Estudio sobre promoción innovadora de destinos turísticos

REDES SOCIALES!

Turismo!PARTICIPACIÓN!

MULTIMEDIA!

GEOLOCALIZACIÓN!

INNOVACIÓN!

CONTEXTUALIZACIÓN!RESERVAS!

MOVILIDAD!PUBLISHING!

Promoción Innovadora de destinos turísticos: El turista

2.0 y más!

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!

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Relación de destinos analizados!

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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!

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RESERVAS! Comercialización (Modulo 4)!

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GEOLOCALIZACIÓN! Rutas, Google maps, PdI (Modulo 5)!


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CONTEXTUALIZACIÓN! Sugerencia contenidos relacionados (Modulo 7)!

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MOVILIDAD!Aplicaciones móviles, RA,… (Modulo 8)!

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REDES SOCIALES!

Turismo!


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REDES SOCIALES!

Turismo!


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Índice Promoción Innovadora!

Turismo!

TOP 10!

1

2

3

4

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6

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9

10!

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!! 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

Turismo!twitter/m2mlab!

Skype: petrusfinance!Web:m2mconsultancy.com!

SEO: m2m + estrategia e innovación!

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