Destination Management in San Diego: SWOT Analysis, Competitors, Target Market, Brand Identity, and Promotion

This presentation provides an overview of destination management in San Diego, including a SWOT analysis, competitors, target market, brand identity, and promotion strategies. It also covers key attractions, supporting resources, and the scope of destination development.

Destination Management
San Diego

Location and Attributes
• Country: The United States Of
America
• State: California
• Elevation: 31 m over sea level
• Time Zone: PDT
• Longitude: -17.157260
• Latitude: 32.715330
• Airports: Naval Air Station North
Island, Montgomery Field
Airport, Miramar Marine Corps Air
Station, San Diego International
Airport, Brown Field Municipal
Airport, Gillespie Field

Key Attractions
(Key tourist destinations)
 Balboa Park
 San Diego Zoo
 Gaslamp Quarter
 Seaport Village
 Old Town State Historic Park
 Old Town State Historic Park
 Point Loma and Cabrillo
National Monument
 San Diego Museum of Art

SWOT analysis
Strength
San Diego is the popular as the finest city of
America
The city is very famous for its miles of white-
sand beaches and wonderful weather
Weakness
The rent of accommodation property
is comparatively higher in San Diego
public transportation is not very
available
Opportunities
Enhancing the economy and infrastructure of the
city
The government can focus on its infrastructure
and transportation to attract more tourists to
San Diego.
Threats
There are various external factors like
environmental, physical and economic
factors which may have adverse impact
on this destination.

Rate of Visitors in San Diego

Competitors
(Los Angeles)
• Los Angeles is the second most
populous city in the United States
• It is financial, commercial and
cultural centre of Southern
California.
• Mediterranean climate
• Seaports, Airports and Transit
System
• 48.3 million Tourist arrival in
2017

Competitors
Las Vegas
• Las Vegas is resort city that is
renowned for its nightlife, 24*7
casinos and other
entertainment options.
• 28th most populous city in USA
• Subtropical hot desert climate
• 39.01 million Tourist arrival in
2017

Competitors
San Francisco
• San Francisco is the California
Pacific coast port city that is
recognized as 4th largest population
city in California.
• It is the largest financial centre in
Western US.
• Home to several cultures.
• Subtropical Mediterranean climate.
• 25.2 million Tourist arrival in 2016

Target Market
• Geographic:
• International visitors
• Demographic:
• Nature Lovers
• People having good income status
• Both male and female visitors
• Psychographic:
• People from different cultural
backgrounds and attitudes
• Different values beliefs and ethics

Brand image and identity

Promotion
Traditional media promotion:
• News letter
• Brochure
• Hoardings
• Campaign
Digital media promotion:
• Website promotion
• Social media
• E-advertisement

Supporting Resources
• Natural Resources
• The Invasive Plants program is responsible for extension research and outreach in
four southern California Counties
• The Coastal Resources Program provides science-based information through applied
research and informal education programs to people who make and influence
decisions on the sustainability of coastal communities, ecosystems and resources
• Community Resources
 The San Diego Police Department has useful tips for parents about recognizing
delinquent behavior and appropriately responding to particular issues affecting
children
• Business Resources
• Business cooperation program
• Business finance loan program

Core Attractions
• Balboa Park encompasses
a 1,400-acre site
• SeaWorld San Diego is one
of the city's main
attractions
• San Diego Zoo is one of the
largest and most famous
zoos in the United States
• San Diego is the Gaslamp
Quarter National Historic
District

Destination Management
Location Marketing Service quality Information Finance Visitors
management
Crisis
management
San Diego Online Website
Social media
Radio
Television
News paper
Superior quality
of services in
affordable price
range
Online and
telephonic
information
Around $90,000
is estimated for
promotional
budget
Businesses
Hotels Airport
Guided tours
Fire brigade
Emergency
equipment
Traffic police

Scope of Destination Development
• Increasing budget for
promotional campaign
• Enhancing target market
• Increasing transport facility
in destination
• Increasing the rate of events

Reference List
• Agarwal, R., Grassl, W. and Pahl, J, 2012, SWOT: introducing a new strategic planning tool. Journal of Business
Strategy, 33, pp. 12.
• Alonso, A. D., and Ogle, A., 2010, Tourism and hospitality small and medium enterprises and environmental
sustainability. Management Research Review, 33 pp. 818-826.
• Ardahaey, F.T., 2011, Economic Impacts of Tourism Industry. International Journal of Business andManagement, 6,
pp. 206-215.
• George, E.W., Mair, H. and Reid, D.G., 2009, Rural Tourism Development: Localism and Cultural Change. UK:
Channel View Publications.
• Landvoigt, T., Piazzesi, M., and Schneider, M., 2015, The housing market (s) of SanDiego. American Economic
Review, 105, pp. 1371-1407.
• Luttrell, R., 2016, Social Media: How to Engage, Share, and Connect, US: Rowman & Littlefield.
• 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.
• San Diego Education, 2018, San Diego Continuing Education [Online]. Available from: http://www.sdce.edu/.
(Accessed 7 April 2018).
• San Francisco Travel, 2017, San Francisco Travel Presents Tourism Forecast for 2017, [Online]. Available from:
http://www.sftravel.com/article/san-francisco-travel-presents-tourism-forecast-2017. (Accessed 7 April 2018).
• Sandiego.org., 2018, Top Things to Do. [Online]. Available at: https://www.sandiego.org/explore/things-to-do.aspx.
(Accessed 7 April 2018).
• Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video, mobile applications,
blogs, news releases, and viral marketing to reach buyers directly. US: John Wiley & Sons.