Classes of feeds in Mali.
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More than half of the publishers listed alongside IntechOpen (18 out of 30) are Social Science and Humanities publishers. IntechOpen is an exception to this as a leader in not only Open Access content but Open Access content across all scientific disciplines, including Physical Sciences, Engineering and Technology, Health Sciences, Life Science, and Social Sciences and Humanities.
\\n\\nOur breakdown of titles published demonstrates this with 47% PET, 31% HS, 18% LS, and 4% SSH books published.
\\n\\n“Even though ItechOpen has shown the potential of sci-tech books using an OA approach,” other publishers “have shown little interest in OA books.”
\\n\\nAdditionally, each book published by IntechOpen contains original content and research findings.
\\n\\nWe are honored to be among such prestigious publishers and we hope to continue to spearhead that growth in our quest to promote Open Access as a true pioneer in OA book publishing.
\\n\\n\\n\\n
\\n"}]',published:!0,mainMedia:null},components:[{type:"htmlEditorComponent",content:'
Simba Information has released its Open Access Book Publishing 2020 - 2024 report and has again identified IntechOpen as the world’s largest Open Access book publisher by title count.
\n\nSimba Information is a leading provider for market intelligence and forecasts in the media and publishing industry. The report, published every year, provides an overview and financial outlook for the global professional e-book publishing market.
\n\nIntechOpen, De Gruyter, and Frontiers are the largest OA book publishers by title count, with IntechOpen coming in at first place with 5,101 OA books published, a good 1,782 titles ahead of the nearest competitor.
\n\nSince the first Open Access Book Publishing report published in 2016, IntechOpen has held the top stop each year.
\n\n\n\nMore than half of the publishers listed alongside IntechOpen (18 out of 30) are Social Science and Humanities publishers. IntechOpen is an exception to this as a leader in not only Open Access content but Open Access content across all scientific disciplines, including Physical Sciences, Engineering and Technology, Health Sciences, Life Science, and Social Sciences and Humanities.
\n\nOur breakdown of titles published demonstrates this with 47% PET, 31% HS, 18% LS, and 4% SSH books published.
\n\n“Even though ItechOpen has shown the potential of sci-tech books using an OA approach,” other publishers “have shown little interest in OA books.”
\n\nAdditionally, each book published by IntechOpen contains original content and research findings.
\n\nWe are honored to be among such prestigious publishers and we hope to continue to spearhead that growth in our quest to promote Open Access as a true pioneer in OA book publishing.
\n\n\n\n
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Dobrzański",coverURL:"https://cdn.intechopen.com/books/images_new/5951.jpg",licenceType:"CC BY 3.0",editedByType:"Edited by",editors:[{id:"15880",title:"Prof.",name:"Leszek A.",middleName:null,surname:"Dobrzański",slug:"leszek-a.-dobrzanski",fullName:"Leszek A. Dobrzański"}],productType:{id:"1",title:"Edited Volume",chapterContentType:"chapter",authoredCaption:"Edited by"}}},ofsBook:{item:{type:"book",id:"10373",leadTitle:null,title:"Compressed Optical Imaging - Recent Advances, New Perspectives and Applications",subtitle:null,reviewType:"peer-reviewed",abstract:"
\r\n\tOptical images could be acquired either directly by using, e.g., a simple lens, or indirectly, as in the case of tomography, by using data acquisition hardware followed by a computational image reconstruction step. Computational optical imaging is a highly promising approach for direct or indirect imaging that involves the joint design of image acquisition hardware and digital processing algorithms to achieve imaging performance that would otherwise be unattainable by conventional systems.
\r\n\r\n\tDespite much advances in computational power, the processing (and storage) of acquired signals in applications such as real-time medical imaging, remote surveillance, and spectroscopy still pose a remarkable challenge. In addition, it may be too costly, or even physically impossible, to build optical hardware to acquire imaging data at the Nyquist sampling (measurement) rate that is required for high imaging performance, i.e., high resolution, large field-of-view, and high frame rates.
\r\n\r\n\tCompressed Sensing involves the digital construction of an image using a number of samples (measurements) that are significantly less than its dimension. By assuming that the unknown image is sparse in the domain where the measurements were acquired, one could use this sparsity constraint as prior information to obtain an approximate but accurate reconstruction of the image from relatively few samples.
\r\n\r\n\tThis book will be about the design and implementation of optical imaging systems, particularly, optical microscopy, optical coherence tomography, and hyperspectral imaging, using compressed sensing approaches. It will be particularly concerned with compressed sensing data acquisition approaches, and computational challenges involved in processing very large imaging data sets that traditionally result from 3D and/or real-time biomedical and industrial imaging applications.
",isbn:"978-1-83969-111-9",printIsbn:"978-1-83969-110-2",pdfIsbn:"978-1-83969-112-6",doi:null,price:0,priceEur:0,priceUsd:0,slug:null,numberOfPages:0,isOpenForSubmission:!1,hash:"ff1a3f2754bc2515db9fe98447495a0f",bookSignature:"Prof. Sherif Sherif and Dr. Costel Flueraru",publishedDate:null,coverURL:"https://cdn.intechopen.com/books/images_new/10373.jpg",keywords:"Sparse Image Processing, Kronecker Compressed Sensing, Adaptive Compressed Sensing, Sparse Denoising, Single Pixel Imaging, Superresolution, Sparse Tomographic Image Reconstruction, Inverse Problems, Dimensionality Reduction, Endmember Identification, Visible Absorption Spectroscopy, Nir Absorption Spectroscopy",numberOfDownloads:null,numberOfWosCitations:0,numberOfCrossrefCitations:null,numberOfDimensionsCitations:null,numberOfTotalCitations:null,isAvailableForWebshopOrdering:!0,dateEndFirstStepPublish:"October 16th 2020",dateEndSecondStepPublish:"November 13th 2020",dateEndThirdStepPublish:"January 12th 2021",dateEndFourthStepPublish:"April 2nd 2021",dateEndFifthStepPublish:"June 1st 2021",remainingDaysToSecondStep:"3 months",secondStepPassed:!0,currentStepOfPublishingProcess:4,editedByType:null,kuFlag:!1,biosketch:"Dr. Sherif is an international expert on optical imaging systems and sparse signal processing with experience in both academic research and industrial R&D environments. 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With the experience in both academic research and industrial R&D environments, Prof. Sherif has authored and co-authored over 110 scientific publications, he supervised research of 80 undergraduate, graduate students and postdoc fellows. He is a member of graduate advisory committees of 43 students, an external examiner of 3 national and 4 international Ph.D. theses. Prof. Sherif delivered 34 invited talks in Manitoba (12), Canada (5) and International (17) and an invited course on Advanced Signal Processing (15 hours), Egypt. He is the owner of 4 patents, one licenced to OmniVision CDM Optics, Inc., Boulder, Colorado, USA. With over 17 years teaching experience in higher education (3 teaching awards), he introduced and taught 2 new undergraduate (including labs) courses, and 6 new graduate courses, at U. Manitoba. Also, he developed and taught new labs for an existing undergraduate class. Prof. Sherif supports extensive collaboration with Academia, Government and Industry, has international consulting experience (Australia) and a research collaboration with groups in USA, Brazil, Thailand and UK. He was leading a 3-year optical coherence tomography-related research project in China through a prestigious travel grant from the Chinese Recruitment Program of High-end Foreign Experts program (on hold because of Covid-19). Besides, Prof. Sherif is an Adjunct Professor, Electrical and Comp. Eng. North Dakota State University, USA. He received two research related awards, Innovate Manitoba and University of Kent, UK. He also had academic visiting positions at Imperial College London, UK and University of Arizona. Finally, he is a Professional Engineer, P. 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Also a committee member and organizer of several international conferences and summer schools: Information Photonics Conference, IEEE International Workshop on Medical Measurements and Applications, 1st Canterbury School on Optical Coherence Tomography, and BioImaging Conference. He is an author and co-author of over 100 scientific publications and two patents as well a senior member IEEE, Professional Engineer P.Eng. Ontario.",institutionString:"National Research Council Canada",position:null,outsideEditionCount:0,totalCites:0,totalAuthoredChapters:"0",totalChapterViews:"0",totalEditedBooks:"0",institution:{name:"National Research Council Canada",institutionURL:null,country:{name:"Canada"}}},coeditorTwo:null,coeditorThree:null,coeditorFour:null,coeditorFive:null,topics:[{id:"11",title:"Engineering",slug:"engineering"}],chapters:null,productType:{id:"1",title:"Edited Volume",chapterContentType:"chapter",authoredCaption:"Edited by"},personalPublishingAssistant:{id:"297737",firstName:"Mateo",lastName:"Pulko",middleName:null,title:"Mr.",imageUrl:"https://mts.intechopen.com/storage/users/297737/images/8492_n.png",email:"mateo.p@intechopen.com",biography:"As an Author Service Manager my responsibilities include monitoring and facilitating all publishing activities for authors and editors. 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Venkateswarlu",coverURL:"https://cdn.intechopen.com/books/images_new/371.jpg",editedByType:"Edited by",editors:[{id:"58592",title:"Dr.",name:"Arun",surname:"Shanker",slug:"arun-shanker",fullName:"Arun Shanker"}],productType:{id:"1",chapterContentType:"chapter",authoredCaption:"Edited by"}},{type:"book",id:"878",title:"Phytochemicals",subtitle:"A Global Perspective of Their Role in Nutrition and Health",isOpenForSubmission:!1,hash:"ec77671f63975ef2d16192897deb6835",slug:"phytochemicals-a-global-perspective-of-their-role-in-nutrition-and-health",bookSignature:"Venketeshwer Rao",coverURL:"https://cdn.intechopen.com/books/images_new/878.jpg",editedByType:"Edited by",editors:[{id:"82663",title:"Dr.",name:"Venketeshwer",surname:"Rao",slug:"venketeshwer-rao",fullName:"Venketeshwer Rao"}],productType:{id:"1",chapterContentType:"chapter",authoredCaption:"Edited by"}},{type:"book",id:"4816",title:"Face Recognition",subtitle:null,isOpenForSubmission:!1,hash:"146063b5359146b7718ea86bad47c8eb",slug:"face_recognition",bookSignature:"Kresimir Delac and Mislav Grgic",coverURL:"https://cdn.intechopen.com/books/images_new/4816.jpg",editedByType:"Edited by",editors:[{id:"528",title:"Dr.",name:"Kresimir",surname:"Delac",slug:"kresimir-delac",fullName:"Kresimir Delac"}],productType:{id:"1",chapterContentType:"chapter",authoredCaption:"Edited by"}},{type:"book",id:"3621",title:"Silver Nanoparticles",subtitle:null,isOpenForSubmission:!1,hash:null,slug:"silver-nanoparticles",bookSignature:"David Pozo Perez",coverURL:"https://cdn.intechopen.com/books/images_new/3621.jpg",editedByType:"Edited by",editors:[{id:"6667",title:"Dr.",name:"David",surname:"Pozo",slug:"david-pozo",fullName:"David Pozo"}],productType:{id:"1",chapterContentType:"chapter",authoredCaption:"Edited by"}}]},chapter:{item:{type:"chapter",id:"72213",title:"Sheep Feeding in the Sahel Countries of Africa",doi:"10.5772/intechopen.92339",slug:"sheep-feeding-in-the-sahel-countries-of-africa",body:'\nSheep farming is very important for the Sahel countries. It is a popular activity in which even women and children who are the lowest income owner are involved. Besides food and essential nutrients, sheep farming plays an important socioeconomic role in the ceremonies such as baptism and religious and other feasts. Sheep are important assets to the rural poor and play a critical role in both sustainability and intensification of agricultural productivity in most farming systems. Their manure helps maintain soil fertility, and they contribute to the overall farming enterprise in terms of income and employment. Sheep farming provides poor farmers with a flexible reserve and access to markets especially with sheep fattening. However, productivity of livestock including sheep is low. The lack of animal products is not due to a lack of animals per se, because Africa has 12.7% of humans, 13.6% of cattle and buffalo, 28.9% of goats, 19.2% of sheep, and 73.4% of camel population of the world, but due to low productivity [1]. Nutrition is the most important constraint in sheep farming. There are a number of reasons for the low productivity of which insufficient and inefficient use of feed is the major one [2].
\nThe objective of this chapter is to review the major nutritional aspects of sheep farming in the Sahel countries of Africa. It includes a deep review of the sheep farming systems, exploring ways of overcoming the most important constraints for efficient and sustainable sheep feeding based on my own experience, and the available literature. The nutrient (water, energy, protein, minerals, and vitamins) requirements of sheep that vary greatly according to the physiological stage, maintenance, growth, gestation, lactation, fattening, were reviewed. The review covers the characteristics of the common feeds in the Sahel based on their types (roughages and concentrates), their names and classes, their chemical composition, and their nutritive value.
\nPractical guidelines for sustainable sheep feeding including the following important recommendations are given. During the rainy season (from July to September), forages cover the nutrient requirements for extensive sheep production system except for the lactating ewes and fattening rams. Supplemental concentrate feeds are required during the cool dry season (October to February). During the hot dry season (March to June), both forage and concentrate supplements are required. Lactating ewes and fattening rams are fed using formulated rations to meet their respective nutrient requirements. Issues addressed in the review chapter will include causes of undernutrition and environmental implications, adaptation by sheep to it, and manipulative strategies to cope with feed scarcity in smallholder sheep farming systems.
\nThe Sahel from its original Arabic name means “flat land.” It includes a band of Africa indicating a floristic and climatic transition between the Sahara in the North and the Sudan savannah in the South in which rainfalls are important. Rainfalls from 200 mm in the North to 600 mm to the South are the limits of the Sahel zone in Africa [3]. This area is characterized with a monomodal distribution of rainfalls that occurs randomly in 90 to 120 days and a long dry season of 8 to 9 months [4]. This alternate of wet and dry periods rhythm and determine animal and plant productions and their modes of management.
\nThe Sahel, in this study, not just covers the band but includes all the entire 10 countries that are Burkina Faso, Chad, Eritrea, the Gambia, Guinea-Bissau, Mali, Mauritania, Niger, Senegal, and Sudan as shown in \nFigure 1\n.
\nMap of the Sahel countries.
The Sahel countries like Mali include four ecological zones, and characteristics of the range lands fluctuate depending on four ecological zones. The quantity and quality of feedstuffs fluctuate depending on the two seasons (dry and rainy) and the length, amount, and distribution of rainfalls and soil fertility. Sivakumar et al. [5] gave a detailed description of the ecological zones of Mali, and most of them are shared with the different zones of Sahel. The four ecological zones include:
The arid (Sahara) zone in which the vegetation is scarce and made of herbaceous plants and thorny shrubs: the climate is tropical arid with two seasons, a rainy season of 1 to 2 months and a dry season of 10 to 11 months. The average annual rainfall is less than 200 mm, and there is almost no growing season. Monthly average temperatures vary from 31.1°C in January to 42.4°C in May.
The semi-arid (Sahel) zone in which the vegetation is an herbaceous stratum composed primarily of grasses and a woody stratum composed of forbs, shrubs, and trees: the climate is tropical and semi-arid with two seasons, a rainy season, hot and humid of 4 months from June to September, and a dry season of 8 months divided into a cold period from October to February and a hot period from March to May. The average annual rainfall is 580 mm with a growing season of 18 weeks. Monthly average temperatures vary from 39.9°C in May to 31.9°C in August.
The sub-humid (Sudanese) zone in which the vegetation is composed of woody species and herbaceous species: the climate is tropical sub-humid (savannah) with a rainy season of 6 months and a dry season of 6 months. The average rainfall is 1037 mm with a growing season of 24 weeks. Monthly average temperatures vary from 30°C in August to 37.7°C in March.
The humid (Guinean) zone in which the vegetation is composed of woody species and herbaceous species: the climate is tropical and humid with a rainy season of 7 months and a dry season of 5 months. The average rainfall is 1300 mm with a growing season of 40 weeks. Monthly average temperatures vary from 30°C in August to 37.7°C in March.
The population growth increases fast in the Sahel. According to CILSS, there will be 100 million people in the region by 2020 and 200 million by 2050; this is almost four times the actual population. More than half of them, 141 million, will live in the three countries Burkina Faso, Mali, and Niger.
\nLivestock remain one of the most important economic activities of the Sahel with a contribution of 30 to 40% of the agricultural GNP of the countries like Burkina Faso, Cap-Vert, Mali, Mauritania, Niger, Senegal, Soudan, and Chad [6]. Besides this economic contribution, pastoral livestock is one of the most important agricultural productions in the Sahel. The Sahelian countries have an important potential of meat production with livestock estimated in 2006 at 63 million cattle, 168 million small ruminants, and more than 6 million camels [7].
\nBased on the natural grazing, and some fallows, the livestock of this region is based mainly on the availability of forage that depends on climatic fluctuations, seasonal variations, and grazing intensity as have been demonstrated by the big droughts of years 1970 and 1980 [8]. Those droughts caused the loss of about 80% of the livestock of the region conducting thousands of people to move out of the region [8].
\nHowever, the succession of wet years allowed a rapid numeric reconstitution of livestock [9], and in Mali, the number of small ruminants increased from 1990 to 2005 to 26% [6].
\nLivestock farming in general and sheep farming in particular are very important for the Sahel countries. The most complex and limiting production factors in sheep farming for the Sahel countries are those concerning nutrition and feed supplies. The traditional concept that natural pasture is free and of no value and can, therefore, be put through grazing animals at a production cost approaching zero, with all returns of net profit, is erroneous and contributes in these problems. In addition, most land is government-owned but communally utilized.
\nThe main resources used as sheep feeds include pastures (grazing lands, crop residues, and cultivated forages), concentrate feed, household wastes, and other feed supplements. Their relative importance varies across production systems. The solution to the problem of feed supplies depends on the production system and the ecological zone [10]. Agro-ecology, seasonality, land tenure, and management practices influence feed availability. Generally, sheep are herded during the rainy season and free ranging during the dry season. Criteria as ecological zones, relationship on sheep and crop farming, and the level of importance in sheep farming activities are the basis for making typologies on the sheep farming systems. Each ecological zone and based on how sheep farming depends on it, corresponds to a standard herding practice and a dominant sheep breed. The investment done for sheep farming and the objective of production give a precision on classification within the same ecological zone.
\nAlthough there are several livestock systems [11], they can be divided into two main systems of sheep production as has been indicated by Swift et al. [12]:
A pastoral system in which sheep farming of the range lands provides more than 50% of the feeds of sheep and provided more than 50% of the income.
An agro-pastoral system in which sheep farming depends primarily on other feed resources and provides from 10 to 50% of the income.
Within each system, depending on the experience and investment of the farmer, there are more or less extensive sheep farming systems. Both systems (pastoral and agro-pastoral) can be divided into extensive, semi-intensive, and intensive depending on the level of input and investment as described by Sangaré [13].
\nSheep feed may be defined as any dietary substance that nourishes the sheep body for maintenance, reproduction, and productions. The usual feeds are divided into two categories with entirely different characteristics: roughages and concentrates.
\nThey are feeds containing more than 18% of crude fiber [14] or more than 35% of cell wall on a dry matter basis. They are low in net energy per unit weight because of the high cell wall content. They include pastures, hay straw, haulms, trees, silage, etc. The pastures are used in in situ feeding on the standing herbaceous or tree/browse plants for which quality and quantity fluctuate depending on the season and agroclimatic zones. They are most important feed resources in the Sahel. The can be cut and carried to the animal especially during the dry season. Crop residues are the second most important feed resources that can be grazed in situ or cut and carried to the animals. Their quality and quantity fluctuated depending several factors such as variety, production techniques, area planted, etc.
\nThey include feeds with less than 18% crude fiber or less than 35% cell wall on a dry matter basis [14]. They may contain less than 20% protein on a dry matter basis and be called energy feeds and contain more than 20% protein on a dry matter basis and be known as protein supplements. The concentrate feeds include agro-industrial byproduct feeds such as rice bran, cottonseed, cottonseed meal, peanut meal, molasses, cereal grains, etc. Concentrates are expensive, are highly digestible, possess a low fiber content, and are rich in proteins. Since many concentrates are used as a staple in human diets, economics usually determine whether concentrates are fed to ruminants. Certainly few of the cereal grains are fed to sheep in the Sahel, but millet grain is known to be used by women for their “mouton de case.” On the basis of protein content, concentrates may be divided into carbonaceous feeds with a relatively low protein content such as the cereal grains and nitrogenous feeds that are rich in protein such as the various oil cakes and animal byproducts.
\nA more complex categorization using several parameters becomes necessary for an efficient use of feeds. The parameters used very often are name, class, chemical composition, and nutritive value of feeds.
\nA name should clearly state the source of the material and describe any process, alteration, or special circumstance, which affects the nutritional value of that feed. The International Feed Vocabulary as described by Harris et al. [15] is designed to give a comprehensive name to each feed as concisely as possible. Each feed name was coined by using descriptors taken from one or more of six facets that are origin (scientific or common name), part fed to animals, process or treatment, stage of maturity or development, cutting, and grade.
\nIn the Sahel countries, feed classification is derived from two mean sources. Harris [16] and Harris [17] grouped feeds into eight classes based on their composition in the way they are used for formulating diets. The groups include (1) dry forages and roughages; (2) pasture, range plants, and forages fed green; (3) silages; (4) energy feeds; (5) protein supplements; (6) mineral supplements; (7) vitamin supplements; and (8) additives.
\nThe second source for classification of feeds is that of Baumont et al. [18] from which feeds are divided into two groups that are roughages and concentrates; the roughage group includes five classes that are (1) dry forages; (2) silages; (3) hays; (4) stalks, straw, and haulms; and (5) roots and tuber. The concentrate group includes 10 classes that are (1) dehydrate feeds, (2) cereals, (3) coproducts of cereals, (4) grains, (5) cake and meals, (6) other plant products, (7) coproducts, (8) fat, (9) treated feed, and (10) diverse products. Based on the sources, the appropriate classification for the Sahel countries is as shown in \nTable 1\n.
\nN° Classes | \nCriteria for classification | \n
---|---|
1. Roughages | \nAll the forages and rangelands, natural or cultivated and green or dry containing more than 18% of crude fiber or containing more than 35% of NDF on a dry matter basis: straws, stalks | \n
2. Silages | \nInclude ensiled forages | \n
3. Energetic feeds | \nProducts containing a small level of protein (less than 20%) and a small amount of crude fiber (less than 18%) | \n
4. Protein supplements | \nProducts from plant sources (cake and meal) and animal sources (blood meal, meat meal), milk products containing a high level of protein (more than 20%) | \n
5. Mineral supplements | \nBone meal | \n
6. Vitamin supplements | \n\n |
7. Feed additives | \nHormones, antibiotics, coloring materials, medicaments, etc. | \n
Classes of feeds in Mali.
From the classes of feeds (\nTable 1\n), the most common feeds used in most Sahelian countries are roughages (native grazing lands), agricultural byproducts (rice straw, corn, sorghum, millet stalks) and the agro-industrial byproducts like meals (cottonseed, peanut) and bran (rice, wheat, millet, and sorghum). Silages, known a long time ago, are not commonly used. Energetic feeds are used only in intensive sheep production such as in fattening sheep. Mineral supplements are used very often; vitamin supplements are less commonly used while feed additives are not used at all. Feeds are analyzed in the Animal Nutrition Lab [19, 20] of Institut d’Economie Rurale (IER). The most common analyses include dry matter, ash, crude protein, crude fiber, crude fat, gross energy, calcium, phosphorus, sodium, neutral detergent fiber (NDF), acid detergent fiber (ADF), and acid detergent lignin (ADL). Digestibility values are obtained with sheep (in vivo digestibility) or estimated from chemical composition using the following equations developed by INRA [14]:
\nwhere d = digestibility; OM = organic matter; CF = crude fiber; and CP = crude protein.
\nThe chemical composition of the common sheep feeds in the Sahel from Nantoumé et al. [13]—unpublished data is given in Annex 1.
\nThe energy value of feedstuffs and the energy requirements of animals have been expressed in gross energy (GE) using the formula GE = 4516 + 1.646 CP + 70 ± 39. Digestible energy and metabolizable energy were determined using the following equations:
\nwhere DE = digestible energy; GE = gross energy; dE = digestibility of energy; dOM = digestibility of organic matter; and ME = metabolizable energy.
\nFor the net energy value, Institut National de la Recherche Agronomique (INRA) of France is recommending the use of forage unit for lactation (UFL) for maintenance, lactation, and animals of medium growth rate and forage unit for meat production (UFV) for fattening lambs and cattle having an average daily gain greater than 750 g/day. One feed unit corresponds to the net energy value of 1 kg barley for maintenance or production.
\nUnder the actual Sahel conditions, the use of the two UF is difficult, and it is recommended to use UFL for all categories of sheep.
\nIn the Sahel countries of Africa, the digestible proteins system is still much in use. The digestible protein system accounts for the apparent digestibility of the protein fraction. To determine digestible proteins, INRA [14] has recommended the following equations:
\nwhere DP = digestible protein; DM = dry matter; CP = crude protein; and OM = organic matter.
\nSince 1979, INRA has been using widely the protein digested in the intestine (PDI) system which accounts for the digestibility of the protein fraction in the small intestine.
\nThe nutritive value of the common sheep feeds in the Sahel from Nantoumé et al. [13]—unpublished data is given in Annex 1.
\nThe nutrient needs of sheep vary greatly according to the physiological stage: maintenance, growth, gestation, lactation, and fattening. The daily requirements can be found in several books. \nTable 2\n, from Memento de l’Agronome [21], gives the nutrient requirements of the ewe for maintenance, late gestation, and milk production, while \nTable 3\n gives the nutrient requirements of ram for maintenance, growth, and fattening. The nutrient in consideration is energy expressed in forage unit for lactation, digestible protein (DP), digestible protein in the intestine, calcium (Ca), and phosphorus (P).
\nOf primary importance in sheep nutrition are water, energy, protein, minerals, and vitamins.
\nWater is essential for all livestock and must be planned for an adequate supply of clean water. Ordinarily, sheep consume two to three times as much water as dry matter. A generally applied estimate for water requirement is 2 ml per gram of dry matter consumed [10]. The voluntary intake of water is affected by a number of factors such as ambient temperature, amount of activity, amount of dry matter eaten, level of salt intake, physiological state of animal, availability of water, stage of lactation, and composition of the ration (moisture content) and drinking interval. The needs increase at the end of gestation, during lactation, and during hot dry season. An ewe can drink up to 7 l per day while in gestation and up to 15 during lactation [22]. Water supply, if limited, restricts voluntary feed intake and feed utilization of livestock depending on various factors and mechanisms [23, 24]. An excessive salt intake will increase the amount of water drunk. A safe limit of salts in drinking water is given as 1.5%.
\nThe energy needs of sheep vary greatly according to the physiological stage: maintenance, gestation, lactation, or growth. At a given physiological stage, the needs are the same but can be expressed in a different unit. The needs for maintenance correspond to the amount of feed necessary to maintain the weight of the animal. They are estimated in relation to the live weight of the animal. In complete confinement, the maintenance needs are usually stated as 95 kcal metabolizable energy/kg0.75 [22] and 1 to 1.2 forage unit for a 100 kg liveweight sheep [25].
\nThe energy value of feedstuffs and the energy requirements of animals have been expressed in several units such as gross energy, digestible energy, metabolized energy, and net energy using forage unit. One forage unit corresponds to the net energy value of 1 kg barley for maintenance or production. Actually, two units from INRA [26] are used: forage unit for milk production and forage unit for meat production. The major sources of energy for sheep are hay, pasture, crop residues, agro-industrial byproducts, and even grains to raise the energy level of the diet when necessary. Energy deficiencies can cause reduced growth rate, loss of weight, reduced fertility, lowered milk production, and reduced wool quantity and quality.
\nThe energy needs of sheep and the energy value of feedstuffs are expressed in several energy units such as forage unit, calorie, TDN, amidon unit, etc. In balancing rations it is required to use the same unit for both the energy needs of sheep and the energy value of feedstuffs.
\nIn sheep rations, the amount of protein is much more important than the quality of protein. However, since sheep is a ruminant and mature, the naturally occurring protein and non-protein nitrogen (urea) are used effectively in their diets. Common sources of natural protein supplements include cottonseed and peanut meals that contain from 20 to 30% protein and are good sources of supplemental protein. High-quality legume hays can contain from 10 to 18% protein and provide adequate protein for most classes of sheep when fed as a complete ration.
\nMature sheep can be fed low levels of non-protein nitrogen. In general, supplemental no-protein nitrogen is beneficial only when adequate energy is available. Urea should never make up more than one-third of the ruminally degradable protein in the diet.
\nSheep daily protein requirement is estimated to be 0.6 g/kg body weight [25, 26]. Similarly, the protein content of feedstuffs that can be expressed in several units can be found in the literature [14, 25].
\nSome minerals are essential in sheep nutrition. Minerals essential for ruminants include macro minerals such as calcium, phosphorus, magnesium, sodium, potassium, chlorine, and sulfur and trace minerals such as copper, molybdenum, iron, manganese, zinc, selenium, cobalt, and iodine [27]. Most of these requirements are met under normal grazing and feeding habits in the Sahel countries. The necessity for the addition of minerals to the ration is determined by the character of the feed eaten, including the water consumed [10]. Maintaining optimum rumen fermentation with straw-based rations requires a minimum mineral supply as given by Moss et al. [28]. Those that are most deficient are salt (sodium chloride), phosphorus, and calcium.
\nSalt is essential for many body functions. When sheep are deprived of salt, they generally consume less feed and water, produce less milk, and grow slowly. Inadequate salt intake may cause decreased feed consumption and decreased efficiency of nutrient use [10]. In general, supplemental salt should be provided to range ewes at a level of 8 to 11 g of salt per head per day. For mixed feeds, an addition of 0.3% to the complete diet or 1% to the concentrate portion is recommended [27].
\nPastures and hay are generally low in phosphorus; however, in grains the amount of phosphorous is moderate to high. Since any efficient sheep operation uses a high percentage of roughage or pasture, it is assumed that the sheep need phosphorus supplementation. Phosphorus deficiency causes slow growth, reduced appetite, abnormal bone development, and poor reproductive performance. It may be beneficial to provide phosphorus supplements year-round for the breeding flock.
\nMature sheep require all the fat-soluble vitamins: A, D, E, and K. They do not require supplemental B vitamins, which can be synthesized in the rumen. Normally, the forage and feed supply contain all essential vitamins in adequate amounts, except vitamin A, which is sometimes deficient. Vitamin A does not occur in plant tissue but is synthetized by the animal from chemical precursors in plants, mainly beta carotene [29]. However, sheep can store vitamin A for a considerable time. If ewes have pastured on green forage or have had access to high-quality legume hay, vitamin A is not usually deficient.
\nThe main resources used as sheep feed in the Sahel include pastures (herbaceous plants, fodder trees/shrubs), crop residues, cultivated forages, concentrate feed (agro-industrial byproducts, grains, feed supplements, etc.), and household wastes. The relative importance of these resources varies across production systems. Agro-ecology, seasonality, land tenure, and management practices at the farm level, among other factors, influence their availability [30]. In the agro-pastoral system, improvement of nutrition is based on the definition of a supplemental feeding strategy and on the improvement of the quality of low-quality forage [22].
\nSheep are natural grazers, and they are easy to control through herding on natural range. In consequence, small children very often are herders. Sheep prefer short grass and have difficulty eating coarse feedstuffs [10]. Sheep frequently obtain critical protein and vitamins from browsing on leaves and fallen pods of different tree species. Grazing on natural ranges and marginal wasteland provides most of the annual feed intake of Sahel sheep. The fact that most grazing land is owned communally complicates improvement efforts.
\nThe second most important feed resource for Sahel sheep is crop residues [31]. The usual practice is to permit free access to cropland after harvest is completed. This practice is used only partially, and part of the forage is used in other forms of feed. The kind and nature of residues depend on the crops grown. They include cereals (rice, sorghum, millet, corn, barley, wheat) and legumes (cowpea, groundnut).
\nForage may be used as feed in five forms: pasture, hay, silage, cut and fed in the fresh or green state, and chemically treated. Silage and cut and fed in the fresh or green state are well known and applied in the Sahel countries. Although hay and silage making and forage treatment may have a considerable potential for bridging the dry season feed gap, their use needs further promotion in the Sahel.
\n\nHay is the most important of all harvested roughages. The legume hays (e.g., cowpea and groundnut) are especially valuable, since they are high in protein, calcium, and other nutrients and are both palatable and highly digestible.
\n\nSilage results from the preservation of green forage under anaerobic conditions. The best grass silage can be made when the material contains 60 to 75% of moisture.
\nThe concept of silage making is very old but rather less practiced. A pit of 3 m diameter and 2 m depth holds 6 to 8 tons of silage that is sufficient to feed 20 sheep for about 3 months.
\nThe practice of leaving the straw and stover of harvested cereal crops in the fields to be grazed over by livestock may not be desired. The collection and stacking of these materials where they could be rationed out to livestock would increase the value of the feed several times. Other ways of increasing the feeding value of straws are through urea treatment [32] and proper supplementation with legume hays [33].
\nA third most important feed resource for Sahel sheep includes residues from the processing of the various agricultural products that are cottonseeds, cottonseed meal, groundnut meal, brans of cereals, molasses, etc.
\nIn the Sahel countries, mixed crop-livestock farming and pastoralism are the dominant forms of agricultural production. In these farming systems, sheep feeding depends mostly on rangeland, fallows, and cropland grazing. Nutritional constraints to grazing sheep are ecological zone variations, feed scarcity, and seasonal fluctuations in feed supply associated with low rainfall and poor soil fertility. The options to improve sheep nutrition vary seasonally in the Sahel countries. Due to seasonal fluctuations in the availability and quality of the feed resources, the intake of energy, protein, and some essential minerals by most ruminant species fall below their maintenance requirements resulting in undernutrition and low productivity in most production systems [34].
\nDuring the rainy season, the forage grows and the crops develop. At this stage the quality of the forage available is very high, and the main constraint is herd mobility. Grazing and moving herds to watering points may lead to conflicts between herders and farmers. Transhumance is a common practice in the West African Sahel based on regular seasonal migration from a permanent homestead to access to better range resources in terms of quality and plant species diversity and protection of crops from damage by grazing animals. The wet season grazing areas are also the location of sites for the “cure salé” to cover certain mineral deficiencies [3].
\nAt the end of the rainy season, in the early dry season, all range forages including trees and crop residues are available in large amounts although their quality is relatively low because of lignification. Conserving crop residues and bush hay under cut-and-carry strategies may reduce spoilage and provide feed late in the dry season. Legume (groundnut and cowpea) hays are harvested and highly priced in local markets. They can be used to feed animals with higher protein requirement, such as lactating ewes and fattening sheep.
\nAs the dry season progresses, aboveground forage mass decreases. Animals require longer grazing time and spend more energy walking. At this stage, it is advantageous to restrict walking by keeping animals on fields and feed them with the store feeds.
\nLate in the dry season, the lack of feed and low protein content limits the efficient use of the feed available. The main option during the late dry season and early rains consists in providing supplementary feeding with crop residues, bush hay, and/or grain byproducts and agro-industrial byproducts. Supplementary feeding with roughages will be determined by the availability of labor and cost of transport, whereas the use of concentrates will be a function of availability and cost of grain and agro-industrial byproducts.
\nSupplements are defined as special concentrate feeds that are fed to supply nutrients which are deficient in a ration to balance the ration for essential nutrients. Among the most relevant supplements most often needed in the Sahel are minerals, such as calcium and phosphorus and protein from byproducts feeds (oil cakes and cereal milling residues). Molasses can be used to increase energy and palatability and as carrier of non-protein nitrogenous substances such as urea.
\nTwo types of feed resources available to the farmers can be considered: the on-farm feed resources such as range, fallow, and crop residues and the purchasable resources such as agro-industrial byproducts. The quality and quantity of grass are variable depending on the year, the season, and the ecological zone. However, in the Sahel, there are two main seasons within a year; for animal feeding purposes, the year can be divided into three seasons in the Sahel that are the rainy season from July to September, the dry cool season from October to February, and the dry hot season from March to mid-June. The season associated with the agroclimatic zone is the most important factor that drives feed supply in the Sahel.
\nIn the Sahel, aboveground forage is the major or sometimes the sole sheep feed resource. During the rainy season, feed supplies from grazing lands and fallow are enough to cover maintenance requirements and even part of the production needs of the grazing sheep. However, the high producing sheep (lactating and fattening animals) may need supplemental feeds.
\nAs the rainy season ends, aboveground forage mass decreases in quality because of lignification while the biomass is still available. At first, improving the feeding value of forages through proper preservation and storage may be enough to cover the deficit in nutrient requirements of the animal. High producing sheep may need concentrate supplement feeds.
\nWhen the dry season progresses from the cool season to the hot season, both quality and quantity of forages decrease. Therefore, both forages and concentrates may be used as feed supplements. An example of supplemental feeding of sheep in Mali is given in \nTable 4\n. A 2-year study conducted by Nantoumé et al. [35] using this supplemental feeding gave interesting results. Fertility, birth rate and numeric productivity were improved in ewes receiving supplemental feed. The times of kidding and of kids born per pregnancy were higher in supplemented animals. Feed supplements increased milk production per lactation from 26.1 to 43.2 l for sheep [35].
\n\nLiveweight (kg) | \nPerformances | \n\n | UF | \nDP (g) | \nPDI (g) | \nCa (g) | \nP (g) | \n
---|---|---|---|---|---|---|---|
20 | \nMaintenance | \n\n | 0.31 | \n24 | \n25 | \n2.0 | \n1.5 | \n
\n | 5th month of gestation | \n\n | 0.38 | \n36 | \n38 | \n2.8 | \n1.9 | \n
\n | Lactation | \nMilk produced/day | \n\n | \n | \n | \n | \n |
\n | \n | 300 g | \n0.51 | \n53 | \n50 | \n3.5 | \n2.2 | \n
\n | \n | 600 g | \n0.72 | \n82 | \n74 | \n5.0 | \n2.8 | \n
\n | \n | 900 g | \n0.92 | \n111 | \n99 | \n6.5 | \n3.5 | \n
30 | \nMaintenance | \n\n | 0.42 | \n32 | \n33 | \n2.5 | \n1.8 | \n
\n | 5th month of gestation | \n\n | 0.53 | \n48 | \n50 | \n3.4 | \n2.3 | \n
\n | Lactation | \nMilk produced/day | \n\n | \n | \n | \n | \n |
\n | \n | 400 g | \n0.69 | \n71 | \n66 | \n4.5 | \n2.5 | \n
\n | \n | 800 g | \n0.96 | \n110 | \n99 | \n6.5 | \n3.6 | \n
\n | \n | 1200 g | \n1.24 | \n148 | \n131 | \n8.5 | \n4.4 | \n
40 | \nMaintenance | \n\n | 0.52 | \n40 | \n41 | \n4.0 | \n2.0 | \n
\n | 5th month of gestation | \n\n | 0.66 | \n60 | \n62 | \n4.1 | \n2.5 | \n
\n | Lactation | \nMilk produced/day | \n\n | \n | \n | \n | \n |
\n | \n | 500 g | \n0.86 | \n89 | \n82 | \n5.5 | \n3.1 | \n
\n | \n | 1000 g | \n1.20 | \n137 | \n123 | \n8.0 | \n4.2 | \n
\n | \n | 1500 g | \n1.54 | \n186 | \n164 | \n10.5 | \n5.3 | \n
Nutrient requirement of ewes for gestation and lactation with an average energy value of milk of 0.68 UFL/kg and a protein value of 60 g/kg.
Liveweight (kg) | \nADG (g) | \nUFL | \nDP (g) | \nPDI (g) | \nCa (g) | \nP (g) | \n
---|---|---|---|---|---|---|
20 | \nMaintenance | \n0.31 | \n24 | \n25 | \n2.0 | \n1.5 | \n
\n | 50 | \n0.51 | \n40 | \n40 | \n3.1 | \n2.0 | \n
\n | 80 | \n0.57 | \n50 | \n50 | \n3.8 | \n2.3 | \n
\n | 110 | \n0.62 | \n59 | \n58 | \n4.4 | \n2.6 | \n
\n | 140 | \n0.68 | \n69 | \n68 | \n5.1 | \n2.9 | \n
\n | 170 | \n0.75 | \n79 | \n77 | \n5.8 | \n3.2 | \n
30 | \nMaintenance | \n0.42 | \n32 | \n33 | \n2.5 | \n1.8 | \n
\n | 70 | \n0.72 | \n56 | \n55 | \n4.1 | \n2.5 | \n
\n | 110 | \n0.80 | \n65 | \n63 | \n5.0 | \n2.9 | \n
\n | 150 | \n0.90 | \n77 | \n74 | \n5.8 | \n3.3 | \n
40 | \nMaintenance | \n0.52 | \n40 | \n41 | \n3.0 | \n2.0 | \n
\n | 75 | \n0.95 | \n63 | \n62 | \n4.7 | \n2.9 | \n
\n | 110 | \n1.06 | \n71 | \n69 | \n5.5 | \n3.1 | \n
\n | 145 | \n1.18 | \n82 | \n79 | \n6.2 | \n3.5 | \n
Nutrient requirement of ewes for growth and fattening.
Categories | \nRainy season | \nDry and cold season | \nDry and hot season | \n
---|---|---|---|
Young | \n0 | \n100 g cottonseed meal | \n100 g straw + 100 g cottonseed meal | \n
Adult | \n0 | \n200 g cottonseed meal | \n200 g hay + 200 g cottonseed meal | \n
Ram | \n100 g cottonseed meal | \n200 g cottonseed meal | \n200 g hay + 200 g cottonseed meal | \n
Lactating | \n200 g cottonseed meal | \n400 g cottonseed meal | \n200 g de grossier + 400 g cottonseed meal | \n
Quantities (g/animal/d) of supplements used for different categories depending on the season.
The rational feeding of ewes is economically valid only if the farmer knows with precision the physiological stage of the ewes.
\nThe level of nutrition at the end of gestation has an important effect on the development of the lambs and thus their survival after birth, on the building of body reserves and on the maternal performances of the ewes, which will affect the post-natal growth of the lamb.
\nThe growth of the fetus is especially important during the last third of gestation: 70 to 80% of the total weight gain occurs during this period. The last 6 to 8 weeks of gestation are thus critical in terms of nutrition because the nutrient requirements of the ewe increase tremendously. Supplementation of the ewe with a feed high in energy is extremely desirable. However, the supplementation is difficult to achieve because of the decrease of the ewe’s appetite due to a reduction of the rumen capacity and the high cost of the high-energy feed. A low level of nutrition at the end of gestation will have negative effects not only on the reproduction performance of the ewe but also on its health.
\nNormal growth of the fetus allows the lambs to be born with adequate weight. The weight at birth directly influences the vigor of the lamb and its resistance to stress.
\nThe mammary tissue grows rapidly at the end of gestation; 95% of the development occurs during the last 6 weeks of gestation. Without adequate nutrition, the udder develops less; as a consequence, it will lower milk production. Good nutrition of the ewe at the end of gestation increases milk production by 20 to 30% in the ewe carrying a single lamb. Besides, the nutrient requirements of the ewe for gestation and milk increase depending on the level of milk production (\nTable 3\n). Moreover, a good level of nutrition at the end of gestation favors the constitution of reserves that the ewe will utilize during the high-energy requirements of lactation.
\nMilk production generally increases during the first 3 weeks, reaches a plateau, and starts decreasing rapidly. The form of the curve varies according the breed, the level of nutrition, and the number of lambs suckling. The voluntary intake of most forages in early lactation is generally insufficient to meet the nutrient requirements. A supplementation of 400 to 600 g per day of a high-quality concentrate is needed.
\nIn most countries of the Sahel, sheep fattening is a common operation especially during the Muslim’s feast. It consists in feeding rams for a rapid weight gain during a short period of time. Fattening rations should be formulated from local supplies at the least cost as far as possible. Several fattening rations were developed throughout the Sahel countries. In the Malian context, 11 fattening rations were developed. Average daily gain (ADG) varied from 124 to 200 g with benefit fluctuating from 4395 to 11,020 FCFA (\nTable 5\n). After the successful on-station trial, the two best rations have been tested on-farm condition.
\nRation | \nADG (g) | \nBenefit (F.CFA) | \nReferences | \n
---|---|---|---|
60% CSM + 40% PH | \n200 | \n11,020 | \nNantoumé et al. [36] | \n
45% CSM + 47% PH + 8% Millet | \n192 | \n9415 | \nNantoumé et al. [37] | \n
35% BH + 35% NH + 30% ABH | \n172 | \n6285 | \nBallo et al. [38] | \n
70% CSM + 30% DH | \n140 | \n6065 | \nNantoumé et al. [36] | \n
61% CSM + 39% SS | \n124 | \n5850 | \nNantoumé et al. [39] | \n
65% CSM + 25% NH + 10% CS | \n126 | \n5310 | \nNantoumé et al. [40] | \n
52% CSM+ 36% PH + 12% SS | \n142 | \n5065 | \nNantoumé et al. [40] | \n
51% CSM + 28% SS + 21% Millet | \n132 | \n5135 | \nNantoumé et al. [40] | \n
60% CSM + 20% PB + 20% NH | \n146 | \n4785 | \nNantoumé et al. [37] | \n
50% CSM+ 39% BH + 11% Millet | \n142 | \n4395 | \nNantoumé et al. [40] | \n
57% CSM + 30% PH + 13% MS | \n135 | \n4220 | \nNantoumé et al. [37] | \n
Characteristics of the best fattening rations of a series of sheep fattening experiments.
CSM = cottonseed meal; PH = peanut haulm; BH = bush hay; DH = dolichos haulm; SS = sorghum straw; NH = niébé haulm; CS = corn straw; and MS = millet straw.
The overall results of our study showed that sheep farming is an important economic activity of most of the population. This review shows that seasonal fluctuations of feed resources in the Sahel follow the pattern of vegetation growth that is modified by the availability of rainfall. This resulted in a seasonal pattern of wet season gain and dry season loss of liveweight. Seasonal fluctuation in availability and poor quality of feeds were considered to be the main constraints on sheep farming in the Sahel. Appropriate supplemental feeding improved productivity of ewes. The times of kidding and of kids born per pregnancy were higher in supplemented animals. Feed supplements increased milk production per lactation from 26.1 l to 43.2 l for sheep [35]. For intensive meat production, several rations economically sound were also developed. For health care, the recommendations are known. For infectious diseases such as pasterollesis and peste des petits ruminants, it is mandatory to vaccinate them regularly twice a year for the first and once a year for the second disease. Deworming is also recommended twice, three times, or four times a year depending on the zones (Sahel, soudanian and preguinean) where the sheep are.
\nClasses | \nSClasse | \nIdentification | \nOrganic constituents | \nMineral constituents | \nEnergy value | \nProtein value | \n||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Name | \nDM | \nOM | \nCF | \nCP | \nCF | \nNFE | \nAsh | \nCa | \nP | \nGE | \ndOM | \nDE | \nME | \nUFL | \nUFV | \nDP | \n||
1. Roughages | \n\n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | ||
\n | • Cereal straws | \n94.69 | \n92.54 | \n39.48 | \n4.65 | \n1.54 | \n46.87 | \n7.46 | \n0.14 | \n0.31 | \n3975.35 | \n68.58 | \n2604 | \n2135 | \n0.53 | \n0.39 | \n10 | \n|
\n | \n | Standard error | \n0.38 | \n3.54 | \n6.51 | \n1.57 | \n0.48 | \n6.86 | \n3.54 | \n0.1 | \n0.26 | \n209.3 | \n1 | \n130.1 | \n106.7 | \n0.12 | \n0.14 | \n10 | \n
\n | • Legume haulms | \n65.37 | \n91.08 | \n29.94 | \n12.21 | \n1.48 | \n47.46 | \n8.92 | \n0.64 | \n0.17 | \n3846.77 | \n70.03 | \n2579 | \n2115 | \n0.71 | \n0.61 | \n69 | \n|
\n | \n | Standard error | \n34.95 | \n2.71 | \n5.77 | \n0.71 | \n0.35 | \n5.43 | \n2.71 | \n0.19 | \n0.07 | \n78.7 | \n0.88 | \n69.27 | \n56.8 | \n0.1 | \n0.12 | \n7 | \n
\n | • Bush hay | \n95 | \n90.76 | \n36 | \n3.77 | \n1.86 | \n49.13 | \n9.24 | \n0.07 | \n0.22 | \n3822.9 | \n69.11 | \n2525 | \n2071 | \n0.59 | \n0.47 | \n1 | \n|
\n | \n | Standard error | \n0.58 | \n2.7 | \n4.85 | \n0.35 | \n0.73 | \n1.97 | \n2.7 | \n0.03 | \n0.09 | \n167.58 | \n0.74 | \n84.48 | \n69.27 | \n0.09 | \n0.11 | \n2 | \n
\n | • Fodder trees | \n35.48 | \n92.06 | \n32.92 | \n13.16 | \n2.32 | \n43.66 | \n7.94 | \n1.06 | \n0.42 | \n4108.8 | \n69.58 | \n2734 | \n2242 | \n0.67 | \n0.55 | \n85 | \n|
\n | \n | Standard error | \n4.56 | \n4.18 | \n4.94 | \n2.37 | \n0.23 | \n7.31 | \n4.18 | \n0.29 | \n0.37 | \n393.76 | \n0.76 | \n248.8 | \n204 | \n0.09 | \n0.11 | \n21 | \n
\n | • Cultivated grasses | \n29.46 | \n93.43 | \n37.32 | \n5.22 | \n2.26 | \n48.64 | \n6.57 | \n0.11 | \n0.22 | \n3751.21 | \n68.91 | \n2470 | \n2026 | \n0.58 | \n0.45 | \n12 | \n|
\n | \n | Standard error | \n5.95 | \n0.98 | \n3.54 | \n0.74 | \n0.41 | \n3.69 | \n0.98 | \n0.08 | \n0.13 | \n158.24 | \n0.54 | \n99.88 | \n81.9 | \n0.07 | \n0.08 | \n6 | \n
\n | • Cultivated legumes | \n27.71 | \n92.45 | \n35.74 | \n11.97 | \n2.69 | \n42.05 | \n7.55 | \n0.89 | \n0.25 | \n3909.88 | \n69.15 | \n2585 | \n2120 | \n0.62 | \n0.5 | \n66 | \n|
\n | \n | Standard error | \n6.6 | \n2.01 | \n7.8 | \n2.72 | \n0.67 | \n7.42 | \n2.01 | \n0.27 | \n0.12 | \n237.52 | \n1.19 | \n162.2 | \n133 | \n0.14 | \n0.17 | \n24 | \n
2. Energetic feeds | \n\n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | ||
\n | • Cereal grains | \n92.95 | \n98.56 | \n3.98 | \n10.61 | \n5.57 | \n78.39 | \n1.44 | \n0.06 | \n0.17 | \n4134.03 | \n74 | \n2945 | \n2415 | \n1.23 | \n1.23 | \n59 | \n|
\n | Standard error | \n0.86 | \n0.24 | \n1.19 | \n1.49 | \n0.07 | \n1.7 | \n0.24 | \n0.03 | \n0.08 | \n1099.2 | \n0.18 | \n792.2 | \n649.6 | \n0.02 | \n0.03 | \n14 | \n|
\n | • Cereal bran | \n92.97 | \n91.16 | \n11.35 | \n13.36 | \n7.1 | \n59.36 | \n8.84 | \n0.17 | \n1.07 | \n4074.95 | \n72.87 | \n2856 | \n2342 | \n1.12 | \n1.09 | \n87 | \n|
\n | \n | Standard error | \n1.51 | \n0.57 | \n2.91 | \n3.07 | \n5.42 | \n5.05 | \n0.57 | \n0.24 | \n0.33 | \n438.61 | \n0.44 | \n324.2 | \n265.8 | \n0.11 | \n0.12 | \n28 | \n
3. Protein supplements | \n\n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | \n | ||
\n | • Fish meal | \n95.14 | \n79.82 | \n0.37 | \n57.77 | \n17.31 | \n4.52 | \n20.18 | \n2.58 | \n1.84 | \n3793.42 | \n74.55 | \n2724 | \n2234 | \n1.49 | \n1.48 | \n495 | \n|
\n | \n | Standard error | \n1.08 | \n7.43 | \n0.12 | \n5.81 | \n7.66 | \n7.77 | \n7.43 | \n0.91 | \n0.75 | \n971.18 | \n0.02 | \n696.7 | \n571.3 | \n0.09 | \n0.09 | \n51 | \n
\n | • Cottonseed meal | \n94.18 | \n95.1 | \n33.94 | \n24.28 | \n10.61 | \n26.27 | \n4.9 | \n0.09 | \n0.86 | \n4475.63 | \n69.42 | \n2972 | \n2437 | \n0.76 | \n0.64 | \n172 | \n|
\n | \n | Standard error | \n1.64 | \n0.98 | \n5.2 | \n5.26 | \n2.65 | \n7.92 | \n0.98 | \n0.03 | \n0.16 | \n202.21 | \n0.79 | \n128.3 | \n105.2 | \n0.11 | \n0.12 | \n46 | \n
SClasse = sub-classes; DM = dry matter; OM = organic matter; CF = crude fiber; CP = crude protein; CF = crude fat; NFE = nitrogen-free extract; Ca = calcium; P = phosphorus; GE = gross energy; DE = digestible energy; ME = metabolizable energy; UFL = forage unit milk; UFV = forage unit meat; and DP = digestible protein.
\n
\nAlthough tourism is generally understood as people traveling for pleasure, it is nevertheless a complex activity that involves a number of issues that intersect over several branches in the economic and social sectors [1]. Defined by the World Tourism Organization (UNWTO) [2] as “a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes”, tourism today is recognized as one of the world’s largest economic sector, supporting more than 313 million jobs in 2017 and generating 10.4% of global GDP [3]. Considering the predictions of increased global growth and the unique connectedness of tourism sector, it is clear why UNWTO has recognized tourism as one of the drivers for realization of the sustainable development goals [4] and even dedicated a separate website to the promotion of the idea and mission [5]. It has long been established that short-term market success might in fact lead to the deterioration of the destinations and therefore natural environment. Sustained market competitiveness requires a balance of growth orientation and environmental commitment at an acceptable rate of return to all industry partners involved in the marketing of a destination [6]. For this reason, it is critical for future of the tourism development to adapt marketing in tourism to preserve both natural and cultural heritage. In achieving this, the appropriate use of the key enabling technologies plays the crucial role.
In this book chapter we introduce the largest government-sponsored research project in Slovenian tourism called Tourism 4.0, together with the main marketing challenges of the project itself and solutions developed in it. Slovenia is a small country located in the south of Central Europe with a long history of tourism. For instance, records of people traveling to the spas of Rogaška Slatina go back to the middle of the seventeenth century [7], while modern cave tourism in Postojna began in 1818 [8]. Hence, it is not surprising that the Tourism 4.0 partnership has been established here. Its ambition is to create a testbed in order to transform the tourism industry into an innovation-driven economy by enriching tourism experiences with the use of technology and data. The term originates from the modern paradigm in industry, known as Industry 4.0 [9] and aims to improve the added value to tourism through innovation, knowledge, technology and creativity. This is planned to affect every field around it by creating an ecosystem, in which physical and digital space, infrastructure, personnel and technology behind it merge into one seamless experience of many personalized outputs. The knowledge, expectations and experiences of tourists, defined as Tourist 4.0 in the project frame, will be utilized to build the new services and products to rise up the satisfaction with the experiences of all stakeholders in the tourism ecosystem.
By uniting managers of physical spaces in the ecosystem (towns, municipalities) with leading Slovene research and educational institutions, as well as technology experts and developers, a collaborative ecosystem is being created, which treasures the history and knowledge of tourist business and at the same time transfers it into the digital world. The result will be a new format of dynamic collaboration system among all tourism stakeholders sprouting a new generation of tourist applications and services, which are built on real tourist needs and wishes by using the key enabling technologies from Industry 4.0 harmonized with the Tourism 4.0 principles.
Subsequent to this introductory section, the following chapter is organized as follows: Section 2 provides the description of the future tourism we want to create with Tourism 4.0, in Section 3 the implementation and ambition of the project is shared, Section 4 discusses the marketing challenges as well as introduces the Twirl marketing model of a paradigm shift and in the last section the chapter is reviewed.
Tourism is ought to be an enjoyable experience for visitors, while at the same time providing a substantial source of income for many destinations and even entire countries. Unfortunately, several studies, even dating back to the 1960s [10, 11] and 1970s [12, 13, 14], have indicated the existence of many worrisome consequences of tourism. The areas negatively affected have found out to be [15, 16]:
Environmental—increased consumption of electricity and water, extra waste production, overcrowding, reduction in accessibility, increase in population density, etc.
Economic—increase in real estate and land price, shift from market prices to higher tourist prices [17], employment fluctuation, economic dependence on a single industry, etc.
Social—illegal goods and people trafficking, excessive commercialization, loss of cultural identity, etc.
Since the number of annual international tourists travels has more than doubled in the last 20 years (to over one billion, shown in Figure 1) reaching 1323 million in 2017 [18], it is essential to ensure sustainable growth of tourism in order to avoid the deteriorating effects on both the social and natural habitat.
Number of international tourist travels over the last decade. Source: World Tourism Organization, Yearbook of Tourism Statistics [19].
Many cases of extreme ramifications of tourism can put pressure on resources and the host communities, hence leading to a decline in the quality of living. All of this brought about the issue of overtourism, defined as “the excessive growth of visitors leading to overcrowding in areas where residents suffer the consequences of temporary and seasonal tourism peaks, which have enforced permanent changes to their lifestyles, access to amenities and general well-being” [20].
In 2017, Slovenia recorded more than 4.9 million tourist arrivals and almost 12.6 million overnight stays, which is 13% more than in 2016 [21]. As shown in the Table 1, the growth is continuous for 4 years already, with this tendency expected in 2018 and also predicted for the near future. By making a total contribution to 11.9% of GDP in 2017, with a forecast of rise to 14.5% in 2028 [22], tourism is becoming a more and more important economic activity.
Year | Tourist arrivals | Overnight stays | ||
---|---|---|---|---|
Total | Foreign | Total | Foreign | |
2008 | 3,083,713 | 1,957,691 | 9,314,038 | 5,351,282 |
2009 | 2,984,828 | 1,823,931 | 9,013,773 | 4,936,293 |
2010 | 3,006,272 | 1,869,106 | 8,906,399 | 4,997,031 |
2011 | 3,217,966 | 2,036,652 | 9,388,095 | 5,463,931 |
2012 | 3,297,556 | 2,155,612 | 9,510,663 | 5,777,204 |
2013 | 3,384,491 | 2,258,570 | 9,579,033 | 5,962,251 |
2014 | 3,524,020 | 2,410,824 | 9,590,642 | 6,090,409 |
2015 | 3,927,530 | 2,706,781 | 10,341,699 | 6,614,443 |
2016 | 4,317,504 | 3,032,256 | 11,179,879 | 7,342,118 |
2017 | 4,948,080 | 3,586,038 | 12,591,562 | 8,572,217 |
Tourist arrivals and overnight stays in Slovenia from 2008 to 2017. Data taken from the SURS—Statistical Office of the Republic of Slovenia.
The rapid rising of numbers put Slovenia ahead of new challenges. While each destination has to constantly strive to improve and innovate in order to stay competitive, local communities (not just tourist service providers and the government) must play a key role in the future development of tourism. Another issue in need to be addressed is the fact that there has been a lack of research in Slovenian tourism [23]. Existing studies pointed toward outdated business methods, lack of cooperation between public and private sector tourism managers, a low level of awareness by the government on the importance of responsible tourism practices as a major impediment in improving competitiveness [23, 24]. Fortunately, in the last years this attitude is changing and in 2017, the efforts of Tourism and Hospitality Chamber of Slovenia in the area of sustainable tourism have finally been recognized and included in the development areas of the smart specialization strategy [25]. With this action, the tourism industry has been set up alongside health and medicine, circular economy, factories of the future and others as a prospective field justified for government co-financing on research and development projects. The specific objectives aimed to be achieved are: an increase of energy efficiency in tourist facilities for 20% by 2021; an increase in the number of the fast-growing companies in tourism from 29 in 2015, to 50 in 2021; a raise in the level of knowledge and quality in Slovenian tourism and a raise in the added value in tourism for 15%.
Accordingly, the prevailing approach needs to change. Therefore, the aim of Tourism 4.0 is to develop a model of collaboration that minimizes the negative impact of tourism, while at the same time improving the overall experience. This goal will be obtained by using the concepts and tools provided by smart tourism [26, 27, 28, 29]—a phenomena describing the convergence of information and communications technology (ICT) with tourism experience, expanding them even further, and integrating them into a platform that will involve all stakeholders active in the tourism sector: the local community, government, tourist service providers and of course tourists—presented in Figure 2.
The core of the Tourism 4.0 concept is to integrate all the stakeholders (local community, tourists, tourist service providers and government) in the sector within a collaborative innovation process centered around the local community.
The main ambition is to build an interactive platform based on the state-of-the-art technology infrastructure, guaranteeing the sustainable development of services and products, accessible to everyone at any time. It will facilitate the tourist’s integration into the destination, increase the quality of the experience and support individual’s interaction to develop tailored products and services. In other words, we want to foster the leap that was enabled by high technologies from Industry 4.0 at products level, by implementing them in tourism services.
For successful implementation of the project goals, the platform will integrate four main pillars or modules, which are at the same time different areas of research for understanding the tourism ecosystem:
Technology module. With the use of cutting-edge technologies enriched tourist experiences will be delivered. This includes:
Internet of things (IoT) for enabling networks of smart device for monitoring and collecting information;
High-performance computing systems (HPC) with artificial intelligence (AI) for the purpose of solving most complex challenges involving data;
Virtual and augmented reality (VR and AR), which can elevate or enhance the overall experience;
Blockchain solutions for a safe and transparent way of delivery.
Innovation module. Research and development of practices and methodologies dedicated to the creation and diffusion of innovation in the ecosystem with the aim to raise the level of competences among all stakeholders.
Ecosystem module. Understanding the tourism ecosystem and all its stakeholders in both the physical and digital world in order to create the space for the new generation of tourism.
Application module. Enabling systems and applications that improve and enrich the real and digital experiences in tourism with the focus on mobility and services (and processes behind) for persons with the purpose of holidays, leisure or recreation, business, health, education or other.
In the Tourism 4.0 ecosystem the local community is in focus while Tourists 4.0 are very active participants in all processes. They have a direct impact on their own experience and act also as co-creators of the tourist offer. With this in mind, we should not forget that the change is only possible by data sharing of all stakeholders of a given ecosystem, thereby acting as a driver for all of the processes on the platform. Furthermore, the data need to be analyzed, if they should be turned into useful information that can be used for strategic decisions and marketing purposes, such as people flow management.
After the initiative was launched by the company Arctur, lack of readiness level to embrace the use of the key enabling technologies, especially by small and medium enterprises in the tourist sector, has been identified. As a consequence, the partnership for Tourism 4.0 has been established to enable collaboration of any stakeholder in the world to participate in research or development of tourism of the future. It brings together a consortium of highly relevant industrial organizations, top research organizations in tourism and the leading research organizations in computer and informatics technology.
The partnership is growing continuously and already boasts with a number of prominent members, such as Slovenian Ministry of Economic Development and Technology as well as Ministry of Public Administration, Tourism and Hospitality Chamber of Slovenia, Association of Towns and Municipalities of Slovenia, University of Ljubljana, University of Maribor, University of Primorska and many partners joining from all over the world. Not only research, also projects focused on validation and deployment of the technologies are planned in order to transform Slovenia into a testbed, Tourism 4.0 Living Lab Slovenia. Further activities in the area of Alps, Danube, Balkans and Mediterranean are set to spread the concepts to an international level.
Sustainable tourism [30, 31, 32] is at the core of Tourism 4.0 that is aspiring to using technology to encourage a positive environmental, social and economic impact and collaboration between all stakeholders in the ecosystem. Following the slogan of Slovene tourism: ‘Green, active, healthy’, new ways of motivating not only individual tourists but all stakeholders will be studied in order to encourage as much of positive contribution as possible for the local environment while traveling and visiting places. This will be achieved by establishing a system of motivation and rewarding for positive behavior i.e. behavior with positive impact on social, environmental and economic elements in a destination—both from tourists and other stakeholders. In this way tourism truly becomes the driver of the sustainable development of the whole society. These are heavily dependent on the quality and intensity of communication, if they are to be reached. For this reason, marketing has a key role in this endeavor since reshaping of the tourism ecosystems with the focus on the local community will not just happen even though this is a crucial step toward the tourism of the future.
The model, that has been so far only theoretically constructed, is named Collaboration impact model (CIM). For its implementation certain tools need to be developed to help with collection, understanding and integration of data. This includes data such as weather prediction, traffic density, number of tourists in a defined area, energy consumption in tourism, etc. In an interactive way, through gamification, we want to reduce the negative and encourage the positive behavior and promote positive attitude to inspire more responsibility among citizens of the globe. The CIM model will use the data of the ecosystem to help tourists with suggestions for tourist activities. When using this model, the tourists will receive real-time information and recommendations based on their own profile, which will help them decide, for example what places to visit or what activities to partake in. Furthermore, users will be able to switch between their own avatars since interest of tourists vary significantly according to their purpose of traveling, which is not limited to for business and pleasure only.
Collaboration impact model is supported by several technological solutions. The most impactful one is the creation of digital tokens, a boosting and rewarding tool of the positive impact accomplished through collaboration within the ecosystem T4.0. In our proposed system, they are named after the model and thus called collaboration impact tokens (CIT). The currency will be needless to say developed on the basis of the blockchain technology. These tokens will be awarded to stakeholders of the tourism ecosystem as incentives for performing certain actions that are beneficial to the local economy and environment. They could help preserve and promote cultural heritage, reduce the consumption of natural resources and support an effective dispersion of tourism.
Examples of CIT awarding are shown in Figure 3. However, there are many more. With this mechanism, responsible development of ecosystem is enabled by encouraging positive attitudes, using of more ecologically-friendly transportation and stimulating a more favorable allocation of tourists. The latter is a pressing issue as more and more destinations are struggling with negative consequences of overtourism. In the next step, we plan to go further and integrate attitudes that encompass most different aspects of society and include them in the rewarding system. For example, visiting elderly people and spending time with them for few hours or reporting a damaged public trash bin to the municipality could be encouraged by incentives in the form of tokens. We believe that step by step with the technological development as well as by raising awareness through strategic communication rewarding positive impact on wider society will become the norm.
Examples of methods and actions with which a tourist can earn the collaboration impact token—CIT and the attitudes we want to promote.
Anyhow, visitor management techniques can also be applied to select or deselect tourists, control their flows and influence their behavior through promotion and education [33]. With the help of internet of things, it is possible to monitor and thus measure many human activities. The most common example in the tourism sector is the water and energy consumption of each accommodation. Many hotels collect such data but they do not use them. In accordance to our collaboration impact model, the tourists, who exhibit ecologically conscious behavior, i.e. consume less than average consume of water and energy of tourists in that specific area, would receive a reward in the form of CITs. The received tokens can be used for purchase of other tourist products or services. In addition to increasing the sustainably driven attitude preserving the environment is this beneficial for the local economy. Another example of desirable behavior is visit during the low tourist season or places in the touristic periphery. An additional issue of significant importance due to the size of its impact is the mobility. Here good behavior is determined and rewarded by the use of public transport or sharing services besides renting a bike or an electric car. The underlying idea is that tourists are awarded and thus motivated to exhibit behavior with a positive impact more often.
The most important aspect of the collaboration impact token is the assignment of dynamic values according to location and time of its use. For an illustration, we examined the number of tourists’ overnight stays for each municipality in Slovenia in 2017 and normalized it to the municipality’s population density (residents/km2), as seen in Figure 4. The discrepancy can be noticed immediately. Some areas experience a much higher tourist density than others, with some parts already experiencing overtourism. The value given in the calculation is dependent on:
visits to the geographic area—lower in the red and higher value in the green areas;
tourist season—low season means higher value;
strategic development level of the region—higher value in less developed regions;
etc.
The number of tourists overnight stays in 2017 for each municipality normalized by its population density (i.e. residents/km2). The data is taken from the SURS—Statistical Office of the Republic of Slovenia.
As the example of the calculation demonstrates, the use of public data can already enable the first insight into understanding of tourist flows. Building an award-based collaboration ecosystem that helps to manage issues of people flow within a destination, region or even a country is very rational and strategic since it also supports less developed regions in establishing their touristic sites. By implementation of the CIT that provides instant award in discounts, tourism of the beaten path can rise significantly. This does not only reduce the unbearable crowds of tourists in one spot of a destination, but above all immensely improves the tourist experience.
It is the lack of capital, technology and marketing and management expertise that restrains the growth of tourism in many less developed regions in the world [33]. An adoption of societal marketing strategies will thus have to take place, where increased visitations are not the primary concern and visitors are not treated like any other commodity. This will include monitoring of both the tourist and host satisfaction for the purpose of optimizing the of tourism impact on the environment and consequently increasing the benefits for the local community [34, 35]. Since monitoring is dependent on data, access to them is increasingly relevant to the tourism sector as well. It allows for the provision of evidence-based decisions and the development and analysis of future scenarios, which infuse the whole sector with additional efficiency and productivity to face its current challenges. In addition to accessibility, green mobility and connectivity has been identified as a priority area for facilitating the flows of movement, and easing the negative impact of tourism on local environment, along with reducing the effect on climate change.
Moreover, the prevalence of smartphones and mobile devices are swiftly changing the face of technology use for destination marketing as people now have access to the virtual world in palms of their hands [36]. More importantly the new technology enables smaller and peripheral destinations to compete on equal footage with larger and more central ones. The gained competitiveness lies in reduced dependency on intermediaries for the distribution of tourism products. As a consequence, the providers of tourism services are able to improve their negotiation power, which fosters the development of a healthier distribution mix. As aforementioned, this is of even greater importance for remote, peripheral and insular destinations where local principals and authorities have a great dependency on tourism for their income but lack expertise and resources to undertake comprehensive marketing campaigns [31].
Only an advanced ICT infrastructure enables a more dynamic, less rigid, and fast interaction within organizations and between organizations at the tourist destination, which empowers stakeholders through the creation of a technological infrastructure for increased communication and collaboration [34]. Tourist destinations are now, more than ever, building competitive tourist places using state of the art business models. However, without a proper information environment these business models are often subjected to failure. The T4.0 platform facilitates the just-in-time information exchange between various stakeholders from different places or markets using the key enabling technologies available at this time (illustrated in Figure 5). This way, the platform reduces the information and choice overload, which currently presents one of the key barriers in conducting tourism business. What is more, various tourism providers can use the platform to share their services, products or information to users at all levels of the industry (e.g. G2C, B2B, B2C, C2C).
The enabling technologies for project Tourism 4.0.
The Tourism 4.0 platform actually enables the communication between stakeholders and collaboration within the ecosystem where users are involved in the development of new tourist products and provide free access to the collected data, thereby encouraging innovation through the use of modern technology. In the implementation of technological solutions of Tourism 4.0, local communities play a vital role, thus we are putting them at the center of the ecosystem of future tourism. As already presented in Figure 2, the Tourism 4.0 platform is envisaged toward four main target audiences:
The providers of tourism services and packages (e.g. local tourist organizations and tour operators). The interest of this group is in the direct access to their target audiences, which will be enabled through the platform. There is a number of niche web (and mobile) platforms that almost proverbially offer only one solution to the end user (e.g. only hotel reservations, only attraction tickets, etc.). Contrarily, the Tourism 4.0 platform will gather together a number of various but complementary proposers of tourist services that will be interested to promote through the platform due to the considerably reduced margin for the referred business.
The tourist. They will be encouraged to use the platform mainly because of its all-in-one portfolio and also its embedded features. The combination of an all-encompassing offer, accompanied by AI will enable the platform to produce a tailored offer to the user. The AI will have an overview of the interests and preferences of the end-user and the services at offer. By combining the two, the user will get offered first the most interested services for her or him in that moment followed by services listed accordingly to their relevance for the user.
Local inhabitants. Through the collaborative platform, it will be possible to measure, monitor and manage the impact that tourists have on the local environment. This can be used to control the quality of living of the population and the quality of the tourist experience of the guests. In a second step also measuring of attitudes of local inhabitants are planned to be included in order to incentives all stakeholders to strive for the positive impact.
Government. Providing a collection and aggregation of data that can help in understanding and development of appropriate policy regulations, which are not only able to react to disruptions but even boost innovations.
In understanding the ecosystem in such way, a question emerges on who is the consumer in this new paradigm of tourism, as every stakeholder is collaborating, profiting and co-creating. These are the challenges that need to be embraced by the marketing specialists in the near future.
Actually, from the technological and business aspect, tourism and e-tourism have always been in the background, in the sense that tourism was predominantly following innovation. In the latest technological wave, many of the most prominent startups and corporations of the new generation are strongly attached to tourism, mainly through sharing economy. Sharing economy is just the beginning of a trend that indicates how the technology allows the sharing of tangible and intangible elements of all kinds of user experiences, in tourism as well. The tendency will continue with the intensive incorporation of all other current trends (AI, VR, AR, IoT, Smart Mobility, Blockchain, etc.). It will not only be about new ways of sharing and building up these elements. For the economic sector, it is important that these elements are appropriately used in new, innovative business models. Therefore, the technological project outcomes will be adopted to the new and innovative business models in tourism in general, as well as in the areas of destination management and event management.
Here are some examples of the use of the key enabling technologies in tourism that will transform the tourism business in near future:
Virtual reality could help potential visitors to decide which destination they prefer to visit;
Augmented reality could enable a completely new touristic experience that is either historically informative or adventurous in nature;
Combination of external data such as weather forecast with travel information would implement an automatic rebooking of a trip in case of a rainy day.
Such and similar future applications could become a new income stream in tourism, especially in relation to natural landmarks since most of them can be experienced for free. We do not promote limited access to nature because access to it should stay free of charge. On the other hand, interactive experience offered via augmented reality app could be payable and the income acquired could be spent on preserving the nature in a given destination. This way we would not rely solely on demand management for sustaining tourism resources with effective marketing, which can channel tourist flow to places that are more impact-resilient, such as urban and seaside built environments rather than to more fragile wilderness areas [33]. With the income from the enriched tourist experience national parks and heritage sites would be able to invest into preservation of natural environment in addition to managing the ever increasing demand.
In fact, the sustainability of local resources is becoming one of the most important elements of the destination image, as a growing section of the market is not prepared to tolerate over-developed tourism destinations and diverts to more environmentally advanced regions. The degree of consumer satisfaction will depend on the assessment of the perceived overall experience of the destination versus anticipated expectations and perceptions [34]. Smart tourism will become the driver of social change due to its high innovation potential and above all impact on economic, cultural and natural environment. As explained, marketing has a crucial role here. Not only in promoting sustainability in tourism but also in marketing in an attractive way of less popular tourist destinations. Inefficient use of many tourist facilities (hotels, for example, often have annual bed occupancy rates of 50–60% in most countries), indicates that the effective marketing of these tourist resources is of great significance in reducing resource wastage as well [33]. Challenges and opportunities are many, especially because throughout the world tourism services are offered by small and medium tourism enterprises, which tend to be family managed. Hence, the challenge for destination management organizations is to provide leadership in the development of innovative products and create local partnerships for the delivery of seamless experiences [34]. The collaboration impact model can provide that but marketing and communication experts will need to develop new strategies to make better use of the new tools with the purpose of optimizing the positive impact of tourism while increasing the benefits of the local community.
In marketing of new concepts, such as a new paradigm, the first issue everybody is facing is how to build trust and rise interest for complex and new solutions since trust and perceived risk are shown to be direct antecedents of intention to transact, suggesting that uncertainty reduction is a key component in consumer acceptance [37]. Hence, it is crucial to be aware of the lack of readiness level of the target groups in terms of lack of skills and lack of processes, in which research and development spirit could fit into strategies and implementation of changes.
To address this, the Twirl marketing model of a paradigm shift, presented in Figure 6, has been developed that shows in which process the appropriate target groups were identified and how the nature of communication has been growing into collaboration. In this process the communication starts with the informative phase addressing a broad public. It is upgraded in the second step with educational dimension that focuses on a smaller target group, which is then in the third step reduced to the key persons of each specific target group. With them conversations take place in order to find the possibilities to embrace the new concepts. This leads to collaboration, with which the amount of people reached via informational, educational and conversational communication raises again. In the best case, such organic growth occurs through community building. This is the reason for establishment of the Tourism 4.0 partnership, which is open to new interested stakeholders.1 In addition, an online form is available on the website, where anyone can share their idea or solution in the field of Tourism 4.0 and are later connected to potential partners.
Twirl marketing model of a paradigm shift.
How does the Twirl marketing model of a paradigm shift prove to work in practice? In the informative phase all available tools to spread information are used, such as digital presence (website with news section for updates, social media, newsletter, etc.) and participation or organization of events with good media coverage or specific to the topic performed. This enables the reach of the appropriate target groups. Tourism 4.0 as a new paradigm has been presented both at events organized locally and around the globe, in China and Mexico for example, but always accompanied with good national media coverage.2 The goal was to awake interest and give it relevance through international dimension. In the second phase, education in the form of presentations at conferences, forums3 and fairs were given in order to provide knowledge of the paradigm shift and its necessity while getting experts and policy makers in the tourism sector acquainted with the Tourism 4.0 objectives. To achieve this, concrete examples of technologies were presented in the form of vivid storytelling.4 The play of concepts around marrying tourism with technology has been created to help novices with low to limited knowledge of technology to embrace the new concepts and possibilities they bring. From persons targeted during the education phase some individuals, small groups and organizations showed interest for a further conversation, which is the activity of the third phase of the Twirl marketing model of a paradigm shift. This phase includes personal conversations with tourist organizations and institutions and service providers. At the same time, deep conversations will take place through an extensive survey conducted as a part of the
Only after informing the public, educating specific target groups and conversing with key decision makers an inclusive collaboration at a local or global level is possible. In the marketing model of a paradigm shift after performing the first ‘round of process’ further marketing strategy builds on an eternal interviewing of all communication methods from the first three phases for multiplication of collaboration. However, the precondition remains the trust of all stakeholders, which is being built by interaction that hopefully grows into collaboration. This interactivity is enabled by the modern tools for tourism marketing and management that can re-engineer the entire process of developing, managing and marketing tourism products and destinations as well as provide the competitive advantage with the ability to re-develop the tourism product proactively and reactively [39].
Therefore, the next step of the Tourism 4.0 project marketing strategy is testing of above-mentioned solutions with a series of products at TRL 6–8 stage.6 The goal is to test the prototypes in operational environment to support commercial activity in ready state in environments called living labs, where future reality and future tourism in it are simulated. Imagine a playground in which technology service providers can test their gadgets with tourists, who want to be part of such a testing experience accepting the violations of their privacy. At the same time, public decision makers can learn from the reality and adapt the legislation accordingly. Students, waiters and all other personnel in contact with tourists get the possibility to train how to deal with crypto tokens while children will be educated about their water consumption and challenges that we as citizens of the world are facing and how to behave to minimize our negative impact. Key to the marketing a paradigm shift is to understand that the marketing process needs to address all stakeholders. To mention the most crucial fact, we are aspiring to facilitate the break down the silos mentality where stakeholders do not wish to share information and provide feedback with one another. Such trials will connect consumers (both local community and tourists) and tourist providers, (local) government as well as high-tech companies in order to unify the dispersed ideas, experiences, knowledge and expertise with the intent of integrating them in a collaborative manner around the Tourism 4.0 platform and later used in real business environment.
With more than one billion persons traveling yearly around the world, a small change in this sector has a huge impact on the whole society. The new paradigm, Tourism 4.0, build around technologies from Industry 4.0 can path the way of transformation not only in tourism, but also as driver of the UN sustainable development goals. In Slovenia, the biggest research project on tourism in the history of the country called Tourism 4.0, which has already grown into a Tourism 4.0 partnership, gathering academia, business and public partners, is focused on defining the ecosystem, in which these changes could take place. Hence, the main objective is the development of a platform for a new form of active cooperation system among the local community, tourists, tourist service providers and the government.
The system aims to encourage positive behavior among all stakeholders in order to maximize positive impact on the local environment through the collaboration impact model. For its implementation certain tools need to be developed to help with collection, understanding and integration of data. This includes data such as weather prediction, traffic density, number of tourists in a defined area, energy consumption in tourism, etc. In an interactive way, through gamification, encouragement of the positive behavior and promotion of positive attitude to inspire more responsibility among citizens of the globe is foreseen. Digital token, to mention the most impactful one, is a boosting and rewarding tool of the positive impact accomplished through collaboration within the T4.0 ecosystem. The so-called collaboration impact tokens (CIT) is a currency developed on the basis of the blockchain technology. These tokens will be awarded to stakeholders of the tourism ecosystem as incentives for performing certain actions that are beneficial to the local economy and environment. In addition to gamification and incentives, social marketing strategies promoting sustainability and positive impact will be used.
The Tourism 4.0 ecosystem is built around the problems and wishes of local inhabitants and in only in the second step around those of other stakeholders. Hence, we are facing the shift from tourist-centered focus to a tourism-centered focus around the local community. During the development of such an ecosystem a question emerges about who is the consumer in this new paradigm of tourism as every stakeholder is collaborating, profiting and co-creating. As the right answer due to the collaborative nature of the Tourism 4.0 ecosystem is everyone, the Twirl marketing model of a paradigm shift emerged. The model leads to collaboration through the process of finding the right partners that bring new collaboration and help spreading the messages and ideas of the paradigm shift. This occurs by first addressing the broader public, educating the appropriate target groups via innovative marketing tools and event presentations at various conferences, forums and fairs, where interested individuals and organizations are found. This leads to personal conversations with them aimed at finding common goals and their implementation into strategies and actions plans. In this way an environment in which collaboration can emerge and grow is created. And this is the beginning of the story of a new paradigm shift which might have or not, depending a lot on communication and marketing experts, a huge impact on our future.
To conclude, such an ecosystem does not only provide immense opportunities for technological innovation and new business models but also represents an extremely rich environment for identifying and studying new interaction paradigms and forms of value (co-)creation. The stakeholders interact with information and with technologies in new ways that have yet to be identified and understood, the challenges that need to be embraced by the communication and marketing specialists in the near future.
This work is carried out within the framework of the research project Tourism 4.0—enriched tourist experience (OP20.03536), co-funded by the Slovenian Ministry of Education, Science and Sport and the European Regional Development Fund. The consortium is led by Arctur company and includes top experts from three Slovenian universities: the Faculty of Tourism Studies—Turistica (University of Primorska), the Faculty of Tourism (University of Maribor) and the Faculty of Computer and Information Science (University of Ljubljana). We would also like to acknowledge the ongoing support from the Association of Municipalities and Towns of Slovenia (Skupnost občin Slovenije—SOS).
The authors do not declare any conflict of interest.
The authors of this chapter would like to thank Dejan Šuc for providing the graphic designs.
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