Page 169 - Reference framework for integrated management of an SSC - A U4SSC deliverable on city platforms

Figure 56: Tourism value chain interaction through the Platform common services

SERVICE LAYER

Economic, competitive and Open innovation:
predictive intelligence academia, technology
systems and startups

Training
and talent Marketplace for
data and algorithms

Interoperability lab: Cognitive services
ontology and data Public data space platform: voice,
exchange standard language, vision

ACQUISITION LAYER

BUSINESS DESTINATIONS

INTERACTION

CONNECTED TOURISTS

For their part, tourists will be able to interact digitally with the destination and its private offer,
maintaining loyalty before, during and after the trip through different channels such as social
networks, websites or apps. Moreover, the Platform will help to simplify the planning processes
before the trip and improve the inspiration phase, enhance the personalization of the tourist
experience and increase the propensity to consumption and their degree of satisfaction, and
maintain a post-trip relationship with the destination brand where they are encouraged to make
new visits through personalized recommendations in line with their motivations.

From the destination’s point of view, the Platform responds to the main challenges they face in
their constant transformation process. Encompassing promotion in markets, tourist information
provision, interaction with tourists during their stay, their impact over public services like mobility,
waste and security, the analysis of the physical and digital behavior of tourists by seasons, market
segments or by applying predictive intelligence.

For companies, the Platform accelerates their business digitalization process in the promotional
sense and in the interaction with tourists and strengthens the technical preparation of the teams.

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