In this paper, proximity-based Bluetooth tracking is postulated as an efficient and effective methodology for analysing the complex spatiotemporal dynamics of visitor movements at mass events. A case study of the Ghent Festivities event (1.5 million visitors over 10 days) is described in detail and preliminary results are shown to give an indication of the added value of the methodology for stakeholders of the event. By covering 22 locations in the study area with Bluetooth scanners, we were able to extract 152,487 trajectories generated by 80,828 detected visitors. Apart from generating clear statistics such as visitor counts, the share of returning visitors, and visitor flow maps, the analyses also reveal the complex nature of this event by hinting at the existence of several mutually different visitor profiles. We conclude by arguing why Bluetooth tracking offers significant advantages for tracking mass event visitors with respect to other and more prominent technologies, and outline some of its remaining deficiencies.
KeywordsBluetooth, tracking, mass event, geographical information technology, geographical information systems
IntroductionIn the last few years the representation and analysis of large volumes of trajectory information of objects moving through geographical space has become a major topic of interest in research domains such as geographical information science (Ahlqvist et al., 2010;Shaw, Yu, & Bombom, 2008), computer science (Bogorny, Kuijpers, & Alvares, 2009;Orlando et al., 2007), visual analytics (Andrienko & Andrienko, 2007 and urbanism (Van Schaick & Van der Spek, 2008). This burgeoning academic interest has emerged as a result of the increased feasibility and affordability of collecting detailed data about spatiotemporal phenomena triggered by the widespread adoption of location-aware technologies. Past studies have focused on the movements of various kinds of objects including vehicles (Quiroga & Bullock, 1998), animals (Laube et al., 2007, bank notes (Brockmann, Hufnagel, & Geisel, 2006) and typhoons (Terry & Feng, 2010), but the majority of research has been devoted to human movement in different contexts and at various scales. Some examples are the movement of athletes on a pitch (Laube, Imfeld, & Weibel, 2005), tourists on a regional (Ahas et al., 2008) and local scale (Kemperman, Borgers, & Timmermans, 2009; O'Connor, Zerger, & Itami, 2005;Shoval & Isaacson, 2007a), and customers in a supermarket (Hui, Fader, & Bradlow, 2009). In these contexts, advanced tracking technologies complement more traditional qualitative methods, such as shadowing (Quinlan, 2008) and collecting travel diaries (Axhausen et al., 2002).Within research on human behaviour, particular attention has been devoted to the collective behaviour of crowds at mass events such as street parades, festivals, public assemblies, sporting events, and exhibitions (Batty, Desyllas, & Duxbury, 2003;Helbing, Johansson, & Al-Abideen, 2007;Zeitz et al., 2009). Tragic events such as the recent stampede during the 2010 edi...