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 1
 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 calledwww.eduwilliam.com
“harnessing collective 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
for its construction.www.eduwilliam.com 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 self-
develops 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).

www.eduwilliam.com 11
 Author: Edu William
Blog: Internet, Networks, SMEs and Tourism
Contact: ewilliam@destinum.com

www.eduwilliam.com 12