Category: Innovation

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

Key concepts of tourism 3.0: Open innovation

Open innovation is a key strategy to leverage the creativity and intelligence from all stakeholders, encompassing contributions on business model innovation, product development and marketing contents

Key concepts of tourism 3.0: Co-creation

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

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

The Vision of Tourism 3.0

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.