As the reader may have already understood, the success of destination marketing 3.0 is based upon building and engaging a large network of stakeholders. Furthermore, an Open Innovation System has to be developed engaging both professional and non-professional contributors. Such a challenge is not easy to tackle, no matter how compelling the stories are or how motivating the mission accomplishment is, for a specific strategy should be designed to enhance the chances of success.
This strategic challenge is particularly critical for DMOs, as long as they have to involve the whole destination community and its DMCs. This should be structured in four sections:
- Internal marketing: selling the vision to the stakeholders to gain their support on the new mission driven endeavor.
- Culture change: addressing all the attitudes, fears and other barriers that prevent stakeholders from successfully embracing the social media tools, as well as the values of collaboration and innovation.
- Network development: building the network, empowering and motivating stakeholders to contribute to the content creation and actively advocating for the mission driven brand.
- Open innovation system development: building the network of contributors, with special focus on the professional contributors, as they require specific strategies to attain the desired results.
Do you envision other major challenges requiring a specific strategy?
