Destination Marketing

This document discusses the principles of marketing planning and how they support the marketing of a destination. It analyzes the key elements of destination marketing campaigns and evaluates their success. It reviews different digital marketing tools used for promoting and advertising a specific destination. It also examines the role and services of DMOs in marketing a destination and assesses the challenges faced by DMOs in marketing destinations.

Destination Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Evaluate how principles of marketing planning support the marketing of a destination
using specific destination examples............................................................................................1
TASK 2............................................................................................................................................3
P2 Analyse the key elements of a range of destination marketing campaign examples to
analyse how successfully campaign objectives were met...........................................................3
TASK 3............................................................................................................................................5
P3 Review the different digital marketing tools used for promoting and advertising a specific
destination...................................................................................................................................5
P4: Examine the role and services of DMOs in marketing a destination....................................6
TASK 4............................................................................................................................................7
P5 Assess the challenges faced by DMOs in marketing destinations using a range of examples
.....................................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Destination marketing is regarded as the managerial procedures, a demand which driven
investigation, advertisements as well as communication activity by focusing upon potential
external customers. Basically, it concentrate on attraction of visitors, tourists and others.
Moreover, this is utilised for community promotion as well as aids in increasing their reputation
among public as a dynamic areas to visit, work or to live (Adeyinka-Ojo, Khoo-Lattimore and
Nair, 2014). As per the scenario, the undertaken organisation in this report is Experience
Oxfordshire which is a leading destination marketing organisation and a non profit partnership
firm which are committed towards promotion, marketing and others of Oxfordshire as a great
destination to visit, live etc. This report covers principles of marketing planning, key components
of destination marketing campaigns, digital marketing tools as well as DMO role and services.
Moreover, the challenges faced by DMO are also discussed in this report.
TASK 1
P1 Evaluate how principles of marketing planning support the marketing of a destination using
specific destination examples.
Marketing planning is defined as the comprehensive blueprint that shows a firm's whole
marketing potential. This is typically outcomes into marketing strategy which can be utilised for
enhancing sales for business which produce it. Moreover, it is the roadmap of company to
choose a targeted market as well as then satisfying the customers. Also, it involves whole details
such as objectives, actions and many more for attaining the organisational objectives. For
example: The Experience Oxfordshire have been ranked as the 6 best destination within United
Kingdom for an Autumn staycation such as London's heritage cemeteries, Royal parks, Victoria
park and others.
There are several principles of marketing planning which plays vital role to support the
advertisement of destination that are discussed below:
 To understand consumers: This is considered as the primary principle on which they
performs upon is to understand their consumers as the main intent of firm is to satisfy
their clients. Gaining profitability is the main intent of company as well as the objectives
can be attained only when organisation provides products or services which meets the
desires of consumers (Dwyer and et. al., 2014). In respect of Experience Oxfordshire
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have positioned their image into the mind of consumers as world's growing destination
for staycations within UK . For example, the another UK destination like COCA COLA
London eye, London tower and other understand their consumers to huge extent as well
as this promotes this consequently. All these areas are generally promoted for grabbing
the attention tourists of another countries.
 To know about external environment: This principle of marketing planning focus
upon the effects of external atmosphere on operation as well as practices of business.
Tourists location like Oxfordshire, London and other have examined their external
surroundings with the help of PESTLE analysis as well as ensures that all that factors like
social, economical etc. does not have any kinds of pessimistic affects upon it. For
example: In South Asia, Maldives is most preferred destination among couples to spend
some good time. It have optimistic affects of external atmosphere on their operations.
 To know about the market: This is regarded as the other factors upon which this
marketing planning principles are depended is to know about the market concepts. In
order to develop effectual plan, this is vital for firm to examine the marketplace through
performing market research (Hays, Page and Buhalis, 2013). It aids to support the
promotion of particular destination. For example: the Experience Oxfordshire supports
their marketing destination through performing as well as getting knowledge about their
rivals. Destination like coca cola London eye situated in London, Bicester historic market
town which is situated in Oxfordshire and so on.
 Understanding the internal environment: In order to develop an efficacious marketing
plan, this is crucial for firm to known about the internal atmosphere. It can be performed
with the help of SWOT analysis as this aids them in identifying strengths, weaknesses,
opportunities as well as threats of particular places (Jiang, Ramkissoon and Mavondo,
2016). Various tourists does not like leisure travelling as this is costly so it may be the
weaknesses of company. For example: Experience Oxfordshire has experienced this
weakness as well as it plan to facilitate packages at lower price to traveller or clients so
that it can able to take tour at reasonable price. Such as Bangkok is also the preferable
destination for youngster for spending their vacations as well as this particular place is
utilising low price strategy for their clients and are affordable for them.
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TASK 2
P2 Analyse the key elements of a range of destination marketing campaign examples to analyse
how successfully campaign objectives were met
The destination marketing campaign are performed for promoting products or services by
utilising several kinds of media like print, radio and another online platforms. The key
components of this particular campaign involves targeted customers, destination content ,
additional characteristics as well as another activities related to promotion and distribution
(Kladou and Mavragani, 2015). The main intent of destination marketing campaign is to grab the
attention of huge visitors. So a ranges of promotional campaign for several places are discussed
below:
 Family destination: These are basically for family individuals who like to spend its
holidays with its family for forming efficacious bonding and enjoying. This involves
areas such as Disney world, Resorts and many more. The campaign for family places
consists few key points that concentrates upon requirements of whole family members
including old age people, children and others. For example: The Disney begins a
campaign named as “Healthy ever after” for motivating children as well as families to
eat healthy and continuous exercise. It involves hooking up with parents in films and
advertise for promoting their beautiful places with stronger messages for child to stay
healthier (10 examples of great Disney marketing campaigns, 2019).
 Pilgrimage destination: These kinds of destination are regarded as a trip or journey for
moral importance. The main intent of pilgrimage is to obtain a insider peace as well as
spiritual rousing that facilitates a moral experiences and exploration to know about
natures, self and another immortal life aspects (Li, Robinson and Oriade, 2017). For this
kind of destination the marketing campaign is developed by interactional websites that
facilitates content regarding temples, spirituals power and many other which motivated
devotee to visit for its own spirituals advantages. For example: IRCTC have introduced a
Buddhist circuit tourist train that facilitates a eight day journey as well as an improving
experience to consumers. Moreover, it is considered as portion of market campaign as
this train have resolved the travelling issues as well as facilitates a comfortable trip which
covers whole essential areas associated with Buddha's life within Nepal and India as well.
Therefore, this grab the attention of huge number of visitors who likes to experiences
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more peaceful, positive and calm nature. So, this destination marketing campaign will
attained their objectives effectively (Pilgrimage Destinations for Buddhist Tourist, 2019).
The similarities among all the above mentioned marketing campaign are concentrated
towards grabbing the attention various consumers as well as shows the basic characteristics of
destination (Line and Runyan, 2014). Utilisation of technology as well as innovation is also
considered as the common campaigns such as customer technology usages is developed for
measuring hearts beats and also various technology are applied into Buddhist circuit tourist train
for facilitating comfortable journey.
Comparison of key components of marketing campaign
Basis Pilgrimage destination Family destination
Targeted customers Target customers for that particular
marketing campaign are basically for
old aged individuals who are
researching for peace as well as likes
to relax.
The family destination
marketing campaign is
concentrate upon the
families therefore, this
involves the
requirements of whole
aged group.
Content This destination marketing campaign
basically involves understanding
regarding saints birth as well as death
areas and data about beautiful
monuments, temples and others.
The family destination
content involves cartoon
character to grab
attention of kinds as well
as facilitates few morale
information to attract
their parents.
Digital marketing tools plays vital role to promote a destination campaign. Such as online
websites as well as social media are mostly utilised for Pilgrimage destination as it facilitates a
board channel for spiritual information promotion (Morrison, 2013). Moreover, these digital
media m,ay be utilised for advertising a eye catching monuments, temples and others.
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TASK 3
P3 Review the different digital marketing tools used for promoting and advertising a specific
destination
Digital marketing tools are regarded as the promotion as well as advertisement techniques
of particular goods or services through utilising internet technologies. Several firms utilises as
well as covers huge consumers (Pawaskar and Goel, 2014). Within destination advertisement,
this mode plays vital role as this allows the visitors across the world to get knowledge regarding
specific areas. In order to advertise as well as promote London the techniques that are utilised are
discussed below:
 Social media marketing: This is regarded as the most utilising advertisement as well as
promotion tools. For advertisement of destination, this tools are used as it connect
directly with consumers in order to develop brand that outcomes in maximising sales. For
this, Buffer may be regarded as social media techniques that aids them to attain the
success to a huge extend. Moreover, also respective destination have developed a page
upon various application like Facebook, Twitter and others for promoting their
destination across the world.
 Google Analytics: This is regarded as a web analytics which is provided through Google
that assists to track as well as report website trafficking (Pike and Page, 2014). Moreover,
it is a vital tool for promotion in digital manner, SEO analyst and webmaster. So, in order
to know about the efficaciousness of digital promotional campaign, to review SEO
performance as well as identifying customers interaction level with firm's new websites
this particular tool is utilised. Also, Google analytics tool is utilised to advertise and
promote London as luxurious destination of tourism.
 Content marketing: This is regarded as the most famous digital promotional tool which
aids them to advertise as well as promote a specific products or services. This concentrate
on developing, publishing and distributing content for online targeted customers. There
are several promoting tools of content to promote and advertise a particular destination
guides, global travel publications, local magazines and many more.
 E-MAIL Marketing: This is regarded as an act of sending messages which is
commercially specially for individuals through using e-mail. In this respect, every e-mail
which is sent to potential as well as recent clients may be ascertained as an email
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advertising. This is mostly utilised tools for digital promotion as this develops a direct as
well as healthy relation among clients and marketer. The marketer required to create an
proper e-mail which grab the attention of clients to larger extend.
Way in which these techniques aids in promoting tourism within LONDON
Within London, the tourism organisation utilises deep investigation upon customers as
well as digital involvement for their destination advertisement (Pike, 2015). As London is
regarded as the one of the famous destination as well as this utilises above mentioned digital
advertising tools for promoting it are discussed below:
 This optimise their commerce through producing as well as utilising social media
platforms to create promotional efforts that is involves, accessible as well as covers huge
number of customers.
 Also, this have an official website which is known as visitlondon.com which allows them
to develop several communities across the world. Within year 2017, a mobile app like
Visit London App is introduced to guide and supervise across city.
P4: Examine the role and services of DMOs in marketing a destination
DMO are regarded as such firms which are accountable for promoting a community with
an eye catching travelling destination that increase their image into public as effective area to do
business, live or visit (Séraphin and et. al., 2016). This plays a crucial role for longer duration
development of particular places through developing and efficacious as well as proper strategy of
tourism and travelling. Moreover, it aids in monitoring, developing as well as executing these
campaigns and performing promotion for motivating audiences to visit its destination. This also
assists to exponentiating enhances investment to increase travellers experiences. There are
several roles which are played through organisation of destination marketing that are discussed
below:
 Developing a tourism marketing plan: The main role plays through destination
marketing organisation is to develop an efficacious as well as appropriate tourism
marketing plan to promote a specific destination as well as to grab the attention of huge
tourists. Without an effectual planning, the organisational objectives can not be attained.
This will aids to map out all procedures step by step towards success as well as make
strategies accordingly. For destination such as London, there are several DMO which aids
to formulate effectual plan for promoting this location.
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 Creating a platform upon social media sites: The DMO plays this role for building
platform upon social media sites which assists to promote a particular areas through
grabbing the attention of huge tourists (Tussyadiah and Zach, 2013). This needs an
effectual team of digital promotion which may be utilise social media apps for promoting
as well as developing several goods or services. It will not only target regional
individuals but this also aids to cover global people. It will enhance the tourists numbers
in that location.
 Advertisement and promotion: The main services as well as role that is played through
DMO is promoting and advertising a specific destination within several audiences. There
is an official websites which is visitlondon.com as well as a mobile app which assists
their tourists to provide knowledge regarding London culture and heritage. They utilises
several promotional practices for promoting this areas like online promotion, promotional
campaign and others. They have also utilised several social media app like Facebook,
Twitter and many more for promoting respective location within tourists.
 Indulge into marketing investigation: This is regarded as the role that is played through
DMO as with the help of this they get the effective information which is received form
this research in order to formulate advertising strategies as well as plans to promote
particular destination. It will assists company to understand what are the requirements
and preferences of audiences. As London is considered as the Luxurious destination to
visit as well as this needs huge amount of expenditure that is not affordable through
global visitors. For this intent, these DMO mat develop few trips and packages that is
budget friendly and affordable to those individuals.
TASK 4
P5 Assess the challenges faced by DMOs in marketing destinations using a range of examples
Destination marketing organisation are the firms which are accountable for promoting
and advertising certain areas within audiences. This assists to enhance respective destination
image among audiences. But at the similar period, there are specific challenges that are faced
through DMO that involves:
 Adapting to technical modification: This is regarded as the main challenge that may be
faced through DMO. Moreover, this is enhancing into atmosphere. This became tough for
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firm to adopt these modification that creates this hard for them for promoting particular
location within marketplace. For example: Experience Oxfordshire is facing this and find
it tough to adapt random technical change but potential are created for keeping balanced
among technical modification as well as revenue in order to meet that changes.
 Competitors: This is considered as other challenges which is faced through DMO into
promotion of destination. Several companies are regularly enhancing within destination
marketing so, this particular industry is becoming more competitive globally. Experience
Oxfordshire is having very tough rivals from UK travel and tourism. In order to face huge
competition level its business is utilising various techniques as well as strategies for
differentiating its services from another one (Yang, Pan and Song, 2014). The respective
organisation advertisement and promotional are concentrated to keep the balance among
strategic objectives of whole shareholders and upon sustainable resource utilisation in
order to develop effective social reputation into audience minds that develops this
efficacious then another rivals.
 Terrorism threats: The huge Threats that destination marketing organisation are facing
is terrorism as consumers protection as well as safety is the accountability of destination
advertising orientation. Enhancing terrorist attacks develops a fear into audiences that
will ultimately minimises the number of consumers. Experience Oxfordshire tries its best
to choose a protective location for their clients as well as also facilitating training to their
employees for meeting circumstances of danger and crises too.
 Natural calamity risk: Natural disasters are also developing as a challenges for DMO as
this develops a risk upon audiences life. Customers prefers to enjoy its holidays within
natural atmosphere but at such areas there is risk of floods, landslide and many more that
is so much high as well as no one has control upon such events. Experience Oxfordshire
is performing the investigation time to time for understanding as well as knowing about
the possibilities of natural calamity and also takes preventives actions for safeguarding
consumers from such threats.
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CONCLUSION
As per the above report, it has been concluded that destination marketing plays a vital
role into destination promotion such as any city or few historical and other places. There are
various marketing planning principles that is utilised for meeting destination advertisement
objectives by facilitating effective knowledge about market and clients. Several kinds of
marketing campaign are utilised for various destination type such family, adventure and so on
having few same goals but different components. There is several tools of digital promotion such
as e-mail, social media and many more that are utilised for efficacious destination promotion for
grabbing the attention of large number of visitors. Moreover, DMO also faced various challenges
such as more rivals, terrorism threats and so on.
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REFERENCES
Books and Journals
Adeyinka-Ojo, S. F., Khoo-Lattimore, C. and Nair, V., 2014. A framework for rural tourism
destination management and marketing organisations. Procedia-Social and Behavioral
Sciences. 144. pp.151-163.
Dwyer, L. and et. al., 2014. Destination marketing of Australia: Return on investment. Journal of
Travel Research. 53(3). pp.281-295.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism. 16(3). pp.211-239.
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.
Li, S. C., Robinson, P. and Oriade, A., 2017. Destination marketing: The use of technology since
the millennium. Journal of destination marketing & management, 6(2), pp.95-102.
Line, N. D. and Runyan, R. C., 2014. Destination marketing and the service-dominant logic: A
resource-based operationalization of strategic marketing assets. Tourism
Management. 43. pp.91-102.
Morrison, A., 2013. Destination management and destination marketing: The platform for
excellence in tourism destinations. Tourism Tribune. 28(1). pp.6-9.
Pawaskar, P. and Goel, M., 2014. A conceptual model: Multisensory marketing and destination
branding. Procedia Economics and Finance. 11. pp.255-267.
Pike, S. and Page, S. J., 2014. Destination Marketing Organizations and destination marketing: A
narrative analysis of the literature. Tourism management. 41. pp.202-227.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Séraphin, H. and et. al., 2016. A marketing research tool for destination marketing organizations'
logo design. Journal of Business Research. 69(11). pp.5022-5027.
Tussyadiah, I. and Zach, F., 2013. Social media strategy and capacity for consumer co-creation
among destination marketing organizations. In Information and communication
technologies in tourism 2013 (pp. 242-253). Springer, Berlin, Heidelberg.
Yang, Y., Pan, B. and Song, H., 2014. Predicting hotel demand using destination marketing
organization’s web traffic data. Journal of Travel Research. 53(4). pp.433-447.
Online
Pilgrimage Destinations for Buddhist Tourist. 2019. [Online]. Available Through:
<https://www.irctcbuddhisttrain.com/pilgrimage-tour-destinations>
Seven of the best travel and tourism marketing campaigns from 2018. 2019 [Online]. Available
Through: <https://econsultancy.com/seven-of-the-best-travel-and-tourism-marketing-
campaigns-from-2018/>
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