Destination Marketing: Principles, Elements, and Challenges

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.