Destination Marketing: Principles, Campaigns, and Digital Tools

DESTINATION
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1. Evaluation of how principles of marketing planning support the marketing of a destination
................................................................................................................................................1
M1. Critical Evaluation of effectiveness of applying principles of marketing planning to
market a destination................................................................................................................2
LO 2.................................................................................................................................................3
P2. Analysis of key elements of a range of destination marketing campaigns......................3
M2. Comparison and contrasting key elements of a range of destination marketing campaigns
................................................................................................................................................4
LO 3.................................................................................................................................................4
P3. Reviewing the different digital marketing tools used for promoting and advertising a
specific destination.................................................................................................................4
M3. Critical Evaluation of effectiveness of digital marketing tools in reaching different target
audiences................................................................................................................................5
LO 4.................................................................................................................................................7
P4. Examination of role and services of DMOs in marketing a destination..........................7
P5. Assessment of challenges faced by DMOs in marketing destinations.............................8
M4. Critical Analysis of challenges faced by DMOs in successfully meeting destination
marketing objectives...............................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Destination Marketing refers to all the activities and processes which are used to
appropriate promote and market a destination within the world. The agenda of this type of
marketing is usually associated with enhancing tourism activities within the particular
destination by providing crucial information to individuals about the heritage, services or even
about the essential aspects related to the whole destination (Heeley, 2015). Hence, in regards to
this, the report below is based on Destination Marketing of London, United Kingdom, which
covers a detailed assessment of how marketing principles could be applied to support destination
growth and development, along with analysis of the key elements of destination marketing
campaign. The current report discuss about the Asheville destination which is a city within the
Western North Carolina's Blue Ridge Mountain. This city is known for historic architecture and
vibrant art scene which includes dome-topped Basilica of Saint Lawrence. Furthermore, the
report also includes evaluation of role of digital marketing in promoting a destination. A detailed
assessment of the role of Destination Marketing Organisations is also been involved in the whole
report, along with the challenges faced by them.
LO 1
P1. Evaluation of how principles of marketing planning support the marketing of a destination
Marketing Planning refers to the procedure of a detailed anticipation of events within the
future which further results in formation of effective strategies that are essential towards
marketing a specific destination. In addition to this, it includes various activities associated with
designing of plans which contributes towards achievement of marketing objectives. Therefore,
below is an evaluation of principles of marketing planning in context of the support they provide
to marketing of destinations: Problem or demand of consumer: The first fundamental principle of marketing is about
determining the actual demand of consumers, what kind of thing that consumer are seeking
to fulfil their demand. This in turn help in determining the actions that must be taken into
consideration to present the services in front of customers in such a manner that fulfil their
demand. Many organisation end up by marketing about their processes as well as features of
services, but fail to present about the benefit that their service will provide for which the
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consumers is seeking. So, by presenting the main advantage that people travel to Asheville
will get help in performing effective destination marketing (Avraham, 2016). Creating detailed picture of ideal buyer: For making about a destination in front of
consumers firstly it become crucial for the marketer to get total idea about its target audience
in term of their demographics, income, mean of transportation, motivation, interest etc. By
getting idea about this, it become easier to determine the area over which marketing for
particular destination must be performed. So, that right audience can be targeted for
marketing about the destination who likely to visit the Asheville.
 Demonstrating value of offerings: This is one of the most significant principle of marketing
which allow a marketer to attract more and more traveller to the destination if right value is
being demonstrated in front of consumers for whom they are seeking. For this the travelling
agents can provide their customers with some complimentary services along with their
destination package of Asheville such as free meal. This help in presenting an additional
factor to attract the travellers toward taking up services to visit the Asheville destination
(Bastiaansen and et. al., 2018).
M1. Critical Evaluation of effectiveness of applying principles of marketing planning to market a
destination
It is highly imperative that the above principles are critically evaluated to determine their
effectiveness towards marketing a destination. For instance, while product is a very crucial
element of the marketing planning, it is only viable if a destination has something unique to
offer. However, if not, then this strategy is underutilised in marketing planning by a destination.
On the other hand, price is a prominent factor which would encourage individuals to visit the
place as it would allow them to witness the tourism activities at lower rates which makes their
experience east and affordable. However, its effectiveness is limited while the same is placed as
the only principle in marketing planning and hence, it is required to be associated with a range of
services to create an appeal.
In context of place, it is comparatively a better alternative then the previous two options as
this principle is completely subjected towards highlighting the uniqueness of the place, along
with developing an interest of why individuals should visit that particular destination. Similarly,
promotion tools are effective too towards marketing a destination, as it allows the organisations
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