Change towards a more innovative and collaborative culture
In destination marketing 3.0 the brand control shifts from vertical to horizontal, and so the social networks are the main arena where the marketing activities are carried out.
Beyond the targeting criteria according to the kind of tourism activities -nature, culture, sports, etc.-, the primary target destinations 3.0 intend to attract and engage is the so called “Creative society”, whom we rename as “Tourists 3.0”. They are the most expressive and collaborative consumers, and are trusted and admired within their community, and through their concern and awareness about the social impact of brands, they are to become our best brand ambassadors.
There is an interesting set of benefits out of the market intelligence activities, as a key input generator for the destination’s strategic and marketing planning
When crafting the destination marketing plan, there have to be defined the priority targets: in tourism 3.0, these are the creative activists, also called Tourists 3.0. They stand out by being active contributors in story making and storytelling and so are to become the destination’s first brand ambassadors.
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
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