All posts 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.

Destination Models 3.0: shaping the new generation of destination business models (I)

Destination models 3.0 are conceived as collaborative models which intend to leverage the creativity and know-how of all the stakeholder community to gain competitive advantage over their competitors by engaging them in contributing in the product and marketing contents co-creation as well as developing a large network of brand ambassadors who create and deliver stories about the life-transforming experiences that take place in the destination

Transforming mission driven destinations’ marketing system

Destination marketing 3.0 intends to transform the destination’s marketing system towards a more collaborative and innovative approach empowering all stakeholders to become co-creators and brand ambassadors

The 7 credos of tourism 3.0

Beyond the aforementioned concepts defining the key elements of Tourism 3.0, there are some principles to define the spirit that has to drive the needed cultural transformation

Approaching tourism 3.0: Destination marketing 3.0

For mission driven destinations such as ecotourism, transformation is to be carried out only in the marketing system, leveraging the human spirit mission of the destination to make and tell compelling stories among other contents

Approaching tourism 3.0: Destination intelligence 3.0

The tourism intelligence 3.0 approach fosters transformation towards a more collaborative and innovative culture at a regional level, also empowering all the industry stakeholders through open innovation to contribute with their knowledge and creativity for a more sustainable tourism development

Approaching tourism 3.0: Destination models 3.0

Destination models 3.0 entail full transformation of the destination regarding the whole business model. Its complexity stays mostly on the integration of existing businesses in a collaborative platform

Envisioning different approaches to tourism 3.0

Integrating the concepts of Tourism 3.0 in destinations is likely to be a major challenge. Hereby are presented three approaches attaining different degrees of transformation and at different levels

Key concepts of tourism 3.0: Life-changing experiences

Life-changing experiences are the core asset of destinations 3.0, as these are those providing impact and inspiration to tell stories and transform tourists into brand ambassadors. They set the destination apart from other competitors

Key concepts of tourism 3.0: Culture shift towards collaboration and innovation

Destinations aspiring to embrace the strategies of tourism 3.0 will need to foster a cultural change to shift stakeholders mindset towards more collaborative and innovative attitudes, as innovation and collaboration are at the core of Tourism 3.0

Key concepts of tourism 3.0: Storytelling

Consumers no longer trust companies but other consumers and communities. Such consumers tell stories about the life-changing experiences they have had in the destination. Storytelling is the new marketing