Asun Fernandez-Villarán y Ainara Rodriguez (Profesoras del Departamento de Turismo y Miembros del Equipo de Investigación de Estudios de Ocio), han presentado junto con Raul Amestoy (Noski Consulting) en el IASK Global Management 2010, una comunicación titulada Reflections on the Implementation of the Social Media as a Factor of Innovation in the Tourism Sector.

La comunicación se encuentra recogida en el CD de comunicaciones, accesible en el Centro de Recursos OcioGune de Estduios de Ocio y cuenta con el siguiente resumen:

Innovation is a concept of increasing interest to achieve greater competitiveness in the service sector and,consequently, in the leisure and tourism services. Likewise, social media are configured as a clear factor of innovation in tourism. This article is the result of a research that aims to develop a basic management model for businesses or destinations in order for them to use the potential of the social media and its practical application to be tailored to the specific characteristics of supply and demand of each product, destination or tourist segment. This paper presents the current state of the studies on competitiveness, innovation and social media applied to the tourism sector with the main objective of providing a solid academic foundation on which to base the practical application we intend to develop: a model based on innovation, using social media as a factor for competitiveness and innovation, and considers tourism as a tourism experience focused on the experiences of tourists.