From the operational perspective, the platform has a group of core businesses and resources fully integrated–whose owners become platform shareholders or sell them to the platform-, and a group of businesses which may choose among several flexible integration formulas to become part of the platform. Then the platform plays the role of managing common services for all the integrated businesses
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
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 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
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
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
The Vision of Tourism 3.0 depicts how Marketing 3.0 is likely to shape the destinations’ development strategies, business models and marketing systems, as well as the positive impacts that they may have in the environment and the society.