Strategy

Guide to the best Chatbots for your website

Chatbots on Your Website in 2025: How They Work and the Best Options. Wondering if adding a chatbot to your website is worth it? In this article...

What is a website conversion rate? And how to improve it.

A website's conversion rate, or conversion ratio, is the percentage obtained by dividing the number of completed objectives by the total number of...

3 common mistakes that hinder the digital internationalization of SMEs

When an SME decides to embark on digital internationalization, it often does so with great enthusiasm... but without a clear plan. Sometimes all it takes is someone from the sales department to say...

Facebook Marketplace in Spain: current situation in 2025

As Mark Zuckerberg pointed out, Facebook entered the e-commerce space with its Marketplace service in a different way—more like Wallapop than Amazon. This model, based...

What is the difference between Business Model and Strategy?

Whether I'm helping companies adapt their business models to the current environment or teaching how to create a Strategic Internet Plan, I realize...

Heritage conservation and tourism development: Compatible?

The compatibility between heritage conservation and tourism development. The potential of cultural tourism as a tool for sustainable local development and heritage preservation is...

Conditions for product creation in cultural tourism I

Product creation in cultural tourism. In any cultural tourism destination, whether real or potential, it is necessary to have a minimum of heritage resources with sufficient attractiveness and that...

Conditions for product creation in cultural tourism II

More constraints on product creation in cultural tourism 3. A sufficient tourism information structure with content adapted to all types of audiences: Having this structure is...

Web 2.0 and the generation of collective intelligence in the field of destination development

What role can Web 2.0 play in generating collective intelligence in destination development? Some reflections on the concept of collective intelligence. The...

What is an influencer and how does it fit into your digital strategy?

Today I was writing a book chapter on digital marketing for tourist destinations, and just as I was listing the 6 basic marketing communications techniques, I...

Do you really know what your customer wants? Ask them!

Why is it so important to generate value for the customer? You've probably wondered why companies like Google, Facebook, Amazon, Apple, Booking.com, and others are so successful.

Have online business models changed?

Adapting a company's business model over time is a key factor for its survival in the medium and long term. But...