1. Opportunities for Small and
Medium Enterprises in Social
Spaces of Research and
Innovation in the field of
Tourism.
A practical method of services and
sales development in touristic
destinations.
Authors:
Ignacio Pérez-Alcazar,
Consuelo López-Llopis,
EroseSthapit
Ignacio PérezAlcázar for Campus Encounters 2013
March 22nd, 2013

2. The Value Proposition
Let’s Break the Ice
How can I create value for a
Tourist Destination?

3. The Value Proposition
-FARM ADVENTURES-
How can I create
value for them?

4. The Value Proposition
-FARM ADVENTURES-
Partners COSTS
INVESTMENT
My Resources and
Activities
I, The SME and My
Users Value Proposition
Customers
Revenue Streams

5. Introduction to the Problem
The touristic products and services
are still designed and developed
from a SME‟stourist destination
perspective instead of a tourist
centred perspective

6. Introduction to the Problem
SMEs offers their
service and
products based on
what a touristic
destination could
need.
Still, there is a gap
between the
tourists and their
needs and the offer
of product and Products and Services are still very
services in a individualized and not satisfy a
touristic destination tourist‟s full demand.

7. Introduction to the Problem
-EXERCISE of EMPATHY-
What they think / Want about the other?

8. Introduction to the Problem
-EXERCISE of EMPATHY-
What Is A Need
A condition or situation
in which something is
required or wanted,
with the wish to be
satisfied
A need doesn‟t become an opportunity
until it is stated as a value proposition in
the context of a business model:
Jobs to be done, Constraints or Outcomes
expected

9. Introduction to the Problem
SMEs can find
new Opportunities
opportunities,
based on the
information Full Offer
gathered
from the
tourists and
the touristic
destination
A full offer will
required a
strong SMEs SMEs Needs
collaboration

10. The Objective
A practical method of co-design where services
providers, destination resources and tourists collaborate
to develop integral tourism products and services
that increases the richness of the
destination and the tourist‟s satisfaction.

11. The Objective
It provides market evidences to the
tourist destination and their SMEs, in
terms of reducing uncertainty and
taking decisions

12. Framework
A framework in the Social Spaces of
Research and Innovation

13. The Framework
Develop strategies with a global vision,
with a focus on the user,
their needs, desires, concerns and
expectations
Renew the value proposition
and the communication with
the user

14. The Framework
The user has got a dual perspective
from the SME‟s point of view
as a tourist destination, and
as a visitor of a destination.

15. The Social Spaces of Research and
Innovation (SSRI)
Exploration and research in SSRI offers
the opportunity to work on the real
needs, both the tourist destination and
visitors.
SSRI are ecosystems in which R&I
activities are guided by the needs of
the communities that benefit from the
results

16. The Social Spaces of Research and
Innovation (SSRI)
SSRI: a place where people lives
Inhabitants Local
businesses
Resources Municipalities
Tourism
offices Visitors
Tourist sees the destination as a whole,
instead of the elements shaping it

17. The Social Spaces of Research and
Innovation (SSRI)
SSRI includes people that belong to the community and
take care of the infrastructure, known as “dynamizators”
DYNAMIZATORSease participation, confidence and
helpSMEs to create a rapport.

18. The Social Spaces of Research and
Innovation (SSRI)
Innovation activities
pivot on the ‘tourist’
Touristic
destination
SMEs
‘How I, the touristic destination and the service provider,
can help the customer to solve or satisfy a need with my
product/service’

19. Methodology
The process.
A practical method of co-design

20. Methodology
KEY ISSUES of the methodology:
1. Balanced representation of the
indispensible participants
2. Providing infrastructures for
experimental issues
3. Active involvement of users in the
co-creation processes
4. Validation tasks and real scenario
testing and evaluation

21. Methodology
The PROCESS helps to match the
value proposition to the customer‟s
needs, focusing on:
• tasks that need to be undertaken,
• outcomes and/or
• constraints (Ulwick, 2005)
• Halo effect

22. Remembering the Framework
The user has got a dual perspective
from the SME‟s point of view
as a tourist destination, and
as a visitor of a destination.

23. Methodology
The Process
The process can be
stated in 5 steps

24. Methodology
The Process
DIALOGUE
1st
STEP The first dialogue between SMEsand
“dynamizators” contribute in developing
rapport.
It is encouraged that dynamizators belong
to the SSRI with the support of experts on
ethnography-sociology, business model
generation and service design

25. Methodology
The Process
ANALISYS
2nd
STEP Identification of critical areas, clarification of
needs or idea generation in joint
collaboration with experts and lead users
using different sociological techniques
The SME needs to gather details in this
process such as Official Tourism
Organization'sand tourists contribution

26. Methodology
The Process
MATCHING
3rd
STEP Matching of the business idea, product or
service with the tourist‟s needs, expectations
and trends
SME converts a need and an idea into a
business opportunity
The outcome is a set of business hypotheses
that are documented, in order to be tested
in the SSRI

27. Methodology
The Process
TEST
4th
STEP Business and service hypotheses are tested in the SSRI
with „tourist‟ and „agencies‟ – users in general.
The feedback can be gathered in three dimensions:
product dimension, service dimension and/or business
dimension.
the SME learns and reinstates the hypotheses until the
business model design has sufficient market evidences
It is a process of systematically validating the
hypotheses against the reality and making course-
corrections

28. Methodology
The Process
DESIGN AND DEVELOPMENT
5th
STEP SMEs can proceed with the service design,
production/operations model, concluding with a
business plan and then, for the approval of
investment.
Collaboration among SMEs is crucial in order to
provide a full offer to the tourist expectations.
SMEs are in the position to “generate” and
“develop” a business model

29. Methodology
Summary
WRAP This process provides a mechanism to
UP define the activities, resources or
partners that the tourist destination will
need in order to
• make the business succeed,
• satisfy the tourist expectations

30. Methodology
Summary
Dynamic of hypotheses assessment in SSRI
WRAP
UP Feedback on the
SME Dynamizator three dimensions
SSRI
Analysis

31. Results
Real evidences

32. Results
Creation of a collaborative
culture among SME
SHARED ACCESS CHANNEL
A BETTER KNOWLEDGE OF THE USER
SHARING OF COMMUNICATION
ECONOMIES OF SCALE
CO-BRANDING

33. Results
The methodology contributes to improve
the quality of the destinations
The value proposition that the SME – in the
touristic destination, offers to the tourist is
supported on real evidences

34. Results
It contributes to communication
and dissemination activities
It gives the SME an opportunity to
elucidate the key message, the segment
and to use the proper channels efficiently

35. Thank You
Ignacio Pérez Alcázar
Ignacio.perez@comonocomunicacion.es
www.comonocomunicacion.es