In most cases a destination model encompasses many stakeholders and thus requires a spirit of cooperation between them. That is to be achieved through culture change.
Participation by the destination’s stakeholders is not only necessary to commit them in the destination development, but also to leverage all the collective intelligence necessary to optimize the model design
Once the network members are already engaged it’s time to manage their engagement, tailoring the communication flows and the content to the members’ preferences, without overwhelming them
Once the key stakeholders are engaged, the local community and the value driven communities are to expand the contributors’ network leveraging the collective intelligence to the utmost
Partners are an essential component of collaborative business models, and when we develop a marketing system 3.0 we are actually changing an important part of the destination business model