INTO 2016

Dr. Margarita Payeras

Universitat de les Illes Balears

Born in Palma de Mallorca, Balearic Islands (1967). Full Professor since 2005. Advanced Studies Programme in International Economic Policy Research at the Institut für Weltwirschaft, Kiel- Germany (1995). Doctor of Economics and Business Studies, with a Special Award, from the Universitat de les Illes Balears (1994). Previously, a grant recipient on the Ministry of Education and Science Sector Programme for the Training of Teachers and Research Personnel (1991-2004)

Mr. David Vicent

Founder of #Ingenieriaturistica Fractal Brand

Planning, strategy, marketing and innovation for tourism organisations and destinations. Marketeer profile aimed at innovation with a broad command of technological systems. Creativity and focus on online systems. Experience as an international speaker, trainer and coach in tourism marketing. # Conference ABSTRACT: "Tourism Engineering in identifying high-value niches"

With the digital transformation of society, the tourism sector and the leisure industry as a whole have changed with the ever increasing impact of the internet, smartphones and the opportunities they offer the user, significantly altering the consumer’s approach to tourist destinations.

However, the user now generates several times more information relating to their motivation, tastes, opinions, consumption patterns or favourite types of activity, providing today’s tourism marketing with access to valuable information in terms of the segmentation and generation of value for the tourism user.

Tourism engineering enables us to create different measurement templates, put out antennas to gather intelligence or implement new formulas for identifying opportunities. But, above all, it enables us to learn more about the motivation and values of numerous niche segments, which are highly valuable as potential demand outside of the summer periods at the destination, helping to lower its dependence on the season.

How can we start to identify valuable niches to deseasonalise our destinations? Where do we start and what do we need to measure?

Dr. Joan Enric Capellà

Founding partner of SOM

Passionate about creation, knowledge and development. He has left his comfort zone several times: the first when he left academia and enter the business world; the second when he came out of the political closet and dealt with the media taboos; and the third time when he stepped down from executive positions and faced the enormous challenge of creating a business of his own and fight tooth and nail in a country in which being an entrepreneur truly deserves the Gold Medal. Being a founding partner of SOM (2013) is the business challenge he is grappling with today.

Mr. José Luis Pastor

Founder and CEO of They include Rethink Marketing, Lapplab and A Million Monkeys

JOSÉ LUIS PASTOR

www.joseluispastor.com www.rethinkmarketing.es www.amillionmonkeys.es www.lapplab.es

José Luis Pastor is the founder and CEO of several companies. They include Rethink Marketing, Lapplab and A Million Monkeys. These companies focus on strategic marketing, the design of new loyalty models and the development of mobile technology for retail and shopping centres.

He has gained his professional experience working as a strategy, marketing and innovation consultant in a variety of sectors, including education, tourism, pharmaceutical, real estate, food, finance and mass consumption.

He is currently collaborating closely with the main multinational shopping centre groups in Spain and he is a spokesperson in marketing action negotiations with brands such as McDonalds, Inditex, H&M, Mango, Disney and Starbucks.

He is a popular speaker and can often be seen at forums and conferences on marketing, branding and competitiveness. Every year he also attends some conferences held as part of the TEDx worldwide network and national events, such as “Hoy es Marketing” (Today is Marketing) run by the ESIC Business and Marketing School. # Markets are now more transparent than they ever were before. They are formed by people linked to others that continuously converse about brands. Our reputation and the chances of them choosing us depend directly on our ability to gain committed customers.

We are addressing lifestyle consumers seeking more than a product and hoping to accumulate unique experiences. Their novel expectations and demands question the way we relate to them.

The conference will explore the key ingredients in new customer relationship models and the essential points governing the most original differentiation strategies, in which experiences, imagination, emotion and a feel for detail all come together to transform our offering into a story that’s worth sharing.

Mr. Antonio Martin

Founder of Turismo Vivencial

Antonio Martín has a degree in Economic sciences, specialising in marketing and creating his first business at the age of 18. After spending around 20 years in management positions at companies like Lizarran Tabernas Selectas and GAES Centros Auditivos, he joined the Board of Directors of Liberty Holidays, a hotel group from the Canary Islands with more than 3,000 beds and the owner of a Dutch tour operator. After this management stage, in 2011 he decided to pursue a new personal project. After studying the evolution of tourism in Spain and the trends of the global traveller, he founded TURISMO VIVENCIAL which aimed to provide today’s traveller with the experiences offered by Spain, going beyond the standard norms. A traveller who wishes to have unique experiences and for TURISMO VIVENCIAL to offer them without any added extras.

After reinventing the business model over the last two years, today TURISMO VIVENCIAL can be found in 68 destinations and it boasts 650 unique experiences with around 30 itineraries nationwide. What’s more, TURISMO VIVENCIAL has been endorsed by SEGITTUR as a marketer of the Europe Seniors Tourism programme, supporting various national destinations in the creation of their tourist identity. # The technology applied to tourism today is moving forward fast, offering the traveller global access to any destination. A traveller who doesn’t wait for the summer months to embark on his/her big holiday trip, going on short getaways all the year round to seek out memorable experiences.

An “experience” means visiting the casks’ section of a winery for 30 minutes, visiting the shop, tasting 2 glasses of wine with crackers, charging €5 and hoping that the client will buy 3 bottles. A unique experience means wandering round a vineyard with the farmer-owner of an estate where his family has worked for generations, sharing his time with him, touching and talking about the essence of the grape, the optimum harvesting time and sharing some wines by a burning fireplace with a local dish, this is priceless? or, to be precise, you name the price.

Spain is a mature destination, but it is endowed with sufficient resources to realign what it has to offer beyond just the traditional sun and beach. To achieve this, all we have to do is to recover the essence of our destinations and adapt to demand.

Dr. José Antonio Pérez-Aranda

Principal and teacher at CETT School of Tourism and Hospitality of the University of Barcelona

José Antonio Pérez-Aranda Canela works at the CETT School of Tourism and Hospitality of the University of Barcelona as both the principal and a teacher. His research focuses on developing management systems for quality, the environment and corporate social responsibility.

Before he held this position, besides working as a tourism consultant, he was the quality and environmental manager of this business group engaged in tourism training, research and the transferring of expert know-how in the tourism and hospitality sector. The tasks he performed include implementing and certifying the ISO 9001, ISO 14001 and EMAS systems for Grup CETT (at the training centre and the Hotel Alimara). In 2016 he earned a PhD cum laude, the highest qualification, for his doctoral thesis on hospitality consumers’ assessment of CSR.

As a teacher he gives classes on undergraduate and master’s degree courses on subjects relating to: ? Quality in tourism services ? Quality and environmental management systems ? Human resources ? Strategy ? Sustainability ? CSR

His academic profile is further enhanced by the following qualifications: ? Master’s Degree in Sustainability and Corporate Social Responsibility. University of Jaume I de Castellón and UNED (2010–2012). ? Master’s Degree in Environmental Engineering and Management from the Polytechnic University of Catalonia (1994–1996). ? Degree in Labour Studies from the University of Barcelona (2005–2007). ? Degree in Tourism. CETT (1986–1990), Barcelona.

For more information, please see his profile on LinkedIn: http://es.linkedin.com/pub/jos%C3%A9-antonio-perez-aranda-canela/20/223/962 # One of the main contributions this research makes is to identify how each dimension has helped shape CSR. As far as consumers are concerned, three significant dimensions are involved: ethics, environment and philanthropy. CSR’s multiple dimensions, confirmed by this research, demonstrate that the stakeholder dimension also plays a part in shaping it. More specifically, we have gleaned from the results that hotel consumers identify workers, guests and the company's suppliers as the stakeholders. Consequently, this collective does not recognise the governing body, the shareholders, the residents in the tourist destination, the local shops and the other tourism companies that are part of the destination’s supply as stakeholders. This contribution is relevant since no research has been found in the literature to date that considers and proves that this dimension forms part of the CSR construct. This study, therefore, provides the first empirical confirmation of this relationship.

The contribution of the first reliable, valid CSR measurement scale applicable to the hotel sector, which includes CSR’s impact on consumer purchase intentions, is not just academic, but also highly beneficial for the production sector. In addition, this scale provides information on existing relationships between every CSR dimension and the overall CSR assessment and identifies existing contributions between the indicators involved. Therefore, to complement the previous contribution, this research identifies the indicators shaping each of the CSR dimensions and how each of them helps to explain and reflect on the CSR construct and the impact on creating highly meaningful tourist experiences.

Our findings on the relationship between CSR and purchase behaviour lead us to conclude that CSR assessment has a direct, positive influence on the choice of hotel establishment and on the future purchase intention of its services. The research has established a significant relationship between the CSR construct and the future purchase intention construct. This discovery helps to clarify the existing debate in the literature on the existence of CSR impacts on the consumer, and its contribution to the marketing discipline is relevant. This finding may make it easier to identify new customer segments and needs and expectations linked to the social commitment and development of tourism activities. It may also help to create new hotel products and services and innovations in their production and sale processes.

Dr. Javier Rey-Maquieira

Professor of Macroeconomics, International Economics and Tourism Economics at University of the Balearic Islands

Degree in Economics and Business Administration from the University of Barcelona PhD in Economics from the University of Barcelona Previous roles include Department Secretary, Vice-Dean of the Faculty of Economics, Dean of the Faculty of Economics and Vice-Rector of Economic and Administrative Planning at the University of the Balearic Islands. Professor of Macroeconomics, International Economics and Tourism Economics Over 10 co-supervised doctoral theses relating to tourism economics Over 20 articles published in JCR (Journal Citation Report) journals on subjects relating to tourism economics Principal investigator of the COMET group (competitiveness, the environment and tourism) Involved in more than 10 research projects relating to tourism economics

Dr. Eduardo William

Associate Professor of the Universidad de las Palmas de Gran Canaria

Entrepreneur, researcher, university lecturer and consultant specialised in the development of new business models in the leisure and tourism sector.

As an entrepreneur:

-He has founded and manages the Traddiction group, La Terminal and Destinum (a technological system resulting from his doctoral thesis).

-He previously founded and later sold InnWise (acquired by the Meliá Group), 02B and BungalowsClub. He also participated in the development of the business and then sold his shares in The Warm Side and Tecnohotel.

As a consultant:

-He is currently managing the conceptualisation, design and implementation of the Lopesan Group’s rebranding project and Viajes Insular’s Vimotions project.

-He has managed the Judoca Colors project, the first reconceptualised complex resulting from renovation in the south of Gran Canaria. And he has promoted and led the Canary Island Tourism Cluster project, an initiative that was awarded the Medal of Excellence in Tourism in the Canary Islands in 2009.

As an academic:

-He is a lecturer in Marketing at the University of Las Palmas de Gran Canaria and he has a PhD in information technologies and their applications, specialising in the tourism sector. # VIMOTIONS. MAKING TOURIST EXPERIENCES VISIBLE

Dr Edu William

Rather than being an added extra, experiences at holiday destinations are a necessary differentiating element that can transform their competitive models.

The mature digital demand has already created an attractive market with channels that have begun to position themselves in the activity and experience segment (Viator, GetyourGuide, Isango, Booking Experience, Expedia, etc.), but the problem lies in the product and its structural weaknesses (fragmentation, size, management model, etc.) At the same time, the tourist model is continuing to transform into “liquid” tourism (fragmented, but with flexible groupings) making it easier for smaller providers to emerge led by new entrepreneurs that have manged to adapt. The so-called collaborative economy is one example.

All these stakeholders and dynamics make it even easier to distribute small and diverse offerings in a multi-channel scenario boosted further by the mobile.

How can we optimise a destination’s experience product to kick start this transformation of holiday destinations? Vimotions, an initiative of Viajes Insular (a leading inbound tourist group in the Canary Islands that has worked in the sector for over 50 years) aims to fill this gap by changing the traditional inbound agency model into a model providing representation services in digital distribution for activities and experiences.

Dr. Natalia Tur

Escola de turisme d'Eïvissa i Universitat de les Illes Balears

Natalia Tur, Ph.D. (Ibiza, Balearic Islands, e-mail:nturmari@gmail.com) is academic lecturer on the tourism degree at the Ibiza Tourism School and assistant professor on the Master of Tourism Administration (MTA) at the University of the Balearic Islands.

She is member of the Competitiveness, Environment and Tourism (COMET) research group, at the department of Applied Economics of the University of the Balearic Islands. Her main research interests include experiential tourism, competitiveness, experiential marketing and management.

She has cooperated in several projects for relevant hotel chains, such as Palladium Hotel Group or Meliá Hotels International, studying whether experiential tourism can be applied to improve the competitive position of private business. She has also designed new measurement tools for the tourism industry to assess the importance of sensory design and emotions in experiential tourism.

Ms. Tur has also presented her work in several international academic conferences. She received the Best Paper Award at the Consumer Behavior in Tourism Symposium 2013 (Brunico, Italy) and the Best Poster Award at the Understanding the Customer’s Sensory Experience Conference 2014 (Philadelphia, USA). Her research has received other recognitions, such as the Santander-UIB Awards to the best Ph.D. students 2013 or the Cátedra Meliá Scholarship for Ph.D. students 2011. # This paper explores the co-creation process of experiential tourism and the key features of the resulting economic offering. To exemplify this process, a case study using data collected from Ibiza is presented. A measurement model is firstly discussed to study the most relevant factors arising in the co-creation process, integrating the role of the business, the destination, and the guest. The main findings demonstrate that feelings of interest and joy become the most important factors in the co-creation of experiential tourism, followed by the perceptions of the destination. A new measurement instrument to study the intensity of experiential tourism is also presented, based on the key features sustaining differentiation of this kind of offerings: memorability, extraordinariness, and uniqueness. The results validate that the business, the destination, and the guest jointly co-create new value in their interaction, determining the key features sustaining the differentiation of experiential tourism. The intentional enhancement of the guest’s perceptions and feelings in co-creation becomes the main source of value creation, leading to more memorable, unique, and extraordinary experiential tourism offerings. Managerial implications claim for the need to adopt a demand orientation to identify and enhance the most relevant factors arising in co-creation, and to implement new measurement tools for the guest’s perceptions and feelings.

Dr. Ramón Aragüés

CEO of BuscoUnViaje.com

Ramón Aragüés has a degree in computer science engineering and a PhD in bioinformatics. He started his career as an artificial intelligence consultant, where he learned to work with both humans and artificial minds but wasn't able to decide which ones he preferred.

In 2010 he founded BuscoUnViaje.com, a website that lets travelers book the best trips at the best prices from the best travel agents. For each destination and activity, BuscoUnViaje.com selects one or more specialized agencies, allowing users to get in contact with trustworthy and reliable agents. In return, those agencies tap into new markets without having to invest in marketing or technology.

Ramón is currently CEO of a company that - in addition to BuscoUnViaje.com - also commercializes technology for tour operators and specialized travel agencies. In all the projects he leads, Ramón’s priority is to make technology more ‘human’, so that both travelers and agents can focus on what is really important: the trip itself.

Ramón would love to travel more frequently and for longer periods, but something he has learned from working in the tourism sector is that it leaves you with hardly any time to be a tourist. # BuscoUnViaje.com is the largest marketplace for specialized travel agencies in the Spanish speaking market. Currently, more than 400 travel agents working in more than 100 agencies publish their trips on the website with the objective of increasing their sales. Agencies in BuscoUnViaje.com range from small independent outlets of 2-3 agents covering few destinations (or activities) to larger specialized agencies with 10-20 agents. Both BuscoUnViaje.com and the travel agencies have their particular way of addressing the acute seasonality in tourism. In this presentation, I will describe the strategies followed and some results that we have observed. For example, we see that many small specialized travel agencies clearly divide the year between different tasks (preparation, sales, ...) of the same products, while larger agencies try to cover different types of travel. Moreover, in recent years we have seen many agencies trying to reach new clients (Argentina, Mexico, ?).

The presented data will help travel agencies compare different strategies and explore potential changes in their own businesses.

Dr. Barbara Neuhofer

Salzburg University of Applied Sciences, Austria

Dr Barbara Neuhofer, Salzburg University of Applied Sciences, Austria   Dr Barbara Neuhofer is a Senior Lecturer and Head of Experience Design at the Salzburg University of Applied Sciences, Austria. Before moving to Salzburg, Barbara has worked as a Lecturer in Tourism and Hospitality Management and Masters Programme Leader at Bournemouth University, UK.

Barbara has received several international awards for her PhD thesis and publications on Technology Enhanced Tourist Experiences and was awarded ITT PhD Student of the Year 2013. Barbara’s current research interests focus on how digital technologies transform and shape contemporary customer and tourism experiences, and create an intersection between our travel, leisure, work and life domains. Barbara serves on the board of IFITT – International Federation for IT and Travel & Tourism as Treasurer and Director of IFITT Next Generation. # Experience economy in the 21st century: Co-creating customer experiences through digital technology

The idea of creating unique and memorable experiences for customers has become an important concept in the tourism industry. The experience economy of the 21st century is however changing as customers increasingly want play an active part in co-creating their own experiences and digital technology is facilitating the customer journey throughout the pre, during, and post-travel stages. Digital technologyhas had a major impact on our everyday lives and transformed the way we work, live and experience travel. In particular, social, mobile and smart technologies have enabled tourists to connect on an unprecedented scale and co-create technology-enhanced tourist experienceswith a network of connected actors anywhere and anytime. This presentation draws upon latest research into customer experiences, co-creation and digital technology to discuss the role of technology for the innovation and co-creation of more dynamic, personalised and customer-driven tourist experiences.

Ms. Miren Arantza Madariaga

General Manager of Basquetour-Agencia Vasca de Turismo S.A

1967 Gernika-Lumo Age: 47 Marital Status: married, 2 children Position: General Manager Company/Organisation: Basquetour-Agencia Vasca de Turismo S.A.  

EDUCATION

• Degree in Law from Deusto University (1986–1992)
• Real Estate Agent Qualification (1992)
• Specialist in Gender Mainstreaming from Jaume I University in Castellón (2007–2008)
• Accredited training in Managerial Skills from the Basque Institute of Public Administration (IVAP) (2008–2009)

  WORK EXPERIENCE  

• (General Manager) Basquetour-Agencia Vasca de Turismo S.A. (2013 to date)

 

• (Secretary General) Basque Institute for Women–Emakunde (Basque Government) (2005–2009)

 

• European Parliamentary Representative in the Experts’ Forum of the European Institute for Gender Equality (EIGE) (since December 2009)

 

• Representative for EUDEL in the governing board of the Basque Institute for Women–Emakunde and in the Women’s Committee of the Council of European Municipalities and Regions (CEMR) (1999–2005)

 

• Lawyer (Ibarrondo-Lamikiz Abogados) (1992–1997)

 

• Lawyer (own firm) (since 1997)

 

• Mayoress (Town Council of Gautegiz Arteaga) (1995–2007)

 

• Deputy Mayoress (Town Council of Gautegiz Arteaga) (1991–1995)

 

• (Director) International Centre for Innovation in Equality Policies, CIINPI (2011–2013)

 

• Speaker at congresses and conferences on gender-related topics and also on municipal policy in the Basque Country.

# A tourist experience can be defined as a series of memorable events taking place within a certain timeframe and which are intrinsic to people, affect their senses and create a connection on an emotional, physical, spiritual or intellectual level.

The aim of tourist experiences is for travellers to change from being passive to active, to encourage their participation and involve them in the experience by appealing to their emotions, drawing on their senses and stimulating their ability to reflect and create. This will turn the experience into a memorable event that will be etched in our visitors’ minds forever.

Experience is, therefore, the last link in the economic value chain and perceived by consumers as a personal proposal with a difference.

On the one hand, our project encourages the sector to produce new and novel proposals (improve the offering) that are not only different, but also fully in keeping with the destination’s positioning and whose purpose is to enhance the destination’s main tourist resources.

On the other, from the point of view of travellers (demand), all this leads to an improvement in key aspects, such as proposals, recommendations, memorability, satisfaction, repetition and increase in expenditure and average stay.

Dr. Eugeni Aguiló

Professor of Applied Economics, Universitat de les Illes Balears

Eugeni Aguiló is Professor of Applied Economics, Universitat de les Illes Balears, Spain. His research focuses on Economics of Tourism has published at the main tourism journals: Tourism Management, Annals of Tourism Research, Journal of Travel Research and Tourism Economics. He is the founder and first president of the International Association on Tourism Economics (IATE) and member of the International Academy of Tourism Scholars.

Ms. Maria del Mar Ribas

Observatori del Treball de les Illes Balears

She holds a Bachelor’s degree in Sociology from the Universitat Autònoma de Barcelona (1997).

She currently works as the head of service at the Employment Observatory of the Balearic Islands (OTIB), under the Directorate General of Employment and Economy of the government of the Balearic Islands.

She has worked as an associate professor in the Department of Philosophy and Social Work at the University of the Balearic Islands (UIB, 2003-2008), as well as visiting professor in the Graduate Degree in Tourism in its elective course entitled Analysis and Evaluation of the Social Impacts of Tourism during academic years 2001/02 and 2002/03.

She is a contributor to the Annual Report of the Economic and Social council on the Economy, Labour and Society of the Balearic Islands, and is specifically the co-author of the chapter on the job market. She has contributed to numerous studies and publications performed in the Balearic Islands on the social and labour reality of the islands. # In 2004, the Economic and Social Council of the Balearic Islands presented the study entitled Job quality. A proposed indicator. Later it was determined that it was time to review the indicator (2009 ) given the demographic, social and labour transformations within the context of an international economic crisis. The Employment Observatory of the Balearic Islands (OTIB) has continued updating the synthetic indicator periodically.

The index of job quality (IQT) is calculated based on a set of indicators (39) whose objective is to measure eight dimensions of the labour situation in all the autonomous communities, given that the basis is a comparative analysis. The development of the IQT should allow us to expand the partial view of the job market considering all the characteristics together, including accident rates, inequality based on sex or age, among others.

Mr. José Cantero

Partner Director of Arteting

Partner Director of Arteting; consultancy firm in Marketing and Experiential Tourism.

He prefers to define himself as an architect of authentic brand experiences. He is the creator of the Hosperience method to develop, conceptualise and market experiential tourism products.

He is also an experiential, emotional and content marketing trainer at business schools such as ESIC-ICEMD, MSMK, EOBS and FOXIZE.

An international conference speaker, he has participated in marketing and tourism events and conferences in Colombia, Ecuador and the Dominican Republic and specialised in marketing and experiential tourism, content marketing, customer experience management and branded experiential content in the retail, tourism and leisure and entertainment sectors.

He has held important positions in the sales and marketing department in companies such as SystemPool in the Porcelanosa Group and UniqueSpa. # Experiential tourism has resulted from a reaction to current trends and new tourists’ latest demands and requirements. It should complement existing offerings and highlight the importance of conventional and basic tourist facilities, while clearly focusing on creating socialisation experiences and connecting with emotions and sensations. Above all tourists should feel like guests and view their experience as having authentic, unique and memorable significance.

The major challenge experiential tourism faces is identifying and qualifying new insights or the hidden motivations of new tourists, who are more demanding and mature and seek immersion in their destination through contact with locals. From then on, the challenge is to enhance the offering and devise new experiential tourism products to encourage a demand that can disassociate the destination from certain seasons.

Dr. Gianna Moscardo

James Cook University, Australia

Dr. Gianna Moscardo is a Professor in the College of Business, Law and Governance at James Cook University, Australia. Her research interests include evaluating tourism as a sustainable development strategy with an emphasis on understanding the relationships between characteristics of tourism development and dimensions of destination community well-being. She is also interested in understanding tourist behaviour and experiences, the effectiveness of tourist interpretation and the role of stories in tourist experience design. Dr. Moscardo has authored or co-authored more than 200 international, peer reviewed academic publications including 5 best paper awards at a variety of conferences. Details of these publications can be found at https://research.jcu.edu.au/portfolio/gianna.moscardo/.

Dr. Moscardo has been invited to speak on issues related to tourism in New Zealand, South Africa, Botswana, Italy, Thailand, Austria, Finland and the United States including keynote speeches at international conferences on interpretation and sustainable tourism, sensory design of tourist experiences, and future tourism trends. Dr. Moscardo is the current Chair of the Building Excellence in Sustainable Tourism Education Network (BEST EN), an international organisation committed to the creation and dissemination of knowledge to support the sustainable tourism education, research and practice. # Telling New Destination Stories for Sustainability Gianna Moscardo

Stories are at the heart of tourist experiences.Thestories that a destination offers for its visitors are critical for understanding who comes to a destination, what they expect from the destination, what they do while they are in the destination, and what they tell others about the destination. While some destination stories might be very attractive to tourists and support positive tourist experiences, not all destination stories support sustainable tourism. This paper will examine the role of stories in tourist experience design linking the dimensions of stories to tourism sustainability. Seasonality is a major issue that presents serious challenges for sustainable tourism. While seasonality is often presented as an issue of changes in weather and tourist activities, this paper will argue that seasonality can also be explained by the nature of dominant destination stories. The paper will then present some guidelines, with examples, for changing these seasonal destination stories in ways that might support more sustainable all year round tourism. The paper will conclude with some critical reflectionsand cautions about managing change in destinations relevant to the discussion of stories, seasonality and sustainability.