Table III Future points for achieving...

Table III

Future points for achieving competitive advantage in relation to sustainability, for four DNA profiles within the context of four scenarios for a sustainable tourism industry in 2040

	DNA profiles of tourist businesses
Scenarios 2040	Red (challenge, vision, change)	Yellow (energy, optimism, growth)	Green (care, tradition, security)	Blue (quality, professionalism, efficiency)
Back to the 1970s	Recreate the past	Carefree lifestyle is possible	Appeal to nostalgia	Optimize and scale
	Contrarian, niche innovation	Social innovation	Conventional technologies	Mastering technology
	Highly futuristic	Communities for sustainability	Scalable alliances	Improve existing methods
	“Welcome to the future”	“Don’t worry be happy”	“Timeless hospitality”	“Still no 1 in quality”
	Sustainability as design principle	Sustainability as entertainment	Sustainability as duty	Sustainability as craftsmanship
Captured in fear	Limitations don’t apply	Opportunity for growth	Sense of safety	Leave it to the professionals
	Redefining value	Reframing value	Shaping the establishment	Best in class
	Turn restrictions into benefits	Connection and imagination	Systems and procedures	Optimizing standards
	“Yes, we can!”	“Recreate yourself!”	“Sharing is caring”	“Best choice available”
	Sustainability as a quest	Sustainability as inspiration	Sustainability as security	Sustainability as perfection
Unique in the world	Opportunity for distinction	Unity through diversity	Creating trust	Serious business
	Innovation by experimentation	Value-based innovation	Innovation through cooperation	New look at old technology
	Decentralized systems design	Local branded experience	Local diplomacy	Rethinking traditional methods
	“Stay curious”	“Join the movement”	“The real local experience”	“Local experience, global quality”
	Sustainability as progress	Sustainability as bonding	Sustainability as authenticity	Sustainability as quality
Shoulders to the wheel	Exploring frontiers	Shaping reality	Protecting the good	Picking the winners
	Multiple innovation tracks	Design innovation	Change to not have to change	Evaluating novelties
	Maximum agility	Original and appealing concepts	New tech, old infrastructure	Building authority
	“Uncover the best”	“Uncover discovery”	“Small steps, big difference”	“x% reduction in y”
	Sustainability as adventure	Sustainability as trendiness	Sustainability as conservation	Sustainability as science

	DNA profiles of tourist businesses
Scenarios 2040	Red (challenge, vision, change)	Yellow (energy, optimism, growth)	Green (care, tradition, security)	Blue (quality, professionalism, efficiency)
Back to the 1970s	Recreate the past	Carefree lifestyle is possible	Appeal to nostalgia	Optimize and scale
	Contrarian, niche innovation	Social innovation	Conventional technologies	Mastering technology
	Highly futuristic	Communities for sustainability	Scalable alliances	Improve existing methods
	“Welcome to the future”	“Don’t worry be happy”	“Timeless hospitality”	“Still no 1 in quality”
	Sustainability as design principle	Sustainability as entertainment	Sustainability as duty	Sustainability as craftsmanship
Captured in fear	Limitations don’t apply	Opportunity for growth	Sense of safety	Leave it to the professionals
	Redefining value	Reframing value	Shaping the establishment	Best in class
	Turn restrictions into benefits	Connection and imagination	Systems and procedures	Optimizing standards
	“Yes, we can!”	“Recreate yourself!”	“Sharing is caring”	“Best choice available”
	Sustainability as a quest	Sustainability as inspiration	Sustainability as security	Sustainability as perfection
Unique in the world	Opportunity for distinction	Unity through diversity	Creating trust	Serious business
	Innovation by experimentation	Value-based innovation	Innovation through cooperation	New look at old technology
	Decentralized systems design	Local branded experience	Local diplomacy	Rethinking traditional methods
	“Stay curious”	“Join the movement”	“The real local experience”	“Local experience, global quality”
	Sustainability as progress	Sustainability as bonding	Sustainability as authenticity	Sustainability as quality
Shoulders to the wheel	Exploring frontiers	Shaping reality	Protecting the good	Picking the winners
	Multiple innovation tracks	Design innovation	Change to not have to change	Evaluating novelties
	Maximum agility	Original and appealing concepts	New tech, old infrastructure	Building authority
	“Uncover the best”	“Uncover discovery”	“Small steps, big difference”	“x% reduction in y”
	Sustainability as adventure	Sustainability as trendiness	Sustainability as conservation	Sustainability as science

[ViewLarge]

Sharing Unavailable