Millennials are the new tourist generation. Even if they still account for a small percentage of the market, they are an interesting target to consider. This article explains how destination marketing has to adapt to this new wave of tourists.
Despite advocating for stakeholder participation in the branding decision-making process, the right choice is not likely to be the one that pleases all the participants. The marketers opinions should have a much higher consideration, so long as the brand is to attract customers, and that’s the marketers’ job
As it happens with the collaborative culture, building a culture of innovation requires specific attitudes on the leaders’ side to trigger innovation friendly behaviors on the rest of the organization.