Destination Marketing: Principles, Elements, Tools, and Challenges

DESTINATION
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1 Determine principles of marketing planning to support the marketing of a destination using
specific destination examples......................................................................................................3
P2 Determine the main elements of a range of destination marketing campaign examples to
evaluate that how campaign objectives were met........................................................................4
P3 Determine different digital marketing tools used for promoting and advertising a specific
destination....................................................................................................................................6
P4 Discuss the role and services of DMOs in marketing a destination.......................................7
P5 Discuss the challenges faced by DMOs in marketing destinations using a range of
examples......................................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Destination marketing is determined by promoting the specific or different destination
spots in order to attract the tourism industry of different places. Destination marketing is
important as when different tourist segments are attracted towards the destinational marketing it
helps to develop the economic development to of the specific location. Wherein, destination
marketing involves different measures on order to promote the services and facilities offered by
the tourism industry in order to attracts the customers by delivering them the benefits of the
tourism spots which helps to promote the tourist industry of the specific destination spot. In the
context of Lake District which is a popular tourism destination spot in in Cumbria, northwest
England with national park, lakes, mountains, natural landscape makes it a perfect destination
spot. This report covers principles of marketing planning to support destination marketing with
specific examples, main elements of the destination marketing in order to accomplish the
campaign objectives, digital marketing tool that helps to advertise the specific destination, role
and services of DMO’s in marketing destination, the challenges faced by DMO’S in marketing
destination (Alizadeh and Isa, 2015).
MAIN BODY
P1 Determine principles of marketing planning to support the marketing of a destination using
specific destination examples
Different marketing principles in order to support destination marketing with relevant
strategies in context of different destinations, these are discussed below:
Define the unique selling point
It is defined by setting up innovative and unique marketing offerings which are new to the
market and grabs the attention of the targeted customers. Unique selling point helps to determine
the consumer perception of the market offerings it delivers. One such relevant examples, in the
context of Loch Lomond Tourism which is located in the southern Scotland, UK. Loch Lomond
tourism attracts the tourist with only national park, rivers, mountains around (Camilleri ed.,
2018). It delivers the unique selling points to the customers wherein the customers can relax and
feel comfortable in the natural environment of Loch Lomond. The tourism can explore

adventure, travel, boating, trekking, accommodation, the cultural and traditional value of the
local population.
Developing an amazing destination website
With the increasing reliance over internet platforms, it is important to develop an online
company website wherein the company delivers all the necessary information of the market
offerings that the tourism business is going to deliver, Lake District Tourism delivers the
offerings on the internet platforms which can be easily searched by the customers in the search
engines. The attractive natural habitation of the Lake District that includes complete range of
information that how that customers can access to the services offered, location covered, stay and
accommodation, food services, outdoor attractions, leisure activities that others that attracts the
targeted customers from different locations (Fernández-Cavia and et.al., 2017).
Online Promotional activities
Online promotional activities play an important role in delivering the marketing message to the
end customers. Snowdon is a popular tourism destination in Scotland with highest mountain peak
in Wales. In order to promote its tourism, it use different promotional channels like social media
channels. Snowdon uses Instagram to promote the offerings of the tourism destination. With
million of the youth segments using Instagram in UK, it helps to engage to the large numbers of
target customers, wherein the tourism business adds the pictures and amazing videos with
complete detailed reviews and information of the tourism business. The interested targeted
customers can message and get the detailed range of information pertaining to the tourism in
Snowdon.
Brand proposition
Cornwall, is a tourism destination in UK, Cornwall develop the brand identity by delivering
quality services including travelling to the popular tourist attraction, accommodation, food
services including in the tourism packages with defined prices of each tourism packages.
Cornwall tourism use different promotional strategies including the digital marketing,
mentioning the unique service offered by the tourism destination that benefits the targeted
customers (Ghosh and Sarkar, 2016).