Customer Knowledge Management in social media: application of the SMARTUR Framework for the proposition of smart solutions

Abstract

This research demonstrates the application of the Smart Management of the Tourist Experience (SMARTUR) framework in the intelligent management of tourist experiences shared on TripAdvisor, so as to propose smart solutions in the city of Florianópolis (Brazil). The study also presents the main results obtained from applying the framework and its contribution to an intelligent management of tourist experiences and consequently the improvement of these experiences through the creation of smart solutions for this purpose. In addition, the application demonstrates the need to remodel the way Destination Management Organizations manage the tourist destination and how SMARTUR can contribute to this. More specifically, as it reveals how tourism managers can plan, collect, process, and analyze tourist experiences through their specific dimensions and thus identify strategic points in each of these dimensions that guide DMOs in proposing smart solutions which are more in line with tourist demands.

Esta investigación demuestra la aplicación del marco Smart Management of the Tourist Experience (SMARTUR) en la gestión inteligente de experiencias turísticas compartidas en TripAdvisor, para proponer soluciones inteligentes en la ciudad de Florianópolis (Brasil). O trabalho apresenta também os principales resultados obtenidos con una aplicación do framework e sua contribución para uma gestão mais inteligente das experiências turísticas y consecuente melhoria destas experiências mediante criação de soluciones inteligentes voltadas para este fim. Además, la aplicación demostró la necesidad de remodelar la forma en que las Organizaciones de Gestión de Destinos gestionan el destino turístico y cómo SMARTUR puede contribuir a ello. Especialmente por detallar cómo los gestores de turismo pueden planificar, recopilar, tratar y analizar las experiencias turísticas a través de sus dimensiones específicas y así identificar puntos estratégicos en cada una de estas dimensiones que orienten a los gestates de turismo a proponer soluciones inteligentes más alineadas a las demandas turísticas.