To better realize how destination models 3.0 outperform other models in creating value, reducing efforts and marketing efficiently, hereby are compared three destination models:
Cultural destinations: based on cultural or natural resources with several business owners operating independently. In some cases these cooperate in partnership with the government for marketing the destination.
Resort destinations: based usually on natural resources with one owner operating or controlling all business units providing service in the destination, being also responsible for the marketing. All business units are therefore integrated within the resort.
Destinations 3.0: based on either cultural or natural resources with business units belonging to many owners, and operators cooperating with different levels of integration on the management and marketing of the destination.
COMPETITIVENESS & MARKETING: KEY DIFFERENCES BETWEEN THE THREE DESTINATION MODELS
| CULTURAL DESTINATIONS | RESORT DESTINATIONS | DESTINATIONS 3.0 | |
| VALUE PROVIDED | |||
| Experiences | Typically local cultural experiences
Based upon cultural & natural resources, and locals creativity |
Standardized experiences
Based on standard products, natural and artificial resources |
Life-changing, personalized and imaginative experiences
Based on stakeholders co-creation |
| Feelings | Cultural character and authenticity with heritage protection and hospitality programs | Lack of character and authenticity (replicated facility style)
|
Enhanced authenticity through urban aesthetic harmony and locals’ inclusiveness as experience suppliers |
| Service quality control | Some service suppliers have Quality certifications
Ratings for restaurants and accommodations |
Comprehensive service quality control
Ratings for accommodation service |
Comprehensive and incentivized service quality control |
| EFFORTS REQUIRED | |||
| Discomforts | Dependent upon every service supplier and local service standards | Fully specified comfort standards, adapted to the needs of tourists | Only discomforts associated to cultural environment |
| Insecurities & risks | Dependent upon government regulations and control | Full information and safety controls on critical issues | Full information.
Safety dependent upon government regulations |
| MARKETING | |||
| Needs satisfied | Functional and emotional | Mostly functional, but also emotional | Functional, emotional and spiritual |
| Target tourists | All kinds of tourists | Limited segments | All kinds of tourists, but primarily tourists 3.0 |
| Marketing guidelines | Differentiation | Differentiation or price | Mission, vision & values |
| Tourist relationships | Sales transactions and satisfaction monitoring | Sales transactions and satisfaction monitoring | Experience co-creation, storytelling through communities |
| Marketing channels | TTOO, TTAA and direct sales | TTOO, TTAA and direct sales | Mission driven agents, communities |
| COMMUNITY IMPACT | Economic prosperity concentrated in local business owners | Economic prosperity concentrated in the resort owners | Poverty alleviation, socio-cultural change, environment protection |
| MAIN CHALLENGES | Harmonize experience system and quality standards | Develop unique experiences to compete upon differentiation | Integrate and associate stakeholders
Foster culture change |
Would you consider other destination models to compare performance? And other relevant points to be compared?
