Professional Documents
Culture Documents
Unit 2:
IV.- Trends and social innovation that affects
tourist activities
Joantxo Llantada
UCAM. Murcia, november 2015
1
Index
1.
2.
3.
4.
Days of constant
changes that affects
to everything
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1.994
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Social funnel
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https://www.grouponworks.com/case-studies
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http://www.breakingtravelnews.com/news/article/travelocity-first-online-travel-agency-tointroduce-free-concierge-service/?utm_source=feedburner
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Loyalty it is a challenge
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http://www.robbedinbarcelona.com/
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The tourism
ecosistem
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Value Chain
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http://www.expedia.com/p/infoother/vacation_deprivation.htm
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http://www.expedia.com/p/info-other/vacation_deprivation.htm
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Data framework
useful to understand
the challenge
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http://data.worldbank.org/indicator
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Approach to the
starting point:
tourism is a global
industry
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Long-term outlook
International tourist arrivals worldwide are expected
to increase by 3.3% a year from 2010 to 2030 to reach
1.8 billion by 2030, according to UNWTOs long term
forecast Tourism Towards 2030.
Between 2010 and 2030, arrivals in emerging
destinations (+4.4% a year) are expected to increase at
twice the rate of those in advanced economies (+2.2%
a year).
The market share of emerging economies increased
from 30% in 1980 to 47% in 2013, and is expected to
reach 57% by 2030, equivalent to over 1 billion
international tourist arrivals.
133
Internationaltourismin2013-keytrendsandoutlook
International tourist arrivals (overnight visitors) grew by 5% worldwide in
2013, reaching a record 1087 million arrivals
Asia and the Pacific recorded the strongest growth with a 6% increase in
arrivals, followed by Europe and Africa (both +5%).
International tourism receipts reached US$ 1159 billion worldwide in
2013, up from US$ 1078 billion in 2012.
With a 5% increase in real terms, the growth in international tourism
receipts equalled the growth in arrivals.
China has consolidated its position as the number one tourism source
market in the world, spending US$ 129 billion on international tourism.
Forecasts prepared by UNWTO in January 2014 point to growth of 4% to
4.5% in international tourist arrivals in 2014 above The Tourism Towards
2030 long-term forecast of 3.3% a year.
By UNWTO region, prospects for 2014 are strongest for Asia and the Pacifi
c (5% to 6%), followed by Africa (4% to 6%).
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The challenge it is to
adapt to the
changes evolution!!
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Perception. Brand
index,
- Futurebrand
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Perception. Brand
index,
- Bloom consulting
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Perception. Brand
index,
- Travel and Tourism
methodology
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http://www.weforum.org/issues/travel-and-tourism-competitiveness
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Benchmarking,
aproach of
destinations
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COMPETITIVITY,
DESTINATION AND PLACE
DESIGN
EXPERIENCE
DESIGNE
FACTOR
MICRO
PARA LA
COMPETITIVID
AD
Motivation
Emotional State
.
e
s
u
r
n
q
i
e
g
l
i
n
s
e
U av de
r
t
Cmo funciona?
apptrack
GIS apptrack visualization
Heat Maps
Cluster Maps
2
1
2
apptrack
Big Data
2
1
3
apptrack
Comparative visualization of different
moments of the day
2
1
4
2
1
5
2
1
6
Semana Grande
2
1
7
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MEASURIN EMOTIONS:
emotionmeter
2
2
2
2
2
3
iKUScommerc
e
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iKUScommerce abarca la
medicin, el anlisis y la
modelizacin de los flujos
de consumo
FACTORES
PARA LA
COMPETITIVIDA
D
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COMPETITIVITY,
DESTINATION AND
PLACE DESIGN
PLACE
DESIGN
FACTOR
TERRITORIAL
PARA LA
COMPETITIVIDA
D
CASO 1
2
2
6
http://it3labprojects.tourgune.org/pandora/
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Definicin de reas
(indoor y outdoor)
Configuracin de
parmetros de contexto
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Campos de aplicacin
Location based systems (indoor and outdoor)
Recommender systems
Ambient intelligence
Adaptive systems
Smart Cities
mMarketing
2
3
1
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1. ENVIRONMENTAL CHALLENGES
1. ENVIRONMENTAL CHALLENGES
3. FROM OWNERSHIP
TO USAGE
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Social is mobile
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5 ways mobile is
rewriting social in travel
More content than ever
Traveller content is getting shorter and shorter
Less texts and photos, photos, photos
Every traveler is a photographer, videographer, reviewer
and real-time opinion-maker
And they expect instantaneous feedback
Source : PhoCusWright
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27 %
31 %
23 %
17 %
2%
250
Content sharing
15 %
46 %
2%
29 %
8%
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2%
2%
Source : ECM Digital Survey 2014
252
2%
23 %
17 %
54 %
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4. INCLUSION OF NEW
TECHNOLOGIES
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Connected tools
8%
76 %
8%
22 %
14 %
19 %
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Servicio de
recomendaciones
online
georreferenciado
para
restaurantes.
Plataforma
tecnolgica
online para
restaurantes,
comercios,
etc.
APP para
reserva y
compra de
entradas.
Turismo
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http://www.driftsanjose.com/
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https://www.airbnb.es/s?host_id=1320934
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After information and media, the most shared categories are, respectively:
Living space (58%)
Work space (57%)
Food preparation/meal-sharing (57%)
Household items/appliances (53%)
Apparel (50%)
Car-sharers shared across significantly more categories than non-car-sharers
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Path to purchase
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http://www.fvm.withgoogle.com/fvm/es/d/
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http://www.statisticbrain.com/internet-travel-hotel-booking-statistics/
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http://www.statisticbrain.com/internet-travel-hotel-booking-statistics/
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Turn
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