Co-creation practices and case studies
The open innovation system is the core of the destination marketing 3.0, becoming the central hub where all communities get connected, and fulfilling the need for connection with other consumers in communities. These communities are the ones which guarantee that the business will ultimately serve the customer’s interests and concerns, and not just the business profit. It is through this community initiative and collaboration that the platform becomes a “content marketing machine” where people create, share and inspire each other to live and tell new stories.
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.
The new marketing paradigm shifts from control to collaboration. It turns from vertical to horizontal, as most consumers trust other consumers rather than businesses: word of mouth and social media are at the core of new customer relationships. Businesses no longer control their brands, as these are owned by the customers and are developed through collaboration among them all.
In the international travel market, there is nowadays an increasing fragmentation especially due to the raise of special interest travellers. These are highly educated individuals driven by values and cultural motivations in accordance with the aforementioned life-transforming experiences. Moreover, they are among the tourists accounting for the highest expenditures in the destinations.
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.
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 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
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
As a result of the culture of collaboration and the empowerment of all stakeholders in contributing to the product development and elaboration of marketing contents, co-creation is at the heart of Marketing 3.0