Category: Third sector and social sustainability

Visions and case studies about third sector issues

Destination Models 3.0: Integrating partners (IV)

The challenge of integrating all the community of stakeholders requires its own marketing plan, usually known as internal marketing plan. This plan should encompass the target stakeholders to attract in every phase, the integration formulas, and the communication strategies and actions to achieve these goals

Destination Models 3.0: Social benefits

The main social benefit that destination models 3.0 aims to achieve is poverty alleviation in the community’s base of the pyramid, for a set of indicators is to be designed and monitored.

Destination Models 3.0: Social & environmental costs

Even if destination models 3.0 intend to address social and environmental concerns by reducing the negative impacts that the tourism activity usually creates, it may not be possible to eliminate them completely, for it is necessary to foresee and monitor these impacts to obtain a holistic assessment on the mission accomplishment.

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 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