In technical terms, this corresponds to product development, although in Tourism 3.0 it is usually preferred to highlight the concept of experience, referring to the life-changing experiences that set destinations 3.0 apart from others. The co-creation process is inspired by the stories read, the experiences lived and the contributors’ imagination, and so it is open to all kinds of contributors, professionals and non-professionals. Beyond these inspiration sources, the destination’s monitoring system may provide many valuable insights such as:

  • Tourists’ motivations and concerns to sense the convenience of developing new products or mission-driven tourism activities.
  • Tourists’ opinions to pre-test ideas on new products or marketing initiatives, to ensure their viability and adequate development.
  • Tourists’ reviews about the experiences lived in the destination, to identify needs for product improvement and new ideas. Also the tourists’ ratings on different variables are useful.

Once the bold ideas for product development and improvement have been collected, the main steps of the product development are the following:

  1. Conceptualization
  2. Business model design & test
  3. Feasibility study and assessment of social and environmental impacts of the product
  4. Business Plan
  5. Launch
  6. Monitoring performance & improvement

Even if the Product Manager is solely responsible for the product development, in Tourism 3.0, the co-creation and the ideas coming from the open innovation bring support in the steps 1, 2, 3, 4 and 6. Steps 1 and 2 are supported by the contribution of the co-creation workshops and the Open Innovation System through various types of contributions: professional and non-professional; whereas steps 3 and 4 have to be carried out by professional contributors only, and step 6 is supported by the visitor’s creative reviews after their product experience.

This article is from the White Paper “Envisioning Open Innovation in Destinations”, available for download in

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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