26 Destination Marketing

DESTINATION
MARKETING

Table of Contents
INTRODUCTION .........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Evaluate the manner through which principles of marketing planning favours destination
marketing including some example............................................................................................3
TASK 2............................................................................................................................................5
P2 Analyse elements of destination marketing campaign examples to evaluate how campaign
objectives are met successfully...................................................................................................5
TASK 3............................................................................................................................................7
P3 Various digital marketing tools required for advertising and promoting a specific
destination...................................................................................................................................7
TASK 4............................................................................................................................................9
P4 Roles and services of destination marketing organisations in marketing a destination.........9
P5 Mention the challenges faced by DMOs while marketing of destinations including
different examples.....................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Destination marketing is stated as promotional activity. This activity is performed by
those companies which promotes a specific destination so that their tourism activities can be
carried out efficiently (Abou-Shouk, 2018). This assignment report is going to cover the
destination marketing organisations DMOs, which can be considered as visitors bureau
convention or tourist board. These DMOs focuses over public image as a dynamic place to live
and work. Main destinations which will be covered in this assignment are France, Italy and
Turkey. This report is going to include about principles of marketing planning and various
elements of destination marketing to attain campaign objectives. Also, information about digital
marketing tools is given along with services and role of DMOs in destination marketing is
discussed. At last, different challenges faced by a DMO in marketing of a destination is
mentioned including some examples.
TASK 1
P1 Evaluate the manner through which principles of marketing planning favours destination
marketing including some example
Marketing planning is referred to the procedure of defining and organising the marketing
objective of a business firm and formulating strategies to attain them. An appropriate marketing
planning includes information, proposition, value and knowledge about the customers which are
going to be targetted by a company. There are different kind of market planning principles which
helps in performing destination marketing. Some of these principles are stated below:
 Acknowledging opinion and requirements of customers: This is one of the basic
principle associated with marketing planning in which needs and perception of customers
is acknowledged so that they can be given satisfactory services in a systematic manner.
One example in this context is that DMOs perform marketing activities to show France as
world's leading leisure destination. For this, they carry out market research so that
expectation of customers while site visiting can be fulfilled properly (Al-Ansi and Han,
2019).
 Understanding market: This is another principle associated with marketing planning.
This principle allows a business firm to acknowledge the concepts and elements of a
specific market. In order to formulate an effective plan, manager of a company is needed

to analyse market in a detailed manner. For example, Destinations in France like Eiffel
tower are able to gain the attention of maximum customers than their rivals by analysing
market and offering more facilities while visits to their customers.
In case of different destinations like France,Turkey and Italy, principle of marketing
planning plays an important role in destination marketing. Information in this context is shared
below:
France: To fulfil the needs and wants of customers, it can be said that this tourist
destination's marketing first analyse the whole situation and then develop an effective
promotional program. If it is talked about France, then most of the destination marketing
organisations has kept their focus over bringing innovations within their promotional activities,
in order to fulfil the requirements of customers, considering the feedbacks given by them (Al-
Ansi and Han, 2019).
Italy: This is one of the famous tourist destination in all over the world, where most of
the agencies has developed their packages in regards to their cultural history. Therefore,
considering the Destination marketing would help them in evaluating the needs of visitors, where
they could effectively manage the change required by them. DMOs are needed to understand
Italy market, and then try to make alterations within the overall performance level. This nation's
tourism industry has managed to develop different range of plans and procedures considering
various strategies (Saraniemi and Komppula, 2019).
Turkey: Destination marketing would help this nation in promoting the different coastal
areas, in all over the world. Bargaining power of tour operators has grown within this nation and
so as the requirements of customers. Considering the fact that change is necessary, it has become
vital for DMOs to bring alterations for improvising the sustainability of tourism industry.
Adopting right type of technology, while developing a promotional program is said to be one of
the weak point of this tourist destination.
In context with these destinations, main requirements and needs of customers is smooth
visiting journey so that their family and Friends can feel comfortable. Also, customers wants
travelling packages to these destinations in genuine price so that they do not feel any type of
financial burden on them (Almeida-Santana and Moreno-Gil, 2017). Other requirements of
customers is to go for vacations to those places where risks associated with landslides, floods,
earthquakes etc. will be less. Also, people feel reluctant to visits those places which are prone to