INTO 2016

November 24th & 25th, 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.

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. Eduardo William



C.V :

Abstracts:

Dr. Eduardo William

Mr. David Vicent



C.V :

Abstracts:

Mr. David Vicent

Dr. Natalia Tur



C.V :

Abstracts:

Dr. Natalia Tur

Dr. Ramón Aragüés



C.V :

Abstracts:

Dr. Ramón Aragüés

Dr. Barbara Neuhofer



C.V :

Abstracts:

Dr. Barbara Neuhofer

Ms. Miren Arantza Madariaga



C.V :

Abstracts:

Ms. Miren Arantza Madariaga

Dr. Eugeni Aguiló



C.V :

Dr. Eugeni Aguiló

Ms. Maria del Mar Ribas



C.V :

Abstracts:

Ms. Maria del Mar Ribas

Mr. José Cantero



C.V :

Abstracts:

Mr. José Cantero

Dr. Gianna Moscardo



C.V :

Abstracts:

Dr. Gianna Moscardo

Dr. Javier Rey-Maquieira



C.V :

Dr. Javier Rey-Maquieira

Dr. José Antonio Pérez-Aranda



C.V :

Abstracts:

Dr. José Antonio Pérez-Aranda

Mr. Antonio Martin



C.V :

Abstracts:

Mr. Antonio Martin

Mr. José Luis Pastor



C.V :

Abstracts:

Mr. José Luis Pastor

Dr. Joan Enric Capellà



C.V :

Dr. Joan Enric Capellà

Dr. Margarita Payeras



C.V :

Dr. Margarita Payeras

THE SCIENTIFIC COMMITTEE

ORGANIZES