We discuss the challenge of scalable dissemination and communication approaches in a world where the number of channels is growing exponentially. The web, Web 2.0, and semantic channels have provided a multitude of interaction possibilities providing significant potential for yield, brand, and general reputation management. Our goal is to enable smaller organizations to fully exploit this potential. To achieve this, we have developed a new methodology based on distinguishing and explicitly interweaving content and communication as a central means for achieving content reusability, and thereby scalability over various heterogeneous channels.

In the past several decades, the internet, and especially the Web, have become extremely important sources for the planning and booking of business travel, flights, and holidays. In 2011, 55% of all travel bookings in Europe were made on-line, a figure which has steadily increased over the last few years and is predicted to continue to rise in the years to come. Obviously, services targeting tourists will only be used if properly visible, accessible, and bookable through these channels. The latest Web developments in the direction of usergenerated content, information sharing, on-line collaboration and social media, have drastically increased the number of channels offering the opportunity to interact with potential tourists and book touristic offers. In addition to semi-structured information sources, data centric channels (e.g. Linked Open Data), on-line services as well as mobile channels provide a significant and growing potential to present and access travel deals. Data centric channels provide machineprocessable information such as mountain bike routes or public transport schedules; on-line services allow the booking of ski passes, restaurants, etc; mobile channels, which differ in terms of types of devices and operating systems, bring new opportunities for tourism enterprises to advertise and access their services, as well as to engage with their customers. The need for ubiquitous access, interaction and bookability of tourist services is evident, including core services (e.g. booking accommodation) and enhanced services such as those composed of both core and added value services (e.g. booking accommodation and then ski passes). In general, the key challenge involves making tourism and travel-related services easy to find and bookable through a multitude of semi-structured data and mobile channels. This requires support in multichannel booking in order to increase Web traffic, generate higher yield management over heterogeneous channels (with particular constraints), and help support channels through offering little to no external booking fees, and thus optimizing pricing and revenues. Furthermore, all of these channels should be accessible and consumable on mobile devices, as this is where most bookings are expected to be made in the future. In this paper, we introduce an approach for the hospitality industry that will enable communication, collaboration and value exchange (i.e. booking) of users (i.e. tourists) through a multitude of on-line and mobile interaction possibilities based on the use of semantic technology.

With the rapid development of the Web in the direction Social Media, the number of communication possibilities has increased exponentially, bringing new challenges and opportunities for companies to build and shape their reputation online as well as to engage and maintain good relations with their customers. In this paper we describe how semantic technologies enable scalable, effective and efficient on-line communication. We propose four different ways in which semantics can be used for this purpose. First, we discuss semantic analysis of communication items based on 'classical' semantics, such as natural language processing. Second, we look at semantics as a channel, viewing Linked Open Data vocabularies not only as terminological assets but as communication channels. Third, we demonstrate how semantics provide the methodologies and tools for content modeling by means of ontologies. Finally, we outline how semantics through semantic matchmaking enable semi-automatic assignment and distribution of content to channels and vice-versa.

We discuss the challenge of scalable dissemination approach in a world where the number of communication channels and interaction possibilities is growing exponentially, particularly on the Web, Web 2.0, and semantic channels. Our goal is to enable smaller organizations to fully exploit this potential. We have developed a new methodology based on distinguishing and explicitly interweaving content and communication as a central means for achieving content reusability and thereby scalability over various, heterogeneous channels. Here, we present in detail the communication channel model of our approach.

As Web, Web2.0 and semantic channels are constantly growing we are facing new challenge in on-line communication. This paper present a new methodology based on distinguishing and explicitly interweaving content and communication as a central means for achieving content reusability, and thereby scalability over various heterogeneous channels. Our approach enables smaller organizations to perform effective and efficient on-line communication and thus to increase their profitability.