As with non-profit organizations, destinations approaching the “Vision of tourism 3.0” intend to address some of the issues that concern the stakeholder community, primarily related to environmental protection, socio-cultural transformation and poverty alleviation.

Such a mission is at the core of the destination model’s value proposition and hence is also the essence of its brand identity, being the main driver of the so called “human spirit marketing”. This new marketing concept approaches not only the clients’ needs and emotions, but also their spirit. Such a mission has to be the primary goal of the destination model, to really engage all kinds of stakeholders. Only by being faithful to the mission will the destination model keep the stakeholders commitment and transform them into an expanding network of brand ambassadors who end up being the drivers of the destination’s marketing system.

Such a mission and its related vision is the guiding force that motivates all stakeholders to contribute to the expansion of the destination model, bringing in all their creativity and effort in benefit to the community.

What types of missions do you envision to commit the local community and appeal to the tourists’ human spirit?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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