INTO 2016

November 24 y 25, Palma

 

Experiential tourism as a key tool for deseasonalisation

For the past 10 editions, since the first INTO in 2004, a variety of themes related to tourism products have been analysed, such as culture, yachting and health, as well as marketing instruments like branding and the social media. We have also debated the new ways of addressing sustainability in the sector with major issues like climate change. Likewise, we have examined issues related to the evolution in the technology used in the tourism industry in order to analyse tourist behaviour and use these new technological tools to create and/or transform tourist destinations sustainably.

In this 11th edition, representatives from the public administrations, businesses, researchers, professors, students and professionals from a variety of fields will gather to speak about and analyse the concept of experiential tourism as a tool for deseasonalisation. Thus, on the 24th and 25th of November, we will analyse the impact of seasonality, present several strategic reflections on the need to design tourist experiences, study different models to create and introduce sustainable and responsible tourist products and experiences, and discuss what kinds of policies could be designed to lower seasonality. Furthermore, a participative workshop will be held with dynamics in design thinking and creativity in lateral thinking.

The main goal of the INTO seminar is to foster the transfer of knowledge and promote innovation throughout the entire value chain in the tourism industry in order to improve the competitiveness of the Balearic Islands.

PROGRAM

9:00h AM

SESSION III – CASE STUDIES: COMPANY & DESTINATION

Moderator: DR. MARTA JACOB

MR. JOSÉ CANTERO – How to transform a tourism destination or a tourism resource into a real experiential tourism destination. Partner Director of Arteting.

MS. ARANTZA MADARIAGA – Disigning a strategy of experiential tourism in the Basque Country: results and lessons learnt. General Manager of Basquetour

DR. RAMÓN ARAGÜÉS – Strategies used by specialised travel agencies to deseasonalize their sales. Founder of BuscoUnViaje.com

DR. EDUARDO WILLIAM – Vimotions. Making tourist experiences visible. Associate Professor at the Universidad de Las Palmas de Gran Canaria.

Mr. José Cantero | Ms. Arantza Madariaga | Dr. Ramón Aragüés | Dr. Eduardo William
10:30h AM

COFFEE BREAK

11:00h AM

SESSION IV – STRATEGIC CONSIDERATIONS FOR THE SUSTAINABLE AND HOMESTAY DESIGN OF EXPERIENCES.

Moderator: DR. DIEGO MEDINA

DR. GIANNA MOSCARDO – Telling new destination stories for sustainability. College of Business, Law and Governance. James Cook University, Australia.

MR. ANTONIO MARTÍN – Senior and homestay tourism as strategy for de-seasonality. Founder of Turismo Vivencial.

MR. DAVID VICENT – Considerations on how to design experiences for tourists to contribute reducing seasonality. Founder of #Ingenieriaturistica Fractal Brand.

Dr. Gianna Moscardo | Mr. Antonio Martín | Mr. David Vicent
12:30h PM

ROUND TABLE – FINAL CONCLUSIONS AND FUTURE TRENDS

Moderator: DR. JUAN MULET

DR. GIANNA MOSCARDO – James Cook University.

DR. MARTA JACOB – Universitat de les Illes Balears.

DR. EUGENI AGUILÓ – Universitat de les Illes Balears.

DR. JOAN ENRIC CAPELLÀ - SOM.

DR. EDUARDO WILLIAM – Entrepreneur and specialised consultant

14:00h PM

CLOSE OF SEMINAR

8:30h AM

ACREDITATION

8:45h AM

OFFICIAL OPENING BY THE VICE-PRESIDENT AND REGIONAL MINISTER OF INNOVATION, RESEARCH AND TOURISM OF THE GOVERNMENT OF THE BALEARIC ISLANDS

9:15h AM

KEYNOTE – STATE OF THE ART OF THE EXPERIENCE ECONOMY: THE TOURISM CASE.

MR. JOSÉ LUIS PASTOR - Inimitable differentiation: Why do some brands become irresistible? Founder and General Manager Director of Rethink Marketing, Lapplab and A million monkeys.

Mr. José Luis Pastor
10:00h AM

SESSION I – IMPACTS OF SEASONALITY OF THE TOURISM INDUSTRY: SOCIAL, ECONOMIC AND LABOUR KEY ASPECTS

Moderator: DR. MARTA JACOB

DR. JOAN ENRIC CAPELLÀ – Founding partner of SOM.

MS. MARIA DEL MAR RIBAS - Observatori del Treball de les Illes Balears.

DR. EUGENI AGUILÓ & DR. JAVIER REY-MAQUIEIRA. Economic impacts and policy design. Department of Applied Economics at the Universitat de les Illes Balears.

Dr. Joan Enric Capellà | Ms. Maria del Mar Ribas | Dr. Eugeni Aguiló | Dr. Javier Rey-Maquieira
11:30h AM

COFFEE BREAK

12:00h PM

SESSION II – HOW TO CREATE SUSTAINABLE AND RESPONSIBLE TOURISM EXPERIENCES.

Moderator: DR. MARIA ABELLANET

DR. BARBARA NEUHOFER – Experience economy in the 21st century: Co-creating customer experiences through digital technology. Salzburg University of Applied Sciences, Austria.

DR. NATALIA TUR – Selling memories: the process of co-creation in experiential tourism. Universitat de les Illes Balears.

DR. JOSÉ ANTONIO PÉREZ-ARANDA – Tourism consumer experience and assessment of corporate social responsibility (CSR) in relation to hotel demand. CETT-UB.

Dr. Barbara Neuhofer | Dr. Natalia Tur | Dr. José Antonio Pérez-Aranda
13:30h PM

LUNCH

15:00h PM

WORKSHOP – DESIGNING INNOVATIVE EXPERIENCES FOR THE DE-SEASONALITY OF A DESTINATION

Workshop: a participatory workshop with design thinking dynamics and creativity in lateral thinking

Title: Design of innovative experiences for the deseasonalisation of the destination

Objective:

To raise the awareness of entrepreneurs, agents in the sector and entrepreneurs related with TOURISM as regards the development of new, innovative tourist products with an experiential approach for the deseasonalisation of tourist resources and destinations.

Contents:

1.- Short introduction to experience tourism: a new value proposal for tourism.

2.- Trends in experience tourism: future opportunities.

3.- From a tourist product to a unique, authentic experience. Insights to be identified and classified.

4.- Hosperience Methodology: Hospes (guest)+experience. From tourists to guests: how to connect with emotions and sensations to achieve loyalty, consumer motivation and recommendation.

5.- The keys to the development and creation of an experiential tourism product: development of experiential scenarios and levers

6.- Experience is important, the context, the key: moments of truth

7.- Viewing of some success stories

Mr. José Cantero (Coordinator) | Dr. Marta Jacob | Dr. Margarita Payeras
17:00h PM

END OF SESSIONS

SPEAKERS

Dr. Margarita Payeras

Born in Palma de Mallorca, Balearic Islands (1967). Full Professor since 2005. Advanced Studies Programme in International Economic Policy Research at the Institut für Weltwirschaft, Kiel- Germany (1

Dr. Margarita Payeras

Universitat de les Illes Balears

Mr. David Vicent

Planning, strategy, marketing and innovation for tourism organisations and destinations. Marketeer profile aimed at innovation with a broad command of technological systems. Creativity and focus on on

Mr. David Vicent

Founder of #Ingenieriaturistica Fractal Brand

Dr. Joan Enric Capellà

Passionate about creation, knowledge and development. He has left his comfort zone several times: the first when he left academia and enter the business world; the second when he came out of the polit

Dr. Joan Enric Capellà

Founding partner of SOM

Mr. José Luis Pastor

JOSÉ LUIS PASTOR

www.joseluispastor.com www.rethinkmarketing.es

Mr. José Luis Pastor

Founder and CEO of They include Rethink Marketing, Lapplab and A Million Monkeys

Mr. Antonio Martin

Antonio Martín has a degree in Economic sciences, specialising in marketing and creating his first business at the age of 18. After spending around 20 years in management positions at companies like

Mr. Antonio Martin

Founder of Turismo Vivencial

Dr. José Antonio Pérez-Aranda

José Antonio Pérez-Aranda Canela works at the CETT School of Tourism and Hospitality of the University of Barcelona as both the principal and a teacher. His research focuses on developing management

Dr. José Antonio Pérez-Aranda

Principal and teacher at CETT School of Tourism and Hospitality of the University of Barcelona

Dr. Javier Rey-Maquieira

Degree in Economics and Business Administration from the University of Barcelona PhD in Economics from the University of Barcelona Previous roles include Department Secretary, Vice-Dean of the F

Dr. Javier Rey-Maquieira

Professor of Macroeconomics, International Economics and Tourism Economics at University of the Bale

Dr. Eduardo William

Entrepreneur, researcher, university lecturer and consultant specialised in the development of new business models in the leisure and tourism sector.

As an entrepreneur:

-He has

Dr. Eduardo William

Associate Professor of the Universidad de las Palmas de Gran Canaria

Dr. Natalia Tur

Natalia Tur, Ph.D. (Ibiza, Balearic Islands, e-mail:nturmari@gmail.com) is academic lecturer on the tourism degree at the Ibiza Tourism School and assistant professor on the Master of Tourism Administ

Dr. Natalia Tur

Escola de turisme d'Eïvissa i Universitat de les Illes Balears

Dr. Ramón Aragüés

Ramón Aragüés has a degree in computer science engineering and a PhD in bioinformatics. He started his career as an artificial intelligence consultant, where he learned to work with both humans and

Dr. Ramón Aragüés

CEO of BuscoUnViaje.com

Dr. Barbara Neuhofer

Dr Barbara Neuhofer, Salzburg University of Applied Sciences, Austria   Dr Barbara Neuhofer is a Senior Lecturer and Head of Experience Design at the Salzburg University of

Dr. Barbara Neuhofer

Salzburg University of Applied Sciences, Austria

Ms. Miren Arantza Madariaga

1967 Gernika-Lumo Age: 47 Marital Status: married, 2 children Position: General Manager Company/Organisation: Basquetour-Agencia Vasca de Turismo S.A.  

EDUCATIO

Ms. Miren Arantza Madariaga

General Manager of Basquetour-Agencia Vasca de Turismo S.A

Dr. Eugeni Aguiló

Eugeni Aguiló is Professor of Applied Economics, Universitat de les Illes Balears, Spain. His research focuses on Economics of Tourism has published at the main tourism journals: Tou

Dr. Eugeni Aguiló

Professor of Applied Economics, Universitat de les Illes Balears

Ms. Maria del Mar Ribas

She holds a Bachelor’s degree in Sociology from the Universitat Autònoma de Barcelona (1997).

She currently works as the head of service at the Employment Observatory of the Balearic Isl

Ms. Maria del Mar Ribas

Observatori del Treball de les Illes Balears

Mr. José Cantero

Partner Director of Arteting; consultancy firm in Marketing and Experiential Tourism.

He prefers to define himself as an architect of authentic brand experiences. He is the creator of the H

Mr. José Cantero

Partner Director of Arteting

Dr. Gianna Moscardo

Dr. Gianna Moscardo is a Professor in the College of Business, Law and Governance at James Cook University, Australia. Her research interests include evaluating tourism as a sustainable development s

Dr. Gianna Moscardo

James Cook University, Australia

THE SCIENTIFIC COMMITTEE

Dr. Diego Ramón Medina

Dr. Diego Ramón Medina

 

Diego R. Medina Muñoz is professor at the University of Las Palmas de Gran Canaria (ULPGC), PhD on Economic Sciences and Management by the ULPGC and Master of Science in Hotel and Food Service Management by the School of Hospitality Management, Florida International University.

Dr. Diego Ramón Medina

University of Las Palmas de Gran Canaria (ULPGC)
Dr. Maria Abellanet

Dr. Maria Abellanet

 

Dr Maria Abellanet i Meya is the CEO and general manager of Grup CETT and trustee and treasurer of the Gaspar Espuña-CETT Foundation.

Dr. Maria Abellanet

CEO and general manager of Grup CETT
Dr. Marta Jacob

Dr. Marta Jacob

 

Marta Jacob is an Associate Professor of the Department of Applied Economics, Universitat de les Illes Balear, Spain. Her research focuses on innovation activities in service and tourism sectors, on the analysis of different types of tourism such as yacht charter tourism and lately...

Dr. Marta Jacob

Universitat de les Illes Balear
Dr. Juan Mulet

Dr. Juan Mulet

 

He has been Director of Telefónica’s Research and Study Centre, Assistant General Manager of Telefónica Investigación y Desarrollo S.A.

Dr. Juan Mulet

Director of Telefónica’s Research and Study Centre

ORGANIZES