This document proposes a framework and methodology for small and medium enterprises (SMEs) in the tourism sector to collaborate with each other and with stakeholders in "social spaces of research and innovation" (SSRIs) to better understand tourist needs and develop new service offerings. The 5-step methodology involves: 1) dialogue between SMEs and community members, 2) need identification and idea generation, 3) matching ideas to needs, 4) testing hypotheses with users, and 5) service design and business planning. The goal is for SMEs to collectively create value for tourists and destinations by developing integrated products and services based on evidence from user feedback obtained in SSRIs.
Presentación corporativa ExperienceValue.com Consultoría turística experiencial - Creación de experiencias - Comunicación experiencial, Calidad emocional, Estudios e informes turismo experiencial - Formación y capacitación Turismo Experiencial -Tics 2.0 experiencial.
Mejora de los destinos turísticos a través de la innovación en experiencias turísticas memorables.
La experiencia turística depende del abordaje holístico en todos los activos que impactan en el turista durante su visita a un destino.
Presentación corporativa ExperienceValue.com Consultoría turística experiencial - Creación de experiencias - Comunicación experiencial, Calidad emocional, Estudios e informes turismo experiencial - Formación y capacitación Turismo Experiencial -Tics 2.0 experiencial.
Mejora de los destinos turísticos a través de la innovación en experiencias turísticas memorables.
La experiencia turística depende del abordaje holístico en todos los activos que impactan en el turista durante su visita a un destino.
EOI · 18/04/2013 · http://a.eoi.es/3e0x
Sociedad Creativa: Turismo Integrado
La octava jornada del programa Sociedad Creativa de EOI aborda el tema “Turismo Integrado”.
Los ponentes abordaron el desarrollo de nuevas propuestas turísticas integrando diversos factores de éxito adecuadamente interrelacionados. Es decir, las líneas por donde se mueve el turismo en la actualidad, las nuevas líneas de productos que se ofertan, los productos turísticos de éxito integrados con otros productos culturales, teniendo en cuenta el espacio arquitectónico y paisajístico, y la relevancia del concepto turístico para el mercado en general.
Sociedad creativa, un nuevo ciclo de vanguardia en la formación y la cultura que se viene desarrollando en formato de mesa redonda para tratar los temas más novedosos y atractivos de la actualidad social y cultural y su impacto en la economía y la empresa. Una oportunidad única para escuchar de primera mano testimonios, experiencias y conocimientos que ayuden a ampliar nuestra visión sobre temas de diverso calado actual.
José Luís Zoreda, es desde su constitución el año 2002, el vicepresidente ejecutivo de EXCELTUR, Alianza para la Excelencia Turística, asociación sin ánimo de lucro formada por 26 de las principales empresas turísticas españolas con el doble objetivo de propiciar por un lado, un mayor reconocimiento socio-económico del sector entre la opinión pública y la ciudadanía española y por otro avanzar en la mejora de la competitividad del conjunto del sector turístico español.
El presente trabajo presenta en una primera parte una discusión sobre el origen, usos y tendencias en la construcción de los portafolios digitales, abordando las tensiones que suponen su implementación en un contexto institucional. Sobre esta base, en una segunda parte se presenta el modelo de uso del portafolio digital como una estrategia metodológica y herramienta personal de aprendizaje y de desarrollo profesional en la formación continua de docentes. Finalmente se reflexiona sobre el valor de la metodología en un marco de desarrollo de habilidades para el siglo XXI y, en particular sobre la construcción de la identidad profesional y la identidad digital.
Curso presencial turismo experiencial: de la estrategia a la creatividad José Cantero Gómez
Curso de turismo experiencial: aprenderás una metodología que he creado denominada Hosperience, práctica para la creación y desarrollo de productos de turismo experiencial
Envisioning destination models 3.0 explains how to develop local destination collaborative models embracing all the concepts drafting the Vision of Tourism 3.0. This is the most complex of the three approaches and entails full transformation of the destination model.
Broad-stroke view of framework developed to communicate agency's POV on impact of converged media and power of mobile to bring point of engagement and point of transaction closer.
This presentation was delivered on the second week of my Ubiquity Lab internship to introduce the development team to different Service Design and UX Tools and Methodologies.
SXSW 2016 panel picker: Human Experience: Bridging the gap between CX and UXSusannah Sulsar
The most innovative companies are merging UX design practices with CX practices to identify and improve existing interactions and reinvent Transformative Human experiences that deliver new value.
Tourism can shape the future - impulse4travel manifestoRealizing Progress
We are the tourism industry. We decide in which direction we want to take our sector and how we do so. Everyone who works in tourism, no matter in which role, is invited to adopt the thoughts and approaches of this manifesto for themselves and to put them into practice in their thought and actions.
Many aspects of the manifesto have already been discussed in various ways within the industry, but until now the bigger picture and the interdependencies have been missing from the discourse. This manifesto is intended as a shared,
all-encompassing vision for the industry. The intention to work towards common goals expressed here gives us the strength to follow this path with purpose, on both a small and a large scale. The task now is to introduce measures, generate some initial successes, develop some positive momentum and instil renewed confidence within our sector.
Building a Better Mouse Trap Using Digital Marketing for Financial ServicesRupali Krishna
The modern #marketing approach puts customers at the center of everything they do. And the Financial Services Domain is no exception to this. The Industry, which is currently undergoing a massive disruption, technology enabled. Digital Marketing will be a catalyst in driving the Multichannel, Data-Driven, Relevant, Personalised and Real-time CUSTOMER CENTRICITY. This is my Keynote presented at the Fintech Re-Imagined Conclave in Mumbai.
The Green City Start-Up competition is a City of Johannesburg initiative to support green and renewable energy start-ups.
Socionext Africa (in association with Resolution Circle) conducted a 5-day experiential learning workshop covering lean start-up methodology, rapid prototyping, customer readiness and presentation skills.
To learn more about Socionext Africa - +27 (0)21 811 3177 or thando@abaphumelelibc.co.za
The changing nature of strategy requires new ways of thinking and doing. Experience strategy is a systemic and an active form of strategy that drives brand coherence and builds brand relevance through constantly seeking new knowledge and new meanings
EOI · 18/04/2013 · http://a.eoi.es/3e0x
Sociedad Creativa: Turismo Integrado
La octava jornada del programa Sociedad Creativa de EOI aborda el tema “Turismo Integrado”.
Los ponentes abordaron el desarrollo de nuevas propuestas turísticas integrando diversos factores de éxito adecuadamente interrelacionados. Es decir, las líneas por donde se mueve el turismo en la actualidad, las nuevas líneas de productos que se ofertan, los productos turísticos de éxito integrados con otros productos culturales, teniendo en cuenta el espacio arquitectónico y paisajístico, y la relevancia del concepto turístico para el mercado en general.
Sociedad creativa, un nuevo ciclo de vanguardia en la formación y la cultura que se viene desarrollando en formato de mesa redonda para tratar los temas más novedosos y atractivos de la actualidad social y cultural y su impacto en la economía y la empresa. Una oportunidad única para escuchar de primera mano testimonios, experiencias y conocimientos que ayuden a ampliar nuestra visión sobre temas de diverso calado actual.
José Luís Zoreda, es desde su constitución el año 2002, el vicepresidente ejecutivo de EXCELTUR, Alianza para la Excelencia Turística, asociación sin ánimo de lucro formada por 26 de las principales empresas turísticas españolas con el doble objetivo de propiciar por un lado, un mayor reconocimiento socio-económico del sector entre la opinión pública y la ciudadanía española y por otro avanzar en la mejora de la competitividad del conjunto del sector turístico español.
El presente trabajo presenta en una primera parte una discusión sobre el origen, usos y tendencias en la construcción de los portafolios digitales, abordando las tensiones que suponen su implementación en un contexto institucional. Sobre esta base, en una segunda parte se presenta el modelo de uso del portafolio digital como una estrategia metodológica y herramienta personal de aprendizaje y de desarrollo profesional en la formación continua de docentes. Finalmente se reflexiona sobre el valor de la metodología en un marco de desarrollo de habilidades para el siglo XXI y, en particular sobre la construcción de la identidad profesional y la identidad digital.
Curso presencial turismo experiencial: de la estrategia a la creatividad José Cantero Gómez
Curso de turismo experiencial: aprenderás una metodología que he creado denominada Hosperience, práctica para la creación y desarrollo de productos de turismo experiencial
Envisioning destination models 3.0 explains how to develop local destination collaborative models embracing all the concepts drafting the Vision of Tourism 3.0. This is the most complex of the three approaches and entails full transformation of the destination model.
Broad-stroke view of framework developed to communicate agency's POV on impact of converged media and power of mobile to bring point of engagement and point of transaction closer.
This presentation was delivered on the second week of my Ubiquity Lab internship to introduce the development team to different Service Design and UX Tools and Methodologies.
SXSW 2016 panel picker: Human Experience: Bridging the gap between CX and UXSusannah Sulsar
The most innovative companies are merging UX design practices with CX practices to identify and improve existing interactions and reinvent Transformative Human experiences that deliver new value.
Tourism can shape the future - impulse4travel manifestoRealizing Progress
We are the tourism industry. We decide in which direction we want to take our sector and how we do so. Everyone who works in tourism, no matter in which role, is invited to adopt the thoughts and approaches of this manifesto for themselves and to put them into practice in their thought and actions.
Many aspects of the manifesto have already been discussed in various ways within the industry, but until now the bigger picture and the interdependencies have been missing from the discourse. This manifesto is intended as a shared,
all-encompassing vision for the industry. The intention to work towards common goals expressed here gives us the strength to follow this path with purpose, on both a small and a large scale. The task now is to introduce measures, generate some initial successes, develop some positive momentum and instil renewed confidence within our sector.
Building a Better Mouse Trap Using Digital Marketing for Financial ServicesRupali Krishna
The modern #marketing approach puts customers at the center of everything they do. And the Financial Services Domain is no exception to this. The Industry, which is currently undergoing a massive disruption, technology enabled. Digital Marketing will be a catalyst in driving the Multichannel, Data-Driven, Relevant, Personalised and Real-time CUSTOMER CENTRICITY. This is my Keynote presented at the Fintech Re-Imagined Conclave in Mumbai.
The Green City Start-Up competition is a City of Johannesburg initiative to support green and renewable energy start-ups.
Socionext Africa (in association with Resolution Circle) conducted a 5-day experiential learning workshop covering lean start-up methodology, rapid prototyping, customer readiness and presentation skills.
To learn more about Socionext Africa - +27 (0)21 811 3177 or thando@abaphumelelibc.co.za
The changing nature of strategy requires new ways of thinking and doing. Experience strategy is a systemic and an active form of strategy that drives brand coherence and builds brand relevance through constantly seeking new knowledge and new meanings
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The analysis has revealed that the consumer is satisfied with Big Bazaar and its attributes. However Big Bazaar has not performed well with the customers who are slightly price sensitive. A marketing plan is suggested for Big Bazaar along with other suggestions to face the competition in the near future and the long run. Thus a detailed analysis is presented in the project.
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Potential of social media in the customer interface of innovation process presentation at EBRF 2010 conference. Authors: Jari Jussila, Hannu Kärkkäinen, Hanna Nordlund
1. 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,
EroseSthapit
Ignacio PérezAlcázar for Campus Encounters 2013
March 22nd, 2013
4. The Value Proposition
-FARM ADVENTURES-
Partners COSTS
INVESTMENT
My Resources and
Activities
I, The SME and My
Users Value Proposition
Customers
Revenue Streams
5. 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
6. Introduction to the Problem
SMEs offers their
service and
products based on
what a touristic
destination could
need.
Still, there is a gap
between the
tourists and their
needs and the offer
of product and Products and Services are still very
services in a individualized and not satisfy a
touristic destination tourist‟s full demand.
7. Introduction to the Problem
-EXERCISE of EMPATHY-
What they think / Want about the other?
8. 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
9. Introduction to the Problem
SMEs can find
new Opportunities
opportunities,
based on the
information Full Offer
gathered
from the
tourists and
the touristic
destination
A full offer will
required a
strong SMEs SMEs Needs
collaboration
10. 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.
11. The Objective
It provides market evidences to the
tourist destination and their SMEs, in
terms of reducing uncertainty and
taking decisions
13. 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
14. 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.
15. The Social Spaces of Research and
Innovation (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
16. The Social Spaces of Research and
Innovation (SSRI)
SSRI: a place where people lives
Inhabitants Local
businesses
Resources Municipalities
Tourism
offices Visitors
Tourist sees the destination as a whole,
instead of the elements shaping it
17. The Social Spaces of Research and
Innovation (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.
18. The Social Spaces of Research and
Innovation (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’
19. Methodology
The process.
A practical method of co-design
20. 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
21. 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
22. 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.
24. Methodology
The 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
25. Methodology
The 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
Organization'sand tourists contribution
26. Methodology
The 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
27. Methodology
The 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
28. Methodology
The 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
29. Methodology
Summary
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
30. Methodology
Summary
Dynamic of hypotheses assessment in SSRI
WRAP
UP Feedback on the
SME Dynamizator three dimensions
SSRI
Analysis
32. 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
33. 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
34. 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
35. Thank You
Ignacio Pérez Alcázar
Ignacio.perez@comonocomunicacion.es
www.comonocomunicacion.es