One of the main advantages of developing a marketing model 3.0 is that the destination’s tourism businesses have a branded sales platform where to sell their services at a low fee: booking platform, online store, corporate website and open innovation system are the landing pages where stakeholders are expected to be driven to through the social media strategies
As with all other profiles, attracting and engaging professional contributors requires a set of unique strategies, different from the ones for non professional contributors
Professional contributors are to bring in their knowledge and skills to tackle many challenges beyond the content creation: marketing strategies and tactics, technological innovations, etc.
A key factor to make open innovation a successful tool is to attract and retain talent, for a thorough system of incentives and recognition has to be designed.
The most successful open innovation practices suggest that it has to be managed based upon formulating specific challenges to focus the innovation efforts most efficiently
Open innovation is what sets Destination Intelligence 3.0 apart from other comparable proposals. It aims to leverage the collective intelligence of all stakeholders and make them notice how mission driven destinations arise solidarity in terms of free contributions from skilled participants whom in turn may eventually become destination’s brand ambassadors, thus creating a cost advantage over conventional destinations
Open Innovation system development Being one of the key assets to invigorate creativity and sustain the destination model competitive advantage, it is necessary to design a set of strategies to engage stakeholders in contributing up […]
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.