Sobre aquest blocL’activitat turística té un impacte econòmic tan important que salva les economies del 40% dels països. Les necessitats dels turistes estan en continua evolució, i la competència es cada cop més gran, per això resulta fonamental innovar. La innovació en lleure i turisme és el nostre objectiu.
La actividad turística tiene un impacto económico tan elevado que salva las economías del 40% de los países. Las necesidades de los turistas están en continua evolución, y la competencia es cada vez mayor, por ello es fundamental innovar. La innovación en ocio y turismo es nuestro objetivo.
Segueix aquest bloc
When My Touristologists give Wonderful presentations… I Feel Like I’m 20 Years Old!!! They get the framework, they transform it… it is not my framework anymore (never was!!!) now it’s their framework! Touristology’s one!
They take a real enterprise or they make up a new one then, they follow the specialization path (they are intelligent enough to know that it’s my favorite one!) but, they also know that is not the only one!
At the end of the day, all enterprises want to grow and Touristology provides the tools to allow that. Let’s review those paths. Shall we?
1) Your business can grow getting more customers. Touristology teaches you to keep your customers and get new ones using customization, syndication and pro-am as magnets and community builders!
2) Your business can grow “eating” (I mean acquiring or creating) members of the chain of value. Touristology teaches you to define and manage the chain of value (remember the one create FOR and BY the customer)
3)Finally, your business can also grow creating new chains of value. This is the specialization path. Touristology teaches you how to do the right segmentation process, how to build an international community, how to extract groups from there, how to increase margins and profits…
I love Touristology’s games!!!
I love to see that My Touristologists are the perfect guide for any of those paths that allow enterprises to grow!
They have the vision, the knowledge, the business model, the technological scheme, the contacts, the kind of attitude that push them to do whatever it takes to be successful.
When they finish their presentation, I encourage them to make a call to the enterprise that they talked about (or any of its competitors) in their project. To ask for a meeting and introduce themselves, to show that they know what is important for the company and furthermore how to get it!… That is much better than sending thousands of CV, Touristologists!!!
Then you will get a high quality job (I mean with a good salary, responsibilities, promotion opportunities…) … a consultancy project… or create a new disruptive startup!!!
Making me the proudest men on earth! Becoming yourself in the best minds working in the best sector ever… Making Touristology a science!!!
Sometimes, Touristologists improving their studies abroad ask me advice about what to do next.
My Advice? Look for a travel agency willing to send tourists to your native country OR for a chain of hotels willing to open/manage a hotel in your native country OR for an airline company willing to open a route to your native country OR a tourism consultancy company OR a rent a car OR a revenue management software company OR… I could go on for a month but I think I have made my point!
Don’t look for a big salary (nothing wrong if they offer it!), look for the opportunity to show your skills, your attitude, your contacts… gain their trust and become the obvious choice to be the manager of their branch in your native country!
We are Touristologists! The world is our office! And… YES! We are, definitely, the best minds working in the best sector ever!
Is it seems difficult? Do you have doubts? Do you think that you don’t have what it takes? Don’t listen to me… Listen to your guts! Listen to the old master!
Yes, there were times, I’m sure you knew
When I bit off more than I could chew.
But through it all, when there was doubt,
I ate it up and spit it out.
I faced it all and I stood tall;
And did it my way.
For what is a man, what has he got?
If not himself, then he has naught.
To say the things he truly feels;
And not the words of one who kneels.
The record shows I took the blows –
And did it my way!
Sometimes, I have the opportunity to attend meetings, supposedly related to tourism. I say supposedly, because I was fed up of listening to speeches from Mr/Ms. I-know-from-first-hand and I travel-twice-a-year-so-I-know-a-little-about-tourism.
I neither have the space, nor the intention of repeating their speeches here. On the other hand, is not necessary, because you can summarize it on the two golden rules of copyologists. Their favorite sentences when they talk about tourism:
Rule 1- You know, first we did this initiative focus on local Tourism then, it will be easy to extrapolate it to international tourism.
Rule 2- You know, first we did this initiative focus on generic Tourism then, it will be easy to extrapolate it to specialized one.
I was fed up BUT, not anymore! Now it is a joy to attend these meetings. I don’t have to say anything, I don’t have to argue with anyone anymore… Nowadays, sooner or later appear one of my Touristologists and reply to the copyologists making clear why Touristology is a science and copyology… well, a copy!
The other day, I was in one of these meetings. It was very interesting, not because any copyologist’s sentences BUT for the reply of one of my Touristologists!
They talked about the tendency in Labour Law to let hotels to externalize all that is not its core business. They can externalize these non-core activities to anyone. Some of the attendants were afraid of the future of quality employment in tourism.
Selling rooms is what I do – a copyologist was saying proudly. All the other activities are complementary services that I can externalize: Do the beds, serve drinks, clean the swimming-pool, serve breakfast. Thanks to this legislation I will be able to reduce my costs and become more competitive!
Well, I don’t know about you -said a Touristologists- but I don’t just sell rooms anymore!
Let’s clarify this once and for all… My business is NOT selling rooms or F&B… My business is to satisfy my customer, providing what they need, when they need it, in the way they need it! I provide experiences; I’m a provider of a service that nobody knows how to externalize.
I know what makes people travel
I know how to transform your tourism resources into a product / service customized to a specific segment
I know how to communicate and commercialize through a chain of value
I know how to set up this chain of value…
I’m a Touristologists!!! Now externalize this or copy it if you can!
I was speechless for the first time in my entire life! But this is not a problem anymore…
I’m a Touristologist builder. I have been helping to create hundreds of Touristologists. They’re spreading like a plague into the tourism sector around the world, changing the way we enjoy, manage and define Tourism. They are Touristologists, Touristology is OUR science and this is OUR blog!
PMS is one the most famous /well-known software in the lodging industry. If you don’t know about tourism maybe a definition is needed… WAIT! You don’t know about tourism? What the heck are you doing here? 😎 Just joking!!!! If you believe that Tourism is the best sector ever, Touristology is a science and you feel down in your heart that you want to become a Touristologists… for me, it is more than enough. So, welcome a board!!!
PMS stands for Property Management System. It is the equivalent to ERP (enterprise resource planning) in other sectors.
PMS needed to be developed because the standard software (ERP) wasn’t able to cope with the features that lodging services need: Management of an inventory that you don’t send out BUT on the contrary customers come to use. Inventory that the same day is left for one customer, then cleaned and maintained, then occupied by another customer. Inventory of intangible services, which make them unable to deposit and give origin to one of my favorites strategies in Touristology: Yield/Revenue Management! Remember, Touristologists… what you don’t’ sell today is lost forever!
Most of the lodging enterprises have a PMS, from the most famous one OPERA by micros (bought not so long ago for Oracle), to the new ones than appear below the umbrella of cloud computing, making the most of the cloud and web 2.0 business model. Even though, sometimes, they just do the same as usual but with a new name!
Anyway, ready for PMS’ evolution, Touristology’s point of view? To me, there are three drivers changing the PMS scenario, giving opportunities to new entrants and threats to the old players. Definitively, these are interesting times in PMS’ field.
Let’s talk first about the slow transformation from a PMS to a CVMS:
If you want to provide services before, during and after a trip, it’s compulsory to make all departments and members of the chain of value work as a single organization. In order to do that you will need software to help you achieve your mission! Of course, it is important to manage your property, but a company in XXI century, begins and ends with its customers. So, you will need to manage ALL the chain of value… You will need a Chain of Value Management System or CVMS!
It’s worth remembering that we are talking about the chain of value made for and by the customer. It is the customer who decides who is a member and in which way adds value or gain its trust. Don’t make the usual mistake of a copyologist that defines the chain of value based on their preferences, contacts or interest. We don’t send goods through OUR chain of value. We attract, motivate, and seduce customers through it. For that reason, we have to use the chain of value made for and by the customer!!!
Let’s see a drawing of this PMS’ evolution. Blue boxes are features already implemented in modern PMS. Red ones are proposals from Touristology’s point of view!
OK, blue ones. Beginning from the left:
Services suppliers: Software able to sell other services apart from the usual in the lodging industry: Rent a car, Tourist guide… you name it (or even better… YOUR customers name it!) Here you can see an example relating Hyatt and Uber.
BUT Jordi! This is a mobile app NOT a PMS! Right, Touristologists! A mobile app using your PMS, So, Where is the difference? Why are you creating boundaries? Why do you like so much define silos after silos?
Travel agencies in the country of origin: From my PMS, we can add a module and manage reservations in the GDS, OTA, etc… Which is known as Channel Manager? Here we analyzed the software solution of an interesting company.
OLR (On-Line Reputation Management) and SnS management. Here we talked a little bit about web scraping and the semantic web. We also view here a little bit about SnS Management with SalesForce Marketing Cloud
But Jordi! This is a CRM NOT a PMS!… Well… I can repeat again… not boundaries, not silos… But the important thing is… Are you willing to listen?
Time to see the red ones:
Incoming Travel agencies: If you want to create, communicate and commercialize packages, then it is compulsory to become a Travel Agency. Why on earth would I do that, Jordi?
Well….To gain the trust of the customer? To add value and obtain more customers NOT low price orientated? They seem good and powerful reasons to me!
SnS Management is good BUT, as I always say, Paraphrasing Alan Kay: People (Travel companies) who are really serious about social media should make their own communities. This is not a solution for all the segments. You have to select the ones NOT based on Dr. Frankensteins Segmentation. Here you can review some interesting examples, that will allow you to get a powerful nucleus of people that like, want to be professionals and already are professionals of something (musicians, code developers, architects, hoteliers, runners…). Over this nucleus you can build up layers of profit: E-commerce selling was it is important to them. Marketing Research, meetings…
I repeat, these are interesting times in PMS’s field. Interesting times to be a Touristologist AND fascinating times to be a Touristologists builder!!!
Jordi, don’t you talk about three drivers changing the PMS scenario?
YES! This is number one. Number two (cloud computing) and number three (application of web 2.0 business model into the servuction process) deserve their own post.
Maybe, you don’t know yet, because you’re still in your cocoon and you are afraid… BUT you are HERE following your guts, feeling down in your heart that you want to become a Touristologists!!!
Some of you, will say – I’m NOT afraid.. I have my reasons
Well, you can call them reasons BUT they seem like excuses to me!
I have a list of those reasons /excuses that I have been collecting during my (near to) 25 years as a Touristologist builder.
1) I don’t give my presentations in English, because I prefer to put that off until I finish my undergraduate, then I will travel and work around the world… OR I don’t give my presentations in English because my teachers’ accent is not perfect!!! Reasons? Excuses? Blaming others? Avoiding Responsibilities?… you name it!
2) I don’t search for internships in “this” tourism enterprise, that I will love to work with, until I get more free time, or until my University makes a special deal with it, or until I am sure that they want my… what would happen if they reject me? Or if I would annoy them with my phone call??? Reason? Excuses? Blaming others? Avoiding Responsibilities?… you name it!
3) I don’t want to design and create a Data Base, program a portlet, or build a native application or mobile web app… I’m sure that someday I will find a partner or a team willing to do this for me OR I will work for a company that takes care of that! Reasons? Excuses? Blaming others? Avoiding Responsibilities?… you name it!
4) First I will work with local tourism then when I get experience, contacts, attitudes it will be easy to search and attract international tourism.
What do you think… reasons or excuses???
You have to stop making excuses and complete your transformation!
I experience firsthand the same process. It all began when I stopped looking for a web developer and I decided to become one. I had to stop making excuses and believing that it was others people fault. It has been a long process…not ended yet (I guess it won’t ever end!!!).
Do you know when I realized that I was on truck to become a full-stack web developer? It happened, and still happens, every time that I read an article, a post on a blog, a chapter in a book, a speech at a conference, a meeting with others that, like me, felt in love with web-engineering…and somebody (sometimes a genius, sometimes not…) recommend a specific “boilerplate code” and its integration in a specific full-stack (client and server side) environment. A long time ago, I followed carefully all the instructions then, one day, I began to listen to a voice inside me… – Jordi, get other people’s ideas BUT the ““boilerplate code” and its integration in a specific full-stack (client and server side) environment” are, definitely, your call.
Once you experience the power, the confidence, the independence of expressing your own ideas in your own code, there is not return. You know that you will do whatever it takes to have this felling again.
When you experience love… sex becomes secondary.
When you experience spirituality… religion becomes secondary.
When you connect with a human being… her/his culture, religion, gender, political ideas become secondary.
When you began to give your classes, seminars, in-company training sessions or start-up meetings in order to redefine their (OUR?) business model, speaking in a new language… reading, listening, writing it, become secondary.
When you are a thinker of the Business Model for Tourism enterprises or Destinations (from the beginning to the end of the trip, of course!) and the executor (alone or with a team) of the technological scheme… to be the one with just ideas becomes secondary!
I could go on, but I think I’ve made my point!
My advice, Touristologists?
Stop making excuses! Listen to your heart! If the message is clear and you are giving excuse after excuse, blaming others, in order to avoid taking responsibility…If you are feeling unhappiness because of that… you are protecting your cocoon (the comfort zone, some people call it!). Break the cocoon! Become a Touristologists!
It will be hard (I guarantee this) but worth it (I, also, guarantee this!!!) BUT, above all else… Do you want to know the most important reason? Nothing is worse than dying as a bug when your destiny is to become a beautiful… Touristologists!!!!
You have all the summer ahead! Redeem the time!!!! Make the most of IT!!!
The other day, I was enjoying an in-company training session that I was lucky enough to give. I love in-company training, it’s always fun to mix my ideas with people involved in day-to-day real Tourism!
I discussed my favorite topics: Touristology framework, 1,2,3 theory, Servuction… at the end of the session, I proposed the two study cases related to the Da Vinci Code. As you remember, one of them deals with an international community of architects and the other one with and international community of game developers.
Most of the assistants enjoy the session; some of them even become Touristologists. All with only one session… As I always say: The sky is the limit!
BUT it wasn’t all good news… when I was packing, smiling and whistling my favorite song (which you can enjoy at the end of this post) one of the attendees came to me and shouted “Does Touristology reflect the reality of the Tourism sector? I mean, I don’t see the connection with, my day-to-day activity and all this B.S of international communities and chain of value”
I appreciate your honesty – I calmly reply, forcing my mind to forget the B.S classification!!!- It’s supposed that Touristology represents the future of our beloved sector. I believe that in the next years we will see a Cambrian revolution in Tourism drive by web-engineering and real-and-not-only-economical globalization. It wouldn’t be a Cambrian revolution if it was the same as we have today, right?
Do you remember the example that I gave about RFID utilization for a ski resort?
Do you think that their vision of creating a mobile app and a virtual community represents the future of the best sector ever?
Do you believe that their idea of creating an incoming travel agency and to make contacts around almost all the countries of the world, allowing tourists to buy their products in travel agencies with, at least, some degree of specialization in skiing, it is a good example of chain of value and trying to control it using My Own 1,2,3 principles?
If you think that it is not. I’m fine with that!
If you agree, I will be here ready to welcome you in the best international community ever: Touristology one!!!!
Meanwhile… what better than listen to the eternal music of Puccini!!!!!
I convinced the naysayer? I don’t know! The only thing that I’m sure about, is… All’alba Touristology …vincerò!
Enjoy your holydays Touristologists! Learn, improve and love Touristology!
The last year I wrote down this post. In it I made a promise to My Touristologists: “You will learn how to create, or at least how to deal with a team which will create, the best mobile application for the tourism sector”.
I keep delivering my promise! This year it will easier to do thanks to cloud computing, virtual machines and the open source movement!
As you know, in mobile ecosystem you have to make up your mind about having a mobile web app or a native app. With native apps you get all the power BUT you have to create an app for each OS ( IOS by Apple, Android by Google…you name it). On the other hand, with mobile web apps you write once, run everywhere BUT some functionalities are missed.
By the way, “write once, run everywhere!” reminds me of old times, old promises, great expectations… we have to trust that this time it will be true BUT we also have to be cautious…
You also can use phonegap or apache cordova in order to create hybrid solutions that aim to get the best of both worlds. Apps for everyone and access to the software and hardware of your smartphone (or ANY WEREABLE COMPUTER remember I’m biased)
I like the definition apache-cordova provides…
Nowadays, you have another option that is easy to use and install. So, I will use in my classes. I’m talking about Firefox OS that allow through webapis to do things usually only reserved to native applications. Here you have an interesting introduction and next a motivating one!
I also will use other frameworks and tools as I tweeted here…
As you know, until now I was undecided about the paradigm mobile web or native application. Right now, I make up my mind… and, even though I’m an entrepreneur, a consultant and a teacher… I only have one mind. So, the same thing that I’m building up for my pirate ship, the same thing that I recommend to my customers… I explain and practice with My Touristologists!
How far will My Touristologists go? It’s up to them!!!
But Jordi! Some of your students don’t like that you teach them how to program, nor that you force them to read, write, speak…think in English!
Well, they like… BUT they don’t know it yet! They are in the process of becoming Touristologists! Some of them decide to be a Touristologists, the first year of their grade, others the last one… others when they get a High-Paying job or set up a tourism enterprise.. Others when they retire and review their professional life!!!
Sooner or later, they will realize that all my effort, all my passion, all my will, has only a single objective: That they feel that they are the best minds working in the best sector ever!
Will I win this battle? I’ll put everything I’ve got into it! As sure as Touristology is a science!!!
Touristology and Web-Engineering; Business Model and Technological Scheme… always two hands remember? Are you sure you can allow yourself to forget about the technological hand? I don’t think/recommend/advise so, Touristologists!!!
In this post we talked about the kind of drivers (basically, economies of scale and innovation base on controlling a community of users) that unleash a Business Model that will allow you to manage your chain of value.
Now, it is time to deal with the Technological Scheme that will allow you to implement this Business Model.
Ready? Steady? GOOOOO!
If we think about the feature of managing a virtual community and to offer to them the 3 C’s… a portal seems a very interesting option. You can analyze the open source solution offered by Liferay or the proprietary one offered by Oracle.
I teach my Touristologists how to deal with the most important social networking sites nowadays BUT ABOVE ALL I teach them to create one of their own. I love to see their faces the first time I say “You have to create communities each one of them will represent a component of your chain of value, then you have to create users, then you have to assign them to the communities and give to them public and private pages, finally, you have to add widgets inside this pages according to the role users have” To them it seems an impossible task to do, but then they began to work, to deal with bad thoughts and feelings and they end up with wonderful presentations like this one… thanks Gerard, Angie, Jonatan, Laura for being EXCELENTS TOURISTOLOGISTS and proudly say “You don’t have ONE website you have a platform able to create, distribute and send the 3 C’s in a customized way to any device”
If we think about the feature of trying to satisfy the tourist from the beginning to the end of the trip, getting 3 C’s from all the members of the chain of value and offering it/them in an integrated, customized and synchronized way using any device. We can use the power of Web Services and Web Scrapping. Nevertheless, a question remains… What kind of technology should we use in mobile devices?
As you remember, when I talked about mobile I went beyond smartphones and tablets. I stand on the shoulders of giants (paraphrasing Newton!!!) and using the vision of Mark Weiser…. I talk about ubiquitous computing using any device, it can be smartphones, tablets, glasses, watches, or any other wearable computing device… At the end of the day, they would allow people to connect to their environment. When is this connection more necessary than when you are travelling?
Until now I was undecided about the paradigm mobile web or native application. Right now, I make up my mind…
In the server side access to the members of the chain of value via restful services or webscrapping.
I don’t say that native applications are not good. I only say that in Touristology in order to provide the right servuction from the beginning to the end of the trip, I have to use any device in a personalized and synchronized way (Web 3.0 remember?). They can be mobile, laptop, smartTV, glasses, watches, boots… you name it! And, in my opinion, this is better achieved with single page applications.
Jordi! I don’t know what the heck you are talking about! Take it easy Touristologists… We have plenty of time to discus all these ideas in class. If you are ready to learn I confidently declare that YOU WILL LEARN!!!!…. And not only that, you will become a game-changer for the tourism sector.
The other day I read an article where an expert in Tourism and Technology claimed that 2014 it will be a regular year…. Not any big revolution will appear… well… let’s see who is right!!!
Interesting times for Touristology and Web-Engineering! A quiet 2014? Expect the unexpected. Welcome to a new era… Touristology one!
I believe that, at the end of the day, I have been teaching the same ideas over the last 20 years. Same ideas but using different metaphors!!!
As you know (because you hear me saying this often), in OUR classes, seminars, in-company training, sessions of mentoring star-ups, motivation of my own crew in OUR own enterprise…. It’s never been about me it’s always about YOU! So, it is not about my knowledge it’s all about my skills to convey it AND metaphors are a good tool !!!
Let’s review the last example that I use in the battlefield (NOT you, definitely, are NOT the enemy, Touristologists. We have a common enemy: Ignorance, lack of knowledge, lack of motivation, lack of vision, conformism, this-is-the-way-it-is-and-always-will-be… You know how much I hate those enemies!!!)
I played this video about blue ocean:
I think it’s a good metaphor about what is going on in our beloved sector. Especially in mass tourism. As I said here, In order to increase your profits in mass tourism you have to use economies of scale’s power. You need volume, you need to apply the big fish eats the small one law. This is happening with intermediaries and infomediaris: Priceline bought Booking, then Kayak… Expedia make a partnership with Travelocity , they also bought Trivago.
Apart from increasing profits they also want to stop other initiatives. Have you seen google Hotel Finder? In my opinion, it gets all the good ideas of the best data aggregators. Deal Angel’s idea about assessing the price of the hotel in comparison with the latest prices? You get it!
Room77’s idea of seeing the view from the room? You get it!
Tripadvisor’s idea that a hotel is as good as its users decide? You get it!
You want to select hotels by location, by category, by kind of features the hotel provides (Or amenities as Google call it) You get it!
Is this a good evolution for service providers in mass tourism? I don’t’ think so! The bigger the intermediaries the more focused on price they will be and this mean that they will try to convert you into a commodity.
I don’t know about you BUT I don’t like this… NOT a single bit!!!
So, this is the scenario of red waters.
Can you see the blue waters one? Not yet? Maybe you would like to explore these posts and make your own conclusions…
If you have any doubt I will here (in blue waters) looking for new opportunities, dreaming about higher salaries and powerful start-ups for my Touristologists AND building my own pirate ship to sale those seas!!!
Enjoy your journey Touristologists! The world is your office, your passion is your compass AND TOURISTOLOGY OUR SCIENCE!!!!
The other day, I tweeted about Gamification and tourism.
As you know, I strongly believe that Gamification is strongly related to Servuction ( Isn’t it, at the end of the day, Servuction a play for a special audience called the customers, as the creator of the word Servuction claims ?).
The day after my tweet, an ad about a master dealing with Gamification appears in my account. Coincidence? Of course not! I follow the link and I discovered two things:
1) Twitter can be effective as a promotion tool for tourism enterprises!
2) What is now called Gamification it was called Simulation 17 years ago!
I strongly believe that life is better represented as a circle than as a line. What was Yield Management, is now Revenue Management, what it was Intelligent Systems is now big data or machine learning what was a multiplatform website (usually with XML +XSLT) is now RWD (Responsive Web Design) … Sometimes the update is worthy, sometimes it is better to stick with the old version but, in any case, it’s a must to have a holistic vision in order to have your own!
In 1996 I completed a specialization in teaching methodology. At that time, I studied what was the flavor of the month: Case Method, Team Projects and Simulation. I enjoyed this course and, as usual, I enjoy more when I put these theoretical ideas into practice with my Touristologists!
You have to remember that one of the main reasons I become a teacher is because I love to learn and then share this knowledge. If then my Touristologists earn a living using this new new thing I’m the happiest man on earth!
Ok! Let’s focus now on Twitter as a promotion tool for tourism destinations and enterprises. Shall We? I have to admit that the first time I used twitter this thought pass through my mind “This is nonsense. Just a distraction that I have to avoid in order to accomplish my goals!” So, I forget about twitter, then one day I returned and discover that a lot of bloggers, magazines, newsletters, enterprises…, which I was following through other mediums, publish first and in advance in twitter. I also realize that they reply (usually very fast) to questions make for normal people.
So, nowadays I check Twitter out every single day…And I think is worthy to consider as a medium of promotion for Tourism enterprises and destinations, Touristologists!
How does its ads systems works? Good question! Let’s provide a quick summary. Then, if you are a Touristologist, you will use Galileo’s Methodology “He was often willing to change his views in accordance with observation” and maybe you wish to share, here in OUR blog, what you are learned, with your fellow Touristologists!!!!
Is Twitter ad campaign not yet available in your country, Touristologists? Don’t worry! Soon it will be, and you will be ready! Always ahead, remember?
In a nutshell…
Click the twitter’s gear
and select Twitter ad campaign
And follow these easy steps:
1) Choose what you want to promote:
1-1)You can promote your tweets. You have to choose which one you want to promote: The one making a special offer? The one introducing your new mobile app?…
1-2) You can promote your account.
1-3) You can promote a trending topic.
In all the cases they will label it as “Promoted”
More information here
2) Target your audience: You can use as a criteria, A) Who are they following and B) Which are its interests. In both cases, you can also use geographical location, electronic device (mobile, laptop…), gender… more information here
3) Choose the limit to the amount of money you are willing to spend. You can limit the cost of getting a new follower or any engagement activity (retweet, reply, favorite or click on your Promoted Tweets). You also can limit how much to spend in a single day.
More information here
4) Then you easily can track the results of the campaign: Here more information
You can learn more here
Simulating the flight of a bird is easy, as it is easy to start a campaign in Twitter but if you really want to fly…you’d better ask to anyone of my fellow Touristologists, they not only provide the best advice related to the new Social networking Site, micro blogging activity, the-new-new-thing… but also what is the best way to integrate them, and their actions, inside your chain of value in order to get the trust and add value to your tourists!!!!