In marketing 3.0, consumers gather in communities, which become the main source of information when assessing brands and products. The trust has gone from vertical to horizontal, and consumers trust other consumers rather than companies.

Therefore, communities are the new marketing channels, and so brands should encourage and help consumers join these communities. Eventually, so long as brands deliver the promised value, communities are expected to support them by becoming a network of brand ambassadors.

Brands have to understand that communities are trust networks that exist to support its members, and therefore the strategy to gain the trust of the network members is to support the members by addressing their concerns and aspirations. This is something that has to start in the mission definition phase, and by identifying such concerns and aspirations, the destination model may create a value proposition that addresses them to engage the community members.

What kind of cultural barriers do you think need to be overcome by the destination executives to empower the communities to develop the aforementioned role?

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.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s