The approaches discussed in this paper pave a way to more
advanced research. For example, concepts of personal prole
can be added to the ontology for tourists. Personal prole
describes the tourists' characteristics relative to their choices
of attractions, such as socio-demographic characteristics
(e.g. age, occupation, and income), personality, and interests.
In a situation where a traveler does not identify preferred
activities, the personal prole could help infer a tourist's
preferred activities. Further, social media provide service
user generated information in various forms, such as blogs
and wikis. It has been recognized as an emerging source of
information for on-line tour planning. The utilization of this
anecdotal and unstructured information in the development
of ontologies presents both challenges and opportunities in
future research.