Category: Strategy

Strategy planning, strategy execution and business model design focused on collaborative modelling

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?

Collaborative business modelsMarketing 3.0

Key concepts of tourism 3.0: Collaborative business models

Tourism 3.0 embraces many trends and concepts already existing in the most innovative industries, though not all concepts may always be applied together, as explained in the three proposed approaches and the corresponding case studies.

Understanding these concepts is essential to envision the different approaches presented, as well as to envision new ones. The challenge of envisioning tourism 3.0 is just at the outset, and is to be continually demanding new approaches so long as destinations require their own adaptations to the local culture and stakeholder status quo.

Collaborative destination models are the destination’s business models operating like a platform that facilitates interaction between local service suppliers and tourists. As in many business models in other industries, multi-sided platforms are like scenarios or marketplaces where players with complementary interests interact and exchange goods or services. As explained in the upcoming White Paper “Envisioning destination models 3.0”, these may have multiple kinds of players beyond service suppliers and tourists, entailing volunteers, non-profit organizations, sponsors, investors, etc.

These destination models fully embrace the trend of collaborative consumption, already ingrained in many business sectors, and increasingly present in the tourism industry. The main advantage of this type of model is that it empowers the local community of stakeholders to bring in their value not only benefiting the platform, but also the rest of the community by fostering entrepreneurship at the base of the pyramid and being able to keep ownership of their business. Further, it leverages the community’s creativity through participation in innovation practices.

What kind of collaborative business models would you suggest to develop tourism 3.0 at the local level, apart from the proposed multi-sided models?