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

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