Category: Culture change

Change towards a more innovative and collaborative culture

Destination Marketing 3.0: Communication strategy (I)

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.

Destination Models 3.0: Customer segments (I)

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.

Destination Intelligence 3.0: Benefits of capturing intelligence in the outbound markets

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

Destination Marketing 3.0: Targeting tourists 3.0

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.

Destination Marketing 3.0: Mission, Vision and goals

In Marketing 3.0 the mission is the main purpose of the destination development. This is to be defined by listening and understanding the needs, concerns and aspirations of all stakeholders, starting by the local community leaders but without disregarding other potential stakeholders such as the communities of creative activists, who are to become the destination’s best 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 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

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: Communitization

In marketing 3.0 the communication flows turn from vertical to horizontal, and businesses no longer control their brands: now communities hold the trust of consumers and control that brands comply with the mission driven purpose with integrity

Key concepts of tourism 3.0: Tourists 3.0, the creative society

The key tourists to be targeted are those know as the creative society: they are concerned about the impact of the tourism activity on the environment and the local communities, are driven by the aim for contribution to make the world a better place and for spiritual fulfillment above other motivations; further, they behave like creative activists and brand ambassadors for those businesses addressing their concerns