Destination Marketing

Destination Marketing
1

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Task 1...............................................................................................................................................3
Principles of marketing planning support the marketing of a destination..............................3
External and operating environment......................................................................................3
Competitors analysis and destination objectives....................................................................4
Segmentation, marketing and positioning..............................................................................4
Evaluation of Effectiveness of applying principles of marketing planning to market a
destination...............................................................................................................................6
Task 2...............................................................................................................................................7
Analyse the key elements of a range of destination marketing campaign.............................7
Compare and contrast the key elements of a range of destination marketing campaigns and
evaluate the degree of inter-dependency................................................................................8
Task 3...............................................................................................................................................8
Review the different digital marketing tools used for promoting and advertising.................8
Critically evaluate the effectiveness of digital marketing tools.............................................9
Task 4.............................................................................................................................................10
Examine the role and services of DMOs in marketing a destination...................................10
Assess the challenges faced by DMOs in marketing destinations using a range of examples11
Critically analyse the challenges faced by DMOs in successfully meeting destination
marketing objectives.............................................................................................................12
Conclusion.....................................................................................................................................12
References......................................................................................................................................14
2

Introduction
Destination marketing considered the attention over the last couple of years, it is the
process where some organisation engage their key players to spread awareness for the selected
destination. This will help the tourist to decide the destination market and visit the destination.
This is a deep managerial process, which driven research, advertisement and communication
process with a mainly focus on potential customer. There are different influences on the
competitive, which are related to attraction, accessibility, recreation, activities and commercial
valuably. These factors are related to the different sectors which are significantly provide
different opportunities and position of market. The chosen organisation for completing this
project The Destination Marketing Group, it was founded in 2000, By Philip Cooke. They are
providing the UK based customer with a wide range of having strategic and operational
marketing expertise concept (Almeyda-Ibáñez and George, 2017). Which are based on the
designed campaign, project management and many corporate communication. In this assignment
the marketing principles that can be applied to support destination growth and destination.
Further it will analysis the key destination which marketing campaign. In addition to complete
this project, the role of marketing is mainly relation to promotion destination and provide
relevant challenges which are face by them to address the digital marketing organisation.
Main Body
Task 1
Principles of marketing planning support the marketing of a destination
Marking principles are the main part and support of the marketing of a specified
destination. These principles are used to provide and used as per the need of 1960's. All of these
principles are used by the organisation to promote different destination plan. While working on
the marketing planning they are useful and manage as per the need of destination places and
chosen marketing concept (Capriello, 2018).
External and operating environment
This will include the basic pest factors which are related to the chosen organisation and
able top understand the nature and concept of tourist and their impact.
3

Political factor: change in the government policies and structural argument between the two
nation are make strong impact on destination marketing.
Environmental factors: This is related to major environmental changes which make effective
approach to understand environmental factors. This will include good view, less population,
pollution and major pollutant factors (Kham, 2021).
Social factors: It include the major sector and growth of the company by following social and
sustainable approaches. It would be related to different sector and growth that make effective
approaches.
Technologies factors: Most of the issues are related to advance technologies that make related
to growth and sector of approaches. Tourist make effective attracting points to analysis
technology factors.
This is very helpful in analysing the current marketing situation and able to understand
different aspect and growth. It is related to relevant topic, practice and model. Which helps
manage different task and their benefits.
Competitors analysis and destination objectives
Competitors analysis are very helpful for the company to understand the nature and
growth of the company in market. It is related to measurable changes and make effective study
of the market. As there are lots of companies which are working for providing relevant
satisfaction. Destination objectives are applicable and work as per the best management process
in destination management system. As these destination objective are related to different sector
and growth of the marketing mix (Loureiro, Stylos and Bellou, 2021). It is related to main
planning process to make effective strategies. All of these P's are related to destination objective
of the company and tourist who visited company to understand the nature and analysis of their
basic objectives. All of them are available to provide support and service to customer and able to
understand their market growth. When a company achieve all the P's and able to understand their
basic growth and objective and approachable and effective to analysis the behaviour.
Segmentation, marketing and positioning
This will include the basic structure and planning process of the company to attract and
retain more and more customer. It is started from segmentation which include major
demographic related to London, with different approaches and sustainable tourist places. The
most targeted people are the young ones who loved to visits new places, tourist student and many
4