In Tourism 3.0, values are embedded in the core of the business models’ value proposition, attaining the maximum integration stage within the corporate strategy. Values are no longer a marketing tool to improve the brand image through philanthropy, but an essential component of the corporate mission. To better understand how values are integrated in the new business model generation, the 7 credos illustrate the values driven principles of Tourism 3.0.

  1. Love your stakeholders to convey mission engagement. The key success factor for accomplishing the mission is to deliver superior value conveying passion and enthusiasm to engage all stakeholders in the mission pursuit, making them brand ambassadors to further expand the network. It is by touching their emotions and human spirit that they are to become engaged with the brand mission.
  2. Become a change agent. Tourism 3.0 is about creating positive change through tourism activities. Such change is to be spread through change agents or leaders who tell stories about how change may be attained and set examples of the attitudes and values –initiative, fairness, generosity, etc. – that create trust and foster cultural change towards collaboration and innovation.
  3. Care about the brand integrity. Unlike in other tourism businesses, Tourism 3.0 places its mission accomplishment above short term profits, which engages stakeholders to deliver value superior to conventional business. Such engagement and motivation is the most valuable intangible asset of the business model, but is also very fragile. Therefore, caring about integrity is critical for success.
  4. Live and work with vision. Tourism 3.0 intends to attain ambitious goals over the long term, which requires patience and vision, resisting temptation of short term profitable alternatives which deviate from the vision and the mission. The vision is the guiding force that drives the stakeholders’ efforts towards the mission accomplishment, and so it has to be present in their daily lives.
  5. Be flexible and understanding. Even if the core of the destination models 3.0 is to be driven by mission oriented stakeholders, it is necessary to understand that not everybody is enthusiastic and passionate about it at least in the beginning. For many people it takes time to become engaged in some purpose that goes beyond their own convenience in the short term, and this is acceptable.
  6. Be ambitious and strive for self-improvement. Tourism destinations 3.0 strive for ambitious missions and goals, and so they need their stakeholders to be ambitious in their efforts in learning and developing new skills to the utmost of their potential, which ultimately benefits the competitiveness of the destination as they manage to improve the value delivered.
  7. Aim for contribution to the greater good. Along with the change agents and leaders, cultural change is fostered so long as individuals think beyond their own interests and focus their efforts and creativity on higher purposes related to community issues and mission accomplishment. Such efforts are to be embraced and rewarded by the open innovation system to nurture further motivation.

According to what you have read so far about Tourism 3.0, do you think there should be any other credo?

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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