Role and Services of Destination Marketing Organizations (DMO) in Marketing a Destination

This article discusses the role and services of Destination Marketing Organizations (DMO) in marketing a destination. It highlights how DMOs attract tourists, promote destinations, and generate employment opportunities. The article also explores the use of digital marketing tools, such as online websites and social media, for destination marketing.

DESTINATION MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Evaluation of how principles of marketing planning support the marketing of a destination.
......................................................................................................................................................1
P2 Key elements of range of destination marketing campaign. ..................................................3
LO3..................................................................................................................................................4
P3 Different digital marketing tool used for promoting and advertising a specific destination.. 4
LO4..................................................................................................................................................5
P4 Role and services of destination marketing organizations (DMO) in marketing a
destination....................................................................................................................................5
P5 Challenges face by DMO in marketing London destination..................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing refers to activities undertaken by a company for promoting and product or
services. Marketing includes advertising, selling, and delivering of goods and services to
customers and other businesses. Without effective marketing the products and services of the
company can not reach to the customers, different types of promotional activities and
advertisement attracts the customers and assist in increasing sales and market share. London is
the capital and most largest cirty of England and United Kingdom. London is the biggest city in
western Europe and the biggest financial centre (Mariani, Di Felice and Mura, 2016). The study
will highlight the Evaluation of how principles of marketing planning support the marketing of
an destination. Moreover, the report will highlight the different digital marketing tool used for
promotion and advertising a destination. The role and services of DMO in marketing a
destination. Further, the report will highlight the challenges faced by DMO on marketing
destinations with examples. The study also highlight the key elements of range of destination
marketing campaigns.
LO1
1 Destination marketing Planning Principles
As per the views of Mariani, Di Felice and Mura, (2016) Marketing refers to activities which are
undertaken by a company to promote the buying or selling of a product or services. Marketing
advertising, selling and delivering products to consumers or other businesses. A marketing plan
is an overall business plan, how the markets will promoted so that maximum customers can visit
the destination. There are various principles of marketing like Setting marketing budget, there is
no such rule for making marketing budget. Budget plays an important role as without finance no
activity in the business can be carried out. The company set marketing budget for marketing of a
destination as London is the place for which company is planning marketing plan. So in this step
budget is decided that how much budget is to be spend on marketing activities. For marketing
specific amount of budget is set by the company. Marketing budget is essential for any business
to do its marketing process, according to goal and need of the company the budget is set and all
the marketing activities are planned according to that . As illustrated by ___________
Identifying target markets is another principle of destination market planning in order to succeed
in the competitive international market. It is very necessary for a business to identify the markets
where the marketing is to be done. As London is a tourist place so marketing is done to those
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areas from where tourist comes most. It is important to apply marketing planning principles as it
stasis in making the marketing budget. All the resources which are required for marketing of
destination are gather through marketing principles. Through marketing principles the places
which are unique in London is displayed to the consumers. Marketing principles shows the
prices of each place to the visitors and assist them in making the visit.
1.2 Importance of destination marketing plan
 It helps in targeting the right markets as well as segments in the markets,
 Destination marketing plan also helps in ensuring that destination proves to be
cost effective.
 It also enables the DMO to go for future planning.
Tourism UK Visit Malaysia
Mission/vision
statement
To increase the value and volume of
inbound tourism across the country
as well as various regions of Britain.
To make a Malaysia a
destination excellences and to
make a tourism industry a major
socio-economic contributor.
SWOT Strengths:
 Advantageous trade
positioning
 High standard of eduction.
 Political stability
Weaknesses
 lack of transport facilities
 Internal wealth disparity.
 Less innovations
Opportunities
 New trade partners like Asia,
middle east, Europe.
Threats
 High level of competition as
other European countries are
Strengths:
 High cultural diversity
and natural beauty.
 High government
support.
Weaknesses:
 lack of proper
infrastructure.
 Slow implementation of
tourism policies.
 Lack of political
stability.
Opportunities:
 Rise of income.
 Open sky benefits for the
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trying to meet the level of
UK.
country.
Threats:
 Increase in competitions
is posing high level of
threat for the tourism
industry.
 There exist a fluctuations
within the international
tourist-arrivals of the
country.
TALC stage Exploration: There are less
adventurous people which come to
visit UK it mainly based on
educational tourism.
Involvement: Local people start
recognising that there is increase in
number of tourists in the country
and country starts providing food,
education, accommodations etc.
Development: Here various big
companies start noticing emerging
potential in these areas and start
selling packages and holidays this
results in the growth of the sector.
Consolidation: In this stage local
economy is dominated and local
people make more many.
Stagnation: Stagnation point is
achieved with the loss of original
features for example increase in
crowd.
Exploration: There are more
adventurous people which come
to visit Malaysia.
Involvement: Local people start
recognising that number of
adventurous tourists at various
spots in the country and tourism
department offer travel,
accommodation and other
services.
Development: Here various
Travel and tourism companies
start noticing emerging potential
in these areas and sell large
complexes.
Consolidation: In this stage local
economy does not dominated
and local and foreign people
make make equal money.
Stagnation: There may occur
rise in competition like from
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Rejuvenation: Stagnation point in
UK gives a possibility to regrowth
the tourism in UK
resorts that results in stagnation.
Decline: In end of the season
there occurs a decline in the
tourism period.
Competitors (by
target market)
NZ, Patagonia Paris, France
Positioning Pricing is used as positioning
strategy.
Positioning strategy is based on
cultural symbols.
USPs
Destination
marketing
goals/objectives
The Objective is to engage visitors
and build relationships to share their
experience. To increase the market
share by 20%.
The objective is to attract
sustainable visits that can
maximize visitors economic
impact. increase the number of
visitors in the country by 25%.
Branding:
Icons/landmarks
The country has some famous Pubs
and resort. The climate of the
location is very pleasant. There are
lot of bars where the visitors can
make visit.
There are beautiful islands and
water bodies. The country has
beautiful destinations like Kuala
Lumpur, Penang, Malaysian
Borneo etc. The country has
some famous museums which
can be visited by tourists.
Brand elements
logo & slogan
The slogan used is "Travel until
tomorrow come"
The slogan used is "Work,
travel, save repeat"
Promotional mix:
Advertising
Sales
PR
Product placement
They used to do advertising of the
destination by various promotional
activities. Advertisement is done
through television and online
website.
The visitors in the country is very
large so the sales are high.
The country maintains good
They used to do advertising of
destination with the help of
social media. Through social
media platforms effective
advertising is done by the
nation.
The visitors in the country is not
that much large so sales are
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relations with public. They used to
manage relations with public
through media.
limited.
The country successfully
maintains relations with public,
the country
Performance
indicators
The performance indicator used by
the nation is inbound arrivals.
The revenue generated from
tourism increase. The
comparison is made by
comparing the current revenue
with the past one.
LO3
P3 Different digital marketing tool used for promoting and advertising a specific destination.
There are different types of digital marketing tools which are used for marketing and
promoting specific destinations. Digital marketing encompasses all marketing efforts which uses
electronic devices and internet. The scope of digital marketing is expanded as it is the fastest
growing method which is used for attracting customers and fulfilling objectives of marketing.
By the use of digital marketing the company do the marketing activities in an efficient and
desired way. The tools are as follows-
Online website- By the use of online website the marketing of destinations is done. It is the
effective way of promoting and marketing the places. More details are visible to the people about
different places for which the marketing is done. Online website is the most beneficial and
advance method of doing marketing of places (Pearce, 2016). It is the cost friendly method as
making an website is not costlier and it is the easiest way by which marketing is done. It is the
most advance digital marketing strategy which is used in promotion and advertisement of the
destination. Online website reveals the details of all places of London. The advantage of online
website is that the information is reached to large audience. From a s single website lot of
information about the places is conveyed to public in less time. All the details of places which
are their in London and their entry prices are mentioned on websites, thus it attracts more
customers and helps in generating tourism in London. By using online website customers can
make their bookings and it gives various types of offers to the them. By using this way marketing
is done in an effective and desired manner (Kirilenko, Stepchenkova and Hernandez, 2019). It is
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the fastest method when compare to other marketing mediums like newspaper, televisions etc.
Online website is easier to use for people and it helps in attracting more customers towards the
destinations.
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Online website plays an important role in the marketing of the campaigns as it provides all the
details of the campaign, the visitors are attracted by this and assist them to visit the county. It
assist in promoting the campaign as though this large number of audiences are targeted within
the lesser time.
Social media- The most important and affecting tool for marketing is social media platform. As
there are different types of social media platforms like Facebook, Instagram etc, by the use of
that effective marketing is done by the marketing company. All the highlighting details of the
places in London is placed on social media platforms like Facebook etc, the user can easily see
that and it is the most successful method of promotion and marketing. The main advantage of
this marketing tool is that the more information is conveyed to the audience in less time. This
method is not so costly and helps in marketing of the places (Kirilenko, Stepchenkova and
Hernandez, 2019). Social media gives marketers a voice and a way to communicate with the
peers, customers and potential consumers. As London is the biggest tourist destination so all the
places with their details are posted on the social media platforms. Social media is very impact
and most powerful tool for marketing. The company uses this medium for marketing as this is
the most effective and advance method of promoting and advertising.
AS it through social media very effective marketing of the campaign is done, through social
media platforms like Facebook and Instagram all the details of the campaigns are communicated
to the people and thus attract them to make the visit. Various advertisement are done through
social media platforms and more travellers are attracted, thus making the marketing campaign
successful.
LO4
P4 Role and services of destination marketing organizations (DMO) in marketing a destination.
Destination organization is referred to a destination marketing pr management
organization, convention and visitors. DMO Plays an key role in long term development of a
destination, By formulating an effective traveling and tourist strategy. It has great impact in
marketing of London. As DMO serves as a gateway to a destination. They offer the most current
information about a destination attractions. The role of destination marketing is long term
development of a destination. It helps in promoting town country or region. Main aim if
destination marketing organization is to promote the destination by different ways
(Gowreesunkar, Naqvi, M.A. and Séraphin, 2018). They promote the destination through
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different media like social media online websites etc. Develops integrated marketing
communication plans across the promotional mix that focuses on convention sales, tourism
marketing and related services.
The role performed by the DMO is that it attracts more tourism in the country. It attracts
tourism in the London so the revenue will be more generated by the country. It attracts tourism
as more visitors come in the country so more revenue is generated. DMO makes plans and
procedures about how to attract customers and makews way for satisfing the customers. They
make marketing strategies to attract people so that they come and visit the place. Marketing is
done by various ways, one of the best way the organization uses for marketing of the destination
is social media (Fyall and Garrod, 2019). They makes regular post about the destinations and
pictures of destinations ie, what are the places which must be visited by the people, entry prices
of the places.
Another role which DMO performs, It helps in generating employment opportunities for
people. As more tourists are attracted towards the destination so more employment opportunities
are also generated. People startups many new business like restaurants and hotels as it benefit
them as more tourist come and use the services.
DMO formulates campaigns to attract conventions, meetings and events to their
destinations. They work closely with meeting planners to plan the events that display the
destination and its attraction is the most favorable. DMO online presence is particularly
important. Destination marketing is a high priority function of DMC. The role of destination
management can not be effective is the destination is not taken seriously. Different destination
packages are set by offering various types of destination programs (Mariani, Di Felice and Mura,
2016). Drawing valuable inspiration and inputs from
various principles of destination management, it has to be guided by strategically designed
DMP. Further, the destination marketing helps in positioning a particular destination as an
attractive brand, The role of this type of management is to ensure its sustainability over a
prolonged period of time. In this way DMO assist in marketing a destination.
P5 Challenges face by DMO in marketing London destination.
There are various challenges that are faced by DMO in marketing destination of London.
It is the great place to visits but while marketing this place companies have to face huge
difficulties.
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Technological changes
This is considered as major issue, visitors use social sites, websites frequently. If new
technology come into market which makes their work easy then they start using such
technologies. In such condition DMO face problem in adapting new technology. Emerging
internet technologies cannot compete with new techniques hence it is very difficult for DMO to
market destination hence adaption is the major challenge.
Managing expectations
This is considered as major problem which is faced by DMO while promoting or
marketing the London destination. Companies are required to understand need of different
travellers and have to communicate message about the features of destination accordingly.
Expectation of visitors are different hence it becomes difficult for them to meet the needs of each
traveller. DMO needs to ensure meeting expectation of different travellers but it is very difficult
to actual know about them properly. Integration of information is one of the key element of
successful marketing, by integrating details and taking clear communication with all consumers
DMO would be able to market London destination in proper manner (Petersen and Bar-Nahum,
Samsung Electronics Co Ltd, 2015).
Moving to destination management
Increasing constituencies always enhances pressure of DMOs because their
responsibilities get increased. DMO has responsibility towards all stakeholders, it has to take
care of buyers and also ensure that local communities do not get affected by its marketing
efforts. Hence many times they have to make changes in their marketing process and have to
move to destination management. It can aid in marketing the destination in proper manner, in the
absence of it will face problem in managing marketing of destination.
Competition
This is another challenge which is faced by destination marketing organization. Over a
period of time travel has been decline because of increasing promotional activities of other
destinations. Changes in financial conditions of the nations have created problem for companies
in managing travelling of other visitors. Due to this, they have to pay more charges which create
problem in managing their travel cost (Shin and et.al., 2017). Most of the people those who
travel for business purpose like to visits in such places where government pay them for travel.
Competition constitutes always create problem for DMO, if they are able to convince
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government about DMO agenda then they can get success otherwise competition becomes
biggest threats to the destination marketing organization for London.
Finding new success measures
It is very difficult for the DMO to prove others about their return. Hence before taking
any action these organizations have to prove that they are able to get high return over their
investments. Every visitor makes their travel decision by looking at past records of the company
hence accountability is being changed by others which is the biggest challenge for DMOs. There
are many destination marketing companies which prefer or believe in group travel where many
of the DMOs get stucked to understand their mind set and establish a successful performance
measure (Benckendorff, Xiang and Sheldon, 2019). If firms are unable to respond their quarries
on time or provide them services as per their need then visitors get down. This is important to
pay attention on how much visitation declined over a period of time.
CONCLUSION
from the above study it is concluded that marketing plays and important role in increasing
sales of products or services. Without the effective marketing channels a company can not
increase its customer base as it attracts more customers towards the products and services and
helps in expansion of business. Destination marketing helps in promoting an particular
destination so that more people get to know about destination. Destination marketing assist in
promoting an particular destination which benefited in this way that more tourists are attracted
and helps in generation of higher revenue. The study concluded that marketing planning is
necessary as it helps in developing good marketing plan in marketing plan budget is decided that
how much budget is required to spend on marketing activities. As without enough financial
resources promotional task in the organization can not be completed. The study concluded that
social media plays an important role in marketing of products and services ie, through Facebook
and Instagram marketing is done, it is the best way of marketing as the information is reached to
maximum people. Online website is also an important marketing tool which helps doing
effective marketing and it is cost friendly method.
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REFERENCES
Books and Journals
Benckendorff, P.J., Xiang, Z. and Sheldon, P.J., 2019. Destination management and smart
destinations. Tourism information technology, (Ed. 3). pp.285-311.
Fyall, A. and Garrod, B., 2019. Destination management: a perspective article. Tourism Review.
Gowreesunkar, V.G., Naqvi, M.A. and Séraphin, H., 2018. Implications of tourism development
on islets: Ilot Bernaches, Mauritius, as a destination management case study. Island
Studies Journal. 13(1). pp.251-266.
Kirilenko, A.P., Stepchenkova, S.O. and Hernandez, J.M., 2019. Comparative clustering of
destination attractions for different origin markets with network and spatial analyses of
online reviews. Tourism Management. 72. pp.400-410.
Klimek, K., 2017. The Role of Destination Management Organizations (DMOs) in
Commercialization of Summer Tourism Products. New Challenges for Mountain
Destinations in an Integrated and Global e-Market Place. Ekonomiczne Problemy
Turystyki. 40(4). pp.19-28.
Mariani, M.M., Di Felice, M. and Mura, M., 2016. Facebook as a destination marketing tool:
Evidence from Italian regional Destination Management Organizations. Tourism
Management. 54. pp.321-343.
Pearce, D.G., 2015. Destination management in New Zealand: Structures and functions. Journal
of Destination Marketing & Management. 4(1). pp.1-12.
Pearce, D.G., 2016. Destination on management models: Synthesis and evaluation. Estudios y
Perspectivas en Turismo. 25(1). pp.1-16.
Petersen, N.M. and Bar-Nahum, G., Samsung Electronics Co Ltd, 2015. Display with destination
management user interface. U.S. Patent Application 29/444,877.
Shin, J.T. and et.al., 2017, April. Exploring determinants of meeting planners’ commitment to
the business relationships with destination management companies. In Journal of
Convention & Event Tourism (Vol. 18, No. 2, pp. 135-158). Routledge.
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