Tag: base of the pyramid

Destination Models 3.0: Development strategies (I)

Once designed the architecture of the model, it’s time to design the strategies to develop it up to the utmost of its potential. The development strategies are likely to be quite different depending on the initial scenario, whether it is a resort, a decentralized destination or a group of resources to be exploited for the tourism business

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: 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

Approaching tourism 3.0: Destination models 3.0

Destination models 3.0 entail full transformation of the destination regarding the whole business model. Its complexity stays mostly on the integration of existing businesses in a collaborative platform

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: 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

The Vision of Tourism 3.0

The Vision of Tourism 3.0 depicts how Marketing 3.0 is likely to shape the destinations’ development strategies, business models and marketing systems, as well as the positive impacts that they may have in the environment and the society.