In most sectors there is a rule that almost work… First generic then specialized. For instance, in television channels… the other day, I saw the announcement of tapp that their founders define as a collection of niche television channels connecting super fans with personalities.
So, first generic television then, thematic one, finally, specialized/customized/tailor made television. It makes perfect sense!
When we talk about web 2.0 business model
So, first generic television then, thematic one, finally, specialized/customized/tailor made television. It makes perfect sense!
When we talk about web 2.0 business model
We see the same evolution, first web was all about to offer the 3 c’s (Content, commerce and community) then, the evolution was the way we offer these 3 c’s from a generic way to a customized one. And this is the usual way…Does anyone doubt that Generic SnS (Social networking Site ) appeared first and then specialized ones? First Facebook then networking for professionals (www.linkedin.com) then networking for professional doctors (www.doximity.com/) (More about that here) Do you see the trend?
Why is Tourism different? Because you don’t send /broadcast / export product or services… you bring people. That means that you have to give them a powerful reason to come here. This is especially important in international tourism (I leave for copyologists to discuss local tourism… NOT because I don’t find it important BUT because it is so boring than I can stand it!)
Powerful reasons to travel? But Jordi… Everybody wants to travel! Well, we can discuss that Touristologists. Touristology is a science related to Tourists travelling/moving from one place to another for travel reasons or for necessities that they can better achieve through a trip: Getting and keeping international contacts; healing wounds (both physical or psychological); learning new things (specially multidisciplinary ones); giving a bust to their creativity (as Alain de Botton said “Journeys are the midwives of thought”; improving relationships (organization team building), couple, grandparents-grandson, single parents…)…So, I repeat, maybe they don’t want to travel AND even if they want to travel…. Why to travel TO YOUR PLACE?!?! As I said… you will need powerful reasons to bring people to your place. Nice weather is a good one, the opportunity to develop business, beautiful sightseeing, historical heritage… but you know the most powerful one… the best tourism resource ever? PEOPLE! Any kind of people? Of course not, I don’t want to go to an overcrowded destination, but a place where people from around the world meet together to talk about something important to them… This is the real segmentation in Tourism. I don’t say that you can’t study reality/societies with this Dr. Frankenstein’s segmentation BUT we are NOT Sociologists! We are Touristologists! Our aim is to transform any Hotel, Restaurant or Tourism destination into a magnet. In this way, we will transform any place into the place to be!!!! As Touristologists proudly say “Good location? We decide what a good location is!”.
Apart from that, when you are dealing with specialized tourism, it is compulsory to learn how to set up and manage the whole chain of value. You don’t have other option. As we are talking about specialized tourism, usually, there are NOT members of the chain of value. So you have to make them up!
Why is Tourism different? Because you don’t send /broadcast / export product or services… you bring people. That means that you have to give them a powerful reason to come here. This is especially important in international tourism (I leave for copyologists to discuss local tourism… NOT because I don’t find it important BUT because it is so boring than I can stand it!)
Powerful reasons to travel? But Jordi… Everybody wants to travel! Well, we can discuss that Touristologists. Touristology is a science related to Tourists travelling/moving from one place to another for travel reasons or for necessities that they can better achieve through a trip: Getting and keeping international contacts; healing wounds (both physical or psychological); learning new things (specially multidisciplinary ones); giving a bust to their creativity (as Alain de Botton said “Journeys are the midwives of thought”; improving relationships (organization team building), couple, grandparents-grandson, single parents…)…So, I repeat, maybe they don’t want to travel AND even if they want to travel…. Why to travel TO YOUR PLACE?!?! As I said… you will need powerful reasons to bring people to your place. Nice weather is a good one, the opportunity to develop business, beautiful sightseeing, historical heritage… but you know the most powerful one… the best tourism resource ever? PEOPLE! Any kind of people? Of course not, I don’t want to go to an overcrowded destination, but a place where people from around the world meet together to talk about something important to them… This is the real segmentation in Tourism. I don’t say that you can’t study reality/societies with this Dr. Frankenstein’s segmentation BUT we are NOT Sociologists! We are Touristologists! Our aim is to transform any Hotel, Restaurant or Tourism destination into a magnet. In this way, we will transform any place into the place to be!!!! As Touristologists proudly say “Good location? We decide what a good location is!”.
Apart from that, when you are dealing with specialized tourism, it is compulsory to learn how to set up and manage the whole chain of value. You don’t have other option. As we are talking about specialized tourism, usually, there are NOT members of the chain of value. So you have to make them up!
All the effort brings a reward…. when you create and manage the whole chain of value you will feel the power, the independence… and you will try to keep this feeling even though in generic tourism… You will feel that you are special, that you have a different way to define, work and practice Tourism. You wouldn’t like to copy or wait for others to bring the tourists to you (by the way, earning most of the money and demanding more and more conditions…) you will become… A Touristologist!!!
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