Category: Sustainability

Issues related to social, economic and environmental sustainability, including the third sector

Destination Marketing 3.0: Internal marketing strategy

To engage and commit stakeholders with the mission accomplishment, there has to be an Internal Marketing Plan to communicate the vision, mission and values to all the targeted stakeholders. Beyond communicating to arise interest, commitment is achieved through preaching by behaving according to the stated values.

Destination Models 3.0: Key activities & management (IV)

Monitoring the evolution of the business model is necessary to assess the adequacy of the strategy and its execution. Tracking the accomplishment of goals, the tourist characterization, profitability, etc. are necessary to optimize strategy planning and execution.

Destination Marketing 3.0: Positioning strategy

When formulating the positioning strategy, we have to assume that our mission driven value proposition is to be at the core of the intended destination image and identity

Destination Models 3.0: Competitive advantage & Value proposition (II)

In tourism 3.0 it is essential to understand that the new marketing focuses on weaving values and mission within the business culture, which is reflected deeply in the experiences and stories marketing the destination, and ultimately obtains profits through the appreciation of the positive impact that the business has on the society, the environment and the culture.

Destination Models 3.0: Competitive advantage & Value proposition (I)

The core competitive advantage of destination models 3.0 is their unique capacity –built upon the open innovation ecosystem- to create mission driven experiences and stories that engage stakeholders to become brand ambassadors, as well as to adapt its business model to changes in the environment, and to involve all the local communities in providing authentic life-changing experiences, while alleviating poverty and protecting the natural and cultural heritage.

Destination Marketing 3.0: Mission, Vision and goals

In Marketing 3.0 the mission is the main purpose of the destination development. This is to be defined by listening and understanding the needs, concerns and aspirations of all stakeholders, starting by the local community leaders but without disregarding other potential stakeholders such as the communities of creative activists, who are to become the destination’s best brand ambassadors

Key concepts of tourism 3.0: Communitization

In marketing 3.0 the communication flows turn from vertical to horizontal, and businesses no longer control their brands: now communities hold the trust of consumers and control that brands comply with the mission driven purpose with integrity

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

Key concepts of tourism 3.0: Human spirit driven mission

In Tourism 3.0, the mission accomplishment is at the core of the destination’s value proposition, addressing issues and concerns that appeal to the tourist’s human spirit