Trends, ideas and case studies on tourism marketing
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
Consumers no longer trust companies but other consumers and communities. Such consumers tell stories about the life-changing experiences they have had in the destination. Storytelling is the new marketing