Role and Services of DMOs in Destination Marketing

DESTINATION
MARKETING

Contents
INTRODUCTION...........................................................................................................................2
1 Principles of marketing planning support the marketing of a destination using specific
destination examples....................................................................................................................3
2 key elements of a range of destination marketing campaign examples to analyze how
successfully campaign objectives were met................................................................................4
3 Different digital marketing tools used for promoting and advertising a specific destination. .7
4 Role and services of DMOs in marketing a destination...........................................................9
5 Challenges faced by DMOs in marketing destinations...........................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
A destination marketing organization is an organization which promotes a location as an
attractive travel destination. DMOs are generally tied to the local government infrastructure,
often with funds being generated by specific taxes, such as hotel taxes, membership fee and
sometimes government subsidies. This report contains issues such as principles of marketing and
its support in destination marketing. Elements used in the success of destination marketing
campaign with its examples. Digital marketing tools that are used by the organization. Roles and
services that are played by the organization in the aspect of digital marketing and the challenges
faced by the DMOs (Bastiaansen and et.al., 2018). This report will analyze the principles of
marketing planning of two different countries that is US and UK. The countries are situated in
North of America and one in England. No of tourists in USA is more than 75 million people and
the DMO used for this country is Destination Council of US. On the other hand UK invites more
than 35 million people for tourism and the DMO of the country is European Travel Comission
(Murray, Lynch and Foley, 2016).
1 Principles of marketing planning support the marketing of a destination using specific
destination examples.
1.1 Principles of marketing planning
Setting the budget-
This is a difficult aspect for DMOs and it is necessary to set an appropriate budget.
Mostly they set the budget on the basis of domestic tourism. This is why it is necessary that the
organization conduct a research and analyze the data of international tourism so that budget can
be maximized. Research will help both UK and USA to set the budget on the basis of people
they serve and on the basis of resources they have.
Identifying the target markets-
If the organization want to leave the competition behind then it is necessary that they
understand the needs of the audience they have targeted. It is also necessary to understand the
requirement of international tourism in order to attract consumers. It is best that they collaborate
with regional tourism or discuss this with them so that on the basis of that data extracted market

of the organization can be segmented. If they target particular areas then it will be easy and
sorted for them to implement and work on the promotional activities (Avraham, 2016). It is
necessary to understand the needs and wants of the people from both the countries so that they
can attract more people.
It is necessary to choose marketing planning because it will help them to take out the strategies
which are used by the competitor destination and why more people are visiting their place.
Marketing plan will help the marketers of destination marketing to make a blue print for
the factors that are assessed with the strategies of marketing and advertising so that the specific
destination can be promoted with the right destinations. Plan of marketing can also be assessed to
make an effective technique so that resources can be utilized in the best manner through which
they can achieve their set goals and objectives.
1.2 Importance of destination marketing planning
 In order to compete with other destinations it is necessary that the country plan their
strategies before and take them after they have done an analysis in the market so that they
can increase the awareness of the destination and increase the level of visits from tourists.
 Planning of destination marketing will also help to attract travelers and they can tie up
with the local dealers and suppliers so that more of them can be influenced.
 With the help of proper planning cross promotional campaign can be held so that
business can influence them by offering packages such as complementary travel on the
deals that are specific.
 By proper planning they will be able to assess their current position and offer them deals
and discounts on the basis of that so that they can attract more people into that.
Destination marketing of both the countries is making sure that they are aware of the needs of the
consumer and what they want from the destination. On the basis of that both UK and US are
constantly engaged in development so that they can meet with the level of satisfaction of people
and increase the level of tourism of each other (Zhang, Cheung and Law, 2018).