Amparo Cervera, IEI researcher and director of the research group SIV (Service, Innovation, Value) presented the most outstanding projects of the SIV group at the CV+i Tourism Day, held in Benidorm. The meeting was an initiative of the Generalitat Valenciana coordinated by the Network of Valencian Universities for the promotion of R+D+i (RUVID) in its first edition and aims to connect projects, universities and companies that are leading the future of innovation in the tourism sector of the Valencian Community.
During her speech, Dr. Amparo Cervera shared the most outstanding results of European and regional projects that the team has implemented, as well as the start of the next European project THRIVE. These projects share a common axis: a focus on sustainability and innovation in the tourism industry, seen from the perspective of the various stakeholders that make up the tourism ecosystem. Cervera stressed the importance of adapting tourism marketing and management strategies to respond to the new demands of sustainability and authentic experiences, key elements to boost tourism development in the current context.
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