Sustainable tools to promote tourist routes

Adrin Broz Lofiego

1. Web 2.0. Definition.

The phenomenon Web 2.0 or Social Media is
affecting the way people interact with each other It is transforming peoples individual and group behavior and is also affecting the power structures

in the marketplace
causing a substantial migration of market

power (Constantinides & Fountain, 2007)

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1. Web 2.0. Definition.

Producers or Vendors Consumers

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1. Web 2.0. Definition.

The term Web 2.0 is associated with web applications that
facilitate participatory information sharing, interoperability, usercentered design, and collaboration on the web.

A Web 2.0 site allows users to interact and collaborate with each
other, in a social media dialogue as creatorsa new concept appearsthe

prosumer

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1. Web 2.0. Definition.

?
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1. Web 2.0. Definition.

l'etat c'est moiwhat meansI am the stateor I am the centre of the world Aprs moi le dlugewhat meansafter me

the delugeI dont care what happens next

But this is real in the markets nowadays???
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1. Web 2.0. Definition.

http://www.craplogo.me/
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1. Web 2.0. Definition.

Do you believe that the concept is new.it is not it was coined in January 1999 by Darcy DiNucci, a consultant on electronic information design. In an article, "Fragmented Future", DiNucci considered that the Web we know now, which loads into a browser window in essentially static screenfulls, is only an embryo of the Web to

come (...)

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1. Web 2.0. Definition.

In her premonitory remarks, DiNucci considered
that the Web would appear on the computer screens, on TV sets, car dashboards, cell phones, hand-held game machines, among others The Web will be understood not as screenfulls of text and graphics but as a transport mechanism, the ether through which interactivity happens
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1. Web 2.0. Definition.

Enterprises are being transformed sharply nowadays from and old business model built around the command and control aspects information management to a new one

where collaboration and social networking is the key

component which is characterizing the long term business values (Schegg, et.al., 2010).

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1. Web 2.0. Definition.

The new technologies can be adopted by enterprises already utilizing the web for business transactions and

presence (Schegg, et.al., 2010) in order to increase the

value of the brand, the loyalty, the intention to purchase or even to promote the word of mouth behaviors.

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2. Web 1.0. The Prehistory.

Web 1.0, or web, refers to the first stage of the World Wide Web linking WebPages with hyperlinks. Researchers commonly referred to Web 1.0 as electronic commerce or e-business. In this world the role of Internet Search Portals, like Yahoo!, Lycos and Google were crucial.

In this world, corporates web sites were built simply to communicate presence or provide information on the business itself.
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2. Web 1.0. The Prehistory.

According to OReilly, 2005, the Web 1.0 main philosophy elements can be described as follow: Web 1.0 sites were static.

Web 1.0 applications were proprietary.

Web 1.0 sites weren't interactive.
http://www.ypf.com/ar_es/ http://www.repsol.com/es_es/

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3. Web 2.0.: our present...and future?

This new technology encourages user participation and derives its greatest value when large communities contribute to the content. User generated metadata, information, and designs enable a much richer environment where the value is generated by the volume of users. The term User-Generated Content (UGC) is often used to underline this special attribute of all the above Web 2.0 application categories (Constantinides and Fountain, 2007).
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3. Web 2.0.: our present...and future?

With regard to the innovative nature of Web 2.0, it can be argued that the movement has not contributed many radically new technological components it has merely created new families of online applications sharing a number of common sets of objectives, characteristics and design principles. The main innovative aspect of these applications is the way they allow user participation in the form of content contribution and content editing
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4. Web 2.0. Main Principles & Services.

1. Focused on service-based, simple and open-source solutions in the form of online applications.
Shift towards online services: from software as product to software as service. The new Web 2.0 applications very often make use of open-source software. Simplicity: Web 2.0 applications are widely considered as simple and unfussy, at least from the user s perspective. These applications often lack a financial vendor lock-in and the user can easily exchange or substitute any service for another.
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4. Web 2.0. Main Principles & Services.

2. Continuous and incremental application development requiring the participation and interaction of users in new ways: not only consuming but also contributing, reviewing and editing content.
Continuous, real-time improvement.
There is never a definitive version and software remains under development and improvement as long as it exists. More users more value though the aggregation of collective intelligence .
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4. Web 2.0. Main Principles & Services.

3. New service-based business models and new opportunities for reaching small individual customers with low-volume products.
Changes in revenue and usage models: A number of Web 2.0 applications secure part of their revenue stream on advertising revenue or sponsoring. From mass markets to the individual customers: there is a high market potential of individual, unsegmented consumers with very specific interests and demand for low-volume, customized products and services.
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Web 2.0.
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4. Web 2.0. Main Principles & Services.

The concept comprises a 2nd generation of Webbased services, including:
Blogs. Social networks. Content Communities. Internet Forums / bulleting boards. Content aggregators. Mashups.
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4. Web 2.0. Main Principles & Services.

1. Blogs.
Many people use the term synonymous of a "personal web site" (Blood, 2004). Offer the ability for the nonprogrammer to communicate on a regular basis easily.

Allow readers to become content providers.

Blogs are often combined with Podcasts, that is digital audio or video that can be streamed or downloaded to portable devices.
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4. Web 2.0. Main Principles & Services.

2. Social networks.
Applications allowing users to build personal websites accessible to other users for exchange of personal content and communication. A social network service essentially consists of a representation of each user (often a profile), his/her social links, and a variety of additional services. Most social network services are web based and provide means for users to interact over the internet, such as e-mail and instant messaging.
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4. Web 2.0. Main Principles & Services.

3. Content Communities.
Websites organizing and sharing particular types of content. Its use for a wide range of applications, including problem processing, news, gossip and research. All digital media technologies are included, (question-answer databases, digital video, blogging, podcasting, forums, review-sites)
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4. Web 2.0. Main Principles & Services.

4. Internet Forums / Bulleting Boards.
Sites for exchanging ideas and information usually around special interests.

People can hold conversations in the form of posted messages.

They differ from chat rooms in that messages are at least temporarily archived. A posted message might need to be approved by a moderator before it becomes visible.

http://personaldemocracy.com
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4. Web 2.0. Main Principles & Services.

5.Content Aggregators.
Applications allowing users to fully customise the web content they wish to access. These sites make use of a technique known as Real Simple Syndication or Rich Site Summary (RSS). Examples:
http://uk.my.yahoo.com,
http://www.google.com/ig

http://www.netvibes.com/
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4. Web 2.0. Main Principles & Services.

6. Mashups.
Is a Web page or application that uses and combines data, presentation or functionality from two or more sources to create new services. These applications can be combined to deliver additional value that the individual parts could no on their own.
Combines the Google mapping application with a real estate listing service on Craiglists.com
www.wikipediavision.com combines Google Map and a Wikipedia Application Programming Interface

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5. The Web 2.0 and the Tourist Sector.

It is interesting to glimpse the previous stages of the industry and applying it to similar concepts, such as 0.0 and 1.0.

Tourism 0.0 = Offline Tourism / Tourism 1.0: beginning and

development of e-tourism

Tourist 1.0. Limitations: does not solve the problems of

access and transparency and does not include the transfer

of knowledge as determinant of productivity and business

destinations.
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5. Tourism 2.0.
The development of new technologies has changed the way companies operate.

The client has the capacity to determine the reputation of the

companies through their comments, advices,

recommendations.
We can talk about the creation of a new form of travel,

thanks to Web 2.0 and social networking in planning the trip

(information and feedback) and after having used the services.
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5. The Web 2.0 and the Tourist Sector.

0.0
Tipe of Organization Tipe of Society Fully Integrated Industrial

1.0
Red Information Society

2.0
Red Information and Communication Society Individualized, flexible and segmented Fully Connected

Tipe of Offering

Standarized, for mases and rigid.

Individualized, flexible and segmented Partially Connected

Electronic Tourism Penetration

Unplugged (Indiference)

Client Oriented
Destination Oriented

Low

Medium / High (in only one direction)

High (bidirectional)
High

Low Medium / High Florida Centre de Formaci - 30

5. Tourism 2.0.
We therefore performed a classification of various Web pages by content, to try to bring order to the Travel 2.0.
Maps & Directions Pages . Audio and Video Pages. Blogs. Specialty Tourism Pages Tourist Corporations and Government Agency Pages. Social Network Pages.
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5. The Web 2.0 and the Tourist Sector.

The Web 2.0 concept is becoming an important element in travel planning and buying.

Using diffusion of innovations theory, the results show that

enterprises having adopted websites early also lead in the

adoption of Web 2.0 technologies.

Today's online consumer has access to a previously

unknown reservoir of information and knowledge as well as

unlimited choice, available at the click of the mouse.
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6. Activities.
1. Criticize on a constructive base the Web 2.0. of each national team under the requirements

introduced in the ICT Plan (40).

2. Introduce a national sustainable tourist route and analyze the utilization of ICT Tools in the process of diffusion of this route(30).

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Thank you very much!

Florida Valencia Team
Cristina Gimeno/ Silvia Garca Irene Caballero / Sandra Bartolom Franziska Jautz
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