Category: Business model innovation

Methods and case studies of Business model innovation

The Marketing Plan 3.0: Open innovation outputs from professional contributors

Professional contributors are to bring in their knowledge and skills to tackle many challenges beyond the content creation: marketing strategies and tactics, technological innovations, etc.

The Marketing Plan 3.0: selling the vision to community stakeholders

To gain the support of all the necessary stakeholders in developing the new marketing model, it is necessary to make them envision how this change will generate profits for the whole destination community

Destination Models 3.0: Comparative performance between different destination models

To better realize how destination models 3.0 outperform other models in creating value, reducing efforts and marketing efficiently, hereby are compared the performance and functioning of destination models 3.0 and two other conventional models

Destination Models 3.0: Development strategies (IV)

Once identified the portfolio of partners, infrastructures, facilities and service suppliers needed to start operating the platform, it is necessary to envision the necessary service capacity or carrying capacity for each of them throughout the subsequent development stages

Destination Models 3.0: Development strategies (I)

Once designed the architecture of the model, it’s time to design the strategies to develop it up to the utmost of its potential. The development strategies are likely to be quite different depending on the initial scenario, whether it is a resort, a decentralized destination or a group of resources to be exploited for the tourism business

Destination Models 3.0: Integrating partners (V)

In many cases the tourism development will require not only to integrate businesses, land and facilities’ owners, but also to invest in developing new infrastructure or renovating heritage and urban aesthetics, for it may be necessary to attract investors beyond the local players

Destination Models 3.0: Integrating partners (IV)

The challenge of integrating all the community of stakeholders requires its own marketing plan, usually known as internal marketing plan. This plan should encompass the target stakeholders to attract in every phase, the integration formulas, and the communication strategies and actions to achieve these goals

Destination Models 3.0: Integrating partners (III)

The design of the integration strategy requires making the local service suppliers envision the future of the destination through the development of this model, and listening to understand the different levels of risk attitude and enthusiasm that the project inspires, identifying their fears and concerns about the integration process.

Destination Models 3.0: Integrating partners (II)

When attempting to integrate the local service providers into the platform, we are likely to find different attitudes with regards to their confidence on the project and their will for keeping the control of their business. Further, this attitude may change over time, for it is necessary not only to offer many integration formulas attending different risk attitudes or want for autonomy and ownership, but also to offer a flexible system that allows them to shift from one to another integration status.

Destination Models 3.0: Environmental benefits

When focusing on environmental protection and sustainability, in the case of nature-based tourism destinations, the destination model may take many kinds of initiatives such as collaboration with research programs, featuring educational programs, implementing environmental friendly practices, etc.