Estudio sobre promoción innovadora de destinos turísticos

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Estudio sobre promoción innovadora de destinos turísticos

  1. 1. REDES SOCIALES! Turismo!PARTICIPACIÓN! MULTIMEDIA! GEOLOCALIZACIÓN! INNOVACIÓN! CONTEXTUALIZACIÓN! RESERVAS! MOVILIDAD! PUBLISHING! Promoción Innovadora de destinos turísticos: El turista 2.0 y más!
  2. 2. Turismo! 67 DESTINOS TURÍSTICOS! 2 MULTIDESTINOS! 54 NACIONES! 6 CIUDADES! 33 VARIABLES! 5 REGIONES! 4 AFRICA! 3 CENTROAMERICA (5)! 28 EUROPA (36)! 2 NORTEAMERICA (4)! 4 LEJANO ORIENTE (5)! 3 OCEANIA! 5 SUDAMERICA! RANKING UNWTO! INDICE TTCI (WEF)! Metodología! WEBS OFICIALES! FACEBOOK! TWITTER! ESPAÑOL! 34 VARIABLES! JULIO-SEPTIEMBRE 2010! 5 ORIENTE MEDIO!
  3. 3. Turismo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obertura!
  4. 4. S1DT@RO( RDTNO4U@@O( R@NODHO( R4ONRO( NU4CDRO( NR41ODRO( NCDH@U5( BON4O( DC@1UTO( 9CNCDRO( 9C@41TON( @U91VNRLO(LSULO( @1BODRO( @15RO( 51ULRO( 51RWO( VU@NRD( U1@C9O( Relación de destinos analizados! ODHC@@O( ONUBODRO( O154@RO( VUNTRLO(XV3&/)*./K0.*-#".Y( VUNTRLO(X=*.#$)/(6(V3&/)*./Y( V1NTO@RO( L@COLRO( HRDOBO@LO( U5LCLRO( U5NC0UDRO( U59OZO( U54CDRO( =RDNODHRO( =@ODLRO( TONU5( T@OD(V@U4OZO( T@ULRO( SCNODHO( NO5(0UTO5( D1U0O([C@Q( B]RLC( LODOH^( O154@ONRO( D1U0O(WUNODHO( 4OSR4R( UTR94C( UBR@O4C5(O@OVU5( R5@OUN( ;C@HODRO( 41@A1RO( LSRDO( RDHRO( ;O9CD( 4ORNODHRO( 4CQRC( V@O5RN( LSRNU( LCNCBVRO( UL1OHC@( 9U@1( BO@@1ULC5( 4ODWODRO( 41DUW( QUD[O( U#($"_)3)#,)(>-*-3`(4-M($)/:#-/(
  5. 5. Turismo! Baremo Índice de Promoción Innovadora! INTEGRACION! CONTENIDOS ! COMERCIALIZACION! GEOLOCALIZACIÓN! PARTICIPACION! CONTEXTUALIZACIÓN! PUBLISHING! MOVILIDAD! PRESENCIA EN REDES! !=100( RAUL REVUELTA (IE BUSINESS SCHOOL)! JOZSEPH NEMETH (OT HUNGRIA)! EUGENIA FIERROS (OT NORUEGA)! ISABEL LOPEZ (CLUSTER TURISMO MADRID)! MARIE JOSE ROMERO- DOMINIQUE MAULIN (OT FRANCIA)! JOSE LUIS CORDOBA (ANDALUCIA LABS)! JUAN GUERRERO(SEGITTUR)! CARLOS SANCHEZ (M2M)! Módulos Evaluados! Comité Asesor!
  6. 6. B1DHRON( U1@C9O( O=@RLO( LUD4@COBU@R LO( NU;ODC( C@RUD4U( DC@4UOBU@RL O( CLUODRO( C@RUD4U( BUHRC( 51HOBU@RLO( 4C9(HU54RDC5( =OLUVCCQ( abc( dec( dfc( fc( gfc( dfc( bbc( fc( afc( bbc( =NRLQ@( hdc( hic( gdc( fc( fc( fc( bbc( fc( afc( fc( [C1(41VU( gec( bbc( gdc( fc( afc( fc( bbc( fc( jfc( ec( 4!R44U@( bac( bkc( dfc( fc( fc( dfc( bbc( fc( efc( hic( fc( hfc( gfc( bfc( afc( dfc( jfc( ifc( efc( kfc( )*+",'-./0*$1"$'"1"2$3&./-4"2$"*$5"6$7&'8&'-9:-$ =OLUVCCQ( =NRLQ@( [C1(41VU( 4!R44U@( REDES SOCIALES!Integración en la Web Corporativa (Módulo1)! N.("#,)+3.>"l#($)(*./(3)$)/(/->".*)/()#(*./(F)2/(>-3M-3.:E./(#-(**)+.(#"(.*(dfcm((((((((((((((((((((((((((((((((((((( =.>)2--'()/(*.(3)$(/->".*(?n/("#,)+3.$.o(/)+&"$.(M-3(4F"7)3(6(.(?n/($"/,.#>".([-&(4&2)m( 9->-/($)/:#-/("#,)+3.#(*./(>&.,3-(M*.,._-3?./(XkY(-(,3)/(M*.,._-3?./(XdY( C,3-/`(43"M(O$E"/-3o(T--+*)(=3")#$(L-##)>,(m(O*)?.#".(6(B.*,.("#,)+3.#(M-$>./,pm((((((( UJ"/,)#()33-3)/()#(*./("#,)+3.>"-#)/`()#*.>)(.(-,3.(*)#+&.o(#-(_&#>"-#.#(op((( !( !( !( !(
  7. 7. Turismo!B1DHRON( U1@C9O( O=@RLO( LUD4@COB U@RLO( NU;ODC( C@RUD4U( DC@4UOBU @RLO( CLUODRO( C@RUD4U( BUHRC( 51HOBU@RL O( 4C9( HU54RDC5( VC4CD(BU(T154O( hfoac( hjoic( fc( fc( fc( fc( bbc( fc( fc( eobbc( fofc( dofc( hfofc( hdofc( gfofc( gdofc( bfofc( bdofc( ;<=<!$>?$@A3=B$ REDES SOCIALES!Integración en la Web Corporativa (Módulo1)! D-(/)(/.>.(M.3:$-($)(_&#>"-#.*"$.$)/(q&)(=.>)2--'(-_3)>)(M.3.(>-#/)+&"3( .&$")#>".o("#>*&/-(M-$3r.(**)+.3/)(?n/(.**n(>-#(=.>)2--'(>-##)>,( dec( agc( >&1-4/1-1$ V-,l#( B-/.">-(
  8. 8. Turismo! PARTICIPACION! B1DHRON( U1@C9O( O=@RLO( LUD4@COBU @RLO( NU;ODC( C@RUD4U( DC@4UOBU@R LO( CLUODRO( C@RUD4U( BUHRC( 51HOBU@RLO( 4C9( HU54RDC5( UD0RO@KLCB9O@4R@( agc( dfc( gdc( gfc( gfc( dfc( bbc( gfc( jfc( agc( 0ONC@OLRCD( ic( ec( fc( fc( fc( gdc( fc( fc( gfc( ec( VNCT5([(LCBUD4O@RC5( ggc( gec( fc( fc( gfc( gdc( fc( fc( jfc( gdc( fc( hfc( gfc( bfc( afc( dfc( jfc( ifc( C-'9./8-./0*$A2D-'/&2$ UD0RO@KLCB9O@4R@( 0ONC@OLRCD( VNCT5([(LCBUD4O@RC5( !(!( !( 5l*-()*(agc(/)(%.(-3")#,.$-(.(/)3(gmf($)(&#.(?.#)3.(2n/">.`(((((( >-?M.3:3(6()#E".3()#(*&+.3($)(>-#E)3/.3m( O/M)>,-/(>-?-(*.(E.*-3.>"l#($)(>-#,)#"$-/(>./"(#-(/)(&:*"P.#(X/l*-( >"#>-($)/:#-/o(?&>%-/(>-#(?)(+&/,.Y( U/,.2*)>)3(&#.(>-#E)3/.>"l#(>-#(*-/(E"/",.#,)/(#-(**)+.(#"(.*(.*(gdc X*./(+3.#$)/(>-3M-3.>"-#)/()/,n#()#()*(bbc(Y( N-/(>-?)#,.3"-/($"3)>,-/(/-#("#)J"/,)#,)/(XU>&.$-3Y( Recomendación, Valoración.. (Módulo 2)! L-*-?2".( 6(S-*.#$.(
  9. 9. DESTINO!Generador de Contenidos (Modulo 3)! Turismo! B1DHRON( U1@C9O( O=@RLO( LUD4@COBU @RLO( NU;ODC( C@RUD4U( DC@4UOBU@ RLO( CLUODRO( C@RUD4U( BUHRC( 51HOBU@RL O( 4C9( HU54RDC5( DU!5NU44U@( dhc( dec( dfc( gfc( afc( idc( jic( afc( gfc( jic( LSO@45`s(E"/",.$-/o(E.*-3.$-/o(( hc( bc( fc( fc( fc( fc( fc( fc( fc( fc( B1N4RBUHRO(t([C1(41VU( eac( ejc( dfc( hffc( efc( dfc( jic( hffc( hffc( ebc( @55K5"#$">.>"l#($)(L-#,)#"$-/( hfc( hac( fc( fc( fc( fc( fc( fc( afc( hic( fc( gfc( afc( jfc( efc( hffc( hgfc( ?4$1"29*&$.&E&$,"*"'-1&'$1"$.&*+"*/1&2$ DU!5NU44U@( LSO@45`s(E"/",.$-/o(E.*-3.$-/o(( B1N4RBUHRO(t([C1(41VU( @55K5"#$">.>"l#($)(L-#,)#"$-/( N.(.$-M>"l#($)(*.(#)F/*)7)3((#-()/(.u#(?./"E.(6(*.($"/M-#"2"*"$.$($)( >-#,)#"$-/(?&*:?)$".()/(M3n>:>.?)#,)(&#"E)3/.*m(( B&6(M->./(F)2/(-_3)>)#(/"#$">.>"l#($)(>-#,)#"$-/(Xhfc(E/(hdc(F)2/(>"&$.$)/( )/M.v-*./o(_&)#,)(V9BCY( 4.#(/l*-($-/(:)#)#(>%.3,/(>-#(*-(?n/(E.*-3.$-(-(E"/",.$-p( O*+&#-/(M)3?",)#($)/>.3+.3(.*("9-$(X9)3uYo()#E".3(.*(?lE"*(XL-*-?2".Y(-(.(&#( .M.3,.$-`(w?"(E".I)xo(M*.#"y>.3(?"(E".I)o(),>(
  10. 10. RESERVAS!Comercialización (Modulo 4)! Turismo!B1DHRON( U1@C9O( O=@RLO( LUD4@COBU @RLO( NU;ODC( C@RUD4U( DC@4UOBU@R LO( CLUODRO( C@RUD4U( BUHRC( 51HOBU@RLO( 4C9( HU54RDC5( D-( hdc( hhc( dfc( fc( fc( fc( fc( gfc( jfc( fc( U#*.P.(>-#(,)3>)3-/( jac( djc( dfc( jfc( hffc( hffc( hffc( efc( afc( dfc( hffc("#,)+3.$-( ghc( bbc( fc( afc( fc( fc( fc( fc( fc( dfc( fc( gfc( afc( jfc( efc( hffc( hgfc( 7&*:"'2/0*$"*$F"2D4+-1&2$ D-( U#*.P.(>-#(,)3>)3-/( hffc("#,)+3.$-( !( !( !( U#()/,)(>./-()*(,-M($)/:#-/(M)3?",)(3)/)3E.3($)(_-3?.("#,)+3.$.()#()*(dfc($)(*-/(>./-/( $-2*.#$-(.(*.(?)$".(?&#$".*(XghcYm((5l*-(U&3-M.(6(L)#,3-.?<3">.(:)#)#($)/:#-/(>-#()*( M3->)/-($)(3)/)3E.("#,)+3.$-(hffcm( O*+&#-($)(*-/()#*.>)/(,)("#_-3?.#($)(*.($"/M-#"2"*"$.$(M)3-(#-(,)(M)3?",)#(3)/)3E.3(6(:)#)/( q&)()#E".3(?."*(-(**.?.3(M-3(,)*<_-#-(
  11. 11. RESERVAS!Comercialización (Modulo 4)! Turismo! O*+&#./(>&"$.#(*.()JM)3")#>".($)(&/&.3"-`(0"/",(U&3-M)(M.3.(2&/>.3(.E"-#)/(
  12. 12. GEOLOCALIZACIÓN!Rutas, Google maps, PdI (Modulo 5)!
  13. 13. GEOLOCALIZACIÓN!Rutas, Google maps, PdI (Modulo 5)! Turismo!fc( hfc( gfc( bfc( afc( dfc( jfc( ifc( efc( kfc( B1DHRON( U1@C9O( O=@RLO( LUD4@COBU@RLO( NU;ODC(C@RUD4U( DC@4UOBU@RLO( CLUODRO( C@RUD4U(BUHRC( 51HOBU@RLO( 4C9(HU54RDC5( @?<G<7BG)HB7)I!$ T3.$-( B1DHRON( U1@C9O( O=@RLO( LUD4@COBU @RLO( NU;ODC( C@RUD4U( DC@4UOBU @RLO( CLUODRO( C@RUD4U( BUHRC( 51HOBU@RL O( 4C9( HU54RDC5( 5R(DC(VO5OHO(UD(TCCTNU( dfc( abc( fc( gdc( fc( bbc( fc( hffc( dfc( abc( 5R(VO5OHO(UD(TCCTNU( dfc( dic( hffc( idc( hffc( jic( hffc( fc( dfc( dic( fc( gfc( afc( jfc( efc( hffc( hgfc( J$1"$@&&,4"$.&E&$2&8&'+"$1"$@"&4&.-4/K-./0*$ 5R(DC(VO5OHO(UD(TCCTNU( 5R(VO5OHO(UD(TCCTNU( !( !(
  14. 14. GEOLOCALIZACIÓN!Rutas, Google maps, PdI (Modulo 5)! 91U@4C(@RLC`( 0)3/"l#(M.3.(?lE"*)/(>-#( 3).*"$.$(.&?)#,.$.(/-23)( NO[O@( %7M`zzFFFm6-&,&2)m>-?z F.,>%{E|;U"6$CSM!5>(
  15. 15. GEOLOCALIZACIÓN!Rutas, Google maps, PdI (Modulo 5)! 5)(.23)(&#(#&)E-(>.?M-(6.(q&)( )/,)(>-#>)M,-(M./.3n(.(/)3(/-23)( ,-$-(?lE"*(./->".$-(.*(w?-?)#,-( $)*(E".I)x(_3)#,)(.*(>-#>)M,-( .#,)3"-3(./->".$-(.(/&( M*.#"y>.>"l#m(O?2-/(?-?)#,-/( M&)$)#(>-#)>,.3/)`()#Er-($)(3&,./( .*(?lE"*(6(T95o(),>( }4-$-()/,n(M-3(%.>)3(6()/(&#(#&)E-( ?-$&*-(q&)("#>-3M-3.3)?-/(6.( q&)(.>,&.*?)#,)(>./"(#"#+u#( $)/:#-()/,n(-_3)>")#$-()/(/&( M3-?->"l#()#(U/M.v.(.M*">.>"-#)/( 2./.$./()#(=-&3/q&.3)o(T-F.**.o( =.>)2--'(9*.>)/(X0)3(N-E)(1'Yo(),>~( %7M`zzFFFm_.>)2--'m>-?zN-E)1Q((
  16. 16. PUBLISHING!Libro Digital (Módulo 6)! Turismo!B1DHRON( U1@C9O( O=@RLO( LUD4@COBU@ RLO( NU;ODC( C@RUD4U( DC@4UOBU@R LO( CLUODRO( C@RUD4U( BUHRC( 51HOBU@RLO( 4C9(HU54RDC5( DC( bkc( bjc( idc( afc( afc( dfc( jic( gfc( gfc( agc( 5R(UD(9H=( adc( bkc( gdc( jfc( afc( dfc( bbc( efc( jfc( bbc( 5R()9&2*"/%"#+( hjc( gdc( fc( fc( gfc( fc( fc( fc( gfc( gdc( fc( hfc( gfc( bfc( afc( dfc( jfc( ifc( efc( kfc( DC( 5R(UD(9H=( 5R()9&2*"/%"#+( U*(&/-($)*()M&2*"/%"#+()/(?&6(3)$&>"$-`(hjco($)/,.>.3(*.("#,)+3.>"l#(q&)(%.>)(9)3u($)(*-/(_-**),-/( $"+",.*)/()#(=.>)2--'m( U&3-M.(6()*(*-/($)/:#-/(,-M(*"$)3.#()*(&/-($)()/,./(%)33.?")#,./`(S&#+3r.o(D-3&)+.o(O&/,3".o(U/>->".o( O*)?.#".o(B.*,.o(5&"P.o(H"#.?.3>.( D"#+u#($)/:#-(.#&#>".(6.(>-?M.:2"*"$.$($)(*-/()2--'(>-#(*-/("9OHm( 1#()#*.>)(.(&#()M&2*"/%)3(M-$3r.(/)3(*.(q&"#,.(M*.,._-3?.(.("#,)+3.3`(/*"$)/%.3)o(6&$&o("//&&o(),>( !(!(
  17. 17. PUBLISHING!Libro Digital! S&#+3r.`(3&,./(,&3r/:>./()#3"q&)>"$./(>-#(Er$)-o(.>>)/-(.(T--+*)(?.M/o(3)/)3E./op(
  18. 18. CONTEXTUALIZACIÓN!Sugerencia contenidos relacionados (Modulo 7)! Turismo!B1DHRON( U1@C9O( O=@RLO( LUD4@COBU @RLO( NU;ODC( C@RUD4U( DC@4UOBU@ RLO( CLUODRO( C@RUD4U( BUHRC( 51HOBU@RL O( 4C9( HU54RDC5( LCD4UDRHC5(@UNOLRCDOHC5( gec( bbc( fc( fc( gfc( gdc( bbc( gfc( jfc( agc( OD1DLRC5(LCD4U]41ONRWOHC5( dgc( dec( fc( jfc( jfc( gdc( hffc( afc( afc( jic( fc( gfc( afc( jfc( efc( hffc( hgfc( 7&*+"L+D-4/K-./0*$ LCD4UDRHC5(@UNOLRCDOHC5( OD1DLRC5(LCD4U]41ONRWOHC5( !( 5)(,3.,.($)(?)I-3.3(*.()JM)3")#>".($)(&/&.3"-(6(*.(#.E)+.>"l#(6(q&)$.(?&>%-(M-3(%.>)3(6.(q&)( /l*-()*(gec(-_3)>)(*.(>-#,)J,&.*"P.>"l#($)(>-#,)#"$-/( B&>%-/($)/:#-/("#>-3M-3.#(*-/(M*.#"y>.$-3)/($)(E".I)(XO*)?.#".o(="#*.#$".opY(q&)(M)3?",)#( )#(_&#>"l#($)(*.(_)>%.(6(/)+?)#,.>"l#($)*(&/&.3"-(.>>)$)3(.(/&+)3)#>"./o(/",&.3()#()*(?.M.o( >-?M.3:3o(),>( !(
  19. 19. MOVILIDAD!Aplicaciones móviles, RA,… (Modulo 8)! Turismo! L-?-(/)(.M3)>".()*(+3.$-($)(&/-(6($"/M-#"2"*"$.$($)(OM*">.>"-#)/(?lE"*)/(6($)(@).*"$.$( O&?)#,.$.()/()/>./-(X(.M)#./(hf($)/:#-/Y(6(#-(**)+.(.*(hdc(m(93)$-?"#.#(*./(+&r./(,&3r/:>./( M.3.("M%-#)(6((S-*.#$.($"/M-#)($)(&#.(.M*">.>"l#($)(3).*"$.$(.&?)#,.$.(2./.$.()#(N.6.3( fc( dc( hfc( hdc( gfc( gdc( bfc( bdc( afc( adc( B1DHRON( U1@C9O( O=@RLO( LUD4@COBU@RLO( NU;ODC(C@RUD4U( DC@4UOBU@RLO( CLUODRO( C@RUD4U(BUHRC( 51HOBU@RLO( 4C9(HU54RDC5( >&:/4/1-1$ T3.$-(XcY( !(
  20. 20. Turismo!
  21. 21. REDES SOCIALES!Presencia (Modulo 9)! Turismo! U*(&/-($)(_.>)2--'()/(/&M)3"-3(.*($)(*./(>-?M.vr./(=-3,&#)(T*-2.*(hff(Xdac(?&#$".*(6( ihKigc(U&3-M.K15OY(/"#()?2.3+-()/,./(&:*"P.#(?n/(4F"7)3(XjdcY(q&)(*-/($)/:#-/m( H.,-/(=-3,&#)(T*-2.*(hff`(V&3/-#KB./,)**)3( B1DHRON( 4C9( HU54RDC5( U1@C9O( O=@RLO( LUD4@COBU@ RLO( NU;ODC( C@RUD4U( DC@4UOBU@R LO( CLUODRO( C@RUD4U( BUHRC( 51HOBU@RLO( =OLUVCCQ( ddogc( idc( iec( dfc( fc( gfc( idc( jic( gfc( afc( 4!R44U@( dboic( jic( jic( dfc( fc( gfc( idc( jic( fc( efc( fofc( hfofc( gfofc( bfofc( afofc( dfofc( jfofc( ifofc( efofc( kfofc( C"*"+'-./0*$1"$M-."6&&($N$=#/O"'$"*$1"29*&2$+D'P29.&2$ =OLUVCCQ( 4!R44U@(
  22. 22. REDES SOCIALES! Turismo!B1DHRON( U1@C9O( O=@RLO( LUD4@COBU @RLO( NU;ODC( C@RUD4U( DC@4UOBU@ RLO( CLUODRO( C@RUD4U( BUHRC( 51HOBU@RL O( 4C9( HU54RDC5( R#,)+3.(=.>)2--'(6(4F"7)3( hec( ghc( fc( fc( fc( bbc( fc( fc( fc( hhc( R#,)+3.(=.>)2--'(>-#([-&(4&2)( bjc( bjc( fc( fc( fc( jic( fc( fc( hffc( ggc( R#,)+3.(=.>)2--'(>-#(=*"LQ@( hbc( hhc( fc( fc( fc( fc( dfc( fc( dfc( fc( fc( gfc( afc( jfc( efc( hffc( hgfc( )*+",'-./0*$.&*$M-."6&&($ R#,)+3.(=.>)2--'(6(4F"7)3( R#,)+3.(=.>)2--'(>-#([-&(4&2)( R#,)+3.(=.>)2--'(>-#(=*"LQ@( 93)$-?"#.(?n/()#(c(*.("#,)+3.>"l#($)(_.>)2--'(>-#([-&(4&2)(q&)(>-#(4F"7)3m( U/M)>".*?)#,)()#()*(>-#:#)#,)(.?)3">.#-m( N.("#,)+3.>"l#(>-#(=*">'3()#(+)#)3.*(#-()/(?&6(>-?u#( o(( Presencia (Modulo 9)!
  23. 23. REDES SOCIALES! Turismo!fc( gfc( afc( jfc( efc( hffc( hgfc( B1DHRON( U1@C9O( O=@RLO( LUD4@COBU@RLO( NU;ODC(C@RUD4U( DC@4UOBU@RLO( CLUODRO( C@RUD4U(BUHRC( 51HOBU@RLO( 4C9(HU54RDC5( B1DHRON( U1@C9O( O=@RLO( LUD4@COB U@RLO( NU;ODC( C@RUD4U( DC@4UOBU @RLO( CLUODRO( C@RUD4U( BUHRC( 51HOBU@RL O( 4C9( HU54RDC5( @)$)/(5->".*)/()#(*)#+&.(B.,)3#.(X)/M.v-*Y( akc( dfc( dfc( fc( hffc( bbc( dfc( fc( dfc( djc( F"1"2$3&./-4"2$"*$4"*,D-$>-+"'*-$Q"28-R&4S$ @)$)/(5->".*)/()#(*)#+&.(B.,)3#.(X)/M.v-*Y( N-/($)/:#-/(,-M(/"()/,n#(>&"$.#$-(&#.(M3)/)#>".()#(*.(*)#+&.(*->.*(XdjcY(M)3-(.u#(?n/($)( *.(?",.$($)(*-/($)/:#-/(#-(/)(M3-?->"-#.()#(*./(3)$)/(/->".*)/()#(*.(*)#+&.(?.,)3#.m( o(( Presencia (Modulo 9)!
  24. 24. REDES SOCIALES! Turismo! Presencia (Modulo 9)! f( dfff( hffff( hdfff( gffff( gdfff( T"29*&2$8&'$*UE"'&$1"$2",D/1&'"2$"*$M-."6&&($"*$?28-R&4$ 5)3")h( 5)+&"$-3)/(93-?)$"-(XD-E(gfhfY`(amhff(E/((afmeaa(L-?M.vr./($)*(=-3,&#)(T*-2.*(hff(
  25. 25. REDES SOCIALES! Turismo! Presencia (Modulo 9)! 5)+&"$-3)/(93-?)$"-(XD-E(gfhfY`(afj((E/((hmaek(=-3,&#)(hff(XV&3/-#KB./,)**)3Y( S)?-/()J>*&"$-(L-*-?2".(XhhmgbaY((6(U/M.v.( B&)/,3.(3).*"P.$.()#,3)()*(gdKhfKgfhf(6()*(hfKhhKgfhf( H"#.?.3>.(#-(&:*"P.(=.>)2--'m(L.#.$.(>-33)/M-#$)(.(/&(Mn+"#.(M.3.(B<J">-( f( gff( aff( jff( eff( hfff( hgff( T"29*&2$8&'$*UE"'&$1"$2",D/1&'"2$"*$=#/O"'$
  26. 26. Índice Promoción Innovadora! Turismo! TOP 10! 1 2 3 4 5 V.3)?-(M3-?)$"-`(bj(XBnJ`(hffY( bfc(M3)/)#>".($)/:#-/(4-M(X1D!4CY(>-"#>"$)#,)/(>-#(44(L-?M)::E)#)/(!U=(( 6 7 9 10! 8 jkoe( jeoe( jbob( jgod( jgob( jh( jfoa( jfob( jfog( djoa(
  27. 27. !!La web (o webs) (+ importancia estratégica) ! ¡No delegar en FB! •!Usabilidad y experiencia del usuario: mapas, segmentacións psicográfica y conductual •!Contenidos (experiencias) + Simplicidad (Reservas integradas, contextualización…) •!VALORACIÓN: Benchmark de productos y servicios de nuestros partners (Spotify) •!Geolocalizar es la forma más natural de integrar a los partners + Herramientas búsqueda •!Integrar el momento del viaje y el después del viaje !!Tenemos trabajo por delante (Baremo 36/100) •!Simple para el usuario, sofisticado al respecto de integración y gestión contenidos •!Tiene implicaciones al respecto del rol de las OT locales y su relación con HQ. •!Foco Cliente, Twitter, Momento del viaje (movilidad+geolocalización), integración en red,.. •!No es necesario esperar a lo que no depende de nosotros Conclusiones (borrador para enriquecer en taller y después) !!Conocer cliente, conocer productos y generar negocio (GLOCAL) •!Las OT locales tiene un rol estratégico: pares producto-mercado (segmentación avanzada), brandnetwork (asociaciones, afinidad) , terciarizar los contenidos, ¿quién genera el contenido?, construir la red de forma eficiente e integrar los planes de comunicación, feedback inteligente a la red de partners y a HQ !!Algunos lo están haciendo muy bien •!¡Sudámerica!: Perú, Colombia, Brasil y ¡Escandinavia!: Noruega, Finlandia y Suecia •!El top de destinos no liderá la inovacion pero no está descolgado y algunos de sus miembros están destacando y además coinciden es apareder entre los diez primeros de los dos rankings: UNWTO y el TTC de WEF: España, Alemania, Austria seguidos por Francia y Reino Unido
  28. 28. Turismo! twitter/m2mlab! Skype: petrusfinance! Web:m2mconsultancy.com! SEO: m2m + estrategia e innovación! T3.>"./(M-3(./"/:3(( O(*-/(?")?23-/($)*(L-?",<(O/)/-3( O(L.3*-/(NlM)Po(L.3*-/(B-*"#.(6(U/,%)3(=&)#,)/((

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