Igor Gula
Igor Gula is a graduate of a Bachelor’s degree program in tourism business studies of the Management Center Innsbruck and of a Master’s degree program in innovation and management in tourism of the Salzburg University of Applied Sciences. He completed his internship in the department of Marketing New Media at the headquarters of the Casinos Austria in Vienna. Igor wrote his Bachelor thesis about the trends of the modern ICTs and their impacts on tourism, focusing on Dynamic Packaging, mTourism and Social Semantic Web. For his Master thesis he analysed the aspects of Open Innovation and Crowdsourcing in tourism and conducted a web-based ideas competition in cooperation with the Slovak Tourist Board. Igor also studied business administration at the MODUL University Vienna and is one of the co-editors of "Open Tourism" (published by Springer in March 2016). Currently, Igor is in charge of cluster sales management at the Vienna Sales Office.
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Papers by Igor Gula
The new possibilities result in an opening of traditional structures, such as the integration of external sources into
corporate processes as well as the provision of touristic services between individuals in peer-to-peer networks. It
is therefore astonishing that there is no publication that offers us a comprehensive classification system covering
these occurrences, given the multitude of examples that are continually emerging in the tourism industry. These
transformations can be seen as dynamically enriching the tourism industry on the one hand, but also as
jeopardizing on the other. This paper depicts the challenges for the tourism industry, followed by a closer look at
the most popular Opening-Movements: Open Innovation, Crowdsourcing and Co-Creation. In the final section,
the authors present the Contribution-Utilization-Matrix, a framework developed for the purpose of classifying all
the different permutations/variations of Open Innovation, Crowdsourcing and Co-creation.
The new possibilities result in an opening of traditional structures, such as the integration of external sources into
corporate processes as well as the provision of touristic services between individuals in peer-to-peer networks. It
is therefore astonishing that there is no publication that offers us a comprehensive classification system covering
these occurrences, given the multitude of examples that are continually emerging in the tourism industry. These
transformations can be seen as dynamically enriching the tourism industry on the one hand, but also as
jeopardizing on the other. This paper depicts the challenges for the tourism industry, followed by a closer look at
the most popular Opening-Movements: Open Innovation, Crowdsourcing and Co-Creation. In the final section,
the authors present the Contribution-Utilization-Matrix, a framework developed for the purpose of classifying all
the different permutations/variations of Open Innovation, Crowdsourcing and Co-creation.