Destination Marketing

Destination Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Marketing Planning Principles .............................................................................................3
TASK 2............................................................................................................................................5
P2. Key elements of destination marketing campaigns..............................................................5
TASK 3............................................................................................................................................7
P3. Digital Marketing Tools .......................................................................................................7
TASK4.............................................................................................................................................8
P4. Role and Services of DMO...................................................................................................8
P5. Challenges faced by DMO..................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................12
........................................................................................................................................................13

INTRODUCTION
Destination Marketing can be defined as a kind of promotional activity that helps in
generating awareness about a destination such as city, town, region, or a country. This is
conducted for the purpose for increasing the number of visitors. It is utilised for promotion of a
community and helps in enhancing its public image as a dynamic place to work, visit and to live.
This report covers evaluation of market planning principles in supporting promotion of a
particular destination. This report highlights the beautiful destination London and elaborates
various places that acts as an attraction point which helps this destination to enhance number of
tourists in this place. It is one of the to most visited cities and it has something for each person to
visit such as its culture and history that focus upon food and good times. It also covers basic
elements of destination advertising campaign range in order to analyse how the objectives of
campaigns are achieved (Tung, Lee and Hudson, 2019). It also covers different tools of digital
promotion that are used to promote and advertise a particular destination. It also identifies the
services and role of DMOs for promoting a specific destination. At the end, this report covers
assessment of challenges faced by Destination advertisement Organisation by using various
range of examples.
TASK 1
P1. Marketing Planning Principles
Scenario- Reve Tourism Marketing is a destination advertsing consultancy firm that
helps in providing guidance and support to visitors regarding various places to visit. This
organisation is based on London and it informs visitors all over the world about different
locations. This report is based upon a seminar that is being conducted on the importance and
significance of digital promotional measures.
Market Plan- It referred to a business document that outlines the business tactics and
strategies and focus on a particular time period. It includes all the details like actions, steps,
goals, etc. in order to achieve specific objectives of an organisation. This plan helps the business
in formulating a specific strategy in an effective and appropriate manner and it is usually
conducted for enhancing sales and profitability of a business (Önder, Gunter and Gindl, 2019).

There are various principles of this planning that plays a major role in supporting
destination advertisement which are elaborated as follows-
Marketing mix- This is determined as the mixture of factors that can be controlled by an
organisation for creating an influence over customers in order to purchase its services and
products. There are 7 P's of marketing mix such as product, promotion, place, price, physical
evidence, process and people. It is very important for an organisation to utilise these functions in
an appropriate manner. London tourism has utilised marketing mix appropriately and placed,
promote and develop its services in order to attract large number of customers. Its tourism
services, its cultural people, its beautiful and attractive place is enough to attract thousands of
people.
Budgetary Allocations- These are determined as an integral component which is a part of
annul financial planning, or a budget of all the enterprises. It helps in indicating the resources
level which an enterprise is committing towards a program or department. Without allocating the
limits, expenditures cam exceed the result and revenues in financial shortfalls. For effectively
maintaining the overall budgetary activities, it is important for London Tourism to allocate the
budget and prepare it to manage the overall cost of London.
Resource Analysation- It is determined as ways by which an organisation understands
the competences of a firm and the value of its resources. While considering the resources, it has
become essential for an enterprise to take important steps for growth and success of a business. It
also helps the business to bridge gap which is in between valuable resources and them utilising
them appropriately and thoughtfully. It is very significant for London Tourism properly identify
its resources which it will need to promote its tourism activities such as financial, physical,
human and intellectual.
To understand Customers- The basic principle upon which it works on is to understand
its customers as the basic goal of an organisation is to satisfy its customers. Earning profit is the
basic goal of an organisation and this goal can only be achieved when company offers such
goods and services that meets customers expectations. London tourism can be taken as an
example in this context as this city has perfectly positioned its image in customer's mind as a
world's leading leisure destination. For example other destinations of UK such as tower of
London, Big Ben, Coca Cola London Eye, understands its customers to a large extent and it