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

This document discusses the principles, elements, and tools of destination marketing, focusing on a London-based destination marketing company called Travelbeat and their promotion of Buckingham Palace. It explores the effectiveness of applying marketing principles, key elements of a destination marketing campaign, different digital marketing tools, and the role and services of DMOs in marketing destinations. The document also highlights the challenges faced by DMOs and provides recommendations to overcome them.

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.

LO 2
P2 Key elements for a destination marketing campaign
It is necessary for destination marketing organisations to create an effective destination
marketing campaign which can influence and attract all of its customers. There are a number of
such factors and elements which Travelbeat needs to take care of while building a destination
marketing campaign for Buckingham Palace. Some of those key elements are mentioned below:
Strategy versus tactics: In order to develop an official destination marketing campaign it is
important for a company to understand the difference between strategy and tactics. Strategies are
based on various principles and have the overall plan which is going to be followed. On the other
hand tactics are the means by which a strategy is to be executed (Bausch and Unseld, 2018). It is
important for Travelbeat to make both strategy as well as tactics so that all its objectives and
aims can be achieved.
Focus on branding: It is important to create a brand in order to obtain a business and make it
sustainable in the market for a longer period of time. Travelbeat needs to work on its messaging,
design, logo as well as overall Image. Company needs to work on all the pictures and videos
which they use for their marketing. It is important to use an appropriate colour to present the
destination which is Buckingham Palace here. It is also important for companies to highlight the
special features and uniqueness of the destination. They can highlight the historic importance of
Buckingham Palace as well as the fact that it is home to the Queen of.
Work with influencers: this is a great way of promotion which most of companies use today. In
this blogger, vlogger as well as social media influencers help a company in promoting their
products and services. These media influencers already have a large audience who trust them.
Travel beat can easily partner with them and leverage their social media reach in order to
advertise their service. In this destination marketing travel beat can partner with a travel
influencer who are the people who usually post their travel journeys in social media. This will
help company to create a great marketing campaign for the destination.
Personalized experience for target customers: It is important for organisations to break down
the market and choose the customers which it will be targeting on. It is important for travel bit to
understand who are there specific target audience and what is the reason behind their visit to the
destination they are choosing (Gowreesunkar, Séraphin and Morrison, 2018). This can be
photography, health and fitness or historic landmark. The campaign here is required for the

customers who are wishing to pay to visit a historic landmark which is Buckingham Palace. It is
important for companies and segments such customers and understand the reason for the travel.
M2 Compare key elements of destination marketing campaign and their interdependency
All the key elements of destination marketing campaign are interrelated with each other. It is
important to make sure that all these elements work together in order to form an effective and
officiant marketing campaign for destination marketing. The strategy and tactics will include all
the steps which are going to be taken by the organisation in the future. There for all other
elements are automatically included in strategy and tactics. Company requires branding of the
product and in order to do so they have to work with influencers. This is how these two are
interconnected and dependent on each other. Similarly in order to increase their brand value
company has to generate loyal customers. In order to do so they provide personalised experience
for their customers. This is how brand generation is also linked with personalised experience
provided to customers by the company.
LO 3
P3 Different digital marketing tools for promoting destination marketing
Social media is a great impact on the way which people experience the world around them.
Some of the industries can make efficient use of social media in order to promote their products
and services. Tourism industry can use digital media tools in various ways in order to promote
their products and services. Some of the digital media tools which travel bit can use to promote
their services are mentioned below:
Travel research: The way in which a number of tourists and travellers research on the trip has
changed. The of them look online for planning the trip (Camilleri, 2019). There are a number of
social media sites which help them in planning their trip most of travel beat can affect baby take
help from this social media sites and partner with them so that they feature the trips as well as
services provided by Travelbeat. Travelbeat can all these social media platforms with the
pictures and videos of their travellers which can be used on this site by them to promote
Travelbeat.
Facebook recommendations: The feature of Facebook recommendation helps a person to advise
their peers about a number of destinations across the world. This includes travel gear to all the
hotels which are fit for booking while travelling to such places. Travel beat can efficiently

promote their destination plans via Facebook recommendations. They can fill in their
information groups with all the secondary sources present in the market and efficiently promote
their services.
Destination discovery through social sharing: There are a number of travelers who are turning
to their social media groups in order to help them to plan their trip and also provide them
inspiration to move to different destination and experience them. It is a basic need for people to
leave their daily routine behind and visit different places. Social media is a great way for
Travelbeat through which they can efficiently promote their products and services through which
people can discover Buckingham Palace and its historical heritage and avail services offered by
Travelbeat.
Platform for customer service: Social media, who is the marketing with a number of ways to
provide some of the best customer services to the targeted audience (Neuburger, Beck and Egger,
2018). Companies can use questions, comments as well as concerns of their customers to provide
them with excellent customer services. Travelbeat can officiant Lee use social media customer
service in order to help their customers while they choose to visit Buckingham Palace.
M3 Effectiveness of digital marketing tools
Social media posts as well as online services have provided tourism industries with a
number of tools through which they can effectively promote their services. The major advantages
of these plans are that they can reach a number of customer at once. Travelbeat is affective using
all these online tools in order to promote its services. They do not need to spend much in such
kind of promotion. It is often seen that this new way of promoting services is better than the old
and traditional ways of advertisement. This helps in saving efforts, time as well as cost of
companies as it is easy and affordable to promote a product or service through this platform. The
number of population in the world using online services and social media platforms is increasing
day by day. This helps tourism industry to promote their products and services internationally as
most of their customers are the international visitors who are interested in visiting a number of
different places and destinations.

LO 4
P4 Role and services od DMOs in marketing destination
Discussion of the organisation are all the organisations which are engaged in promoting
specific destination in a country or a city in order to enhance the visitors to the destination. DMO
‘s is usually partially or fully funded by the states. They can also belong to formal government in
some places. There are a number of roles and responsibilities which a digital destination
marketing organisations have to take care of. Some of its roles are mentioned below:
 It is important for them to make efforts so that they can ensure all the expectations of
their internal as well as external stakeholders and make sure that they are satisfied with
the greatest possible extent (Önder, Gunter and Gindl, 2020).
 They are also responsible for establishing a relationship between regional infrastructure
as well as existing market.
 They do not only limit their roles to developing new destinations but they also have to
look after management of resources while destination development.
 They have political and legislative powers as well as financial funding’s in order to
build natural resources and also grant long term benefits for all the stakeholders.
 They are also required to contribute to the development of the destination brands as well
as homo genius and coherent destination images.
 They are responsible for providing effective management for a destination.
 They are responsible to take care of maintenance of all the tourist attractions and
destination and also they need to make sure that these are preserved well.
 DMOs are the representative for government at local, national and international levels
at various tourist destinations.
 It is their role for capitalize long-term strategies in order to harvest profits from their
efforts and also cooperate with national, regional and local organisations.
 Where are also responsible for increasing the profitability of local, regional and national
enterprises so that they can maximize the multiplier effect on the tourism industry.
 They are also responsible for optimizing hospitality and tourism impacts the way
shoring sustainability and the balance between economic and social cultural benefits
with keeping a check on environmental cost to the surrounding of a particular
destination.

P5 Challenges faced by DMOs in destination marketing
While promoting and taking care of a destination the destination marketing organisations
have to face a number of challenges. Some of the challenges faced by destination marketing
organisations are mentioned below:
Short term versus long-term revenue: It is important for destination marketing organisations to
make sure that they earn not only short term but long-term revenues through promoting the
destinations (Ben Youssef, Leicht and Marongiu, 2019). It is important for them to make long-
term plans and focus on short-term revenue is generated by these destinations.
Accessibility to growing population: The population of the world is rising day by day. There are
more and more visitors travelling to different locations to visit different places. It is important for
these organisations to make sure that they can effectively manage all the visitors visiting a
destination and make sure that they can give accessibility for their destination to all the visitors
who wish to visit these destinations.
Feeling in seasonal gaps: It is often seen that there are a number of visitors in the holidays while
on the working season of year the number of visitors decrease rapidly. Is the duty of destination
marketing organisations to look after those seasons in which they have limited visitors go to
which management of destination becomes difficult.
Review socio-economic impact of developing destination: It is important for them to make sure
that due to visitors there is no harm to national heritage. It is often seen that the social values are
disappearing and people are adopting behaviours from foreigners who visit the destinations. Due
to this it is difficult for destination marketing organisations to manage a balance between socio-
economic impact. Because it is also important for them to make sure that the visitors keep on
visiting such destinations to improve their profits on the other hand the hamper the social values
of society.
Working with limited resources as well as budget: It is often seen that these organisations are
not fully funded by legislation. Due to this we have to work with limited resources and budget.
This creates a great challenge for such organisation to keep promoting destination when they
have no profit or capital available to do so (Beritelli and Laesser, 2018).
.

M5 Recommendations for overcoming challenges faced by DMOs
There are a number of ways in which these organisations can overcome all the challenges they
are facing in promoting the destination. Some of the ways in which they can do so below:
 They need to make tactics and strategies for long time so that they are clear in their head on
what are the steps to be taken and how can the promotion of destinations be effectively done
while earning profits.
 There can be various funds and donations taken by these organisations so that they can obtain
the required resources to do their job.
 They can educate the destination residence so that a socio-economic balance can be created.
 In order to develop an effective pricing strategy they can collaborate will work with the
government so that there are no interventions later on faced by them.
 There can we go get discounts provided by them in of seasons in order to fill the seasonal
gaps.
CONCLUSION
From the following report it can be concluded that how important it is for destination
marketing companies to effectively use the marketing principles in order to plan and execute
their operations. It also helps in finding out the key elements which helps a destination marketing
campaign. There are a number of digital marketing tools in order to promote a business. The
following report provides the knowledge about many such tools to promote destination
marketing. The job of destination marketing organisations is very difficult as they have a number
of roles and services to play in this field. All the roles and services provided by them as well as
the number of challenges faced by them is also mentioned in this report. The report helps
destination marketing organisations to analyse and face the challenges which arise in their
business environment

REFERNCES
Books and Journals:
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Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
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Consumer motives and implications to Alpine destination marketing. Journal of
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Camilleri, M.A. ed., 2019. Tourism planning and destination marketing. Bingley: Emerald
Publishing.
Neuburger, L., Beck, J. and Egger, R., 2018. The ‘Phygital’tourist experience: The use of
augmented and virtual reality in destination marketing. Tourism planning and
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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.
Ben Youssef, K., Leicht, T. and Marongiu, L., 2019. Storytelling in the context of destination
marketing: an analysis of conceptualisations and impact measurement. Journal of
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Beritelli, P. and Laesser, C., 2018. Destination logo recognition and implications for intentional
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Gowreesunkar, V.G., Séraphin, H. and Morrison, A., 2018. Destination marketing organizations:
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34). Routledge.