Tag: Sustainability

Destination Marketing 3.0: partnering for the common good

In the first development phase of the destination, it is essential to search for partners sharing the values, vision and commitment with the mission to leverage their strengths to the advantage of the destination. There are many different partner profiles to be targeted.

Destination Models 3.0: Key activities & management (IV)

Monitoring the evolution of the business model is necessary to assess the adequacy of the strategy and its execution. Tracking the accomplishment of goals, the tourist characterization, profitability, etc. are necessary to optimize strategy planning and execution.

Destination Marketing 3.0: Positioning strategy

When formulating the positioning strategy, we have to assume that our mission driven value proposition is to be at the core of the intended destination image and identity

Destination Models 3.0: Competitive advantage & Value proposition (II)

In tourism 3.0 it is essential to understand that the new marketing focuses on weaving values and mission within the business culture, which is reflected deeply in the experiences and stories marketing the destination, and ultimately obtains profits through the appreciation of the positive impact that the business has on the society, the environment and the culture.

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

The 7 credos of tourism 3.0

Beyond the aforementioned concepts defining the key elements of Tourism 3.0, there are some principles to define the spirit that has to drive the needed cultural transformation

Envisioning different approaches to tourism 3.0

Integrating the concepts of Tourism 3.0 in destinations is likely to be a major challenge. Hereby are presented three approaches attaining different degrees of transformation and at different levels

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.