Destination Marketing Assignment

Added on - 21 Feb 2021

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Destination Marketing
Table of ContentsINTRODUCTION..........................................................................................................................3TASK 1............................................................................................................................................3P1. Marketing Planning Principles.............................................................................................3TASK 2............................................................................................................................................5P2. Key elements of destination marketing campaigns..............................................................5TASK 3............................................................................................................................................7P3. Digital Marketing Tools.......................................................................................................7TASK4.............................................................................................................................................8P4. Role and Services of DMO...................................................................................................8P5. Challenges faced by DMO..................................................................................................10CONCLUSION.............................................................................................................................11REFERENCES.............................................................................................................................12........................................................................................................................................................13
INTRODUCTIONDestination Marketing can be defined as a kind of promotional activity that helps ingenerating awareness about a destination such as city, town, region, or a country. This isconducted for the purpose for increasing the number of visitors. It is utilised for promotion of acommunity and helps in enhancing its public image as a dynamic place to work, visit and to live.This report covers evaluation of market planning principles in supporting promotion of aparticular destination. It also covers basic elements of destination advertising campaign range inorder to analyse how the objectives of campaigns are achieved(Tung, Lee and Hudson, 2019). Italso covers different tools of digital promotion that are used to promote and advertise a particulardestination. It also identifies the services and role of DMOs for promoting a specific destination.At the end, this report covers assessment of challenges faced by Destination advertisementOrganisation by using various range of examples.TASK 1P1. Marketing Planning PrinciplesScenario-Reve Tourism Marketing is a destination adverising consultancy firm thathelps in providing guidance and support to visitors regarding various places to visit. Thisorganisation is based on London and it informs visitors all over the world about differentlocations. This report is based upon a seminar that is being conducted on the importance andsignificance of digital promotional measures.Market Plan-It referred to a business document that outlines the business tactics andstrategies and focus on a particular time period. It includes all the details like actions, steps,goals, etc. in order to achieve specific objectives of an organisation. This plan helps the businessin formulating a specific strategy in an effective and appropriate manner and it is usuallyconducted for enhancing sales and profitability of a business(Önder, Gunter and Gindl, 2019).There are various principles of this planning that plays a major role in supportingdestination advertisement which are elaborated as follows-To understand Customers-The basic principle upon which it works on is to understandits customers as the basic goal of an organisation is to satisfy its customers. Earning profit is the
basic goal of an organisation and this goal can only be achieved when company offers suchgoods and services that meets customers expectations. London tourism can be taken as anexample in this context as this city has perfectly positioned its image in customer's mind as aworld's leading leisure destination. For example other destinations of UK such as tower ofLondon, Big Ben, Coca Cola London Eye, understands its customers to a large extent and itpromotes it accordingly. These places are usually promoted in order to attract tourists of othercountries.To understand the market-Another factor on which this planning principles aredependent is to understand the concept of market. For making an effective plan, it is veryimportant for an organisation to analyse the market by indulging in market research. This helpsin supporting the promotion of a specific destination. For example, London tourism support itstourism by doing market research and understanding its competitors(Hudson and et. al., 2019).Destinations such as Kerala, situated in India attract large number of tourists by understandingthe market in which people people prefer peace and calmness.To understand the external environment-Another principle of market planning is tounderstand the impact of external environment upon business functions and operations. Touristplaces such as London has analysed its external environment by using pestle analysis and makesure that these external factors such as political, social, economic, environmental, technologicaland environmental factors do not has any negative impact over it. Maldives in South Asia is oneof the most favourite place among couples for spending quality time. This place has positiveimpact of external environment upon its operations and functioning.Understanding the internal environment-For an effective marketing plan, it is veryimportant for an organisation to understand the internal environment. This can be done by usingSWOT analysis in order to identify strengths, weaknesses, opportunities and threats of a specificdestination. Many tourists do not prefer leisure travelling as it costs them high amount of moneyand this can be considered as a weakness for this organisation. London tourism has identified thisweakness and they are planning to provide low rate packages to tourists so that they can travelwith affordable price. Bangkok is the favourite place for youngsters to spend their holidays andthis place is using low pricing strategy for its customers which are easily affordable by them.Helps in knowing long term goals-An effective planning will help in understanding thelong term goals of an organisation and its scope at the same time. It also helps in evaluating how
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