{"id":83877,"date":"2025-12-13T08:00:00","date_gmt":"2025-12-13T07:00:00","guid":{"rendered":"https:\/\/canfali.com\/?p=83877"},"modified":"2025-12-13T06:49:58","modified_gmt":"2025-12-13T05:49:58","slug":"del-cataleg-en-paper-a-les-reserves-en-linia","status":"publish","type":"post","link":"https:\/\/canfali.com\/ca-es\/del-cataleg-en-paper-a-les-reserves-en-linia\/","title":{"rendered":"Del cat\u00e0leg en paper a les reserves en l\u00ednia"},"content":{"rendered":"\n

Loli Vicens: \u201cEl turisme que vaig con\u00e8ixer fa gaireb\u00e9 tres d\u00e8cades i el d’avui semblen dos mons diferents\u201d<\/p>\n\n

Tot va molt r\u00e0pid avui dia i el que \u00e9s not\u00edcia a les vuit del mat\u00ed deixa de ser-ho una hora -o fins i tot abans- despr\u00e9s. La digitalitzaci\u00f3 ha transformat profundament tots els sectors i el turisme no ha estat l’excepci\u00f3. En els \u00faltims anys, les noves tecnologies han reconfigurat la forma en qu\u00e8 els viatgers planifiquen, reserven i experimenten les seues destinacions. Des de les plataformes de reserves en l\u00ednia fins a les experi\u00e8ncies de realitat virtual i les solucions d’intel\u00b7lig\u00e8ncia artificial, la digitalitzaci\u00f3 ha obert noves portes i ha perm\u00e8s a les empreses del sector adaptar-se a les demandes d’un p\u00fablic cada vegada m\u00e9s connectat i exigent.<\/p>\n\n

La setmana passada, Benissa va rebre un premi com a Millor Dest\u00ed Innovador en els Smart Travel News Awards. El concepte innovaci\u00f3 lligat a turisme, com en altres tantes coses. Loli Vicens M\u00e1rquez va estar a Madrid com a responsable t\u00e8cnica de Turisme del municipi i ha viscut en les seves pr\u00f2pies carns l’evoluci\u00f3 constant del sector. La seva primera reflexi\u00f3 \u00e9s contundent: \u201cel turisme que vaig con\u00e8ixer fa gaireb\u00e9 tres d\u00e8cades i el d’avui semblen dos mons diferents\u201d, assegura. I tot perqu\u00e8, segons el seu testimoniatge, el visitant actual no es conforma a arribar, allotjar-se i gaudir del sol i la platja sin\u00f3 que vol \u201csentir\u201d la destinaci\u00f3, \u00e9s a dir, con\u00e8ixer la cultura, la gastronomia, l’entorn natural i la manera de viure de la gent.<\/p>\n\n

\tLes tres fites o moments clau que han marcat un abans i un despr\u00e9s en la manera d’entendre el turisme han estat la digitalitzaci\u00f3, el salt dels cat\u00e0legs en paper a les reserves en l\u00ednia; la professionalitzaci\u00f3 del sector, amb l’entrada de nous perfils formats en m\u00e0rqueting, gesti\u00f3 de destinacions i sostenibilitat; i la irrupci\u00f3 de les xarxes socials, que han canviat la forma en la qual el turista tria destinaci\u00f3 m\u00e9s que qualsevol campanya institucional.<\/p>\n\n

El model tradicional de sol i platja ha deixat de ser all\u00f2 que ens diferenciava de la resta. \u201cEl que no t\u00e9 tothom \u00e9s un territori amb identitat, amb tradici\u00f3, amb espais cuidats, amb cultura i gastronomia aut\u00e8ntica\u201d, comenta Vicens. Per aix\u00f2, avui arriba un visitant m\u00e9s divers, m\u00e9s informat, que compara, valora i ve amb una llista d’experi\u00e8ncies -culturals, esportives, gastron\u00f2miques, etc.- que vol gaudir en el territori i constitueixen un factor decisiu en l’elecci\u00f3 de la destinaci\u00f3. O, dit d’una altra manera, no s\u00f3n un factor secundari com era anys enrere.<\/p>\n\n

DEMOCRATITZAR LA PROMOCI\u00d3<\/p>\n\n

La t\u00e8cnica de Benissa subratlla que el turista actual decideix destinaci\u00f3 per una foto, una recomanaci\u00f3 o un v\u00eddeo de 20 segons. Les xarxes han democratitzat la promoci\u00f3 i l’economia digital ha creat un turista que reserva r\u00e0pid, compara sense parar i exigeix respostes immediates. Aix\u00f2 implica que cal actualitzar l’oferta constantment, ser transparents i competitius en preus i treballar b\u00e9 la governan\u00e7a entre empreses i administraci\u00f3. \u201cCal comunicar de manera professional i apostar per una sostenibilitat real, no de postureo\u201d, remarca Vicens.<\/p>\n\n

Fa dues d\u00e8cades, la sostenibilitat a penes figurava en les pol\u00edtiques tur\u00edstiques. Avui s’ha convertit en un dels seus eixos estrat\u00e8gics. Ja no es tracta \u00fanicament de protegir l’entorn natural sin\u00f3 d’integrar plenament la sostenibilitat econ\u00f2mica -garantir que l’activitat tur\u00edstica siga viable i genere valor per al teixit local-, la social -afavorir la conviv\u00e8ncia, l’ocupaci\u00f3 de qualitat i el benestar de la poblaci\u00f3 resident- i la mediambiental -la gesti\u00f3 eficient de l’aigua i l’energia, mobilitat sostenible, reducci\u00f3 de residus, protecci\u00f3 dels espais sensibles, etc.-. \u201cQuan el turista paga per un allotjament eficient, pregunta per senderes regulades o evita destinacions saturades i aix\u00f2 demostra que la sostenibilitat \u00e9s un criteri de compra real\u201d, segons la seva opini\u00f3.<\/p>\n\n

Aquesta nova visi\u00f3 porta aparellada, com era previsible, l’aparici\u00f3 de productes tur\u00edstics emergents lligats a la naturalesa -senderisme, cicloturisme o rutes paisatg\u00edstiques-, a una gastronomia de proximitat i activitats de turisme actiu, d’aventura i cultural. Per aix\u00f2, la desestacionalitzaci\u00f3 en l’estrat\u00e8gia resulta fonamental per a la sostenibilitat econ\u00f2mica del territori. Les destinacions de sol i platja necessiten aix\u00f2, identitat, per a continuar sent competitives i que el turista puga gaudir els 12 mesos de l’any.<\/p>\n\n

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Oplus_17825792<\/figcaption><\/figure>\n\n

La transformaci\u00f3 del turisme ha fet que molts negocis hagen crescut quant a la professionalitzaci\u00f3 perqu\u00e8 han ent\u00e8s que el turista busca qualitat i per aix\u00f2 han diversificat serveis. \u201cAix\u00f2 s\u00ed\u201d, apunta Vicens, \u201cel desafiament per al petit comer\u00e7 continua sent la compet\u00e8ncia digital i la temporalitat\u201d. Quant a les compet\u00e8ncies professionals noves que es requereixen avui, es parla de m\u00e0rqueting digital, gesti\u00f3 d’experi\u00e8ncies, atenci\u00f3 al client multicanal, capacitat d’interpretar dades (big data) i comunicaci\u00f3 audiovisual.<\/p>\n\n

Les eines digitals permeten planificar millor, con\u00e8ixer els pics de demandes, promocionar de forma m\u00e9s eficient i tenir major control del comportament del visitant. Vicens considera que \u201cpermeten anticipar-se a la demanda, segmentar perfils de turistes, ajustar recursos i actuar amb rapidesa i efic\u00e0cia\u201d. Amb tot aix\u00f2, la pregunta \u00e9s si hi ha cabuda a altres innovacions que transformaran, de nou, el turisme. I clar que n’hi ha, segons la t\u00e8cnica, i passen per la intel\u00b7lig\u00e8ncia artificial aplicada a la personalitzaci\u00f3, la realitat augmentada en la interpretaci\u00f3 del patrimoni, la gesti\u00f3 de fluxos tur\u00edstics mitjan\u00e7ant big data, la mobilitat sostenible i intermodal i la digitalitzaci\u00f3 completa de processos en allotjaments i destins.<\/p>\n\n

Sobre el futur, \u201cel que em preocupa \u00e9s la saturaci\u00f3 i la p\u00e8rdua d’identitat si no es gestiona b\u00e9\u201d, diu. I el que m\u00e9s li il\u00b7lusiona \u00e9s \u201cque estem en un territori amb un potencial enorme per a fer un turisme de qualitat, respectu\u00f3s, aut\u00e8ntic i sostenible\u201d. I una reflexi\u00f3 m\u00e9s per a acabar en forma de consell per als qui dissenyen pol\u00edtiques per a la nostra zona: \u201cescoltar m\u00e9s el territori, les empreses, els ve\u00efns i els visitants. Apostar per la sostenibilitat real, per la digitalitzaci\u00f3 \u00fatil i per preservar all\u00f2 que ens fa \u00fanics. Si cuidem el que ens diferencia, el futur ser\u00e0 molt prometedor\u201d. No hi ha m\u00e9s que prendre nota, a qui corresponga.<\/p>\n","protected":false},"excerpt":{"rendered":"Loli Vicens: \u201cEl turisme que vaig con\u00e8ixer fa gaireb\u00e9 tres d\u00e8cades i el d’avui semblen dos mons diferents\u201d…","protected":false},"author":5,"featured_media":83874,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":""},"categories":[4551],"tags":[5607,4277,1226,3392],"class_list":{"0":"post-83877","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-turisme","8":"tag-big-data-ca-es","9":"tag-digitalitzacio","10":"tag-turisme","11":"tag-xarxes-socials-ca-es","12":"cs-entry","13":"cs-video-wrap"},"yoast_head":"\nDel cat\u00e0leg en paper a les reserves en l\u00ednia - 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