Destination Marketing

Destination Marketing

Table of Contents
Table of Contents.............................................................................................................................2
Introduction......................................................................................................................................3
LO1..................................................................................................................................................3
1.1) Principles of marketing planning to support marketing of destination...........................3
1.2) Critical evaluation of application of marketing principles..............................................4
LO2..................................................................................................................................................5
2.1) Key elements of destination marketing campaigns to meet marketing objectives.........5
2.2) Compare and contrast the elements of marketing campaign and their inter-dependency6
LO3..................................................................................................................................................6
3.1) Different digital marketing tools.....................................................................................6
3.2) Critical evaluation of effectiveness of using digital marketing tools..............................7
LO4..................................................................................................................................................8
4.1) Role and services of DMOs............................................................................................8
4.2) Challenges faced by DMOs............................................................................................9
4.3) Critical evaluation of challenges faced by DMOs........................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Introduction
Destination marketing is related with promoting a particular destination so that potential
visitors can be attracted and travel and tourism of that destination can be increased which can
help in boosting the tourism industry in that region. Destination marketing can help in promoting
various regions in a country so that travel and tourism can be promoted which can help in
contributing towards the economy of a country (Baker and Cameron, 2018). The Tourism
Company which is UK’s leading tourism consultancy firm is taken in this report so that various
principles which can help in marketing a destination, diverse tools of digital marketing, roles and
services of a destination marketing organisation along with the challenges faced by it will be
discussed in this report. The company was founded in 1990 and help its clients in developing
marketing strategies for marketing a destination so that they can attract a large number of visitors
and contribute towards sustainable tourism of that destination. In this report the destination
which will be marketed will be London and Visit Britain is the DMO for London which help in
marketing the destination so that tourism can be increased.
LO1
1.1) Principles of marketing planning to support marketing of destination
Marketing is related with the activities which help in the promotion of goods or services so
that customers can be attracted and sales can increase thereby enhancing the brand image of the
organisation. Marketing planning is a process which helps in analysing the current market
situation and determining the target market so that marketing mix policies can be efficiently
applied which can help in reaching to the right people, at right time and at right place (Chaffey
and Smith, 2017). It is important that a strategic marketing plan is developed so that destination
can be promoted to potential customers which can help in generating tourism opportunities for
the destination. Following are the principles of marketing plan which can help The Tourism
Company in promoting a destination like London:
 Services: As per this principle it is important that marketing of services which can help in
satisfying the needs and wants of customers and adding value for them so that high
experience can be created must be done. The tourism Company should thus provide
detailed information about various destinations that can be visited by tourists in London
like Tower of London, Tower Bridge, banks of River Thames etc. so as to attract

customers. Along with this the company should find better options for accommodation
for customers which can help in giving them high satisfaction so that tourism in London
can increase (Kotler and Baloglu, 2017).
 Destination: As per this principle it is important that the destination which is marketed
can help in increasing customer satisfaction and help them in enjoying their vacations.
The destination must therefore be approachable for customers which can help in
increasing tourism of the destination (Connell, 2015). The Tourism Company can thus
provide information related to various options of transportation that are available along
with the time of booking these options through which customers can reach London.
 Pricing strategy: Price is an important factor which helps in promoting a destination and
attracting customers. The tourism company should search for hospitality related services
at the rates which the target customers can afford so that London as a tourist destination
can be promoted amongst them. The company need to explore various options which are
available in London that can help in satisfying customer needs effectively under their
budget so that tourism in London can be promoted (Frick, 2015).
 Promotional strategy: It is important that effective marketing channels are used to reach
to customers which can help in increasing the sales and promotion of destination in an
efficient manner. Various channels like social media marketing, internet selling etc. can
be used by The Tourism Company so that a large base of potential customers can be
reached and tourism in London can be increased through increased promotion.
1.2) Critical evaluation of application of marketing principles
Marketing principles are essential to be used so that the marketing of destination can be
efficiently which can help in attracting more number of customers and increasing tourism of the
destination. Marketing principles help in determining the price, product, place and promotion of
destination in such a manner that more number of customers can be attracted. For example with
the increase in promotion of London through social media can help in connecting with a large
number of potential customers so that they can be attracted and tourism of destination can
increase.