La Universitat Jaume I yesterday approached the northern regions of the province of Castellón with a new session of «The Innovation Clau», a new format for disseminating innovation and technologies organized by Espaitec where music, cinema and discussion are the protagonists.
«Innovation in tourism well understood» was the central theme of the event held in the Assembly Hall of Caixa Benicarló, an event organized in collaboration with the Acciónate association of Benicarló, which was attended by about 80 people, most of them businessmen from the north of Castellón linked to tourism, as well as local and regional officials from associations and town councils.
The day began with a musical performance by Nando Santos. Next, three videos were shown that discussed tourism from different areas and moments, seeing the evolution of the sector in recent decades and giving way to a discussion between experts and the audience.
Moderated by Juan Antonio Bertolín, management director of Espaitec, the colloquium included the participation of experts who shared their point of view and opinion on innovation in tourism and the future of the sector. Antonio Horche, director of Mandarina Club de Peñíscola, participated in the debate; Jordi López, co-author of the Benicarló tourism strategic plan; María Rico, Events expert at the El Cortijo de Benicarló Restaurant; Jimmy Pons, expert in tourism innovation; Enric Escuder, director of the Els Romers apartments and Luis Callarisa, professor at the Universitat Jaume I and member of the tourism studies cabinet.
During the colloquium, emphasis was placed on the importance that information and communications technologies have and will have within hospitality and tourism, being key tools to improve the quality of service and the effectiveness of the sector. Technologies such as big data can provide valuable information to adapt the offer to the millimeter, creating new experiences focused on the personalization of the service.
Along these lines, the sector has the challenge of implementing technological innovations without losing the character of hospitality as the basis of service to customers, since human quality is and will be the differential effect of the success of a tourism business. The sector must also learn to make good use of social media and digital marketing, being present on the internet but with quality content to avoid adverse effects on the sector.
Finally, it was highlighted that the destination, the environment and the use of its possibilities and particularities are always taken into account by the tourist when choosing a trip. It is vitally important for the sector to work both internally and commit to caring for and collaborating with the local and provincial environment.
