Destination Marketing 3.0: Product development through co-creation

In Destination marketing 3.0, product development is carried out through co-creation processes, where co-creators participate motivated by the aim of contribution to the mission accomplisment

Destination Models 3.0: Key activities & management (II)

Other key activities to consider are the strategic planning, implementation and monitoring; marketing; human resources training, etc.

Destination Models 3.0: Key activities & management (I)

Destination models 3.0 are complex in nature, and so it is the system of activities that need to be coordinated and managed to sustain its competitive advantage and make the destination model develop up to the utmost of its potential. The open innovation system is the central activity that nurtures and sustains the competitive advantage of the business model, from which many kinds of outcomes are expected.

Destination Intelligence 3.0: methods and information sources

The privileged position of destination management organizations (DMO) provides them with a great advantage to obtain intelligence from the outbound market stakeholders

Destination Marketing 3.0: Communication strategy (II)

It is essential to search and identify mission driven stakeholders and like-minded contributors on an ongoing basis, to nurture and expand the content marketing system and the network of brand ambassadors.

Destination Models 3.0: Marketing channels

The main marketing channels are the social networks where all the brand ambassadors are spreading the stories, and the mission driven travel agents connected to like-minded travellers. Other partners such as non-for-profit associations may also become channel partners, as they can distribute the stories to their social circles and attract new stakeholders. They are the ones with the best credibility to do so.

Destination Models 3.0: Customer relationships (II)

The open innovation system is the core of the destination marketing 3.0, becoming the central hub where all communities get connected, and fulfilling the need for connection with other consumers in communities. These communities are the ones which guarantee that the business will ultimately serve the customer’s interests and concerns, and not just the business profit. It is through this community initiative and collaboration that the platform becomes a “content marketing machine” where people create, share and inspire each other to live and tell new stories.

Destination Intelligence 3.0: market research specific objectives

There is a vast range of intelligence goals to be considered, depending on the budget and intelligence services to be provided to stakeholders.

Destination Marketing 3.0: Communication strategy (I)

In destination marketing 3.0 the brand control shifts from vertical to horizontal, and so the social networks are the main arena where the marketing activities are carried out.

Destination Models 3.0: Customer relationships (I)

The new marketing paradigm shifts from control to collaboration. It turns from vertical to horizontal, as most consumers trust other consumers rather than businesses: word of mouth and social media are at the core of new customer relationships. Businesses no longer control their brands, as these are owned by the customers and are developed through collaboration among them all.