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 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
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 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
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
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
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