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ECOCLUB, Issue 92
This example shows that it is not so easy for a Software Agent in the Web to find suitable matches for every query. A solution to this
problem is provided by the fourth basic component of the Semantic Web, described as collections of information, called Ontology.
This means we need to create Ontology to solve our problem. Therefore all the relevant relationships in the travel domain must be
defined by RDF/OWL.
So, the Semantic Web and Software Agent respectively can “understand” that by typing “safari” the user means not a browser, or a
car, or a subscription service, but rather a travel type.
Ontology can enhance Web functions in many ways. It can be used in a simple fashion to improve the accuracy of Web searches -
the search program can look only for those pages that refer to a precise concept instead of all the ones using ambiguous keywords.
More advanced applications will use Ontology to relate the information on a page to the associated knowledge structures and
inference rules as in our example above. Another example of a page marked up for such online use is available in Hendler, 2006. In
addition, Ontology makes it much easier to develop programs that can tackle complicated questions whose answers do not reside on
a single Web page.
Research Approach
To apply the required theories - namely Semantic Web and Ontology - some methods/procedures are available and partially
standardized. Ontology, as explained in chapter 2, is derived from AI and OO. The application in a sociological environment, as i.e.
in Business Modelling, was not yet been researched. So an introduction of approaches, which were developed in (ECOLEAD, 2004)
will be made. Furthermore a very interesting approach of Business Model Ontology, which Osterwalder (Osterwalder, 2004)
published, shall be discussed.To make the web understandable to machines (i.e. Agents) we must also take into account RDF and
OWL (see Figure 1).
Finally a rough introduction of the Collaborative Agents, which use Business Model Ontology, will be made. This Business Model
Ontology will be implemented by enhancing the web portal through RDF/OWL.
Business Models in ECOLEAD
ECOLEAD (ECOLEAD, 2004) undertook efforts to develop Business Models for each phase of a Collaborative Network. There, a
Business Model template was developed (see Figure 3), which every SMTE (Small and Medium sized Tourism Enterprise) may
consult, when considering joining a Collaborative Network, to find out if participation makes sense to them. Of course, it is not only
Business Models that must be established, but also Business Strategies and Business Processes. And above all a SMTE must decide
if Business Strategies, Business Models, and Business Processes are aligned to their company requirements.
Figure 3
Business Model
Business Model Ontology
Initially, collaborative networking organisations need Ontology to find partners to join a VBE (Virtual Breeding Environment), in
which they will be prepared to form a virtual organisation. How can we evaluate potential partners and select the right ones? Of
course business strategies, business models and processes must meet or at least converge.
Safari Example:
A photo safari is a Safari.
A hunting safari is a Safari.
A Safari is an adventure.
An adventure is a travel type.
