As it takes a certain time for the open innovation ecosystem to become a productive content marketing machine, it is necessary to use other marketing strategies along the early stages of the destination model development
An interesting way to foster stakeholder contribution and interactivity could be the Mobile Apps 3.0. These would be not only to provide information about the destination, but also to empower tourists and other stakeholders to connect with each other and contribute in the content marketing system
One of the activities to foster contribution to the content marketing system may be the content marketing contests, as a special event to generate publicity about the chance to contribute to the destination’s mission accomplishment, among other possible motivations such as social reputation
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.
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.