Category: Innovation

Business model innovation, open innovation and co-creation practices and case studies

Business model innovationInnovationIntelligenceMarketing 3.0Strategy

Envisioning different approaches to tourism 3.0

 

The evolution of destinations towards the vision of tourism 3.0 entails a sound and ambitious transformation, which is not likely to be feasible in all cases. Therefore, it is necessary to develop many approaches involving a lesser degree of change to also tackle the cases which are less open and flexible to the full transformation.

Hereby are presented the three main approaches involving different degrees of transformation:

  • Destination models 3.0 involves full transformation of local destinations
  • Destination intelligence 3.0 fosters progressive transformation in region-wide destinations
  • Destination marketing 3.0 involves little transformation of local mission driven destinations

The mission of Envisioning Tourism 3.0 Ltd. is to keep on developing these three approaches, as well as to develop new ones to promote and facilitate transformation throughout destinations towards the Vision of Tourism 3.0. This should be a shared challenge to be accomplished in collaboration with the growing community of innovators dedicated to the tourism industry.

Do you envision how to transform destinations integrating the aforementioned concepts?

InnovationMarketing 3.0Open innovation

Key concepts of tourism 3.0: Open innovation

Following the culture of collaboration, the need for constant improvement to sustain the competitive advantage is to be fulfilled through open innovation. This new approach entails leveraging the network of stakeholders to contribute in the innovation efforts in various fields such as marketing contents, product development, new technologies and business model innovation.

To successfully meet all the destination model needs for innovation, it is necessary to engage a large pool of stakeholders in various fields of expertise. For such purpose, experts outside the local community of stakeholders may have to be searched for depending on the required field of expertise. Furthermore, it is convenient to train stakeholders in some disciplines such as business model innovation, to establish a common framework and language that facilitates discussions.

As explained in upcoming White Papers, open innovation systems are to be quite different depending on their scope of influence, whether they be region wide or only for a local destination, whether they are only focused on marketing ideas or encompass other areas of collaboration. The Whitepaper “Envisioning open innovation in destinations” is to explain all possible approaches.

Do you think that open innovation could help to solve other challenges apart from technology development, business model innovation, product development and content marketing creation?

Co-creationInnovationMarketing 3.0

Key concepts of tourism 3.0: Co-creation

One of the latest marketing trends affecting many businesses is the increasing will for co-creation on the consumers’ side. The tourism sector is also embracing such trends, leading to customization of experiences, where the tourists may also use their creativity to design the experiences they want to live in the destination.

Following up with the trend of collaborative consumption, this entails co-creation of the experience between the supplier and the tourist, as it is personalized to the will of the client, who usually has plenty of information beforehand on what he wants to experience.

Furthermore, destinations 3.0 empower tourists to participate in co-creation of marketing contents such as photos and mostly stories. Through the social networks, they are entitled to collaborate in creating all sorts of content to share their life-changing stories with their peers.

What challenges do the destinations have to face when developing experiences through co-creation?

Co-creationCollaborative cultureCulture changeInnovative cultureMarketing 3.0

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

The main drivers of the socio-cultural change entailing the aforementioned trends are called the “creative society”, hereby referred to as “Tourists 3.0”. Such tourists are concerned about the impact of the tourism activity on the environment and the local communities, and are driven by the aim for contribution to make the world a better place, and for spiritual fulfillment above other motivations, which makes them the primary target to take into account in mission driven destinations.

Tourists 3.0 are engaged in communities and are very active in social media networks, where they are opinion leaders and change agents. Such networks are becoming the main and most trusted source of information for most consumers who increasingly trust other consumers rather than companies. It is through these social networks that consumers share their knowledge and are to share stories about the life-changing experiences offered in the destinations.

Unlike typical passive consumers, tourists 3.0 are willing to take an active role in their relationships with their favorite brands, through co-creation of products and marketing contents. They want to be active players in the brand’s marketing activities, mostly through the social media networks. They are the ones who hold the community’s trust, and so have the power to decide which brands are to be supported.

In the destination, they look for authentic experiences through which to develop new skills, learn about new realities, cultures, and ways of life, which open their mindset and ultimately change or influence his life. These are the so called life-changing experiences that set destinations 3.0 apart from others.

Beyond developing life-changing experiences, what challenges do you think that tourists 3.0 pose to the destination’s executives to leverage all their influence power?

Business model innovationMarketing 3.0Tourism trends

The Vision of Tourism 3.0

As the world is evolving at a faster pace than ever before, so are the needs, motivations, and concerns that drive the evolution of modern societies, and hence the kind of relationship that customers wish to develop with brands, as well as what they expect from them, which ultimately challenges business models to reinvent themselves towards the so called Marketing 3.0 approach.

As explained by Philip Kotler in his book “Marketing 3.0”, this new approach considers customers as values-driven people and potential collaborators. They are increasingly concerned about issues such as poverty alleviation, sociocultural change and environmental sustainability, and expect brands to address its related challenges. Companies should embed these issues deeply within their mission, leading to a new perspective that ultimately transforms the lives of the stakeholders.

Such a mission needs to be spread to all potential stakeholders with compelling stories that engage them to become part of the solution. Such stories raise the concept of marketing to the field of values, intending to leap forward from functional and emotional marketing to human spirit marketing.

Marketing 3.0 also embraces the new social wave, where customers are more aware and active, empowering them not only to participate by giving their opinions about products and marketing campaigns but also to co-create them, thus becoming key players within the marketing strategies. This new approach demands marketers to understand human anxieties and desires, which nowadays are increasingly rooted in creativity, culture, and the environment.

The tourism industry has embraced many of these trends and concerns with the raise of phenomena such as ecotourism or responsible tourism. However, these businesses usually remain at small scale and niche focused, at a disadvantage to most conventional ones, mostly in terms of marketing power.

The next destination generation intends to address these drawbacks by fostering collaboration among all destination stakeholders (employees, customers, shareholders, suppliers, government, partners, travel agents, local community, etc.) to create authentic and life-transforming experiences that appeal not only to the tourists’ functional and emotional needs, but also to their human spirit.

Furthermore, this collaboration and community involvement is leveraged to create stories about the experiences happening in the destination, which ultimately become the main marketing content drawing attention and engaging tourists and other potential stakeholders.

Therefore, the vision of Tourism 3.0 consists of a tourism development based upon collaborative business models operating as open innovation ecosystems, where all stakeholders are empowered to participate in the generation of experiences and stories that address their concerns and focus on their functional, emotional, and spiritual fulfillment.

The mission of this blog is to share and discuss ideas on how to design and develop strategies to transform destinations towards the principles of the tourism 3.0.