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

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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