FOR ITERNATURA, TOURISM IS ESSENTIALLY, AN ACT OF COMMUNICATION BETWEEN A REGION OR AREA, A SPACE, A HERITAGE AND THOSE THAT VISIT THEM.
These are the components for designing tourist spaces, which has changed over time according to the techniques used to build them. Furthermore, the advent of new technologies brings new ways of interacting with our environment, such as constant connection to sources of information, geolocation and augmented reality.
These technologies are reshaping tourist spaces and therefore making new capacities for experience and meaning possible in order to understand, interpret, discover and relate to our environment.
These tools allow us to design unprecedented spaces (place + communication) of cultural (and leisure) experiences that are structured around new narratives by highlighting emerging heritages and opening up a field for exploring and building.
In this context, we could say that communication obeys new laws and that participation and networks have acquired an extraordinary role. We must take that into account to meet the challenge and use other ways of communicating and interacting.
Our approach is based on transmedia storytelling, a technique to convey and relate an experience across multiple platforms and formats used in current digital technology. In other words, we employ various new tools of communication (Internet, apps, etc.), using storytelling and games as tools to get users involved and provoke or encourage their participation. From the standpoint of production, this means creating content that involves the audience by using techniques that enrich their tourist experience.
Narratives are a vector of success for tourist destinations
Tourist destinations are the heart and soul of the tourist experience and can give it structure. The goal is to make the story or narrative the backbone of the trip so tourists can dream about and fall in love with a destination. With digital technology, we can make the tourist experience better and richer. The combination of both gives us a powerful and innovative tool to highlight a place, bestowing it with a spirit or genius loci, or transmedia storytelling in modern terms.
In a transmedia universe, every story becomes a tourist product, structuring media over the region or area like a game board in which the visitor actively plays the starring role.
Iternatura doesn’t just apply technology, but also energises the tourist destination around it. To do so, it establishes relations between visitors and the range of commercial goods and services at the destination. This requires establishing and spreading geobranding, place branding or destination marketing, i.e., communicating the image of a region or area to a target market.
All this helps to protect and promote diversity and goods and services with less capital and less ability to advertise on conventional media. We understand the concept as a comprehensive service and as a smart idea for sustainable local growth.
GENERATION OF A NEW QUALITY RANGE OF CULTURAL GOODS AND SERVICES FOR TOURISTS.
Culture as the backbone of the range of goods and services, preserving and spreading information about the place’s symbols of identity.
IMPROVEMENT OF TOURIST-RESIDENT RELATIONS.
Visitors and inhabitants should not only co-exist in harmony, but also in synergy, creating camaraderie between both groups.
ESTABLISHMENT OF DIRECT RELATIONS BETWEEN SMALL BUSINESS AND VISITORS.
This places the geolocation of small business, another piece in the game’s dynamics, within the tourist’s reach.
DIVERSIFICATION OF THE MAIN VISITOR FLOWS WITH NEW PRODUCTS.
This puts the destination’s potential resources to use, meeting the need to divert congestion towards new spaces of tourist use.
GREATER PRESENCE ON SOCIAL NETWORKS.
New communication channels, with the possibility of linking them to social networks as a form of promotion and entry.
MORE TOURIST ABILITY TO CHOOSE AND MORE INDEPENDENCE.
Tourists become travellers or explorers, the star of their own experience.
USE OF CONTENT FROM OTHER FIELDS.
Marketing of quality content to enrich, facilitate, increase and renew the traveller’s experience.
INVOLVEMENT AND RELATION TO OTHER INITIATIVES.
That work in the same direction, like the range of local goods and services, interpretation centres, museums and more.
By collecting big and small data. Millennial consumers are characterised by “invisible” behaviour in their dealings with the destination, but expect to maintain a hyper-connected experience and everything related to expressing the feelings they capture. It is consistent with the new ways of travelling.