At first sight, you might find the Tourism 3.0 model complex, as it combines many concepts that are not yet usually integrated within the tourism business models. However, it can be far simpler than you imagine; it can be implemented just working out the following 10 steps:

Step #1. Define your vision and your mission: what you want your business to become in the future and what you want to achieve in terms of impacts generated in the community and/or the environment.

Step #2. Identify your target markets and customer profiles. Define customer personas. Prioritize the nearby markets as long as possible, thus promoting carbon-free means of transportation. Identify the motivations, values and concerns of the customer personas.

Step #3. Identify positive impacts that can be generated as well as negative impacts that can be reduced by your business in accordance with the social and environmental challenges of the destination and your target customers concerns and values. There are three types of impacts:

  1. Environmental impacts: Eliminate plastic use, Reduce energy consumption, Use renewable energy, Integrate the circular economy, Rationalize water consumption, Reduce carbon footprint, Protect biodiversity, Select eco-friendly suppliers
  2. Social impacts: Integrate functional diversity, Gender equality policies, Battle against gender violence, Fight against racism & homophobia, Alleviate poverty, Promote peace and tolerance, Integrate socially-excluded individuals, Raise awareness about issues
  3. Personal transformation: Develop new skills, Integrate new values, Learning of new knowledge, Raise level of consciousness, Integrate healthier lifestyle, Environmental awareness, Learning healing therapies, Learning to deal with stress

Steps 1, 2, and 3 may be carried out simultaneously, as long as step 2 and 3 can also inspire our vision and mission, beyond the ideas we may have at the beginning.

Step #4. Decide and prioritize the various types of impacts to integrate within the mission in accordance with the nature of the business, the challenges of the destination and the concerns of the target customers. Define specific, ambitious, realistic, measurable and time-bounded objectives and include them in your communications as an essential part of the value proposition.

Step #5. Redefine the brand identity: The logo, attributes, values and benefits associated to the brand incorporating the mission and the desired impacts should be generated. As explained in step #7, it is necessary to review the brands we are associated with, and break with those brands that have values which are contrary or distant to ours.

Step #6. Redefine the product and process strategy, carrying out for as long as possible, the changes in the product and the processes and the development of new products so that they integrate the new values and contribute in the generation of the desired impacts. It is necessary to facilitate co-creation and the participation of the most enthusiastic customers in open innovation processes. With regards to the processes, the implementation of environmental certifications is a must.

Step #7. Search for partners that share at least partially your mission and values so as to integrate them within the business model, either as suppliers, distributors or co-branding partners to develop new products or other ventures. Partners from other sectors should also be considered. For instance, if our mission is to promote a healthier lifestyle, we may create partnerships with brands marketing ecologic products and offering free product samples, and share their educational content in our social media profiles. It may also be convenient to partner with non-profit organizations dealing with social or environmental challenges.

Step #8. Redefine the communication strategy, carrying out the necessary changes in the infrastructure (website and social media profiles), partners (influencers and portals), channels and content. Empower your partners and customers to co-create content through contests and other incentives in the social media.

Step #9. Rethink the sales strategy, prioritizing partners (as long as they are necessary) that share at least partially your brand’s values and mission, and discarding as quickly as possible all those who develop practices that are contrary to your values and mission. In any case, prioritize and further promote the brand’s owned channels.

Step #10. Design a KPI system to monitor the generated impacts in accordance with the formulated objectives. The generated impacts could be an essential component of the communication content, as long as the achievement of the mission is the main claim of the brand and the customers want to contribute to the mission accomplishment.

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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