From the operational perspective, the platform has a group of core businesses and resources fully integrated–whose owners become platform shareholders or sell them to the platform-, and a group of businesses which may choose among several flexible integration formulas to become part of the platform. Then the platform plays the role of managing common services for all the integrated businesses
Destination models 3.0 are conceived as collaborative models which intend to leverage the creativity and know-how of all the stakeholder community to gain competitive advantage over their competitors by engaging them in contributing in the product and marketing contents co-creation as well as developing a large network of brand ambassadors who create and deliver stories about the life-transforming experiences that take place in the destination
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
Embracing the spirit of stakeholder collaboration, destination business models approaching the vision of tourism 3.0 are to be designed as collaborative models, where entrepreneurship at the base of the pyramid is remarkably encouraged
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.