Destination Marketing: Principles, Elements, Tools, and Role of DMOs

Destination
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Principles of marketing supporting marketing of a destination........................................3
M1 Effectiveness of applying these principles on marketing plan.........................................3
LO 2.................................................................................................................................................3
P2 Key elements for a destination marketing campaign........................................................3
M2 Compare key elements of destination marketing campaign and their interdependency..3
LO 3.................................................................................................................................................3
P3 Different digital marketing tools for promoting destination marketing............................3
M3 Effectiveness of digital marketing tools..........................................................................3
LO 4.................................................................................................................................................3
P4 Role and services od DMOs in marketing destination......................................................3
P5 Challenges faced by DMOs in destination marketing.......................................................3
M5 Recommendations for overcoming challenges faced by DMOs......................................3
CONCLUSION................................................................................................................................3
REFERNCES...................................................................................................................................3

INTRODUCTION
The companies which provide special tourism, leisure and international representation
through a wide range of private and public organisation while reaching in customers and
encouraging them to visit new destinations is a destination marketing company (Marasco and et.
al., 2018). In this following project discussion are made on Travelbeat which is a destination
marketing company. Travelbeat is a London-based company and deliver diverse mix of tourism
across Europe and North America. The specific destination in London on which this following
report focuses is Buckingham Palace which is Home for the British Queen and state rooms. The
following report consist of a number of topics related to destination marketing. Digital marketing
principles, the elements for destination marketing, different ways of promotion through digital
media are being discussed in this report. It also consist the roles provided to destination
marketing organisation and all the challenges which they have to face while destination
marketing.
LO 1
P1 Principles of marketing supporting marketing of a destination
There are a number of factors which a company need to keep in mind while promoting a
destination. Travel beat uses marketing principles in order to make a marketing plan to promote
Buckingham Palace. Following is the marketing principles followed by Travelbeat:
The four Ps of marketing
Product: The product for company here is a combination of goods as well as services which
helps the visitor to get a good experience. It also includes all the standards of facilities as well as
equipment which help in providing quality service to the visitor. It is important for travel bit to
consider all the products from their customer ‘s point of you. They need to set out a unique
selling proposition in order to differentiate themselves with their competition. It is also necessary
to understand that the needs and requirements of customers may vary so it is important for travel
bit provide them the services according to their requirements. It is essentially a service industry.
Price: The price or value that buying services from you. Commission, cost structures and the
rates for senior citizens as well as children. It is necessary that Shah will be looking to all its
booking conditions, refund as Willis cancellation policy. In order to make an effective marketing

plan travel beat me choose that this study the competitors pricing, the amount that target
customer can pay, seasonality, fixed costs and overheads.
Place: Play is usually refers to the link between product and consumer. It is essential to meet so
that these services provide it to consumer wherever they needed. When considering this for
destination marketing it is important for travel bit to make sure that they know the type of
product or service required by target market (Okumus and Cetin, 2018). It is necessary to
conduct a market research before their arrival as well as the cost involved in it.
Promotion: Promotion is an important factor of marketing. This is a way to communicate your
services and products to the target audience. In order for travel bit to effectively promote their
destination marketing they can use a number of promotional mix which includes advertising,
personal selling, public relations as well as sales promotion. Advertising for their promotion is
the best way for Travelbeat to spread their brand awareness. They also use a number of online
platforms and digital media tools to affectively promote their products to the customers.
Following are the ways through which travel beat kind of actively develop a marketing plan in
order to attract its target customers and enhance their revenues as well as profits.
M1 Effectiveness of applying these principles on marketing plan
There are a number of factors which a company needs to make sure in order to meet their
marketing plan effective. For travel bit to make sure that their marketing plan is affected they
need to follow some of the basic rules. It is important for companies to study their competitor as
well while formulating your marketing strategy. It is important for company to first and foremost
set their goals and objectives which are clear to all the employees working in organisation.
Company needs to carry on segmentation, targeting and positioning in order to make sure that all
their efforts are specifically made target the specific audience. It is important for them to develop
a multichannel strategy and beforehand plan a budget which they will follow throughout their
marketing process. It is also important to be in for them to make sure that the efforts made by
them for marketing strategy are executed well. In order to do this company needs to make a
review plan and keep measuring their performance from time to time in order to take required
steps to control any deviation from their objectives or goals.