Download - Turismo más allá del simple selfie
![Page 1: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/1.jpg)
Peter Varley
ADVENTURE AND ACTIVITY TOURISM: NEW TRENDS
![Page 2: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/2.jpg)
ME• HOSPITALITY, THEN MARKETING, THEN BACK TO EXPERIENCES
• MY READING – RHYTHMANALYSIS, AND NON-PLACES
• OUR PROJECTS – FOOD, ADVENTURE, NORDIC HEALTHY TOURISM
• (‘Angus’ story’) SCOTLAND – NECORAS, LANGOSTINOS, BUEY, Y MAS! Y… NOTHINGNESS!
• YOU – NAVARRA / SPAIN
• …A TALE OF TWO CITIES???
![Page 3: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/3.jpg)
A TALE OF TWO KAYAKS1. 2 hour session
2. Sigrid’s fjord exploration
![Page 4: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/4.jpg)
IDEAS FOR TODAY
• TIME• 'Crafting high value experience in Navarra – nature-based
tourism beyond the ‘selfie’ photograph: - linking adventure, gastronomy and active nature experiences’
• New trends- bringing activity, music, arts, gastronomy and adventure together in astounding wild places.
• Examples from Norway, Scotland and Spain.
![Page 5: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/5.jpg)
WHAT IS ‘ADVENTURE’?
• Originally part of everyday pre-modern life – a means of survival
• War, crusades, exploration / exploitation / colonialism
• Mythology, fairytales, narratives
• Training, education, human resource development
• Leisure / tourism business
• The ultimate luxury?
![Page 6: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/6.jpg)
ADVENTURE TOURISM IN CONTEMPORARY SOCIETY• From grand tours to ‘capsule-adventure’
• Convenient
• Repeatable, reliable, rationalised
• Quality assured
• Time constrained
• Grew out of adventure education, outdoor centres, Outward Bound, military training
• Much of this is ‘hard’ adventure
![Page 7: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/7.jpg)
ADVENTURE TOURISM• ‘hard adventure’ – 1-8% of $263bn market
• Travel and soft adventure account for the rest!
• Yet we do not cater well for these (second category) massive markets:
• High income, educated market
• 20%+ international growth
• International travellers are looking for longer trip length – 5 day minimum stay
• EVERYONE is talking about massive growth in adventure travel/tourism
![Page 8: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/8.jpg)
CONTEMPORARY CONDITIONS
• Industrialisation and capitalism
• Separation between urban and rural, urban and ‘wild’
• The advent of the (industrial) holiday
• Sedentary lifestyles – home as techno-leisure centre, obesity, heart disease, diabetes, mental illness
• Cash rich, time poor consumers
• ‘Cotton-wool kids’
• Hypermodernity – accelerating, technologised lives (Virillo)
![Page 9: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/9.jpg)
HYPERMODERNITY
• Virillio – dromology and hypermodernity
• Auge (supermodernity and non-palces)
• Speed, acceleration, technology, image
• The helpless subject (see Giddens and ‘expert systems’)
• The wired subject (Virillio)
![Page 10: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/10.jpg)
LEADING TO CONSUMER DEMAND FOR…• Active holidays
• Healthy holidays
• Skill-based
• Nature-based
• Immersive
• AUTHENTIC
• Cultural
• Gastronomic
• Memorable
• Tell-able!
![Page 11: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/11.jpg)
ISSUES FACING THE OUTDOOR TOURISM INDUSTRY
• Ocularity – ‘snap n go’
• Convenience adventure – ‘scream n go’
• Low stay periods
• Seasonality
• Lack of integration across services
• Lack of professionalisation and pride in the industry (externally)
• Elite few who ‘adventure’
• Often low-value jobs
• Poor quality and deteriorating infrastructure
![Page 12: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/12.jpg)
THE NEW TRENDS
• Built infrastructure
• Interconnectedness – “tourism is everyone’s business”
• Soft adventure growth
• Mobility, embodiment, learning, time
• Beyond the selfie – STICKY MONEY
![Page 13: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/13.jpg)
TACTICS• ‘ACTIVE TOURISM’ – WHAT DOES THAT LOOK LIKE?
• GASTRONOMY
• GET VISITORS INVOLVED
• CATCH A FISH, FILLET A FISH, COOK A FISH, BUTCHER A DEER!
• PREPARE LOCAL SPECIALITIES
• LET THEM LEAD JOURNEYS - EXPLORE
• SHARE STORIES
• LOCAL HEROES - GREETERS
• CONFRONT MYOPIA – BE STRANGERS! NON-PLACES?
• MARKET IN ENGLISH
![Page 14: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/14.jpg)
‘INSPIRE’INTERPRET
NATURE (via)
STORIES
PEOPLE
INVOLVEMENT
RELATE
EXPERIENCES
![Page 15: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/15.jpg)
CONCLUDING STORY• ‘Billie’
• What can you do?
![Page 16: Turismo más allá del simple selfie](https://reader036.vdocuments.mx/reader036/viewer/2022083104/5883325c1a28abaf6f8b5581/html5/thumbnails/16.jpg)
HUMAN CAPITAL + NATURAL CAPITAL
• = EXPERIENCES, MEMORIES.
• EXISTENTIALLY AUTHENTIC, RATHER THAN DISNEYFIED VERSIONS
• LOCAL, 21ST C. STORIES AS WELL AS OLD ONES