Destination Marketing: Principles, Components, and Digital Tools

Destination Marketing

Table of Contents
Introduction......................................................................................................................................1
Task 1...............................................................................................................................................1
P1.Discuss how principles of marketing planning helps in marketing of a destination.........1
Task 2...............................................................................................................................................1
P2 Analysis of primary components of destination marketing campaigns examples to
determine effectiveness in attaining campaign objectives.....................................................2
Task 3...............................................................................................................................................3
P3. Discuss various digital marketing tools used for promoting and adversing a particular
destination...............................................................................................................................3
Task 4...............................................................................................................................................4
P4. Analyse the role & services of DMOs in marketing a destination...................................4
P5. Evaluate the difficulties faced by DMOs in marketing destinations................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................8

Introduction
Destination marketing is defined as the process of promoting a particular place among the
tourists using various marketing tool, the main idea behind this type of marketing is to attract
large number of tourist to a particular destination through telling them about the uniqueness and
speciality of that particular place. Destination marketing is one of the most essential and growing
marketing activity which allows to promote a particular destination. This report covers how
principals of marketing planning are helpful in marketing a destination also the important
elements of various destination marketing campaign using examples are also highlighted. In
addition to this various digital marketing tools used for marketing and advertising a destination
with the role and services of DMOs in marketing a destination is also explained in the above
report. Furthermore the difficulties faced by the destination marketing organisation in the
marketing and promoting a particular destinations is also highlighted in this report.
Task 1
P1.Discuss how principles of marketing planning helps in marketing of a destination.
The effective marketing planning plays an essential in role in the marketing a particular
destination among the travellers, there are various principles of marketing planning which helps
in marketing of a destination more effectively. The various marketing principles include product,
price, place and promotion. These marketing principles help in promoting and advertising a
particular destination among the travellers. The different principles of marketing planning which
helps in marketing a destination are discussed below:
Product: In case of travel and tourism the product is the combination of goods and
services that are helpful in providing great experience to the travellers, these includes the level of
facilities & services provided to the travellers also quality of services provided (Arnegger and
Herz, 2016). The travel and tourisms product includes the all the factors that travel consumer
consume from the travel starts his journey till it finishes. The development of the product
depends on the demand of traveller in his whole journey. So in order to develop effective product
for the traveller needs and preferences should be given the top most priority, also it should be
unique and should be different from their competitors in order to gain the competitive advantage
in the market (Asseraf and Shoham, 2017). The creative and unique products helps in attracting
large number of tourist to a particular destination, as the tourism is an service industry in order to
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attract more customers and enhance their sale it becomes essential to provide quality and value
added products to the travellers. Paris, French is one of the top spot for travel and tourism
attracting large number of travellers throughout the year through offering great quality services
and unique characteristics to their travellers (Byun and Jang, 2018).
Price: The another principal of marketing which helps in marketing a destination is the
pricing, the pricing is the value paid for the product by the traveller throughout the journey, or at
the various distribution point during travelling, offering attracting prices according to the product
helps in attracting large number of customers to a particular destination. With increasing
competition, offering attracting prices can help in gaining competitive advantage, in case of
tourism the price is set according to the value, if the value of a particular product or a place is
low and the price set for it, is high it will reduce the numbers of travellers. In case of the Paris
the value for its place, food, culture is relatively high which allows the traveller to pay the
demandable price at different distributions point.
Place: The place is the distribution point where the particular product is sold , and
traveller reaches to that point in order to buy that product, this includes the proper structure of
how the traveller needs to carry out its journey and satisfy its needs. The tourism French’ ‘how to
travel’ fact sheet summarise how travellers needs to follow the guidelines in order to effectively
manage their travelling experience. The Tourism French has effectively used their destination
marketing organisation in order to provide their travellers with the rich and satisfying experience
at a their various distribution point. The place as a marketing principle plays an essential role in
attracting travellers and promoting and advertising a particular destination more effectively
(Currie, 2020).
Promotion: The another marketing principle which helps in the marketing a destination is
promotion, promotion is one of the essential marketing activity which helps in making travellers
aware of a particular destination, about its uniqueness, speciality using various marketing tools
like online marketing, social media marketing, blogging and so on. With increasing use of digital
media platforms in the market, it is essentially used in the destination marketing in order to
attract their traveller using social media platforms. in order to carry our effective promotional
activity for the product requires proper understanding of the destination market in order to
enhance their productivity. Effective use of promotional activities allows to promote their
destination among the travellers. The tourism French is effective social media marketing in order
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