25 (nuevas) maneras de vivir un (mismo) destino

Estrategia 2030

El encargo

El estado de Baja California emprendió en 2014 una estrategia para fortalecer la propuesta de tres destinos en la zona norte del estado (Ensenada, Ruta del Vino y Tecate), con realidades muy diferenciadas, con el objetivo de mejorar su posicionamiento frente a segmentos de oportunidad y ya consolidados.

Cliente

Secretaría de Turismo de Baja California (SECTURE)

País

México

Responsable

Laura Fandos

Cómo lo hicimos

Los tres destinos objeto del proyecto presentan a priori realidades muy diferenciadas. Ensenada es un destino vacacional de sol y playa y puerto de cruceros, que concentra la oferta alojativa hotelera y las empresas de actividades. La Ruta del Vino es un destino incipiente y especializado en el turismo enogastronómico, con creciente oferta de apoyo (bodegas y pequeños alojamientos) y un posicionamiento cada vez más potente especialmente en el mercado nacional como destino por descubrir. Finalmente, Tecate es hoy un destino que ha aprovechado sus paisajes y naturaleza para atraer a un público familiar y que recientemente ha sido reconocido como Pueblo Mágico.

El portfolio BCExperience se desarrolló a partir de una segmentación del mercado turístico objetivo que identificó los públicos preferentes y segmentos de oportunidad para cada destino y producto. A continuación se procedió a la tematización de los destinos, dibujando una arquitectura temática con un argumento envolvente para la zona de trabajo y argumentos específicos para cada destino.

Especialidades

Strategy · Targeting · Experience design · Creativity

El resultado

Partiendo de estas tres realidades, el portfolio BCexperience fortalece la propuesta de los destinos con 25 experiencias apoyadas en recursos conocidos y otros poco aprovechados; con novedosas combinaciones de recursos según las motivaciones de la demanda; y sumando nuevos atributos a experiencias que ya están en el mercado, optimizando su adaptación a los públicos objetivo. Asimismo, se procura la integración del espacio geográfico mediante propuestas transversales de disfrute turístico que conectan experiencias dirigidas a un mismo público que se desarrollan en cualquiera de los tres destinos, dada la proximidad geográfica.

El portfolio BCexperience se ha diseñado para su uso dentro de las estrategias de promoción de la SECTURE y de los destinos. Además, el portfolio orienta las políticas de desarrollo de producto y de destinos y constituye una eficaz herramienta para alinear las propuestas de la turoperación con las acciones de promoción del estado.

Tomando el pulso a la Red Tourist Info

Algoritmo de inspiración

Consola de Joomla! Debug

188 Registro Consultas

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SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT DISTINCT (zi.id) AS id, zi.name as name, zi.latitude as lat, zi.longitude as lng, zi.application_id as application_id, 0 AS distance FROM ( d4xh9_zoo_item zi ) WHERE (zi.publish_up = '0000-00-00 00:00:00' OR zi.publish_up <= '2024-12-04 05:24:20') AND (zi.publish_down = '0000-00-00 00:00:00' OR zi.publish_down >= '2024-12-04 05:24:20') AND zi.state =1 AND zi.application_id IN (26) HAVING distance < 10 ORDER BY zi.priority DESC, zi.name ASC, zi.name ASC
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1411,1412,1413,1800) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_item WHERE id = 1411
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1411) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_item WHERE id = 1412
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1412) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_item WHERE id = 1413
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1413) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_item WHERE id = 1800
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1800) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_application WHERE id = 26
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(26) AND falang_content.reference_table='zoo_application'
SELECT * FROM d4xh9_zoo_items_relations WHERE name = 'Sede-Contacto' AND item1 = 1411
SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT * FROM d4xh9_zoo_item WHERE id IN (1090) AND state = 1 AND access IN (1) AND (publish_up = '0000-00-00 00:00:00' OR publish_up <= '2024-12-04 05:24:20') AND (publish_down = '0000-00-00 00:00:00' OR publish_down >= '2024-12-04 05:24:20') ORDER BY FIELD(id,1090)
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1090) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_items_relations WHERE name = 'Sede-Contacto' AND item1 = 1412
SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT * FROM d4xh9_zoo_item WHERE id IN (1091) AND state = 1 AND access IN (1) AND (publish_up = '0000-00-00 00:00:00' OR publish_up <= '2024-12-04 05:24:20') AND (publish_down = '0000-00-00 00:00:00' OR publish_down >= '2024-12-04 05:24:20') ORDER BY FIELD(id,1091)
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1091) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_items_relations WHERE name = 'Sede-Contacto' AND item1 = 1413
SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT * FROM d4xh9_zoo_item WHERE id IN (1583) AND state = 1 AND access IN (1) AND (publish_up = '0000-00-00 00:00:00' OR publish_up <= '2024-12-04 05:24:20') AND (publish_down = '0000-00-00 00:00:00' OR publish_down >= '2024-12-04 05:24:20') ORDER BY FIELD(id,1583)
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1583) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_items_relations WHERE name = 'Sede-Contacto' AND item1 = 1800
SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT * FROM d4xh9_zoo_item WHERE id IN (1089) AND state = 1 AND access IN (1) AND (publish_up = '0000-00-00 00:00:00' OR publish_up <= '2024-12-04 05:24:20') AND (publish_down = '0000-00-00 00:00:00' OR publish_down >= '2024-12-04 05:24:20') ORDER BY FIELD(id,1089)

21 Tipos de consultas del registro, Ordenado por acontecimientos.

SELECCIONAR Tablas:

90 × SELECT id FROM d4xh9_assets
30 × SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content
20 × SELECT * FROM d4xh9_zoo_item
14 × SELECT * FROM d4xh9_zoo_items_relations
8 × SELECT b.id FROM d4xh9_zoo_category_item AS a JOIN d4xh9_zoo_category AS b ON a.category_id = b.id
6 × SELECT * FROM d4xh9_zoo_category
6 × SELECT * FROM d4xh9_zoo_application
1 × SELECT DISTINCT (zi.id) AS id, zi.name as name, zi.latitude as lat, zi.longitude as lng, zi.application_id as application_id, 0 AS distance FROM ( d4xh9_zoo_item zi )
1 × SELECT a.* FROM d4xh9_zoo_item AS a
1 × SELECT ROWNUM FROM (SELECT @rownum:= @rownum+1 ROWNUM, id FROM (SELECT @rownum:=0) r, (SELECT id FROM d4xh9_zoo_item AS a
1 × SELECT ROWNUM, id FROM (SELECT @rownum:= @rownum+1 ROWNUM, id FROM (SELECT @rownum:=0) r, (SELECT id FROM d4xh9_zoo_item AS a
1 × SELECT m.id, m.menutype, m.title, m.alias, m.note, m.path AS route, m.link, m.type, m.level, m.language,m.browserNav, m.access, m.params, m.home, m.img, m.template_style_id, m.component_id, m.parent_id,e.element as component FROM d4xh9_menu AS m LEFT JOIN d4xh9_extensions AS e ON m.component_id = e.extension_id
1 × SELECT joomlatablename,tablepkID FROM `d4xh9_falang_tableinfo
1 × SELECT * FROM d4xh9_languages
1 × SELECT a.rules FROM d4xh9_assets AS a
1 × SELECT id FROM d4xh9_zoo_item
1 × SELECT b.rules FROM d4xh9_assets AS a LEFT JOIN d4xh9_assets AS b ON b.lft <= a.lft AND b.rgt >= a.rgt

OTRAS Tablas:

1 × SHOW FULL COLUMNS FROM `d4xh9_content
1 × UPDATE d4xh9_zoo_item SET hits = (hits + 1)
1 × SHOW FULL COLUMNS FROM `d4xh9_assets
1 × SHOW FULL COLUMNS FROM `d4xh9_languages

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