Opportunities for Small and Medium Enterprises in Social Spaces of Research and Innovation in the field of Tourism. A practical method of services and sales development in touristic destinations.Authors: Ignacio Pérez-Alcazar, Consuelo López-Llopis, EroseSthapitIgnacio PérezAlcázar for Campus Encounters 2013March 22nd, 2013
The Value PropositionLet’s Break the Ice How can I create value for a Tourist Destination?
The Value Proposition-FARM ADVENTURES- How can I create value for them?
The Value Proposition-FARM ADVENTURES- Partners COSTS INVESTMENT My Resources and Activities I, The SME and MyUsers Value PropositionCustomers Revenue Streams
Introduction to the Problem The touristic products and services are still designed and developed from a SME‟stourist destination perspective instead of a tourist centred perspective
Introduction to the ProblemSMEs offers theirservice andproducts based onwhat a touristicdestination couldneed.Still, there is a gapbetween thetourists and theirneeds and the offerof product and Products and Services are still veryservices in a individualized and not satisfy atouristic destination tourist‟s full demand.
Introduction to the Problem-EXERCISE of EMPATHY-What they think / Want about the other?
Introduction to the Problem-EXERCISE of EMPATHY-What Is A Need A condition or situation in which something is required or wanted, with the wish to be satisfied A need doesn‟t become an opportunity until it is stated as a value proposition in the context of a business model: Jobs to be done, Constraints or Outcomes expected
Introduction to the ProblemSMEs can findnew Opportunitiesopportunities,based on theinformation Full Offergatheredfrom thetourists andthe touristicdestinationA full offer willrequired astrong SMEs SMEs Needscollaboration
The Objective A practical method of co-design where services providers, destination resources and tourists collaborate to develop integral tourism products and services that increases the richness of the destination and the tourist‟s satisfaction.
The Objective It provides market evidences to the tourist destination and their SMEs, in terms of reducing uncertainty and taking decisions
FrameworkA framework in the Social Spaces of Research and Innovation
The Framework Develop strategies with a global vision, with a focus on the user, their needs, desires, concerns and expectations Renew the value proposition and the communication with the user
The Framework The user has got a dual perspective from the SME‟s point of view as a tourist destination, and as a visitor of a destination.
The Social Spaces of Research andInnovation (SSRI) Exploration and research in SSRI offers the opportunity to work on the real needs, both the tourist destination and visitors. SSRI are ecosystems in which R&I activities are guided by the needs of the communities that benefit from the results
The Social Spaces of Research and Innovation (SSRI) SSRI: a place where people livesInhabitants Local businessesResources Municipalities Tourism offices Visitors Tourist sees the destination as a whole, instead of the elements shaping it
The Social Spaces of Research andInnovation (SSRI) SSRI includes people that belong to the community and take care of the infrastructure, known as “dynamizators” DYNAMIZATORSease participation, confidence and helpSMEs to create a rapport.
The Social Spaces of Research andInnovation (SSRI) Innovation activities pivot on the ‘tourist’ Touristic destination SMEs ‘How I, the touristic destination and the service provider, can help the customer to solve or satisfy a need with my product/service’
Methodology The process.A practical method of co-design
Methodology KEY ISSUES of the methodology: 1. Balanced representation of the indispensible participants 2. Providing infrastructures for experimental issues 3. Active involvement of users in the co-creation processes 4. Validation tasks and real scenario testing and evaluation
Methodology The PROCESS helps to match the value proposition to the customer‟s needs, focusing on: • tasks that need to be undertaken, • outcomes and/or • constraints (Ulwick, 2005) • Halo effect
Remembering the Framework The user has got a dual perspective from the SME‟s point of view as a tourist destination, and as a visitor of a destination.
MethodologyThe Process The process can be stated in 5 steps
MethodologyThe Process DIALOGUE 1st STEP The first dialogue between SMEsand “dynamizators” contribute in developing rapport. It is encouraged that dynamizators belong to the SSRI with the support of experts on ethnography-sociology, business model generation and service design
MethodologyThe Process ANALISYS 2nd STEP Identification of critical areas, clarification of needs or idea generation in joint collaboration with experts and lead users using different sociological techniques The SME needs to gather details in this process such as Official Tourism Organizationsand tourists contribution
MethodologyThe Process MATCHING 3rd STEP Matching of the business idea, product or service with the tourist‟s needs, expectations and trends SME converts a need and an idea into a business opportunity The outcome is a set of business hypotheses that are documented, in order to be tested in the SSRI
MethodologyThe Process TEST 4th STEP Business and service hypotheses are tested in the SSRI with „tourist‟ and „agencies‟ – users in general. The feedback can be gathered in three dimensions: product dimension, service dimension and/or business dimension. the SME learns and reinstates the hypotheses until the business model design has sufficient market evidences It is a process of systematically validating the hypotheses against the reality and making course- corrections
MethodologyThe Process DESIGN AND DEVELOPMENT 5th STEP SMEs can proceed with the service design, production/operations model, concluding with a business plan and then, for the approval of investment. Collaboration among SMEs is crucial in order to provide a full offer to the tourist expectations. SMEs are in the position to “generate” and “develop” a business model
MethodologySummary WRAP This process provides a mechanism to UP define the activities, resources or partners that the tourist destination will need in order to • make the business succeed, • satisfy the tourist expectations
MethodologySummary Dynamic of hypotheses assessment in SSRI WRAP UP Feedback on the SME Dynamizator three dimensions SSRI Analysis
Results Creation of a collaborative culture among SME SHARED ACCESS CHANNEL A BETTER KNOWLEDGE OF THE USER SHARING OF COMMUNICATION ECONOMIES OF SCALE CO-BRANDING
Results The methodology contributes to improve the quality of the destinations The value proposition that the SME – in the touristic destination, offers to the tourist is supported on real evidences
Results It contributes to communication and dissemination activities It gives the SME an opportunity to elucidate the key message, the segment and to use the proper channels efficiently