Destination Marketing

Destination Marketing

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Evaluate how principles of marketing planning support the marketing of a destination using
specific destination examples.................................................................................................1
Analyse the key elements of a range of destination marketing campaign examples to analyse
how successfully campaign objectives were met...................................................................3
Review the different digital marketing tools used for promoting and advertising a specific
destination...............................................................................................................................5
Examine the role and services of DMOs in marketing a destination.....................................6
Assessment the challenges faced by DMOs in marketing destinations using a range of
examples.................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Destination marketing is defined as the form of marketing where in different destinations are
promoted to visitors in order to maximize tourism at that place. The marketers use various
strategies to promote the destination and influence people to visit it (Almeida-Santana and
Moreno-Gil, 2017). This report is based on Acorn Tourism Development Consultant which was
founded in year 1996 and helps destination in developing their visitor economy. This report
covers marketing planning principles that supports marketing of a specific destination key
elements of destination marketing campaign. Apart from this, different digital marketing tools to
advertise and promote the destinations are included along with role and services of destination
marketing organisations. At last, different challenges faced by destination marketing firms in
marketing the destinations are included in the report along with the brief conclusion that includes
the summary based on entire report.
MAIN BODY
Evaluate how principles of marketing planning support the marketing of a destination
using specific destination examples
Marketing planning is defined as a process a forecasting future events and framing
strategies to accomplish objectives of the organisation. It includes designing activities associated
with marketing objectives. It is done by managers and leaders to direct the efforts of company
related to marketing and resources towards current objectives like minimizing risk, growth, profit
maximization, survival, maintain status quo, diversification, service to customers, image building
and more (Bokunewicz and Shulman, 2017). It involves anticipation of consequences of decision
along with prediction of the events that may impact the business. It is a logical sequence of task
and activities that leads to setting objectives of marketing and designing plans to accomplish
them. In the overall planning of company, marketing planning is the integral part that defines the
responsibilities and roles of marketing executive as to when, what and how much to contribute in
accomplishment of marketing goals as well as the overall goals of company. For example: if the
marketing planning is done for the destinations like London, Edinburgh etc.
There are some marketing planning principles that supports in marketing of a particular
destination. These principles that support Acorn Tourism Development Consultants in marketing
of a particular destination are mentioned below:

Defining goals is one of the principal that helps in marketing planning. At the time of
planning to market a particular destination, it is required by the tour operating organisations to
define clear and concise goals regarding increasing revenue from customers, entering into new
market or any other goal. For instance: in order to do marketing of Turkey for promoting it
effectively, the tourism organisation requires to set clear goals about how to promote the
particular destination and what outcomes of firm want to get for promoting the particular
destination. Apart from this, defining the P's of marketing help in developing effective strategy
of marketing planning. This help in marketing the particular destination effective and ensuring
that it mitigate the requirements of target customers.
As per the product principle, for the marketing planning of a particular destination, product
or service should be developed for the purpose of catering some specific need of customers. It is
very necessary for the tourism development consultant to ensure that product or service should
provide value for money to customer as this helps attaining high growth and success (Dwyer,
Pham, Forsyth and Spurr, 2014). For instance: firm can determine about the accommodation,
leisure, food and other services in Turkey which helps in providing appropriate information to
people about where the can stay while visiting the place. The advertisement present by the
consultancy company should include all the crucial details about the products or services so that
the queries of customers related to please can be resolved quickly.
In context of the marketing of a particular destination, place is defined as element that is
associated with location where advertisement needs to be placed. The advertisements can be
placed online and offline. The choice of an appropriate platform is made on the basis of
marketing needs of organisation. For instance: it is appropriate for Acorn tourism development
consultant to use online platform like Instagram, Facebook etc. to place advertisement and
communicate information about Turkey and services available at the place. In the advertisement,
all the information’s about the products and services are provided along with their prices so that
it becomes easy for the customers to take decision regarding visit of a particular place. For
marketing of a particular destination, social media is an appropriate tool that can be used by
Acorn advertise as large number of people are active on social media which helps company to
reach large group of customers (Gibbs and Gretzel, 2015).
The principle of price states about the various factors that influence the prices of products
and services. It involves demand of product, customer demographics, brand image etc. The