TOURISM 2.

0:
THE MODEL 2.0 TO DEVELOP THE TOURISM TO THE NETWORK SOCIETY
Author: Edu William Doctorate candidate -University of Las Palmas de Gran Canaria Managing director – destinum.com

www.eduwilliam.com

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WEB 2.0
Definition

O´Reilly

(10-december-2006):

“Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects to get better the more people use them. (This is what I’ve elsewhere called “harnessing collective www.eduwilliam.com 2

WEB 2.0
Key concepts
• It is a business revolution of an industry, namely the software industry, hence the prefix Web. The step from 1.0 to 2.0 is a movement within that industry. • The components of that industry (its chain of value) move to a common platform, namely, Internet, where a system of networks can be developed in an optimum fashion. • The effect of those networks makes possible the development of the industry based on collective intelligence, where its members are responsible
www.eduwilliam.com for its construction. 3

MODEL 2.0
Key concepts
• Delimitation of the sector to which it refers: the scope of the sector in relation to the chain of value and its end objective. • Move to a common platform where organisation into networks can develop. This platform is Internet. • Development according to the collective intelligence of the network members so that the objective and the system improve before the participation of more individuals and agents.
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MODEL 2.0 IN TOURISM
Previous scenarios

• Tourism 0.0: industrial society • Tourism 1.0: information society • Tourism 2.0: network society

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MODEL 2.0 IN TOURISM
Limitations of the model 1.0
• The tourism model 1.0 guarantees neither access by SMEs nor equality of conditions to maintain the same level of competitiveness. • The tourism 1.0 model solves neither the problems of access to and transparency of information nor those of cooperation between businesses and destinations. • The tourism 1.0 model does not incorporate knowledge transfer as a factor determining the productivity of destinations and enterprises.

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MODEL 2.0 IN TOURISM
Definition “Tourism 2.0 is the business revolution in the tourism and leisure industry caused by the move to the tourist ecosystem as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build business and destinations that harness network effects to get more productive the more people and business participate them. So, “harnessing collective www.eduwilliam.com 7 intelligence.”

MODEL 2.0 IN TOURISM
Key concepts
• It must refer to the tourism sector as a whole; therefore, all the elements of its chain of value must be taken into consideration. The objective is the knowledge-driven improvement of the productivity of businesses and destinations. • Those elements must influence productivity either directly or indirectly; they must move to a common platform (Web), where they can interrelate around a system of networks. • Knowledge and its transfer must be the motor of the network, which self-organises and selfdevelops on the basis of the contributions of its members.
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MODEL 2.0 IN TOURISM
Tourism ecosystem

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MODEL 2.0 IN TOURISM
Current moment • The fact that society and the economy have advanced in tourism models does not mean that all destinations and enterprises have done so. • Model 2.0 is driven demand – tourists networks (travel 2.0). • Digital divide: “offline elites”.
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MODEL 2.0 IN TOURISM
Challenges: the “long tail” • Create digital abundance. • Avoid networks market failure (non return to shortage) → development of personalised recommendation system:
• Based on collective intelligence with personalised solutions. • Based on prescription following the interests of the consumer (the rol of travel agencies).
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Author: Edu William Blog: Internet, Networks, SMEs and Tourism Contact: ewilliam@destinum.com

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