Destination Marketing: Principles, Campaigns, and Role of DMO

DESTINATION MARKETING

Contents
TASK 1.......................................................................................................................................................3
PRINCIPLES OF DESTINATION MARKETING.................................................................................3
TASK 2.......................................................................................................................................................5
TASK 3.......................................................................................................................................................6
PROMOTION AND ADVERTISEMENT..............................................................................................6
TASK 4.......................................................................................................................................................7
ROLE OF DMO......................................................................................................................................7
TASK 5.......................................................................................................................................................8
CHALLENGES FACED BY DMOs.......................................................................................................8

INTRODUCTION
Destination marketing is a type of marketing that promotes a destination including a
town, city, region or country with the purpose of increasing the number of visitors at that
destination and to promote these destinations. (Tussyadiah, Wang and Jia, 2016) G Adventures is
a small group of travel company and social enterprise founded in Canada in the year 1990 by
Bruce Poon Tip, the company offers more than 700 different tours in more than 100 countries
and carries around 200000 travelers each year. In this report I have discussed different marketing
principles of destination marketing planning to promote the destination like “London eye” in
London. Also, there is a brief discussion about the key element of a range of destination
marketing campaign to analyze the objectives. After that the different digital marketing tools are
used for promoting and advertising specific destination in London. Lastly there is discussion
about the role of destination marketing organizations (DMOs) and the challenges faced by these
DMOs, these challenges are being explained by a range of examples.
MAIN BODY
Some marketing techniques are being used which is explained below:
TASK 1
PRINCIPLES OF DESTINATION MARKETING
Setting your marketing budgets
These marketing budgets are set on the basis of the turnover G Adventures makes and generally
this budget is set as a percent of the turnover(Marasco, 2018). For tourism industry these budget
are generally 10% of the revenue for both domestic and international destination marketing.
These budgets are being set so that small companies like that of G Adventures can organize their
costs. Therefore it is important for G Adventures to thoroughly plan to target these destinations
market in both domestic and international markets to widen the customers as much as possible.
(Kotler, 2017)
Identifying your target markets
Identification of your customer base is very important for the foundation of G Adventures for
their destination marketing plan. This target market should be based on the needs of the

customers to gain more market share. Understanding the needs of customers will help in
developing the product the customer wants, so G Adventures should identify what destination are
best in London and offer the customer that only so that they can gain their attention. Since G
Adventures is a small company the company should not try to cover every destination but should
focus mainly on the customer preferred destination and these destinations and provide the best
service they can to their customers.
Attract your identified target market
This principle includes attracting your targeted customer base to the destination. This requires an
effective marketing plan centered toward the customer promoting the customer to our
destination. So your marketing plan must ensure that what drives the people to come to your
destination and for that G Adventures should offer different packages. From these different
packages the customer can choose their required destination. If the customer is not attracted
toward their product then they will choose their substitute.(Jiang, Ramkissoon and Mavondo,
2016)
Study the competitors
The company should always keep their competitors in minds while forming their strategies. The
destination the competitors are offering, the prices being offered by the competitors as if the
customers find the competitors packages more attractive then G Adventures, they would not buy
G Adventure’s packages. So G Adventures should always keep an edge to their competition. The
different combination of destination packages the competitors are offering should be also seen
and G Adventures should also provide similar packages if the customer demand so.
Develop tourism products for the target market
G Adventures should market their product in such a way that their product appears to be more
appealing than their competitors. For this G Adventures can provide some offers if the customer
take a whole package from them. Some packages being offered by G Adventures are Asia tour,
South America tour, China tour, Europe tour. G Adventures should develop customer oriented
product to be make their product marketable.(Chon, 2015)
Monitor your results