Destination Marketing: Principles, Campaigns, and Digital Tools

This document discusses the principles of destination marketing, including marketing planning and identifying target markets. It also explores different elements of destination marketing campaigns and digital marketing tools used for promoting and advertising specific destinations. Additionally, it covers the role and services of DMOs in marketing a destination and the challenges they face. The focus is on Turkey as a tourism destination and the Istanbul Convention and Visitors Bureau.

Destination Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Marketing planning principles for supporting marketing of a particular destination.......1
TASK 2............................................................................................................................................2
P2. Elements of a range of destination marketing campaign examples to Evaluate the success
of objectives............................................................................................................................2
TASK 3............................................................................................................................................6
P3. Different digital marketing tools used for promoting and advertising a specific destination
................................................................................................................................................6
TASK 4............................................................................................................................................8
P4 Role and Services of DMO in marketing a destination.....................................................8
P5. Challenges Faced by DMO..............................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Destination marketing is a managerial process which is related to engaging with key player
as to drive awareness of destination among target group of individuals and make them visit the
destination (Önder, Gunter and Gindl, 2020). In this with the advantage of efficient measures of
communication advertising of destinations take place. Destination marketing plays a crucial
process and is most important driver in tourism industry. In simple words it is a form of
marketing in which promotion of destinations; region, town, city and country take place with an
aim to maximize the number of visitors. In this social media marketing and search engine
optimisation play significant role through which interest of customers can be generated
significantly. Present report emphasize upon Turkey as a tourism destination. In addition with
this focus on destination marketing organisation for Turkey Istanbul Convention and Visitors
bureau. In this report formative discussion has been made upon principles of marketing planning
in order to support destinations of Turkey. Along with this, report includes elements of
destination marketing campaign and number of digital marketing tool in order to promote
activities. Lastly, role and services of DMOs along with evaluation of challenges also covered in
this report.
TASK 1
P1 Marketing planning principles for supporting marketing of a particular destination
Marketing is a procedure with which promotion of products; services and process take
place in order to influence maximum number of individual attention. In terms with destination
marketing with the advantage of marketing process advertisement, delivering of services,
facilities and products can be facilitated (Wardhani, Dasmadi and Hartono, 2020). Through
which by taking advantage of different type of principles like information, target audience, use of
data for analytics, involvement of stakeholders, official destination website, use of search engine
optimisation, virtual and video reality marketing, social media strategies attention of individuals
can be generated. It helps entities to perform their work efficiently and allow them to influences
direct and indirect marketing of destination. With the help of this, organisations involved in
tourism department of Turkey can efficiently promote different destinations:
Online Advertising Strategies
1

Technology play key essential role and is one of the most important and essential factor
nowadays for any business segment (Chen, Zhan and Zhou, 2020). Organisation involved in
tourism segment of Turkey are required to take advantage of offline promotional strategies as
well as online advertising strategy in order to take use of maximum number of individuals
interest. In this entities can effectively able to get data and information through their visitors and
target audience through which they can further use them in online advertising which not only
allow them to grab attention of new customers but also facilitate them to remind individual who
previously engage with destination website to encourage them visit.
Identifying target market
It is the most important principles of marketing in which identification of target audiences
are done in order to evaluate their actual need and demand. It allows them to give efficient
facilities and attractive marketing tool through which they can be influenced and directed
towards selected destination. It has been identified that Turkey is having different type of
destinations for youngsters, elderly couples and other form of travellers. Thus, by defining target
audience involved organisations can appeal customers by identifying their age group. In addition
to this identification of target market can also facilitate involved entities to undertake advantage
of different marketing tools like destination marketing, search engine optimisation like Google,
virtual and video reality marketing through video content can be shared across platform like
YouTube, Facebook, Twitter and Instagram, it allow promotion of destination in effective
manner. In order to influence maximum number of customers towards different destinations in
Turkey it is essential to offer them special offers according to festive and season bases in order to
promote destination efficiently. Along with this discounted price package can also proves to be
efficient measure through which target market audiences can be attracted to visit selected
destination.
TASK 2
P2. Elements of a range of destination marketing campaign examples to Evaluate the success of
objectives
Destination marketing campaign states as an advertisement of particular destination with
the assistance of different advertising mode like newspaper, online platform, radio, TV etc. This
mainly aimed towards enhancing and influencing individual attention towards particular
2

directions by making them aware with unique features of selected destination. In this it is
required effective consideration of number of points as it further allows undertaking promotion
campaign with an assurance of positive outcome:
Family destination:
These are those destination in which individual or a person mainly seek towards spending
their holidays for quality time with family. According to the evaluation it has been identified that
majority of individual prefer destinations those are fall under this category around the world in
order to spend their quality time with children and family (Kirillova, Dioko and Zeng, 2020).
For this it is essential for organisation involved in Turkey tourism department to influence
attention of majority of individual towards resorts, national park, amusement park of Turkey and
further showcase they are highlights in attractive manner as to influence their attention. Along
with this by conducting campaigns at family destinations in Turkey such as sound and light show
also provide significant advantages to involved organisation to influence individual for a visit.
This has been identified that Turkey is having number of locations and is having world’s most
rich musical tradition which is having capability to influence individual attention.
Adventure destination:
Adventurous destinations attract attention of youngsters and those individual who really tend
towards spending their holiday alone. In this they mainly sees towards experiencing sporty
activities and adventurous experiences, as these individual are full of interest towards adventure.
Turkey is having many destinations that can provide adventurous experiences to individual such
as Mountain biking in the Lake District, Walk the Lycian Way, Cycling along the south-west
coast, Climbing Mt Ararat and more. By highlighting unique features of these destinations
Istanbul convention and visitors bureau can attract attention of maximum number of individual
to make their visit (Palhais, Dias and Pereira, 2020). In order to seek their interest and influence
them different promotional measures can be undertaken in which uniqueness and innovation
provide significant benefits through which customer’s attention can be generated, with the help
of virtual and video reality marketing. According to the evaluation it has been identified that
windsurfing and kiteboarding are being recently introduced by Turkey that aim towards offering
adventurous facility to individual. In this involved entities are require to highlight uniqueness of
these adventurous places among customers.
3

Figure 1Windsurfing and kiteboarding
Figure 2Trekking the lycian way
Historical destinations:
These destinations are one of the most important and crucial aspect of Turkey, as there is
number of historical destinations like Ephesus ancient city, Istanbul and the historic old city,
Gobeklitepe: The oldest temple, Mount nemrut statue heads, Kayakoy ghost village in fethiye,
4

turkey and more. In addition to this, there’s a host of top Historic Sites in Turkey to visit and
among the very best are Hagia Sophia, Ephesus and Topkapı Palace. Other popular sites tend to
include Troy, Cappadocia Underground Cities and The Basilica Cistern. Turkey is a dazzling
destination that straddles Asia and Europe (Shrivastav and Pandit, 2020). Its vibrant culture,
famous food, and vast history wow all who venture here, while its glorious landscapes-from the
sun-soaked Mediterranean to the mighty mountains and arid steppe-are highlights in themselves.
Turkey is chock full of historical wonders. From abandoned monasteries and ancient cities to the
most popular touristic structures, check out this roundup of the most important attractions in
Turkey.
Figure 3: Kayakoy ghost village in Fethiye, Turkey
5

Figure 4: Gobeklitepe: The oldest temple
TASK 3
P3. Different digital marketing tools used for promoting and advertising a specific destination
There are different types of digital marketing techniques as well as tools through which
advertisement and promotion of specific destination can be conducted in order to influence
consumers for the visit (Chung, Yoo and Kim, 2020). By taking advantage of efficient use of
digital marketing tools entities involved within Turkey tourism department can promote the
destinations via online platform among large number of individuals. Digital marketing tool
provide internet access through which organisations by undertaking modern approach can
conduct promotion and advertising in cost efficient manner. There are a number of digital
marketing tools that can proves to be efficient for promoting different destinations in Turkey by
involved entities.
Destination Website
Majority of tourist or travellers nowadays take use of internet access in order to conduct
and research of the destination before booking. For this they seek towards many website and
pages (Lee and Xue, 2020). Thus, a destination website can proves to be an ideal place through
which organisation can communicate to their target audiences in a direct manner and can further
showcase them unique feature and selling point of destination. Alone with this by creating
6

amazing destination website promotion of different destination of Turkey can be undertaken
place with the assistance of virtual reality tools, images and videos. It effectively provide
travellers with an access of maximum number of information through which they can search for
options of accommodation, trip, services, places to eat and drink, attractions etc. It is essential for
involved organisations in Turkey tourism to make sure that their website is optimised for mobile
uses as by impressing mobile experience and optimising destination website for smart phones
and introducing own mobile app highlights of best tourism attractions of Turkey can be quickly
and cheaply facilitated.
Social media marketing:
Nearly 80% of population around the world take use of different social media platforms, it is
one of the most efficient stage through which marketing of different services, product, services
can be undertaken place (Tulel, Ombaka and Kariuki, 2020). With the advantage of social media
digital marketing tool organisations can facilitate destination of Turkey on Instagram, Facebook
and other social media pages through which they can influence maximum number of individual
attention. In this buffer digital marketing tool allow organisation to engage individual from
different categories through which they can attract them according to their preferences.
The way in which these tools helps in promoting tourism in Turkey
Turkey mainly influences tourist attention for their modern and architecture lifestyle. In this
there are different type of measures and tools through which destinations in Turkey can be
effectively promoted (Seyfi and Hall, 2020). Mention below there are some certain forms of
digital advertising measure through which organisation involved in Turkey tourism can
maximize the attention of large number of individuals towards selected destinations:
 By working with influences such as vloggers, bloggers and social media superstar’s
audience can be engaged and their interest can be effectively influenced by building their
trust. Along with this, official website can also prove to be an efficient tool through
which traffic can be maximized by posting videos, ad, and post of selected destination.
 Due to the increase in mobile bookings, by considering optimisation of official website
for smartphone and introducing mobile app attractions of destination can be highlighted
through which attention of individual can be regularly engaged.
 Social media platform like Instagram, Facebook, Twitter provide endless benefits through
video content, promotional post, image, memes and viral content can be effectively
7

posted. It allows organisations to boots their digital marketing efforts, with the help of
this measures customers can be targeted in accordance with the location, age and gender
and online browsing habits.
TASK 4
P4 Role and Services of DMO in marketing a destination
DMO is termed as an destination marketing organisation that aim towards demonstrating
different destination information and awareness among customers as to further influence their
interest in effective manner. In this element like tourism authority, tourism board, visitor’s
bureau and convention are some of the labels that have objectives towards advertising
destination in an effective manner as to maximize interest of visitors in attractive manner. In this
by taking advantage of mixed strategy brand image of respective destination can be effectively
increased:
Making a Tourism marketing plan:
It has been identified that proper planning lead towards accomplishment of goals and
objectives in well defined and effective manner. With the assistance of tourism marketing plan
involved organisations in tourism can conduct their operations step-by-step through which they
can assure accomplishment of each procedure in time effective manner. According to the
evaluation it has been identified that in order to encourage maximum number of individuals
towards Turkey tourism marketing plan provide different type of advantages through which
accomplishment and fulfilment of their objectives can be assured.
Promotion and Advertising:
Promotion and advertising play a central role in which attention of individual or tourist
can be influence in effective manner. In this by undertaking advantage of attractive promotion
and advertising measures, tools, techniques, software and website customers’ attention can be
assured. In this it is essential for the involved organisation within Turkey tourism to take
advantage of social media websites and platforms like Facebook to enhance attention and
eagerness of customers by providing them information related to experiences and facilities of
destinations in Turkey.
Conducting Market Research:
8

It is one of the most important aspect that are required to be undertaken by DMO as it
allows them to locate different type of data information and statistics of destination through
which they can evaluate demographics (Ioannou, 2020). It effectively which allow them to
provide adequate information to customers for tourist through which they can influence their
interest with great efficiency. This has been identified that Turkey can somehow proves to be
expensive for many individual, as in this some of the destinations of Turkey is costly, it can have
negative impact upon to individual interest and further restrict them to make their visit. For this it
is essential to conduct market research through collect information related to low cost restaurant
and others services with high quality information can be provided to consumers.
P5. Challenges Faced by DMO
DMO organisation have significant amount of capability to undertake advertisement and
promotion of different destinations in efficient manner as to influence large number of individual
attention towards them. In this they aim towards encouraging customers to visit the selected
destination, it has been identified that during this process there are number of challenges that can
have adverse impact upon activities that are being conducted by DMO. Mentioned below there
are some certain form of challenges defined below:
Adapting to Technical changes:
Technology is significantly changing at faster rate, along with this it has been identified
that there are a number of technological transformations that are undertaking place and are
effectively required by organisations forming their operations in tourism industry to use. It not
only allows them to enhance customer interest towards destination in attractive and effective
manner but also allows them to significantly cope up with aggressive competition. However
DMO can face challenges to adopt rapid technological change as it requires heavy investment
and efficiency in implementation of Hi-Tech software operations (Czernek-Marszałek, 2020). In
context to this it has been determined that entities operating their function in Turkey tourism are
require to assure that they implement speedy technological changes as it allow them to
continuously engage in the process of making customers aware about unique offerings and
feature of destinations. Through this entities can assure maximum revenue generation capability.
Competitors:
9

Tourism industry is a wide industrial sector in which different type of organisation
undertake advantage of digital marketing. It creates aggressive competition and has direct or
indirect impact upon destination marketing of organisations. In order to overcome high
competition it is essential for Istanbul convention and visitors Bureau to undertake advantage of
efficient marketing strategy, tools and techniques as to offer more efficient services to consumers
comparatively to other rivals.
As per the evaluation this is been determined that there are a number of challenges that can
be faced by DMO which is having further capability to impact upon their smooth operations. In
order to overcome these challenges and expand their profitability and revenue generation rate
involved organisation in Turkey tourism is required to be aware of technological changes in
tourism industry as to offer our customers with best services and facilities.
CONCLUSION
According to evaluation it has been concluded that destination marketing is defined as a
marketing form within which process related to the promotion of destination among potential
customers undertake pace as to enhance the ratio of tourist numbers. It has been identified that
destination marketing play a role one of the most important element for tourism to attract tourism
toward certain destination by highlighting its feature. In this with the help of different strategies
and tools such as search engine optimisation for video and virtual reality, social media promotion
of destination, contribution website and all these measures allow organisation in tourism sector
to influence attention of large number of individuals with different marketing promotion tools to
enhance their rate of profitability and revenue generation capability.
10

REFERENCES
Books and Journals
Önder, I., Gunter, U. and Gindl, S., 2020. Utilizing Facebook statistics in tourism demand
modeling and destination marketing. Journal of Travel Research, 59(2), pp.195-208.
Seyfi, S. and Hall, C.M., 2020. Sanctions and tourism: conceptualisation and implications for
destination marketing and management. Journal of Destination Marketing &
Management, 15.
Lee, S.W. and Xue, K., 2020. A model of destination loyalty: Integrating destination image and
sustainable tourism. Asia Pacific Journal of Tourism Research, 25(4), pp.393-408.
Shrivastav, P. and Pandit, S., 2020. Tourism Destination Marketing: The Example Buddhist
Circuit. Studies in Indian Place Names, 40(3), pp.6142-6149.
Wardhani, W.N.R., Pratiwi, R., Dasmadi, D. and Hartono, S., 2020, March. Crowdworking: Is It
Beneficial in Destination Marketing?. In 1st International Conference on Accounting,
Management and Entrepreneurship (ICAMER 2019) (pp. 179-182). Atlantis Press.
Chung, J.Y., Choi, Y.K., Yoo, B.K. and Kim, S.H., 2020. Bleisure tourism experience chain:
implications for destination marketing. Asia Pacific Journal of Tourism Research, 25(3),
pp.300-310.
Palhais, R., Caetano, I., Dias, A. and Pereira, R., 2020. Innovation networks on aeronautical
Portuguese heritage. A collaborative destination marketing approach.
Tulel, C.P., Ombaka, B. and Kariuki, A., 2020. The Effects of Destination Marketing on Tourism
Performance in West Pokot County.
Ioannou, I.G., 2020. The Impact of User Generated Content amd Social Media in Destination
Marketing (No. GRI-2020-27360). Aristotle University of Thessaloniki.
Czernek-Marszałek, K., 2020. Social embeddedness and its benefits for cooperation in a tourism
destination. Journal of Destination Marketing & Management, 15, p.100401.
Mohanty, P.P., Rout, H.B. and Sadual, S.K., 2020. Food, Culture and Tourism: A Gastronomy
Trilogy Enhancing Destination Marketing, case study of Odisha, India. International
journal of Tourism and hospitality in Asia Pasific, 3(1), pp.15-30.
Panagiotopoulou, V., 2020. Tourism marketing the role of the internet. Tourism destination:
Greece.
Femenia-Serra, F. and Gretzel, U., 2020. Influencer Marketing for Tourism Destinations:
Lessons from a Mature Destination. In Information and Communication Technologies in
Tourism 2020 (pp. 65-78). Springer, Cham.
Chen, R., Zhou, Z., Zhan, G. and Zhou, N., 2020. The impact of destination brand authenticity
and destination brand self-congruence on tourist loyalty: The mediating role of
destination brand engagement. Journal of Destination Marketing & Management, 15,
p.100402.
Kirillova, K., Park, J., Zhu, M., Dioko, L.D. and Zeng, G., 2020. Developing the coopetitive
destination brand for the Greater Bay Area. Journal of Destination Marketing &
Management, 17, p.100439.
Chi, H.K., Huang, K.C. and Nguyen, H.M., 2020. Elements of destination brand equity and
destination familiarity regarding travel intention. Journal of Retailing and Consumer
Services, 52.
11