Destination Management and Marketing

This assignment provides a comprehensive overview of destination management and marketing strategies, models, and practices in the tourism industry. It discusses various theoretical frameworks, conceptual analyses, and empirical studies on destination management organizations, governance, and corporate governance. The assignment also covers destination branding, social media strategies, and relationship marketing as key factors in achieving competitive advantage. It emphasizes the importance of effective destination management and marketing for sustainable tourism development, using Greece as a case study.

Destination management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Introduction to chosen destination ........................................................................................1
Choose three as of the 10 as model of successful Tourism destination.................................2
Key stakeholders involved in tourism development in destination and their responsibilities3
Marketing mix of Athens .......................................................................................................5
USP of destination..................................................................................................................6
Set of recommendations to raise the profile of Ethens as a tourist destination......................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Tourist destination have been identified as place in which tourists arrives for attaining the
knowledge and spending the quality time with their friends, family through exhibition of families
and cultural values (Munar, 2012). The primary objective of the strategic planning in tourism is
to bring the stakeholders together and provide them with the tools for working collaboratively for
transformation set of attractions, activities and services in to a cohesive and compelling travel
experience. In present report, Athens city is selected as an emerging tourist destination in Greece
to raise its profile as tourist destination. Athens destination is recognised as historical capital of
Europe, with a long history and it is a pert of Greece. This tourism destination consists of seven
historic hills and surrounded by remarkable mountains. There are several attractive places in
Athens which influence people to visit specific region. In Athens the tourist mainly come from
Greece especially for the purpose of trade. In Athens destination most famous building was the
temple called the Parthenon. It stood on a rocky hill called the Acropolis. Further, three
important tourist destinations are from 10 as a model of successful tourism destinations. In
addition to this, key stakeholders which are involved in development of tourism in destination
are also discussed along with their responsibilities. Moreover, marketing mix of Ethens is also
evaluated along with its unique selling price of destinations. At last, set of important
recommendations are provided to raise the profile of Ethens as emerging tourist destination.
Introduction to chosen destination
Destination management involves analysis of characteristics, attractions and amenities
and accessibility, amenities and accessibility. There are various tourist destinations around the
world which are famous among the people in attracting visitors towards the destinations. Athens
Ethens is the most famous and emerging city which has achieved a major growth in its tourism
sector. The national and local governments are working to improve the conditions and facilities
in order to encourage tourism (Pechlaner, Volgger and Herntrei, 2012). Statistics and recnet
primary research has provided understanding that Athens constitutes an ever popular
destination , Hotel accommodation , information services for the visitors and the breath of the
sight seeing and attractions along with the local outstanding sense and hospitality ranks highly on
the visitors' satisfaction testimonials , demonstrating the Athens an attractive and safe
destination. As pers analysis, it is found that city of Athens has 230 hotels with more than half
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of the total rooms capacity of the entire region of Greece (Wang and Pizam, 2011). Moreover,
the 82 conference of the international organisation and the associations were held in the Athens
in the year 2012. Which constitute of more than 50 % of the conference held in the country
(Key facts & figures, 2017). It has achieved major growth in the competitive market as the
country has develop its tourist destinations to attract people from different across the world.
There are are mainly 12 tourist destinations in Athens which are considered as centre of
attraction for people such s scared rock of the acropolis, Acropolis meusuem . Plaka, syntagma
sqaure and the national Areological museum etc. It is also there are various amenities and
transportation facilities are also available for the tourist that arrive in countries . These tourist
destinations are identified as major source of Earning for the people and communities in Athens.
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Illustration 1: Tourist arrivals in Greece
(Source: Greece Tourist Arrivals, 2018)

Choose three as of the 10 as model of successful Tourism destination.
The major 10 A's of a successful tourism destination are important elements which is
helping that tourist area in major form. They are attraction, access, accommodation, amenities
and awareness so all of them are been applied into one major tourist destination of Europe which
are Athens.
Attraction- As the city is majorly famous for its heritage and culture and it is also regarded to as
the oldest city of world. Athens is having many destinations and attraction points in the year
2004 city also hosted the Olympic games and then in year 2015 it was voted as 3 most visited
city of Europe (Mariani, Di Felic and Mura, 2016). It is having many museums, parks, zoological
parks, it is popular for its mountain biking mainly it is famous for its monuments and historic
presence in world. The Iron age burials of city in the Kerameikos is another location which is
rich in its history other than this Temple of Hephaestus is one of the major ancient Greek temples
of all. Major architecture of city is inspired by Greco- Roman and Neoclassical to the modern
times as well. Athens Tower which is regarded to as tallest building in Greece is also situated
here (Shirazi and Som, 2011).
Attraction is the considered as place of interest where from overseas nations usually
arrive, typically for its inherent natural or cultural value, historical significance , natural and built
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beauty and offering leisure and amusement (Meriläinen and Lemmetyinen, 2011). In Athens,
international visitors are major sources of revenue and they usually get influenced through
prominent place and destination in city such as Museums, Sea side destination , amusements
parks, old monuments and religious place etc.
Access- City is having quite good access to its transportation being the capital of Greece which is
also having some multinational companies like that of Motorola, Coca-cola and Ericsson. It is
having variety of service including air, water and inland like that of Mass Transit system
comprising trolleybus fleet, bus fleet which is serving the whole city of Athens. City is also
having metro which is commuter rail having the network of tram connecting southern suburbs of
the city centre (Pearce and Schänzel, 2013). Thermal Bus Company which is regarded to as
major operator of buses having 300 bus line and staffing about 5000+ employees. Other than
these suburban rail which is called to as Proastiakos is connecting link between the Eleftherios
Venizelos International Airport with the Kiato situated in the west of Athens. City is also having
service of Tram with fleet size of 35 which is divided into 2 branches running on coastline of
Athens and other one in southern suburban area. There are mainly b2 motorways which are
running into whole of the city centre and also the railways or ferry connections as Athens is
regarded to as hub of national railway system of country.
Amenities- All the tourist who are coming into the city for visiting with their families and
friends could be able to take any form of the above mentioned access like that of railways, tram
to go from one point to the other. There are many visitors who are from all around the world so
they are taking the facility of airport which is connecting major cities around the world like that
of Istanbul (Goje, MureÅŸan, Prada and Dincu, 2013). The International airport of city is
located into town of Spata which is on eastern part and it was awarded to as best international
airport in Europe. Other than these transportations city is also having many five and two star
hotels or motels to feel tourist comfortable and enjoy their visit to city (Pechlaner, Volgger and
Herntrei, 2012). They are also been given the access ot all facilities which government and local
people of Athens are providing to the tourist. Government is planning to increase the number of
stations within city so that this is helping them in their transportation service of other visitors
from country and rest of the world as well (Höpken and et.al., 2011). The metro of city which is
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the major part of city serving whole part and connecting people from north to south and this is
having about 4 major part like that of Green, red, blue line and Electric railway (ISAP).
Available package : As there should be preplanning for the tour and there should be pre
arrangements also, as they are proving pre booking facility then it is the duty of the coordinator
that they provide all the facility to them (Munar, 2012).
Activity : There should be different activities which help the passengers to gain some extra
knowledge as it is quite essential to entertai them (Pechlaner, Volgger and Herntrei, 2012).
Ancillary services : when the tour is plan and there should be development strategies too for the
passengers and in the destination plan there should be coordinating activities which help them to
make happy and enjoyable (Morgan, 2012).
Appearances : As the tour is planning then there should be proper appearance of the passenger a
it only helps them to make enjoyable (Meriläinen and Lemmetyinen, 2011).
Accountability : As there should be proper arrangement of the fund when a tour is planning in
the Athens because availability of funds play the important role. In context of Athens destination,
an enterprise is required to identify the appropriate source of raising funds (Shirazi and Som,
2011).
Accommodation: Proper accommodation facilities are also required to be developed for
international visitors so that they will attract towards destination. Accommodation service
providers should also remain in contact with travel operators so that they will information
visitors (Morgan, Pritchard and Pride, 2011). In context of Athens destination, the travel
companies has formed partnership with other organisation operating in different sector with the
purpose of providing additional facilities to customers.
In addition, there are three important A'S which are important and to be applied with an
aim to raise the profile of Athens as tourist destination. Attraction in Athens are very much
important for influencing and increasing number of international visitors in Greece. Further,
Accommodation is also considered as important part of model which tends to attract and raise
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number of visitors in Athens. New hotels and accommodation service development is essential to
raise tourism in country.
Available packages in different seasons for tourist is also an important part of model
which implies that organisation needs to develop new and beneficial tourist packages for
international visitors from different countries.
Key stakeholders involved in tourism development in destination and their responsibilities
There are various stakeholders involved in the tourism development which plays an
important role in development of effective profile of country as tourist destinations. In present
context, there are various stakeholders involved in the development of tourist destinations which
are as follows:
Tour operators: These are major stakeholders which plays an important role in attracting
rtourist from countries and providing growth to the country. Through development of new and
attractive holidays packages tour operations tends to raise the popularity of tourist destination in
Athens, Greece (Komppula, 2014). They are also responsible to provide various employment
opportunities to the people in tourism sector. For Example; Thomas cooks and TUI Group are
two main tour operators which provide service to visitors and holiday packages.
Accommodation: It involves Hotels, villa and resorts which are also involved in increasing
popularity of country and attracting travellers from different. They are responsible to provide
high quality and attractive accommodation services to the tourist so that they will achieve their
objectives. They used to attract people from their attractive offers and quality of services. For
example: Kimon Athens Hotel and plaka hotel are the two main accommodation service
providers In Athens and have their contribution towards increasing international visitors in
Athens.
Institution: According to UNWTO, these are analysed as intuition which are engaged in
financing tourism sector. These are also analysed tourism planners that needs to be adopted by
managers in attracting more and more organisation in tourism sector. They tends to provide
financial service for tourist that arrives at tourist destination in order to compete with the
effective tourist destinations. For example: Financial institution provide investment and capital
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to organisation regulating in tourism sector for introduction and expansion of new business
operations.
Government: Along with this, Government is also considered as important stakeholder which is
usually provides its support towards development of tourism (Volgger and Pechlaner, 2014).
They tends to create more and more performance of organisation under tourism sector and
increase the business operations of Tour operators in countries. In present scenario, government
of Athens is also concentrated towards development and growth tourism sector in industry. They
have also laid down some relaxation for tourism service providers in tax rates in order to increase
their profitability. It has also provided its major focus towards development of new and attractive
tourist destination in city of Athens to promote its culture and ethnicity.
Local populations: Communities and local people of Athen also have an important role in
development and promotion of tourism across the world. These communities have developed
various new methods and service to attract travellers from different countries. In Athen, local
communities have also provided support in development of new attraction for tourist and they
also provide amenities to attract tourist at prominent destination. They also promotes tourist
destination of Athens on social media and e commerce websites to attract people from different
countries.
Transportation service: Major stakeholder that plays important role in development of tourism
in countries by developing and providing transportation services for tourist (Kozak. and Baloglu,
2010). In this context, Athens Bus transport is major transportation service provider which has
developed new and transportation facilities for tourists such as Private bus, online booking etc.
Cabs service and flight service providers are also an important part of tourism sector.
Judicial and natural persons: These are analysed Judicial and government authorized individual
that have control over tourism practice in country. They are responsible for formulation and
monitoring policies and laws for tourism sector that needs to be followed by organisation in
travel and tourism. They are also responsible for security of tourists arrive at Athens from
overseas nations. Authorities also provide information about the growth to government about
growth and contribution of tourism sector in GDP.
As per the
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Marketing mix of Athens
Marketing mix is one of the most important part to improve new location based strategies
is help to increase overall development of destination. There are four most important part to
increase number of customer. On the other hand, factors are help to change something as per the
need of the customer. Some new factors are used in marketing mix are as follows :-
 Product :- The tour and travelling sector work sold to the custom-made, tourist education
is the merchandise, which is intangible, and non-storable. The select of the tourist
education as a product is straight proportional to the choice of the work a tourism
business provides. The merchandise must be planned to high spot its features and to live
up to the tourer needs (Morrison, 2013). If the production is branded, the bespoken find it
more than tested. This is to be focus on the attraction, combination and transportation
facility is to be provided as per the need of customer in market place. On the other hand,
ware combination of attractive force, facilities and conveyance. Each of this ingredient
has its own substance in the manufacture mix and in the absence of even single section,
the trade good mix is accomplished. For example: Products at Athens involves various
tourist destination, amenities, attractions and other services which are provided by
stakeholders in Athens city. Standard features and benefits include the normal amenities
of a hotel room, for example. Good marketing adds special features, such as free
breakfasts or free Internet facilities are provided by the Travel companies to tourist at
Athens.
Product portfolio of Athens as tourist destination.
Activities Products and Destinations
Sights seeing Temple of Olympian Zeus
Visit to historic centre Plaka neighbourhood
Cultural park and Seaside destination Daphni Monastery
Leading museums neighborhoods of Makriyianni
 Price :- Price is one of the most important factor to help and improve internal as well as
external working environment. Price is also depended of the graphical location of the
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destination. This is give direct impact on tour and travelling sector demand of customer
in market place. Some change will be made to improve productivity and profit will be
manage over the period (Pike and Page, 2014). The archetypal level is reacted with the
merchandising plan of action, which concerns with the commodity aligning, worth for the
monetary system, day-long run tax return on commit etc. The 2nd level corresponds to
the merchandising trading operations or tactics where the terms are pull strings to match
the actual demand and request. Some changes are to be made request will be depend on
number of client in market place and increase the level of demand. There are some
operating cost, fixed cost and profit margin is give profit will be changed, if number of
customer is increase in new destination. In order to attract international visitors, in
Athens, competitive prices are charged from the tourists for service, attractions and
tourist destinations as well as transportation so that it will economical for them to arrive
in country and enjoy their holidays. Low tax rates on tickets of hotel and other aminities
are also provided to visitors. In context of Athen travel organisation can either add
features to the product and keep the price the same or give a discount for the same
features.
In comparison with London, cost of living and prices of tourism and transportation
services are 52% cheaper. The city is cheap compared to places like Rome or Paris, but not as
cheap as much might expect it to be. High availability of tourist attraction and accommodation
facilities have made it possible for organisation (Cost of Living Comparison Between Athens and
London, 2017).
 Place :- The commercial enterprise seller may not have adequate to choice of the
holidaymaker centrer, because in fewest of the case the tourer fate many be natural,
historical attractive force. But, substructure installation, transportation system, connection
are of the essence for the physical process of the holidaymaker centrer. The location is
most important and matter at the time to increase the number of customer and improve
the marketings strategies inside organisation. There are some different level of
distribution is change the level of tourist products and tour operator as per the need of
overall on the job state of affairs. The possible of a tourist goal lies in its attraction or
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aesthetic value, handiness, and the facilities it supply to the holidaymaker. This is help to
change the overall conditions of destination of tourism sector. For example: Various
tourist destinations are highly and effectively developed by government in order to attract
tourist from overseas nations. Tour operators like Thomas cooks and TUI group have also
made available their agencies at different tourist destination in order to provide service
to users. With the suitability of online payments, the operator may find that the best
strategy is to direct potential customers to an attractive website where they can complete
the purchase.
 Promotion :- This is last but most important part is promotion of each and every
destination or can say new destination is help to increase level of customer. On the other
side, more and more number of client is indefinite quantity overall development. To be
give more and more advertisement is give the promotion activity. The promotion of local
affair and historical places is help to increase number of customer in market share.
Inadvertent gives of import information to the existent and potential holidaymaker. Its
insurance coverage is wide. Advertisement is purpose at the in the open eye to make
awareness of the travailing offers available on a resort and its attractive force to influence
their concern decisions. Intangibility can be remunerated with the help of ocular exposure
of area and psychological feature. Various promotional channels are used by tourism
authorities and tour operators to promote tourism in country. For example: Governmebt
websites, digital media, social media and E commerce and other important
advertisements. The fundamental characteristics of the promotional material are the
technique of communicating the information, the content of the promotion and the cost to
the operator. The price the members of the target market are willing to pay has to cover
the cost of the promotion.
USP of destination
A Unique selling point or USP refers to unique benefit offered by an organisation, product,
service or brand which helps it to gain competitive advantages in the market. The Unique selling
point is an important feature which highlights benefits of the products or service. In order to
attract more customers and increase the sales it is important for each and every product or service
to develop a unique selling point or USP (Pike, 2012). The USP idea has turned out to be one of
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the eight expansive ways to deal with imaginative executions in advertising The USP approach is
prescribed where the item class is portrayed by abnormal amounts of mechanical innovation. A
reasonable USP causes customers to comprehend contrasts between mark contributions in a
category, and may likewise help shoppers to shape an uplifting behaviour towards the brand and
may at last add to enhanced levels of brand recall.
USP of Athens is that it 2,600 organizations in over 50 countries use Open Athens for
identity and access management. Since 1995 we have been removing barriers to knowledge and
connecting people to information. The City of Athens Convention and Visitors Office, along
with key tourism providers and partners have integrated Tourism policies and practices into the
City’s main development Strategy to support and boost the visitor’s economy.
To decide a suitable USP for any given brand, advertisers must attempt broad research of
the class and additionally purchasers. It is imperative to have the capacity to find a space in the
market, guarantee that the element is something that is one of a kind, and furthermore something
that is esteemed by potential customers. Vendors additionally need to have a go pitch it to
themselves; this is so they know they are energetic about that business and certain it can succeed.
The vendor needs a key point to utilize when attempting to offer their item or administration, and
concocting it before offering will profit. Having a state of contrast to emerge is a noteworthy
advantage in the business sectors; customers will be attracted to the business as it offers
something nobody else has.
USP for Athens, Greece.
In order to increase tourism in Athens, the government can make various changes in their
destination management. Athens should develop the overall infrastructure and offer the best
products or experiences according to the need and wants of the travellers. The city can build new
lodging or hotels for tourists with a low price stay (Piller, 2011). It can attract more people all
around the world to visit Athens, along with the hospitality services it should also focus on its
logistics. The travellers are highly influenced by logistics facilities or services, offering cheap
and high quality services to the travellers can help the city to gain competitive advantages in the
tourism industry. The city should also offer different kinds of food services to the tourists such as
Italian, Spanish, Indian etc. Athens can develop an event calendar including 3-4 flagship,
repeating events annually. It can also develop thematic walks promoting and integrating distinct
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offerings. It is required by the legal authority in the nation to make investment on improving the
destinations as well as tourist places. Government can form partnership with private companies.
As this will assist legal authority in gaining the funds for improving the historical places.
Unique selling proposition is the factors that differentiates a product from its competitors
such as lowest cost, the highest quality etc. In comparison with London, The USP of Athens is
considered low prices of accommodation facilities, transportation service and other charges.
Set of recommendations to raise the profile of Ethens as a tourist destination.
The government of Athens seek after a double methodology to use and shape an offer in
view of empowering furthermore, niche items. This strategy can support and assist the
destination management of Athens to create a monopolistic business in the tourism sector. It can
help to enhance tourism for the city which will lead to development of overall condition and
economy of the city.
In locales with a solid "Center" item offer use empowering/speciality items as esteem additional
items (through organized topics or extra administrations advertised)
In districts with less created tourism items/incentives, use empowering/speciality items to make
USPs (creating footing)
Leverage the coastline as a distinct element within the USP for Athens in mid to long term.
Calibrate and supplement lawful and administrative systems, to characterize structure and
working structures Concentrating on utilizing existing solid basics as opposed to making new
offering focuses (e.g., climbing: Kalymnos, Wildlife: Natura 2000 districts, Birdwatching:
Kerkini lake) Connect with particular portions and target bunches through painstakingly chose
channels what's more, custom-made correspondence efforts.
In order top raise the profile of country, stakeholder should use new promotional channels like
social media, websites and internet marketing in order to increase the number international
visitors in country.
There are various events can be also be organised by Athens including 3-4flagship such
as Tour operators, government authorities, International tourism authorities and local
communities to attract international visitors. In order to raise the profile of Athen as tourist
destination, several important measures can be taken by organisation and other stakeholder such
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as development of new facilities, promotion, organisation events and development of various
holiday packages. Promotion of tourist destination of government and tourism website. Athens
can also sponsor or can even organise some sports events in country to attract large number of
people from different countries.
CONCLUSION
In this report, it is concluded that tourism development plays an important role in
development of profile to country as tourist destination. There are various stakeholders like
government, local communities, financial service providers, accommodation and transportation
service providers that plays an important role in development of Tourism in Athens. The
commercial enterprise seller may not have adequate to choice of the holidaymaker centrer,
because in fewest of the case the tourer fate many be natural, historical attractive force.
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Online
Greece Tourist Arrivals, 2018. [Online]. Available
through:<https://tradingeconomics.com/greece/tourist-arrivals>
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through:<http://www.developathens.gr/en/tourism/key-facts-and-figures>
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