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EL MOVIMIENTO SLOWCOMO OPORTUNIDAD DE              FUTURO     Apuntes para un diagnóstico (2)                             ...
Destino turístico
Destino turístico
Elección de destino
Segmentos de clientes
Los destinosidentificansegmentos paraofrecer productosque satisfagannecesidades
... Pero ¿qué ofrecer?y ¿a quién?
Ideas, recursos, productos, …para el mercado sólo cuentala oferta    Ideas               Productos   OFERTAS    Recursos
.. Pero los mismos recursos sonsusceptibles de sertransformados en distintosproductos
.. Pero ¿qué vendemos?¿qué queremos vender?
La cuestión no es venderproductos o servicios, sinohacer realidad los sueñosy deseos de tu cliente.
En turismo, laexperiencia no es unproducto, es un proceso,no sólo es el qué sino elcómo.
Los destinos tienen muchosproblemas operativos quesolucionar:conectividad, relación conTTOO, conflictos concanales, ….
Pero primero, antesde nada, se requiereresponder a lapregunta ¿quéofrecemos? y ¿aquién?
Porque si no, ¿cómo y quécomunicamos?
¿naturaleza, estrellas, mar,tierra, aire, …?Estos son recursos, noproductos
Una necesidad: disponer de unconcepto compartido paradefinir la posición competitivadel destinoA partir del cual estructur...
¿Qué somos? ¿Quéqueremos/podemos ser?
Necesitamos un mínimo deanálisis, reflexión y consensosobre los valores del destinoque nos permita responder aestas cuesti...
¿qué es lo que tenemos y notienen o buscan nuestrosclientes?¿Naturaleza, playas, estrellas,…..?¿es diferencial con respect...
Necesitamos un conceptoque integre nuestra oferta
Valores q tenemos (atributos relevantes de La Palma)•Ritmo de vida tranquilo•Sensación de aislamiento (dimensión insular)•...
¿Qué es lo especial de LaPalma?:Naturaleza más forma de serde su gente y estilo de vida.
Y esto que a vecespensamos que sonlimitaciones, realmentepuede ser una granoportunidad.
Una oportunidad
Hay segmentos emergentes enlas sociedades desarrolladas quebuscan…                    tiempo
… desconexión de la dinámicaperversa del día a día que hacenolvidarse de sí mismo, de sufamilia, atrapados por la rapidez,…
...aplazando la felicidad y eldisfrute, atrapados en el trabajo,estresados de forma continua,comiendo mal, rodeado deruido...
… viviendo en una especie desíndrome de la felicidadaplazada; ricos en recursos,pobres en tiempo;
…con necesidad dereconciliarse con lavida; de adquirir elpoder de vivir, dereapropiarse deltiempo, de la alegríade vivir, …
¡¡¡¡Al menos, durante unosdías!!!O tal vez para cambiar ….
Slow life: Ofrecer el bienmás escaso de lassociedades desarrolladas: eltiempo
¿Puede La Palma definir unapropuesta única en estecontexto?¿Cómo se sintetiza lapropuesta?
No es un trabajo sencillo.Probablemente la estamosvisualizando, la estemossintiendo, pero hay que buscarlas palabras para ...
Ritmo de la vida en la isla ydurante las vacaciones.Sentir el ritmo de La Palmay acoplarse a él.
No se trata de dirigirse sólo alos activistas slow, debe seruna propuesta integradoradirigida a ese conjunto depersonas qu...
¿Cómo integrar los productos eneste concepto?
El problema (riesgo) de lasinfraestructuras: no es negarlas,sino plantearse cómo integrarlasy no perder la perspectiva de ...
El problema de los productos: unmismo recurso diferentesproductos. Cómo desarrollarlosEl problema de las personasEl proble...
Es necesaria unaclarificación de laestrategia turísticadel destino.
… con un posicionamiento clarocomo destino y una mayorcoordinación de la comunicaciónde los distintos productos.
Slow lifeUna oportunidad
Desiderio Gutiérrez Taño                                              Socio-Director EDEI Consultores                     ...
EL MOVIMIENTO SLOW COMO OPORTUNIDAD DE FUTURO
EL MOVIMIENTO SLOW COMO OPORTUNIDAD DE FUTURO
EL MOVIMIENTO SLOW COMO OPORTUNIDAD DE FUTURO
EL MOVIMIENTO SLOW COMO OPORTUNIDAD DE FUTURO
EL MOVIMIENTO SLOW COMO OPORTUNIDAD DE FUTURO
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EL MOVIMIENTO SLOW COMO OPORTUNIDAD DE FUTURO

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La Palma, oportunidades de futuro

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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EL MOVIMIENTO SLOW COMO OPORTUNIDAD DE FUTURO

  1. 1. EL MOVIMIENTO SLOWCOMO OPORTUNIDAD DE FUTURO Apuntes para un diagnóstico (2) Desiderio Gutiérrez Taño Socio-Director EDEI Consultores Profesor de Marketing ULL
  2. 2. Destino turístico
  3. 3. Destino turístico
  4. 4. Elección de destino
  5. 5. Segmentos de clientes
  6. 6. Los destinosidentificansegmentos paraofrecer productosque satisfagannecesidades
  7. 7. ... Pero ¿qué ofrecer?y ¿a quién?
  8. 8. Ideas, recursos, productos, …para el mercado sólo cuentala oferta Ideas Productos OFERTAS Recursos
  9. 9. .. Pero los mismos recursos sonsusceptibles de sertransformados en distintosproductos
  10. 10. .. Pero ¿qué vendemos?¿qué queremos vender?
  11. 11. La cuestión no es venderproductos o servicios, sinohacer realidad los sueñosy deseos de tu cliente.
  12. 12. En turismo, laexperiencia no es unproducto, es un proceso,no sólo es el qué sino elcómo.
  13. 13. Los destinos tienen muchosproblemas operativos quesolucionar:conectividad, relación conTTOO, conflictos concanales, ….
  14. 14. Pero primero, antesde nada, se requiereresponder a lapregunta ¿quéofrecemos? y ¿aquién?
  15. 15. Porque si no, ¿cómo y quécomunicamos?
  16. 16. ¿naturaleza, estrellas, mar,tierra, aire, …?Estos son recursos, noproductos
  17. 17. Una necesidad: disponer de unconcepto compartido paradefinir la posición competitivadel destinoA partir del cual estructurar elproducto.
  18. 18. ¿Qué somos? ¿Quéqueremos/podemos ser?
  19. 19. Necesitamos un mínimo deanálisis, reflexión y consensosobre los valores del destinoque nos permita responder aestas cuestiones.
  20. 20. ¿qué es lo que tenemos y notienen o buscan nuestrosclientes?¿Naturaleza, playas, estrellas,…..?¿es diferencial con respecto aotros destinos competidores?
  21. 21. Necesitamos un conceptoque integre nuestra oferta
  22. 22. Valores q tenemos (atributos relevantes de La Palma)•Ritmo de vida tranquilo•Sensación de aislamiento (dimensión insular)•Detenido en el tiempo•Clima•Territorio natural conservado•Tranquilidad, saber estar•Sabores auténticos•Productos de la tierra auténticos•Autenticidad•No tenemos prisa•Hospitalidad•El cielo integrado en la naturaleza, en el mundo natural, no urbano.•…•Cómodo y seguro pero a la vez aislado, el papel del mar y de la isla•Europeo pero detenido en el tiempo, el tiempo parado•…
  23. 23. ¿Qué es lo especial de LaPalma?:Naturaleza más forma de serde su gente y estilo de vida.
  24. 24. Y esto que a vecespensamos que sonlimitaciones, realmentepuede ser una granoportunidad.
  25. 25. Una oportunidad
  26. 26. Hay segmentos emergentes enlas sociedades desarrolladas quebuscan… tiempo
  27. 27. … desconexión de la dinámicaperversa del día a día que hacenolvidarse de sí mismo, de sufamilia, atrapados por la rapidez,…
  28. 28. ...aplazando la felicidad y eldisfrute, atrapados en el trabajo,estresados de forma continua,comiendo mal, rodeado deruido, de tensión, dejando dedisfrutar de la vida, …
  29. 29. … viviendo en una especie desíndrome de la felicidadaplazada; ricos en recursos,pobres en tiempo;
  30. 30. …con necesidad dereconciliarse con lavida; de adquirir elpoder de vivir, dereapropiarse deltiempo, de la alegríade vivir, …
  31. 31. ¡¡¡¡Al menos, durante unosdías!!!O tal vez para cambiar ….
  32. 32. Slow life: Ofrecer el bienmás escaso de lassociedades desarrolladas: eltiempo
  33. 33. ¿Puede La Palma definir unapropuesta única en estecontexto?¿Cómo se sintetiza lapropuesta?
  34. 34. No es un trabajo sencillo.Probablemente la estamosvisualizando, la estemossintiendo, pero hay que buscarlas palabras para expresarlo.
  35. 35. Ritmo de la vida en la isla ydurante las vacaciones.Sentir el ritmo de La Palmay acoplarse a él.
  36. 36. No se trata de dirigirse sólo alos activistas slow, debe seruna propuesta integradoradirigida a ese conjunto depersonas que puedenplantearse esa desconexión (oconexión)
  37. 37. ¿Cómo integrar los productos eneste concepto?
  38. 38. El problema (riesgo) de lasinfraestructuras: no es negarlas,sino plantearse cómo integrarlasy no perder la perspectiva de ladimensión
  39. 39. El problema de los productos: unmismo recurso diferentesproductos. Cómo desarrollarlosEl problema de las personasEl problema de lo auténtico….
  40. 40. Es necesaria unaclarificación de laestrategia turísticadel destino.
  41. 41. … con un posicionamiento clarocomo destino y una mayorcoordinación de la comunicaciónde los distintos productos.
  42. 42. Slow lifeUna oportunidad
  43. 43. Desiderio Gutiérrez Taño Socio-Director EDEI Consultores Profesor de Marketing ULL@dgtanofacebook.com/dgtanoes.linkedin.com/in/dgtanodgtano-mkt.blogspot.com/delicious.com/cherofacebook.com/mktullwww.edei.esslideshare.net/edeiconsultores@edeiconsultoresfacebook.com/edeiconsultoreshttp://www.facebook.com/Las3Rdesunegocio Ilustraciones: Elías Taño

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