Month: February 2016

Approaching tourism 3.0: Destination intelligence 3.0

The tourism intelligence 3.0 approach fosters transformation towards a more collaborative and innovative culture at a regional level, also empowering all the industry stakeholders through open innovation to contribute with their knowledge and creativity for a more sustainable tourism development

Approaching tourism 3.0: Destination models 3.0

Destination models 3.0 entail full transformation of the destination regarding the whole business model. Its complexity stays mostly on the integration of existing businesses in a collaborative platform

Envisioning different approaches to tourism 3.0

Integrating the concepts of Tourism 3.0 in destinations is likely to be a major challenge. Hereby are presented three approaches attaining different degrees of transformation and at different levels

Key concepts of tourism 3.0: Life-changing experiences

Life-changing experiences are the core asset of destinations 3.0, as these are those providing impact and inspiration to tell stories and transform tourists into brand ambassadors. They set the destination apart from other competitors

Key concepts of tourism 3.0: Culture shift towards collaboration and innovation

Destinations aspiring to embrace the strategies of tourism 3.0 will need to foster a cultural change to shift stakeholders mindset towards more collaborative and innovative attitudes, as innovation and collaboration are at the core of Tourism 3.0

Key concepts of tourism 3.0: Storytelling

Consumers no longer trust companies but other consumers and communities. Such consumers tell stories about the life-changing experiences they have had in the destination. Storytelling is the new marketing

Key concepts of tourism 3.0: Open innovation

Open innovation is a key strategy to leverage the creativity and intelligence from all stakeholders, encompassing contributions on business model innovation, product development and marketing contents

Key concepts of tourism 3.0: Communitization

In marketing 3.0 the communication flows turn from vertical to horizontal, and businesses no longer control their brands: now communities hold the trust of consumers and control that brands comply with the mission driven purpose with integrity

Key concepts of tourism 3.0: Co-creation

As a result of the culture of collaboration and the empowerment of all stakeholders in contributing to the product development and elaboration of marketing contents, co-creation is at the heart of Marketing 3.0

Key concepts of tourism 3.0: Tourists 3.0, the creative society

The key tourists to be targeted are those know as the creative society: they are concerned about the impact of the tourism activity on the environment and the local communities, are driven by the aim for contribution to make the world a better place and for spiritual fulfillment above other motivations; further, they behave like creative activists and brand ambassadors for those businesses addressing their concerns