
|pdfUrl=https://ceur-ws.org/Vol-153/paper5.pdf
|volume=Vol-153
|dblpUrl=https://dblp.org/rec/conf/caise/MichF05
}}
==Instantiating Web Sites Quality Models: an Ontologies driven Approach==
https://ceur-ws.org/Vol-153/paper5.pdf
Instantiating Web Sites Quality Models: an Ontologies driven Approach
Luisa Mich Mariangela Franch
Department of Computer and Department of Computer and
Telecommunication Technology Management Sciences
University of Trento, Italy University of Trento, Italy
{luisa.mich}@unitn.it {mariangela.franch}@unitn.it
Abstract purpose and domain-independent – it becomes necessary
to develop quality models that take also these features
One of the most important steps in a Web site quality into consideration (among models having a standard
evaluation project is the selection of which aspects to version we can look at WebQual [2] and WebQEM [11];
consider. In terms of methodology, this means defining a an extensive bibliography of models for Web site quality
model for the site. In some cases it is possible to use is available at: http://www.economia.unitn.it/etourism/
standardized models, such as “syntactic” models, but this risorseQualita.asp). Basically this means defining
is not possible when the evaluation must also consider specialized models that can deal with the unique semantic
aspects that have to do with the domain and the specific aspects of a site or sites that will undergo evaluation. The
aims of the site or more generally when the evaluation process of definition and instantiation of a model takes
aims to consider the “semantics” of the site. The process time and resources and also the input of experts in the
of identifying and adapting a quality model requires, domain. In this paper we propose adopting an approach
apart from time and resources, the contribution of experts based on the use of ontologies to support the definition of
in the domain of the site. In this paper we propose to use detailed semantic models. This approach is an extension
ontologies to improve the efficiency of this “instantitation of a methodology “the Quality Model Factory” described
processs”. To analyze the feasibility of the approach we in [9] and successfully applied in the area of tourism. It
have looked at two applications in the tourism sector. The was applied here to define modular quality models that
results, while preliminary, are encouraging. Moreover, make it possible to take into account the characteristics of
some critical and delicate points were identified as diverse types of tourist destinations. To do this the models
priorities for future research. were developed using a standard model called the 7Loci
meta-model [10]. There are two types of “modules”
specialized at two different levels of detail: the first,
1. Introduction called the Common module, contains aspects that are
common to the sites of all types of tourist destinations,
Quality in Web sites is determined by several diverse while the second is comprised of Specialized modules
factors, some of which are general and therefore are that contain specific aspects that are found at different
considered for all types of site and in all domains. Such types of destinations. To analyze the feasibility of a
features include, for example, the correct functioning of methodology based on the use of ontologies to define
the site, its conformity with standards of language use or specialized models for Web site quality evaluation, we
of accessibility as described in normatives such as the looked at the sites of accommodations and of tourist
Web Content Accessibility Guidelines of the W3C destinations facilities. Both are within the tourism domain
(http://www.w3.org/WAI/GL/) or the U.S. Section 508 and are highly varied given the diversity of types of
Guidelines (http://www.section508.gov/), or standards tourist destination as well as accommodations. Moreover,
introduced in Italy through the Stanca law in 2004 the decision to look at the tourist sector – a transversal
(http://www.pubbliaccesso.it/biblioteca/documentazione/s sector that includes numerous actors and activities – made
tudio_lineeguida/), which requires these standards for it possible to have a general idea of the difficulties and
government sites. Other factors or characteristics are challenges, as well as the advantages, of using ontologies
more specific and depend on the type as well as the to define quality evaluation models that are specialized
domain of the site. Therefore in cases where it is not and modular.
possible to use “standard”, “syntactic” models - general- Recent years have seen increased interest in the
development and application of ontologies. This has
52 Luisa Mich and Mariangela Franch
meant firstly the definition of languages and quality of Web sites becomes a vital strategic factor for
environments to set up ontologies. Examples of languages all actors involved. Because tourism is a transversal
are DAML (Description Logic Markup Language), OIL sector – or “umbrella industry” – it has contributions from
(Ontology Interchange Language), RDF (Resource other sectors, thus an analysis of the sector must have
Description Framework) and OWL (Ontology Web input from different fields such as transport, culture, and
Language), a semantic markup language for publishing sport, to name a few. This fact explains the existence of
and sharing ontologies on the World Wide Web numerous ontologies for tourism. An exhaustive
(http://www.w3.org/TR/owl-ref/). Among the more classification can be found in [1].
numerous applications of ontologies are projects related Existing ontologies are both general for the tourism
to the Semantic Web, to obtain “an extension of the sector as well as specific, the latter referring to particular
current Web in which information is given well-defined domains. In the first category we have the ontology
meaning, better enabling computers and people to work in developed for the Harmonise project, whose goal is to
cooperation.” [3]. An obvious application of ontologies is develop an ontology-mediated integration of tourist
in Web services; among the most recent works and most systems following different standards so that
frequently downloaded (was in the fifth position of the organizations can exchange information without changing
Top 10 Downloads from ACM’s Digital Library in their data structures (http://www.harmo-ten.info/). In
December 2004), we can cite [12]. Also important to note addition there is the Mondeca´s tourism ontology, which
is the use of ontologies for the development of software includes tourism concepts from the WTO (World
based on reuse [5] and for the management of multimedia Tourism Organization) thesaurus. At this writing this
objects in a private and personal environment [7]. ontology has 1000 concepts that describe
The proposal described in this paper differs from these accommodations and transportation and a few other
insomuch as it is applied at a different level: it is designed secondary elements related to geography, health and
to use ontologies to support the development of quality immigration (http://www.mondeca.com/).
models that are specialized for Web sites. As such it is a There are over ten elements on the list of domain-
conceptual as well as methodological activity, and is specific ontologies that can be useful for the tourist
applied at a meta-level with respect to the application of sector, including geographic ontologies, means of
the models themselves. transportation ontologies, gastronomy ontologies, etc. [1].
The paper is structured as follows: the first section General – or sometimes called upper – ontologies also
gives a general description of ontologies for tourism. exist and aim to gather definitions and concepts that
Following this we look at the concept of tourist together make up what is known as unspecialized
destination, where we present the classification used to common knowledge. One of the best known of these is
apply the “Quality Model Factory” methodology, which WordNet – more appropriately referred to as a lexical
we are going to extend to include domain ontologies. The reference system (http://www wordnet.princeton.edu/)
third section puts forth two possible applications for the which was extended from solely English into other
development of specialized and modular evaluation languages through the EuroWordNet
schemes, respectively for hotel Web sites and for tourist (http://www.globalwordnet.org/gwa/wordnet_table.htm).
destinations. The conclusion summarizes the preliminary Looking at the ontologies for hotels and tourist
results of these applications, underlining the critical destinations (the organizations examined for the
points emerging from the application of the methodology feasibility analysis of the approach proposed here) the
and which require further study. following facts emerged.
Since the concept of hotel is part of common
2. Ontologies for tourism knowledge, the notion is present in WordNet. More
specifically, for each concept – in this case hotel –
Tourism represents approximately 11% of worldwide WordNet gives information on the generalization,
GDP, according to the World Travel & Tourism Council specialization and also on “part of” relationships. A
(http://www.wttc.org/). Adding to this is the notable description of the linked concepts is available at
growth in the number of tourism-related Internet Answer.com (www.answer.com). In short, in WordNet,
transactions in recent years (e-commerce). For example, focusing to concepts that are directly linked to hotel, thus
in 2004, 40% of U.S. travelers who use the Internet exploring only relationships represented by arcs going out
claimed to make all of their travel purchases online, from the node of hotel, we obtain (see also figure 1):
versus 29% in 2003 (www.tia.org). In this context, the
Instantiating Web Sites Quality Models: an Ontologies driven Approach 53
hotel is a kind of: projects. Answers.com also provides hypertext definitions
• building, edifice — a structure that has a
roof and walls and stands more or less (where they exist) found in other sources such as
permanently in one place Wikipedia (http://www.wikipedia.org/), which can be
kinds of hotel:
• hostel, hostelry, inn, lodge — a hotel
useful to integrate with those contained in WordNet, and
providing overnight lodging for travelers also their translation into diverse languages.
• motel, motor hotel, motor inn, motor The more challenging problem is to identify an
lodge, tourist court, court — a hotel for
motorists; provides direct access from ontology for tourist destinations, although this difficulty
rooms to parking area is justified by the complex definition of destination, a
• resort hotel, spa — a fashionable hotel concept which, albeit only recently, is assuming an
• Ritz — (informal) an ostentatiously
elegant hotel increasingly important role in the tourist sector in general.
• ski lodge — a hotel at a ski resort Basically, the features that identify a tourist destination
Parts of hotel: and distinguish it from what is simply a local offering of a
• hotel room — a bedroom (usually with bath)
in a hotel product or service that can be of interest to tourists are:
- a well-defined geographic area with identifiable
Furthering the analysis by using the concept of hotel borders and a territorial identity;
room, WordNet gives other information:
- the presence of numerous operators with different
kinds of hotel room: prospectives and objectives that makes it necessary
• adjoining room — a hotel room that shares to devise a shared strategy in presenting the
a wall with an adjoining room but is not
connected by a door offering consisting of attractions and services
• connecting room — a hotel room that shres specifically catering to tourists in the location;
a wall with an adjoining room and is
connected by a private door
hotel room is a kind of: - an understanding of the nature of the potential
• bedroom, sleeping room, chamber, demand for the tourist products offered;
bedchamber — a room used primarily for
sleeping. - awareness of the need to balance tourism’s
hotel room is a part of:
• hotel — a building where travelers can pay
exploitation of resources with ecological,
for lodging and meals and other services environmental and community stewardship.
A classification of the destinations serving the leisure
tourist segment identifies eight distinct types of
destination based on the goals for the vacation and the
principal attractions present at the destination (table 1)
[8]. The table shows key information about the defining
features of a destination. Once established, these aspects
can then serve as input when determining the
requirements and the quality factors for the Web site of
the destination.
The definition of tourist destination and the
classification of diverse types of destination show how
the necessary concepts belong to diverse domains.
WordNet gives no treatment to the concept of tourist
destination. Numerous ontologies were examined as part
of this research, but none proved able to cover all the
elements that characterize a destination: it is thus
necessary to use different ontologies to describe the
geographic area, the different attractions, sports,
Figure 1 – The graph for hotel (WordNet browser transport, etc. On the other hand, general ontologies
Treebolic, http://treebolic.sourceforge.net/) (upper ontologies) contain a lot of information that is not
The quantity of information about the concept of hotel useful because it is related to concepts that differ greatly
contained in WordNet is exhaustive, an important fact from those used in the tourism context. In addition,
since WordNet is free and has been used in many general ontologies for tourism cover only some of the
54 Luisa Mich and Mariangela Franch
necessary areas (for example, Mondeca gives good framework. The use of modules derives from the
treatment to accommodations and transportation) but not application of reuse of artefacts [13] as a viable practice
for some indispensable aspects of a destination (examples for definition of evaluation models. Scalability is obtained
being cultural, natural and artistic attractions or events). thanks to the adoption of a general conceptual framework,
For this reason we have used WordNet in our for Web site quality, the 7Loci meta-model
feasibility analysis, and the decision as to which concepts (www.economia.unitn.it/etourism/pubblicazioni.asp).
to consider was informed by the definition of destination This model introduces seven dimensions used to classify
itself and by the table. For example, for alpine the numerous features of a Web site that can then be
destinations we used the concepts of sport, landscape, evaluated. The dimensions are Identity, Content, Services,
nature, etc. We were thus able to simulate the nucleus of Location, Maintenance, Usability and Feasibility.
an ontology for tourist destinations. The foundational procedure that serves as the starting
point in developing a modular model for a given class of
Table 1. Classification of destinations based on their Web sites is outlined in the steps in table 2.
principal attractions
Type of Well-known Typical attractions found Table 2. Procedure for the quality model factory
Main reasons for visiting
destination examples at the destination
Culture, art, architecture, Museums, historic
Urban Capital cities
shopping buildings, shops
Beaches, organized {1ST PART: DEVELOPMENT OF COMMON AND SPECIALIZED MODULES}
Relaxation, enjoyment, Rimini, IF no model for the class of sites currently exists
Beach/Sea activities, amusement
socializing, sports, night-life Ibiza, Miami THEN FOR each of the 7Loci dimensions pertinent to the project
parks, discos, bars, pubs
Outdoor sports, landscape Identify the requirements common to all sites in the class and convert them
Cortina, into a question; add the question to the Common module;
and environment, nature, Nature trails, views, ski
Alpine Chamonix,
traditional events and trails and slopes, ski-lifts Identify the specific requirements for the type of site under evaluation and
Aspen
customs, folklore convert them into a question; add the question to the Specialized module;
Get back to nature, local Local food producers and ELSE FOR each dimension of the 7Loci:
Tuscany,
Rural traditions in agriculture and agritours, visits to farms FOR each question of the existing model
Provence
production and vineyards IF the question is applied to the type of sites in its current form
Places equipped for health THEN Add the question to the Common module
and therapeutic treatments, ELSE IF the question requires only a formal modification
Health treatments, Fiuggi, areas for complete THEN Modify the question and add it to the Specialized
Wellness relaxation, diet and exercise Baden- relaxation, medium- and module;
programmes, stress relief Baden high-level IF the question is inapplicable to the type of site under evaluation
accommodations facilities, THEN check whether there is an alternative question and add it to the
fitness
Specialized module
Renewal or deepening of
Place of pilgrimage, {2ND PART: COMPLETION OF COMMON AND SPECIALIZED MODULES}
faith, symbolic value of the Lourdes,
Religious religious practices and FOR each requirement for the type of site under evaluation
location, spiritual retreat and Fatima
celebrations Identify the 7Loci dimension it refers to
introspection, solitude
Adventure, discovery of Cities, historic places, IF no question exists for it in the Common or Specialized module
other cultures, understanding rites, customs, THEN IF the question regards all the sites in the class
Third Yemen, THEN Add a question to the Common module
of tribal life (rites, traditions, celebrations, guided tours,
World Madagascar ELSE Add a question to the Specialized module.
lifestyle) anthropological contact with non-western
investigation local cultures
Villages in traditional style
Beautiful scenery, isolated
but with all modern
Exotic and locations, far from tourist Maldives,
conveniences, privacy,
Exclusive trek, status symbol and Seychelles The procedure has two parts; the first is the
untouched natural
image
environments
instantiation of the 7Loci model, reusing where possible a
model already defined for one of the types of site in a
class. This step is necessary in order to define the model
3. The use of ontologies to define specialized using requirements as the starting point. In the second
models part the specific elements for the type of site are
identified. When talking about the sites of tourist
3.1 The Quality Model Factory destinations, this means translating these elements into
points (characteristics) within the evaluation model; for
In [9] we described a modular and scalable approach – example, the unique features of the site for a seaside
the Quality Model Factory - to define specialized quality destination will be converted into points in the model
models identifying the specific features of tourist used to evaluate that type of site, while features for
destination Web sites. Its goal was to introduce a another type of destination (religious, for example) may
systematic way to define a “personalized” evaluation not contain those same points. In our previous work we
looked at the aspects in table 1, which in general can be
Instantiating Web Sites Quality Models: an Ontologies driven Approach 55
found in classification schemes of the sites of a specific hotels. The model consists of 18 questions: four for the
category. When describing the procedure, for the sake of dimension Identity, nine for Content, two for Services and
simplicity we refer to “questions” to insert in the one for Localization, Management and Usability. The
evaluation modules. In reality this is only one way of model is a useful reference to check the results that can be
formulating the points or factors of the evaluation model; obtained with the Quality Model Factory which is
besides interrogatives (e.g., in boolean questions) they strengthened through the use of ontologies. In this case
can also be described in declarative form. we have used the concepts related to hotel in WordNet. In
In this paper we want to broaden the approach to be addition, for the requirements of the owner and user, we
able to develop models for diverse types of sites, and such have put together information emerging from the research
generalization is conceptually based on the use of conducted on the hotels [6]. In this case it meant
ontologies. The steps of the procedure where ontologies developing a model more similar to that constructed with
can be used are shown in table 2. the contribution of experts, and also applicable to all
The logical architecture of the Quality Model Factory hotels. Thus we did not intend to construct different
is depicted in figure 2 (a Quality Factory to support models for different types of hotels.
“information quality” assessment is described in [4]),
where the database “Web site classification” is substituted 3.3. Models for tourist destinations
with a database containing the ontologies.
Applying the Quality Model Factory approach to
tourist destination Web sites without using ontologies
produced a series of models, each containing about 100
Web site evaluation
project factors that are a reference for evaluating and which can
be produced with ontologies [9]. Moreover, we thus
obtained important results for the adaption process, where
Quality model factory ontologies are necessary to specialize the general-purpose
Web sites
classification
models. Also emerging, in particular, was how the first
7Loci Quality
instantiation evaluation two dimensions of the 7Loci meta-model depend more on
the type of site (with an average of about 80% of
Requirement
elicitation
Quality models
repository
specialized factors); about one third are specialized for
Quality
requirements
Validation Services, ten percent for Usability, Maintenance and
Localization (related principally to the presence of
Requirements
repository different target tourist groups). Development of a model
for the evaluation of Web site quality for tourist
destinations is underway as part of the joint project
Quality evaluation
Modules IFITT/WTO (www.ifitt.org/)sito. The model foresees two
levels of assessment: the first looks at general aspects and
therefore at requirements that all tourist destination Web
Figure 2. The Quality Model Factory
sites must satisfy; the second is called Strategy Based Full
Web Site Evaluation. A limitation of the IFITT/WTO
model is that there is a measurable gap between the two
From among the different actors in the tourist sector
levels. Essentially the first level uses a general model for
present in the territory we focused on hotels and tourist
all destinations while the second must be defined ad hoc.
destinations when studying our approach. For both
We propose the use of ontologies to specialize the quality
categories tourism is the core business and the Web site is
models in a systematic way.
a strategic tool. For the tourist destination the Web site
serves to promote and commercialize the products as well
as to support the different actors. 4. Conclusions
3.2. Models for accommodations facilities The project is still underway, the results obtained thus
far have revealed the following aspects:
In a previous project we built a model for the
comparative evaluation of the Web sites of about 200 - The dimensions of the 7Loci meta-model where
the use of ontologies is more straightforward are
56 Luisa Mich and Mariangela Franch
those which are more “semantic”, thus Content, a version of at least two different types of file that
and Services; for these dimensions it is possible to even non-experts can understand.
use the hierarchies contained in the ontologies as
check-lists to identify aspects for which the site 10. References
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