Destination Marketing: Principles, Campaigns, Tools, and Role of DMO

This report covers the principles of destination marketing, key elements in destination advertising campaigns, digital marketing tools used in destination promotion, and the role and services of DMOs. It provides insights into the strategies and challenges faced in promoting a destination.

Destination Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Marketing Planning Principles .............................................................................................3
TASK 2............................................................................................................................................4
P2. Key elements in relation to various campaigns of destination advertising...........................4
TASK 3............................................................................................................................................6
P3. Digital Marketing Tools .......................................................................................................6
TASK 4............................................................................................................................................8
P4) Role and Services of DMO...................................................................................................8
P5) Challenges Faced by DMO...................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Destination marketing is referred to as a promotional activity which helps in creating
awareness about a destination which can be a town, city, region or any country. This type of
marketing is conducted for the purpose of increasing the overall number of visitors to a particular
destination (Almeida-Santana and Moreno-Gil, 2017). This report covers evaluation of planning
principles of market which acts as a support in promotion of a particular destination. It covers
various different aspects of such as elements of destination adverting campaign and analysis on
how to achieve the objectives of campaign will be achieved. It covers other different tools which
is related to digital promotion and used for promoting and adverting of a particular destination.
There are various services and role played by DMOs which are used for promoting a particular
destination. Lastly, in this report various challenges which are faced by destination organisations
are used with the help of various different examples.
TASK 1
P1. Marketing Planning Principles
Scenario: Reve Tourism marketing can be referred to as a destination firm which helps
in providing of support and guidance to various visitors, this organisation is a London based and
they they inform various visitors all across the world regarding various different locations. This
report is also based upon seminar which is conducted on significance and importance of
promotional measures.
Market Plan: This is a business document which outlines various business tactics and
different strategies. It includes various details such as steps, destinationss, actions etc. these are
to achieve specific laid down objectives in the organisation. This plan is very helpful for business
in formulation of a particular strategy which can be used in an appropriate and effective manner.
This is used for enhancing profits and sales of company (Avraham, 2016).
There are some basic principles of this planning which plays a major part in supporting
the destination advertisement which is discussed below:
To make an understanding of market: A main factor which affects the principles of
planning. For making of plan it is important for organisations to analyse market by doing the
market research. This is of great help in promotion of a specific destination. For Example, the
london tourism supports their tourism by conducting effective marklet resaerch and then they

focus on understanding their competitor destinations which are cities such as Kerala which are
present in India.
To understand the external environment- Other principle of planning of market which helps in
developing an understanding of the macro environment which has a effect on operations and
functions. Tourist places like London has made proper analysis about their external environment
with the help of PESTLE analysis and various aspects like social, political, economic,
environmental, technological and legal are studied in this pestle analysis which may have
positive or negative impact over such places. Maldives is located in south Asia is a very
favourite place for couples. This place has a very positive impact on the macro environment on
the functioning and operations (Bokunewicz and Shulman, 2017).
Understanding the internal environment- To understand Customers-
TASK 2
P2. Key elements in relation to various campaigns of destination advertising
These campaigns are directed to advance an item or administrations through utilizing
distinctive kind of media, for example, TV, radio, print and other online stages. The key
components of any campaigns incorporate the intended interest group, substance of crusade or
destinations, additional highlights or offer and all other limited time and appropriation exercises.
The primary target of destinations commercial campaigns is to pull in most extreme quantities of
clients A scope of limited time crusades for various destinations are depicted underneath.
Range of promotional campaign examples for different destination
Promotional Campaigns Examples
Adventure destinations: These destinations or
excursions are brimming with energy and new
experience however are at same time they are
excessively perilous and requests an
extraordinary physical quality. It incorporates a
scope of rush and energizing excursions on
mountains and seas. The publicizing effort for
experience destinations are mostly looked on
For example "Fill your heart" is a campaigns
dined by Tourism Ireland which is the main
ever worldwide ad crusade which has utilized
pulse information to gauge the degree of
energy of clients. They had utilized uniquely
designed innovation during occasion in Ireland
that followed or measures physiological
reaction of different experience and utilized

rush and energy one get from that. that information to make a recording which is
utilized for advancement and promoting. This
crusade is very fruitful as it makes an
endearing impact on clients through
consolidating narrating with innovation.
Pilgrimage destination: These destinations
are for the most part an outing or voyage for
good or otherworldly criticality. The
fundamental destinations of journey is to get
internal harmony and profound arousing which
give an ethical encounter and extension in
information about self, others, natures and
other godlike parts of life (Gibbs and Gretzel,
201). Showcasing effort for this sort of
destinations is made through intuitive site
giving substance about otherworldly powers
and places of worship or sanctuaries that
energized enthusiast for visit for their very own
profound advantages.
IRCTC has propelled a Buddhist Circuit
Tourist train which gives a multi day venture
and an improving encounter to clients. This is a
piece of market crusade as in this train has
tackled the issue of voyaging and give an
agreeable excursion covering terrifically
significant spots related with life of Buddha in
the two India and Nepal accordingly, it pull in
countless guests who needs to acquire quiet,
Optimistic and comprehension of mankind and
nature consequently, this advertising
champaign is fruitful in meeting its
destinations.
Family destination: These destinations trips
are for family individual who needs to spend
their get-away and free rime with family to
grow better holding and love. It incorporates
places like national parks, resorts, Disney
world, and so forth. The campaigns for family
destinations incorporates such key focuses
which centre around requirements of all
individuals from a family which incorporate
kids, adolescents and matured individuals
moreover.
For example "Sound ever after" campaigns was
begun by Disney to motivate families and kids
to eat steadily and practice all the more
routinely. These crusade of Disney
incorporates attaching with mums and fathers
to notice to advance its excellent destinations
with a solid message for children to live sound.

The similarity between all the crusade is that all are engaged towards drawing in more
clients and features the principle includes the destinations. Utilization of innovation and
inventiveness is additionally regular in all campaigns like utilization of custom innovation is
made to quantify hearts pulsates and numerous imaginative innovation are utilized in Buddhist
Circuit Tourist train to give agreeable adventure.
Basis Adventure destinations Pilgrimage destination Family destination
Target audience For adventure designate
target gathering of
selling campaign are
chiefly youngsters who
are more than energetic
for having adventures.
Target audience for
pilgrim's journey market
campaign are chiefly
older people who are
finding for peace and
also wants to feel
relaxation (Gretzel and
Fesenmaier, 2016).
Marketing campaign of
family destination
always focus on
complete and fulfils their
needs and demands.
Content This marketing campaign
mainly includes about
information of exciting
and adventures places
and experiences.
Marketing campaign of
this kind of end points
mainly includes
information about birth
and death spot of saints
and information about
beautiful places of
worship and memorials.
Content of family
destination mainly
includes sketch fictional
character to attract child
and also provide few
morale information to
draw in mothers and
dads.
TASK 3
P3. Digital Marketing Tools
Digital marketing tools are referred to as different techniques which are related to
adverting and promotion of various services and products. Mostly all organisations are using
digital marina tools which can be used to promote their goods and services, this is a medium
which involves least cost and is very fast in attracting with large number of customers. In case

of destination advertising, this mode of advertising plays a important part in making customers
across the world aware about a location. For adverting and promotion London, following
discussed tools are generally used by companies.
Tools Description
Social
Media
Marketing
This form includes different platforms of social media which are used for
promotion of products and services by companies. This is considered to be one of
very popular medium of adverting and promotions. Destination advertising also
uses this form when they are trying to connect with their audience for building up
brand image and this helps in enhancement of sales (Jiang, Ramkissoon and
Mavondo, 2016). Buffer can also be considered as a social media tool which is
used for achieving success up to a large extent. London has also created many
social media applications which are Facebook, twitter, Instagram and other which
help hem in promotion of destination throughout the world.
Google
Analytics
It is defined as web analytics which is offered by the Google and helps in tracking
& reporting of the traffic of website. This is considered as a very important tool
which can be used in promotion of the brand in digital way, SEO analyst and
webmasters. For understanding the overall effectiveness digital campaigns, for
reviewing the performance of SEO and this helps in finding out overall level of
interaction of the users with new website of company, for this google analytic tool
can be used. This tool can be used for advertisement and promotion of London as a
luxurious destination to visit.
E-mail
Marketing
It is defined as an act which is related to sending messages which can be
commercial for people by using a medium which is mail. Each mail sent to present
or potential customer can be determined using a medium of email adverting. This
is one of very commonly used promotional tools of digital media which helps in
establishing of direct and healthy relationships with the customer and marketer.
Every marketer needs to form appropriate mail which can help them in attracting
customers and capturing their attention so that they can attract large number of
people.
Content This is one of very popular digital marketing tools which helps in adverting and

Marketing promotion of a good or service. This focuses on to publish, create and distribution
of content on online platform for attracting target audience. There are many
different types of promotional tools which are used as promotion content for some
specific destinations like vacation planner, local magazine, hotel publications,
world wide travel publications, stories publications and so on.
The way in which these tools helps in promoting tourism in London
Tourism companies n London use deep customer research and various insights are used
for the purpose of engaging customers on a digital platform for advertisement of their destination
(Kladou and Mavragani, 2015). London is one of leading destinations offering leisure and they
are using tools of digital adverting as follows:
 They are having a official website commonly known as visitlondon.com which enables
various different communities across the world. In the year 2017, a application named as
London App was also launched by them which is used for supervising and guiding across
the whole city.
 They also optimise the commerce by using and generating various social media
platforms for various promotional efforts which can be engaged, accessible and they
cover large market.
TASK 4
P4) Role and Services of DMO
A goal advertising associations are such organizations that are dependable to advance a
network as an alluring voyaging goal which improves its open picture as a fitting spot to visit,
work or live. It assumes a significant job for long haul advancement of a particular goal by
detailing a successful and fitting the travel industry and voyaging methodology.
They help in directing, making and executing these battles and doing advancement so as
to move guests for visiting their goal. It likewise helps in upholding increment speculation for
improving the experience of voyagers. There are different jobs that are played by goal promoting
associations which are clarified in detail as pursues
Making a Tourism Marketing plan-The fundamental pretended by goal advertising association
is to make a powerful and appropriate the travel industry showcase plan for advancing a specific
goal and for drawing in enormous number of vacation. Without a viable arranging, the objectives

of an association can't be accomplished. It will help in mapping out advance to step system
towards progress and produce methodologies in agreement. For a goal like London, there are
different DMO that aides in building up a compelling arrangement to advance this goal.
Building a platform on Social Media Sites: Another pretended by DMO is to fabricate stage
via web-based networking media locales that aides in advancing a particular area by drawing in
enormous number of crowd. It requires a successful computerized special group that can utilize
online networking application to advance and create different items and administrations. This
won't just cover national group of spectators however it likewise helps in covering universal
crowd (Lee, 2015). This will build the quantity of guests in that specific goal.
Promotion and Advertising: The fundamental job and administration which is played by DMO
is to advance and promote a specific goal and area among different individuals. There is an
official site named visitlondon.com and a versatile application named visit London that aides in
making guests mindful about the way of life and legacy of London It utilizes different special
exercises to advance this goal among guests, for example, online advancement and by creating
different limited time battles. It has likewise utilized different internet based life applications, for
example, Twitter, Facebook, Instagram, etc. so as to advance this goal among voyagers.
Conducting Market Research-Another key pretended by DMO is to do statistical surveying
and investigation of a particular goal. Than it utilizes the data got from this statistical surveying
in defining publicizing plans and procedures for advancing a particular goal. This statistical
surveying helps this association in realizing what are the necessities, needs and inclinations of
clients. London is a rich spot to visit and it requires high measure of cost which isn't effectively
reasonable by global guest. For this reason, these DMO can shape some moderate and spending
well disposed outings to these individuals.
P5) Challenges Faced by DMO
DMO are the organizations that are capable so as to advance and publicize explicit goal
and areas among clients. It helps in improving the general population picture of a specific area
and goal. And yet, there are sure difficulties which are looked by DMO which incorporates
Adopting to Technical changes--The fundamental test which can be looked by DMO
associations is the test of adjusting to specialized changes winning in a situation. It got hard for
an association to adjust to these progressions which makes it hard for them to advance a
particular goal in showcase (Makkonen, 2016). For example Reve Tourism Marketing is

confronting it hard to receive arbitrary specialized change however endeavours are made to keep
a harmony between specialized change and income required for dispensing those change.
Competitors: Another test that is looked by this association in goal advancements is enormous
number of contender. Number of association are ceaselessly expanding in goal showcase in this
way, this division is getting incredibly focused in around the world. Reve Tourism Marketing is
confronting extreme challenge from visit and goes of UK. For confronting this significant level
of rivalry this undertaking is utilizing a few method and procedures to separate their
administrations from other. Notice and limited time techniques of Reve Tourism are centred
around keeping a harmony between vital target of all partners just as likewise centred around
manageable utilization of asset for making better social picture in brains of clients, which
improves it and unrivalled than different contenders.
Threat of Terrorism-Destination marketings is confronting greatest dangers from psychological
oppression as security and assurance of clients is the obligation of a goal publicizing direction.
Expanding in psychological militant assaults makes a dread in clients which will eventually
decrease number clients for an association. Reve Tourism attempt their best to choose a
protected goal for its clients and furthermore giving preparing to its staff to meet circumstance of
emergencies and risk (Pike, 2015).
Natural calamities: These are likewise making a risk for DMO as it additionally makes a hazard
on life of clients. Customers like to make the most of their days off in common habitat however
at such spot danger of floods, seismic tremor, avalanche, and so forth., is a lot higher and nobody
have control on such occasions. Reve Tourism is leading opportune research to think about odds
of characteristic disaster and convenient preventive moves are additionally made to protect
clients from such dangers.
CONCLUSION
From the above assignment, it has been concluded that destination marketing is very
important in order to make the promotion of a destination place like any other historical places
around the globe. There are many principles of marketing planning which are used in order to
meet the objectives of destination with the help of providing their customers with better support
and guidance in order to meet the expectation of customers as well. There are many different
types of destinations such as adventure, family and many more which helps in differentiating the
customer's experience. In addition to this, there are also some digital promotional tools which

helps in the promotional the destinations such as social media, emails, google activity, providing
support to the organisation in order to make an increment in their sales and revenues. DMO
could also make possible to create tourism and promotion a better place for people and
customers as well. Challenges are also faced by DMO as there are large number of competitors
and many more but with the developing suitable strategies it will be possible to make
improvements in that as well.

REFERENCES
Books and Journals
Almeida-Santana, A. and Moreno-Gil, S., 2017. New trends in information search and their
influence on destination loyalty: Digital destinations and relationship marketing. Journal
of destination marketing & management, 6(2), pp.150-161.
Avraham, E., 2016. Destination marketing and image repair during tourism crises: The case of
Egypt. Journal of Hospitality and Tourism Management, 28, pp.41-48.
Bokunewicz, J.F. and Shulman, J., 2017. Influencer identification in Twitter networks of
destination marketing organizations. Journal of Hospitality and Tourism
Technology, 8(2), pp.205-219.
Gibbs, C. and Gretzel, U., 2015. Drivers of responsive website design innovation by destination
marketing organizations. In Information and Communication Technologies in Tourism
2015(pp. 581-592). Springer, Cham.
Gretzel, U. and Fesenmaier, D.R., 2016. Customer relations 2.0–implications for destination
marketing.
Jiang, Y., Ramkissoon, H. and Mavondo, F., 2016. Destination marketing and visitor
experiences: The development of a conceptual framework. Journal of Hospitality
Marketing & Management, 25(6), pp.653-675.
Kladou, S. and Mavragani, E., 2015. Assessing destination image: An online marketing approach
and the case of TripAdvisor. Journal of Destination Marketing & Management, 4(3),
pp.187-193.
Lee, B.C., 2015. The impact of social capital on tourism technology adoption for destination
marketing. Current Issues in Tourism, 18(6), pp.561-578.
Makkonen, T., 2016. Cross-border shopping and tourism destination marketing: the case of
Southern Jutland, Denmark. Scandinavian journal of hospitality and tourism, 16(sup1),
pp.36-50.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Richards, G., 2015. Food experience as integrated destination marketing strategy. World Food
Tourism Summit in Estoril, Portugal, 10, p.2015.
Stalidis, G., Karapistolis, D. and Vafeiadis, A., 2015. Marketing decision support using Artificial
Intelligence and Knowledge Modeling: application to tourist destination
management. Procedia-Social and Behavioral Sciences, 175, pp.106-113.
Yang, X. and Wang, D., 2015. The exploration of social media marketing strategies of
destination marketing organizations in China. Journal of China Tourism
Research, 11(2), pp.166-185.