Destination Marketing: Principles, Campaigns, and Digital Tools

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