Destination Marketing: Principles, Elements, and Challenges

This report discusses destination marketing planning principles, key elements of destination marketing campaigns, the role of digital marketing in promoting a destination, and the challenges faced by destination marketing organizations. The report focuses on Samphire Travel Consulting firm and the destination selected is the United Kingdom.

Destination Marketing

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY ..................................................................................................................................3
Destination marketing planning principles.............................................................................3
Key elements of destination marketing campaign..................................................................4
Roles of digital marketing in promoting a destination...........................................................6
DMOs: Roles and challenges.................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Destination marketing is a form of marketing which promotes a destination like town,
city, region, nation etc. with a motive of maximizing the number of visitors and tourists
(Avraham, 2016). This report is based on Samphire Travel Consulting firm which was founded
in 2012 by Penny Jonne and headquartered in London,UK. It operate its business in Leisure,
travel & tourism with the help of 10 employees (Morrison and Morrison, 1996). The destination
which is selected for the completion of this report is United Kingdom. The report is about
destination marketing and it will discuss about the marketing principles, key elements of
destination marketing campaign and the role of destination marketing organisations. Further, will
explain about the challenges which are faced by DMOs in marketing destinations.
MAIN BODY
Destination marketing planning principles
Market plan
It indicates to a business report that contains the business strategies and plan of actions or
concentrate on a specific time period. It consist all the brief such as activities, steps, aims and
others in context of accomplishing particular objectives of the business of the company
(Morrison and Morrison, 1996). This plan assists in framing a particular strategy in an
efficacious way which is usually affiliated for maximizing sales and increasing profit margins of
the business.
Marketing planning is indicated to the process of explaining and managing the marketing
goal of a business concern company and framing plan of actions to accomplish them. An
effective marketing planning consist knowledge, data, proposition and value of the target
audiences which are going to targetted by the organisation (Míguez-González and Fernández-
Cavia, 2015). There are several kind of marketing planning principles that are essential and
helpful to perform destination marketing. Some of them are mentioned as beneath:
Admitting sentiment and requirement of customers- It is one of the basic principle
which is connected with the marketing planning under which needs and demands of potential
customers are analysed so that the firm can offer services as per their needs and requirement or
provide satisfaction to them in appropriate way (Chon, 2015). It will permit a business to gain
anticipated profitability by offering required services to their target audiences. For example,

Samphire can offer several services as per their consumer needs because the target audiences can
provide satisfaction to their desires. A DMO execute marketing actions and operations to
appearance London as world 's starring relaxation destination. It is because during the time of
visiting London people are taken required services which are offered by destination consultants.
Understanding Marketing- It is another marketing planning principle which allows a
business organisation to admit the conception and components of a particular market. In context
of designing an adequate plan, administrator of a firm is required to monitor the market briefly.
For example, the team which support to destination marketing through market investigation so
that effective services can be offered to customers in comparison to their rivals (Griffin and et.
al., 2017). In London, there are several locations like SEA LIFE London, Madame Tussauds,
London Dungeon etc. are able to attract number of potential customers than their rivals by
monitoring market and offering more artefacts while visits to their consumers.
Identifying external environment- It is another principle of marketing planning which
states that during the time of planning marketing activities, it is essential for an organisation to
understand the external environment within which it running its business. It consist several
components such as social, economical, political, technological and others that affect the
business in various terms. For instant, in Asian region, Maldives, Mauritius are advised as best
destination for couples to spend quality time because the external environment of these locations
are good and influence visits of individuals in favourable way (Alizadeh and Isa, 2015). So it
will be easier for Samphire to promote the region to gain attention of target audiences
Understanding internal environment- It is an crucial principle of marketing planning
which is helpful for the company by admitting internal environment of the firm. Administrator
of Samphire can do it by using or conducting SWOT and VRIO analysis. These models will
assist the company by analysing the strengths, weaknesses, opportunities and threats so that
maximum profit can be gain by the firm. There are some individual who do not upgrade to go
leisure visit locations cause of high cost. If the respective company promote only for relaxation
destinations then it can be an imperfection of them (Heeley, 2015). In order to, the manger of the
company is needed to provide destination marketing for several price package so that numerous
organisation can make contact to them for marketing objective.

Key elements of destination marketing campaign
Destination marketing campaigns are executed to advertise a service and product with the
assistance of newspaper, online mode, internet and others. There are several key elements of
marketing campaigns are target audiences, content of campaign, executing advertising actions
and providing specific features to target audiences (Kladou and Mavragani, 2015). Major goal
affiliated with destination marketing campaign is to appeal large number of potential customers.
Regarding destination marketing companies, major objective of destination campaign is to
choose effective content for the campaign so that attention and appreciation of number of
consumers can be gained. If the content of campaign will not be able to get attention then
individuals will not attract towards it. Another destination marketing campaign is to target right
people so that bets results can be gained from the advertising actions. In order to it, there are
several promotional campaigns are as follows:
Adventure destination- These kind of destination have several kind of adventures with
the motive of fun and entertainment. But these kind of locations are very dangerous and have a
threat to the life of visitors. In context of enjoying these locations, individual require high
physical fitness. Campaigning in mountain climbing, dark forest, chasing in risky hilly areas are
some of visits which considered in adventures destination. For instant, Ireland Tourism launched
a campaign “Fill your Heart” which is the first international promotional campaign which has
utilise heart rate information to monitor the extent of joyfulness of target audiences (Oender,
2017). This campaign gains more success, growth and tourism rate of individuals who have
maximised considerably after this campaign and the established objectives are accomplished.
Family destination- These kind of destinations are visited by friends and families so that
they can spend time with each other. In this context, destinations consist trips to resorts, national
parks, Disney world, amusement arks and other campaigns for these locations which considers
key points that solely concentrates on offering good customer experience to family members. In
context of destination campaign, Disney is also offer a “Healthy Ever After” campaign within
which families and children are informed to eat only healthy meal and food. During the time of
popularise it, Disney has consider real life examples where parents and children communicates
the advantages of healthy and nutritious food (Kotler and et. al., 2017). In this way, Disney has
advertised their destination along with a good social message and help in attaining campaign's
goals.

Basis Adventures destinations Family destination
Content The content of this marketing
campaign majorly consists
data and information regarding
adventures locations, thrilling
and experiences (Kozak and
Kozak, 2015).
These kind of destination
content specifiably consider
funny things and cartoon
characters to get attention of
kids and to offer some morale
information and knowledge to
attract parents of the children.
Potential customers In these kind of destinations,
the customers of these
marketing campaign are
youths who are energetic and
like thrill and adventures
activities.
These kind of destination
campaign concentrates on
entire family and consist needs
and requirements of all age
group individuals (Pike,
2017).
Roles of digital marketing in promoting a destination
Digital marketing tools and channels are the way of promoting services and products of
the company specifically by utilizing internet technologies. Various companies use digital
advertisement in their business to promote their goods and services so that they can cover large
number of target audiences and aware them about the products and services of the firm. In
destination advertisement, digital promotion play an essential role because it provide information
consumers entire world about specific destination (Bowie and et al., 2016). For promoting
London, the administration of Samphire can use various promotional tools, some of them are
defined as below:
Social media tool- it consider as the most important, and crucial tool to promote the
products and services of a company in appropriate manner. Destination advertising can utilise
this channels to make connection with their customers so that they can familiar with the services
of the firm and help in maximizing the sales of it (Li, Robinson and Oriade, 2017). For example,
now these people are highly use social media so if the firm use this tool then it can easily share

the information through Facebook, Instagram, twitter and other regarding promote London
destination in all over the world.
Email Marketing- It is another essential tool with the help of which the firm can also
promote about the destination by sending messages through email to its potential customers. It is
the advertising tool which is majorly and highly used by the organisation to advertise their
services and goods (Mariani, Di Felice and Mura, 2016). For example, in Samphire, the
administration of the company can also use this tool to aware them about the different
destinations of London and getting attention of them regarding locations. So that they can attract
towards them and help the company to offer effective services and maximizing growth.
Content Marketing- It is one of the most important digital advertising tool and channels
which is also used by several firms to offer information about their products and services. It
concentrate on generating, publishing and distributing content for potential customer online
(Fesenmaier and Xiang, 2016). There are several content advertising tool for destination like,
vacation planner, local magazines, destination guides, stories of hotel, travel publication and
hotel publication etc. These tool can be use by Samphire to promote its own services and
different destination of London.
Google analytics- It can be known as web analytics and web advertisement which is
offered by Google that assist in tracking and reporting website traffic. It is monitored as essential
tool by web and SEO analyst for advertising in digital manner. To understand the importance of
digital advertisement campaign, the administration of the company can use different tools like
website, google analytics techniques (Abam, 2016). It help the company to promote London as a
luxurious and leisure tourism and visiting destination.
Ways in which digital promotional tool help in promoting London
In London, tourism companies utilise deep audiences investigation, insight and digital
engagement for its location promotion. London is advised as on of the luxurious and leisure
destination and it can use several digital advertising tools which can be used by the company for
promoting it as follows:
 It also optimises its mercantilism by creating and utilizing social media platforms to form
promotional endeavour which is approachable, occupied and covers number of target
audiences (Pike, 2015).

 It has an official website visitlondon.com which help it to build up several assemblage all
over the world (Kotler and et. al., 2015). In 2017, to guide and supervise the entire city,
an application named Visit London App is established.
DMOs: Roles and challenges
Destination marketing companies are those firms which are answerable to advertise a
community as an captivating tourism destination which improve its image as an efficient place to
visit (Richards, 2015). It plays a crucial role for long term improvement of a particular
destination by formulating an adequate and appropriate tourism plan of actions. They assist in
beholding, developing and implementing these campaigns and doing advertisement to motivate
tourist to visit their destination (Rogers and Davidson, 2015). It assist in exponentiating
maximize investment for increasing the experience of travellers. There are various roles which
are played by destination promoting companies, they are defined as below:
Formulating a tourism marketing plan- the major role played by destination marketing
companies in formulating an efficacious and efficient tourism market plan for advertising a
specific destination and for getting attention of number of target audiences. Without planning,
the objectives of the company can not be accomplished. It will assist the firm in mapping out
phase to phase process regarding success and formulate plan of action accordingly (Yang and
Wang, 2015). For example, destination like London, there are several DMO which assist in
developing an effective plan for promoting this destination.
Structuring a platform on social media sites- DMO is also play an essential role in
building a social media platform on social media sites that assist the company top promote a
specific location with the purpose of getting attention of numerous consumers. It needs an
efficacious digital promotional team which can utilise social media application to advertise and
develop several goods and services. It will not only attract or provide information to national
customers but also getting attention of international consumers (Tussyadiah, Wang and Jia,
2016). It help in maximizing the the number of tourists at that specific destination.
Advertising and promoting- DMO play an crucial role in promoting and advertising a
specific location and destination between individuals so that they attracted toward the location
and aware with it (Séraphin and et. al., 2016). In Context of London, there is an official website
visistlondon.com and a mobile application which help the visitors to provide information about
different destination of London' s culture and heritage. To promote the destination and location

of any place, the management of the company can use different promotional and advertisement
tools and channels like Instagram, Social media, Facebook, Twitter, Web advertisement and
others to familiar an provide information about destinations.
Gratify in market investigation- It is another role which is played by DMO to promote
particular destinations. The management of the company can do market research and then utilise
the collected information in formulating plans and plan of actions to promote a specific location
(Tiusanen, 2017). It help the company to identifying the needs, demands and requirements of
consumers. London is luxurious place which is more expensive so it is not easy to visit by
international target audiences (Tiusanen, 2017). To this motive, DMO can design some
affordable and budget friendly trips to these individuals.
Challenges faced by DMOs in marketing destinations using a range of examples
DMO are the organisations which are answerable to promote particular locations between
target audiences. It assist in maximizing the public image of a specific destination. During this
time, there are various challenges which are faced by DMO, they are defined as beneath:
Adopting a technical challenge-The basic challenge which faced by DMO is adopting
technical modifications frequent in an atmosphere. It become difficult to a company to accept
those modifications which makes it hard to them to advertise a particular destination in market
(Séraphin and et. al., 2016). For instant, Samphire is suffering difficulty to adopt random
technical improvement but endeavours are made to keep a balance among technical changes and
revenue needed for meeting those modifications.
Competitors- It is another challenge which is faced by respective company in destination
advertisements is numerous competitors. Several companies are continuously maximizing in
destination market so this sector is becoming exceedingly competitive globally. For instant,
Samphire is suffering by high competition because there are several destination marketing
consultancy firms in the markets and they are offering similar services to their target audiences
so it generate high level of competition for respective firm. To suffer from this extreme extent
competition, this company is making utilization of various techniques and plan of actions to
differentiate their services form other (Tussyadiah, Wang and Jia, 2016). Promotional and
advertisement plans of respective company are concentrated on keeping a balance among
strategical accusative of all stakeholders as well as also focused on sustainable use of origins for

building good social image in the minds of consumers which make it better and effective from
other rivals.
Threat of terrorism- the major risk and threat is facing by destination marketing from
terrorism in term of protection of target audiences which is the main responsibility of those firms
which offer these kind of services to its customers (Yang and Wang, 2015). Due to fear of
terrorist attack in target audiences, they do not prefer visit at these kind of destination which
affect the company in negative manner in term of minimising customer of the company. The
administration of Samphire try to select best or safe location for its potential customers and offer
training to its employees and workers to face and overcome these kind of issues and threats.
Risk of natural calamity – It is another challenge which is faced by DMO. Natural
disasters are also generate threat for DMO in form of creating risk on life of target audiences of
Samphire. Individuals like to spend or enjoy their holidays in natural atmosphere but there are
several place which have the risk of earthquake, landslide, floods and others. These natural
activities can not be control by anyone and highly affect and harm the life of individual
(Avraham, 2016). The administration of respective company can conduct investigation timely
and frequently to aware and get information about natural calamity so that they c an provide
protection its target audiences form these kind of sudden events and threats and maintain their
believe towards the firm appropriately.
CONCLUSION
As per the defined information, it can be summarised that destination marketing play an
essential role in advertising the destinations like any city and place. There are several principles
of marketing planning which are essential for accomplishing the objectives of destination
promotions so that they can aware customers about their services and also understand the target
audiences and markets. Several kind of marketing campaign are utilised for several kind of
destinations like family, adventures and others. There are various promotional tools and channels
like social media, news paper, email and others which can be used by the management of the
company to aware and familiar the consumers with the services of the consultancy firm. DMO
also play an essential role in generating tourism and advertising destination to get attention of
number of target audiences. There are several challenges which are faced by DMO like large
number of rivals, threats of terrorism and others.

REFERENCES
Books & Journals
Avraham, E., 2016. Destination marketing and image repair during tourism crises: The case of
Egypt. Journal of Hospitality and Tourism Management. 28. pp.41-48.
Chon, K. S., 2015. Traveler destination image modification process and its marketing
implications. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual
Conference (pp. 480-482). Springer, Cham.
Griffin, T. and et. al., 2017. Virtual reality and implications for destination marketing.
Heeley, J., 2015. Urban destination marketing in contemporary Europe: uniting theory and
practice (Vol. 66). Channel View Publications.
Kladou, S. and Mavragani, E., 2015. Assessing destination image: An online marketing
approach and the case of TripAdvisor. Journal of Destination Marketing &
Management. 4(3). pp.187-193.
Kotler, P. and et. al., 2017. Marketing for hospitality and tourism.
Kozak, M. and Kozak, N. eds., 2015. Destination marketing: An international perspective.
Routledge.
Li, S. C., Robinson, P. and Oriade, A., 2017. Destination marketing: The use of technology since
the millennium. Journal of destination marketing & management. 6(2). pp.95-102.
Mariani, M. M., Di Felice, M. and Mura, M., 2016. Facebook as a destination marketing tool:
Evidence from Italian regional Destination Management Organizations. Tourism
Management. 54. pp.321-343.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Richards, G., 2015. Food experience as integrated destination marketing strategy. World Food
Tourism Summit in Estoril, Portugal. 10. p.2015.
Séraphin, H. and et. al., 2016. A marketing research tool for destination marketing organizations'
logo design. Journal of Business Research. 69(11). pp.5022-5027.
Tiusanen, P., 2017. Virtual reality in destination marketing.
Tussyadiah, I., Wang, D. and Jia, C. H., 2016. Exploring the persuasive power of virtual reality
imagery for destination marketing.
Yang, X. and Wang, D., 2015. The exploration of social media marketing strategies of
destination marketing organizations in China. Journal of China Tourism
Research. 11(2). pp.166-185.
Morrison, A. M. and Morrison, A. M., 1996. Hospitality and travel marketing. Albany, NY:
Delmar.
Míguez-González, M. I. and Fernández-Cavia, J., 2015. Tourism and online communication:
interactivity and social web in official destination websites. Comunicación y
Sociedad. 28(4). p.17.
Alizadeh, A. and Isa, R. M., 2015. The use of social media in destination marketing: An
exploratory study. Turizam: međunarodni znanstveno-stručni časopis. 63(2). pp.175-
192.

Oender, I., 2017. Classifying multi-destination trips in Austria with big data. Tourism
Management Perspectives. 21. pp.54-58.
Pike, S., 2017. Destination positioning and temporality: Tracking relative strengths and
weaknesses over time. Journal of Hospitality and Tourism Management, 31, pp.126-
133.
Bowie, D. and et al., 2016. Hospitality marketing. Routledge.
Fesenmaier, D. R. and Xiang, Z. eds., 2016. Design science in tourism: Foundations of
destination management. Springer.
Abam, E. N., 2016. Marketing a potential tourism destination-A case study of Nsanakang in
Eyumojock subdivision. Journal of Tourism and Hospitality. 5(5). p.251.
Kotler, P. and et. al., 2015. Marketing. Pearson Higher Education AU.
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events. Routledge.