Month: March 2016

Destination Models 3.0: Competitive advantage & Value proposition (I)

The core competitive advantage of destination models 3.0 is their unique capacity –built upon the open innovation ecosystem- to create mission driven experiences and stories that engage stakeholders to become brand ambassadors, as well as to adapt its business model to changes in the environment, and to involve all the local communities in providing authentic life-changing experiences, while alleviating poverty and protecting the natural and cultural heritage.

Destination Models 3.0: The business model canvas framework

The business model canvas is a strategic management template for depicting the rationale through which a business creates, delivers and captures value. It is a strategy blueprint with elements describing a business’ value proposition, infrastructure, customers, and finances to assist business leaders in aligning their activities by illustrating potential trade-offs.

Destination Intelligence 3.0: Approaching tourism 3.0 from the regional level

Destination Intelligence 3.0 is to be a key player in fostering Tourism 3.0 in destinations at the regional and national level, as long as national destinations have greater infrastructure and budget to carry out market intelligence activities, coordinate and influence local destinations

Destination Marketing 3.0: Mission, Vision and goals

In Marketing 3.0 the mission is the main purpose of the destination development. This is to be defined by listening and understanding the needs, concerns and aspirations of all stakeholders, starting by the local community leaders but without disregarding other potential stakeholders such as the communities of creative activists, who are to become the destination’s best brand ambassadors

Destination Models 3.0: shaping the new generation of destination business models (II)

From the operational perspective, the platform has a group of core businesses and resources fully integrated–whose owners become platform shareholders or sell them to the platform-, and a group of businesses which may choose among several flexible integration formulas to become part of the platform. Then the platform plays the role of managing common services for all the integrated businesses

Destination Models 3.0: shaping the new generation of destination business models (I)

Destination models 3.0 are conceived as collaborative models which intend to leverage the creativity and know-how of all the stakeholder community to gain competitive advantage over their competitors by engaging them in contributing in the product and marketing contents co-creation as well as developing a large network of brand ambassadors who create and deliver stories about the life-transforming experiences that take place in the destination

Transforming mission driven destinations’ marketing system

Destination marketing 3.0 intends to transform the destination’s marketing system towards a more collaborative and innovative approach empowering all stakeholders to become co-creators and brand ambassadors

The 7 credos of tourism 3.0

Beyond the aforementioned concepts defining the key elements of Tourism 3.0, there are some principles to define the spirit that has to drive the needed cultural transformation

Approaching tourism 3.0: Destination marketing 3.0

For mission driven destinations such as ecotourism, transformation is to be carried out only in the marketing system, leveraging the human spirit mission of the destination to make and tell compelling stories among other contents