Destination Marketing: Importance, Principles, and Tools

This document discusses the importance of marketing principles in destination marketing, key elements of a destination marketing campaign, and digital marketing tools for promotion and advertisement. It also explores the effectiveness of marketing principles in specific marketplaces and the interdependency of various elements in meeting campaign objectives. Additionally, it highlights the roles and services of destination marketing organizations and the challenges they face.

Destination Marketing

Contents
INTRODUCTION...........................................................................................................................3
P1 Importance of Marketing Principles for the Growth and development of the Destination
Marketing.....................................................................................................................................3
M1 Effectiveness of the Marketing Principles for Specific Market Place...................................7
P2 Key Elements of Range of Destination Marketing Campaign...............................................7
M2 Comparison of Key Elements of Range of Destination marketing Campaign and Degree of
Inter Dependency of Various Elements in Meeting Campaign Objectives.................................8
P3 Digital Marketing Tools for Promotion and Advertisement...................................................8
M3 Effectiveness of the Marketing Tools that are used by the business organization................9
P4 Roles and Services of Destinations Marketing Organization in Market Destination.............9
P5 Challenges that are Faced by Destination Marketing Organization.......................................9
M4 Challenges that can Affect the Organization in Meeting main Objectives of the Destination
Marketing Campaign..................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES...........................................................................................................................11

INTRODUCTION
Destination marketing can be explained as a promotional activity that is performed by the
business organization to promote particular location which is selected for the tours. The main
objective of the destination marketing organization to attract the customer by various attractive
features of the destination that is promoted under certain promotional campaign. This is
important for the business organization to promote destinations to the customers in order to sell
them packages that are prepared by the organization. Various factors will be analyzed in the
report that can be used by the destination marketing organization in order to get higher benefits
from the market place. Various marketing principles that can be used by the organization for the
promotion of the destination will be explained in the report that can help the organization to
effectively promote the particular tourism destination (Mariani, Di Felice and Mura, 2016). The
effectiveness of the various marketing principles of destination marketing will be considered in
the report. Key elements of the destination marketing campaign will be considered in the study
that are important for the destination marketing organization. Detailed comparison of the key
element of the destination marketing organization and degree of inter dependency of various
elements in the meeting the marketing objective. Different digital marketing tools that are used
by the business organization will be explained in the report. Effectiveness of the digital
marketing tools will be discussed in the report. Roles and services of the destination marketing
organization will be analyzed in the report. Challenges that are faced by the destination
marketing organization will be evaluated in the report. The impact of challenges on destination
marketing organization will be analyzed in the study.
P1 Importance of Marketing Principles for the Growth and development of the Destination
Marketing
There are different principles of marketing are their which are need to be considered by
the destination marketing organization in order to promote various destinations. This process can
help the organization to improve the performance of the organization in the market place. These
principles can help the organization in order to improve the completion of the targets and goals
of the organization. The principles of the marketing are considered as 7 P’s of marketing that can
be considered by the business organization to generate better result with the promotional events
that are performed by the organization for growth and development of the organization in

international market. 7 principles that are considered for the destination marketing processes are
also known as the 7 P’s of marketing (Li, Robinson and Oriade, 2017). These principles can help
the organization to develop better practices that can help them to improve the marketing
processes in order to get better response from the market place and customers who are addressed
by the destination marketing organization. In this principles organization can consider all the
objectives of their marketing campaign in order to achieve maximum productivity from the
market place. The 7 p’s of marketing are- product, price, people, place, process, promotion and
physical evidence. These are common principles that are considered in the marketing process of
any promotional activity that is performed by the business organization. For the growth and
development of the destination marketing this is important for the organization to follow all these
principles of the destination marketing in order to get better result.
Product
In this principle the main strategy that is used by the business organization is related to
the product or service that is offered to the customers. There various process and methods can be
used by the business organization in order to make the people satisfied with the products and
services that are offered to them. In this process destination marketing organization can offer
various services to the customers related to the particular destination in order to improve their
satisfaction level. In this process the quality of the service and range of the facilities that are
considered in the products can be improved by the company as per the need of the customer to
improve the sales of the packages that are sold by company and it can allow the organization to
grow and develop on the international level. These is one of the main principle in the destination
marketing process. In the context of the destination marketing organization product can be
considered as the services and tourism packages that are offered to the customers. Business
organization can develop various packages that are designed as per the need of the customers of
the company. This is how by considering the needs of the customers organization can design
various tours and packages that are most suitable for the customers. These process can help the
organization to improve their sales rate in the local and international market.
Price
There are different factors are considered by the customer while buying a travel package
form a tourism sector organization. After the product this is most important for the marketing

destination organization to keep the prices of their products or projects economical for the
customers. In this process organization an implement various plans and processes to reduce the
cost of the packages that are offered to the customers. There are various strategies for pricing can
be implemented by the organization to reduce the cost of the company products as per the budget
of the customers. Effective pricing can be decided by the organization in order to attract more
customer to buy the packages that are provided by the company (Okumus and Cetin, 2018).
There are different strategies can be used by the organization to develop effective pricing
strategy for organization in order to get larger benefits in market place. Strategy like Bowman’s
strategic clock can be used by the organization to form better pricing strategy in order to get
higher benefits from the market place. These strategies can be used by the organization to offer
most suitable and economic price of the product to the customers. This is how companies can use
this principle for growth and development of the customer base of the company.
People
People in the marketing principle is considered as people who are connected to the
organization with their personal interests. All the people who are connected to the organization
are need to be considered in the business process to improve the impact of the organization in the
products and services that are provided to the customers. In this process organization can
develop various policies that can help the organization to develop better conditions for the people
to develop better working environment. Effective working environment can improve the quality
of the work which is delivered by the customers. Other stake holders apart from employees are
also important for organization various consideration are need to be implemented by the
organization to meet all the demands of them. By considering various factors related to the
stakeholders can be considered by the organization to offer better satisfaction to the people are
connected to the organization.
Place
Place in the marketing principle for the destination marketing organization places can be
considered as target market that is selected by the organization in order to perform business
activities. There are different activities can be performed by the organization. This also can be
considered as how organization is positioning in the target market (Pike, 2017). It is important
for the organization to effectively define the brand name in the market place. This process can

help the organization to effectively give tough competition to other organization who are
providing similar services to the company. For the destination marketing organization this is
highly important to target suitable market in order to attract customer to maintain marginal profit
to the organization. in this process company can develop effective marketing research in order to
get better market research in order to generate better strategy to plan positioning for the
organization.
Process
There are different process can be used by the organization to develop better products and
services for the organization. Organization can use various innovations and changes in the
products or service development process to offer better services to the customers. There are
different processes are used by the organization to develop various processes that can help them
to develop better packages to the customer of the company. In the process organization can
consider different methods and ways to provide services to the customers. This is how better
services and process can be used by the process to deliver products and services to the
customers. Various tools like block chain and supply chain technology can be implemented by
the organization to deliver various services to the customers.
Promotion
Promotions are the activities that are performed by the organization to promote the
products and services that are provided to the customers. In this process different online and
offline marketing tools are used by the business organization to promote their products and
services in local and international market. Organization can implement all digital and traditional
promotional processes in order to provide products and services to the company. Some
innovative processes also can be used by the organization to provide better information to the
customer to improve the sales of the organization in the effective manner (Ioannou, 2020).
Various innovations are implemented by the organization to improve the marketing campaign of
the destination marketing organization. organization also can use social media platforms are also
can be used by the business organization to make more customers about the products that are
currently developed by the organization.
Physical Evidence

There are different type of tangible and intangible resources that organization have that
can be used by them as the physical evidence of the organization. In this process various
machinery and resources that are used by the company as physical evidence. This can be used for
various purposes along with the marketing of the specific destination for which organization is
offering services.
These is hoe organization can used all the principle of the marketing for the promotion
for the destination marketing job. In different manners organization can use these principles to
meet various objectives and goals of the organization.
M1 Effectiveness of the Marketing Principles for Specific Market Place
All the principles that are used by the organization are effective to meet the goals and
objectives of the organization in the effective manner. 7 p’s of marketing are highly effective for
the business organization to generate higher benefits form the market place. This principles can
be used by the organization to develop better and marketing process to improve the sales and
performance of the organization in the local and international market.
P2 Key Elements of Range of Destination Marketing Campaign
There are different elements are considered as the elements of the destination marketing
are similar to the principles of the destination marketing. These elements are mainly considered
by the business organization to offer better services to the customers and make them aware of the
products and services that are offered by the organization to the customers. All these elements
can be used by the organization to offer better services to the customers. This elements of the
destination marketing are associated to the various factors of the organization that can help them
to define various services to the customers and perform marketing operations for the
organization. The key elements of the marketing for the organization are- products. Price,
people, promotions, places, processes and physical evidences (Avraham, 2016). These all factors
can be used by the organization to develop effective marketing campaign for the organization.
The elements of the destination marketing are connected to each other and these connection
between the interconnected elements can be used by the organization to perform marketing
process in more effective way. Quality of product, price of the product, cost of the promotion
activities and consideration of the tangible and intangible aspects of the organization marketing
campaigns are connected to each other to meet all the requirements of the organization in the

effective way. Through these process organization will be able to meet all the organization
objectives in effective manner.
M2 Comparison of Key Elements of Range of Destination marketing Campaign and Degree of
Inter Dependency of Various Elements in Meeting Campaign Objectives
There are various differences in the key elements of the destination marketing and degree
of dependency to meet the marketing objectives in market place. The elements are connected to
the each other and these factors are get affected by each other. Sometimes these inter connection
can help the organization to generate higher profit in the marketing operations. For example the
cost of manufacturing is dependent on various aspects of the marketing process. The quality of
product, cost of the manufacturing and processes like promotion and supply chain can increase
the overall cost of the company product (Line and Wang, 2017). This is how the elements of the
destination marketing is directly connected to the destination marketing principles. There are no
differences in the principles of the destination marketing and destination marketing elements.
P3 Digital Marketing Tools for Promotion and Advertisement
There are different digital marketing tools are used by the business organization in order
to generate higher benefits from the market place. Some of the most common digital marketing
tools that are used by the business organization for the marketing operations are- social media,
paid social media, email marketing, display retargeting, programed advertisements, website
testing, video hosting and content creation is one of the most efficient way to promote the
destination marketing campaign of the destination marketing organization (Choe, Stienmetz and
Fesenmaier, 2017). These tools are most commonly used by local or multinational destination
marketing organization to promote the services and tour packages that are offered by them to the
customers. For example processes or methods like social media marketing and paid social media
marketing process are most effective ways to promote the services that are offered by the
organization to the customers. In the social media marketing process various social media
channels are used by the business organization promote their products and services to the
customers. In the process the details that are related to the company product service or products
is presented in the effective way to promote the services in effective manner. On the other hand
in paid marketing process destination marketing organization hire other social media marketing
organization to promote their products and services to the customers. For this process

organization pay third party Company to promote their content and services on the international
social media. In this process the third party organizations are paid on customer visits and
increment in the sales process (Gursoy and Chi, 2018). There are some other tools like Email
marketing and programmatic advertisements are used by the organization to make the customers
aware of their product and services in the market place. In email marketing process companies
use to communicate on the regular basis with customer with e mails. Through these e mails they
make the customers aware of the recent products and offers are provided by the organization.
This is various processes and methods are used by the business organization to promote their
products and services in the national and international markets
M3 Effectiveness of the Marketing Tools that are used by the business organization
All the tools and methods which are used by the business organization are effectively
tested by the organization on the basis of the impact of those tools on the performance of the
organization in sales and profit (Bokunewicz and Shulman, 2017). This is how only those digital
marketing tools are used by the organization which are highly effective to improve the
performance of the organization in the market place.
P4 Roles and Services of Destinations Marketing Organization in Market Destination
There are different roles are played by the DMO in the marketing process can be
explained in the three different steps which can allow the organization to generate higher
opportunities in the market place. These three categories are- leadership or strategic direction,
planning and DMO. Each process is consists of various elements. In the leadership category
processes that are included are- organizing, managing and coordinating, arranging appropriate
organization structure and processes, facilitating partnership to provide effective services to the
customers. The other category which is considered for the destination marketing organization is
planning. In the planning step creation of policies, strategies and competitive advantages and
developing marketing plans and business plans for the Destination marketing organization.
Mainly this category is majorly about the development of the business plans for the destination
marketing organization. The last category that is considered for the destination marketing
organization is- DMO which is consists of overseeing performance management, measurement
and rewarding performance, monitoring governance and identifying gaps and respond. This is
how the role of DMO are classifying in three different categories.

P5 Challenges that are Faced by Destination Marketing Organization
There are different challenges are faced by the destination marketing organization which can
affect the performance of the organization in the national and international level (Kotoua and
Ilkan, 2017). These challenges can reduce the performance of the organization and reduce their
marginal profit in the international market. This is most important for the organization to deal
with these challenges to keep the performance of the organization effective in local and global
destination marketing industry. Some of the most common challenges that are faced by the DMO
are- general short term revenue can be generated through this business and long term business
cannot be predicted with these process. The profit and performance is complete based on the
customer experience. This is important for the business organization to offer better services to
the client in order to stay in the top in market place. This is how customer satisfaction is major
challenge for the business organization.
M4 Challenges that can Affect the Organization in Meeting main Objectives of the Destination
Marketing Campaign
The challenges which are faced by the DMO are directely related to their performance in
market. negative reviews frorm the customer or offline venders can affect the profit of
organization in performance standards. The performance of the organization is highly dependent
on the current trends in the tourism sector it can affect the operations and effectiveness of
organization in the global tourism market.
CONCLUSION
This report is concluding information about destination marketing organization. various
factors related to the destination marketing process has been explained in the report. Different
principles of the marketing process also has been explained in the study. Different DMO
elements are also explained in the report. In the report various challenges that are faced by DMO
organization has been explaines with their impact on the performance and operation of the
organization in market place.

REFERENCES
Books and Journals
Avraham, E., 2016. Destination marketing and image repair during tourism crises: The case of
Egypt. Journal of Hospitality and Tourism Management, 28, pp.41-48.
Bokunewicz, J.F. and Shulman, J., 2017. Influencer identification in Twitter networks of
destination marketing organizations. Journal of Hospitality and Tourism Technology.
Choe, Y., Stienmetz, J.L. and Fesenmaier, D.R., 2017. Measuring destination marketing:
Comparing four models of advertising conversion. Journal of Travel Research, 56(2),
pp.143-157.
Gursoy, D. and Chi, C.G. eds., 2018. The Routledge Handbook of Destination Marketing.
Routledge.
Ioannou, I.G., 2020. The Impact of User Generated Content amd Social Media in Destination
Marketing (No. GRI-2020-27360). Aristotle University of Thessaloniki.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management, 6(2), pp.127-135.
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 Wang, Y., 2017. Market-oriented destination marketing: An
operationalization. Journal of Travel Research, 56(1), pp.122-135.
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.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management, 9, pp.340-346.
Pike, S.D., 2017. Destination marketing organisations (DMO). In Sage Handbook of Tourism
Management. SAGE.