Destination Marketing: Principles, Campaigns, Digital Tools, and DMOs

This report evaluates the principles of marketing planning that support the marketing of a destination, analyses the key elements of a range of destination marketing campaigns, reviews different digital marketing tools used for promoting and advertising a specific destination, examines the role and services of DMOs in marketing a destination, and assesses the challenges faced by DMOs in marketing destinations using a range of examples.

Department of Travel & Tourism Management
BTEC HND in Travel and Tourism Management
Coursework
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Session: February 2011

Contents
INTRODUCTION...........................................................................................................................1
Evaluate how principles of marketing planning support the marketing of a destination.................
Analyse the key elements of a range of destination marketing campaign.......................................
Review the different digital marketing tools used for promoting and advertising a specific
destination........................................................................................................................................
Examine the role and services of DMOs in marketing a destination...............................................
sAssess the challenges faced by DMOs in marketing destinations using a range of examples.......
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Destination marketing is a term used in marketing approach in industry of tourism and
travel. The concept considers in activities such as promotion for an specific location and does not
involves with product or service of the available organisation in destination. The destination
marketing can be done for a country, town, city or a particular resort or attraction centre. The aim
of destination marketing is to increase customer awareness of a destination in order to make
people visit and create remembrance for the tourists. In this report the analysation is done as a
marketing consultant, the description is given about destination marketing which involves
evaluation of the principles of marketing and support with examples are provided. This report is
going to consider Windsor castle which is a famous destination place in UK. this destination is
famous among tourist. Further in this report the elements for different destination marketing
campaigns and description of campaign successfulness will be written. Reviewing of different
marketing tools will be discussed. At last of this report role and service provided in destination
marketing will be identified with assessing the challenges faced by the organisations in
marketing of destination with examples.
MAIN BODY
TASK
Evaluate how principles of marketing planning support the marketing of a destination.
Importance of integrated multi-channel marketing
 One of the main importance of this is that it helps the organisations and the business
firms to reach the target audience in the market to which they want to deliver their
products and services in the market.
 Another main advantage of the multichannel marketing is facilitating the organisation to
enhance the customer satisfaction in the market and also helps them to increase their
customer base.
That main importance of using the multichannel marketing is that it increases the sales of the
business in the market. As organisation uses various channels which attracts lots of customers
towards the business

Marketing helps in facilitating exchanges between and buyer and seller for mutual
beneficiaries including both the parties. Promotion is changing and growing because of
technology that makes communications easier and give control of the awareness to consumer.
The 4p's in destination marketing described are:
Pricing: this is an amount consumer pay for the service or a product. price is an
important factor in tourists destinations as it effects customer preference for the package offer. It
Some destination can be overly priced and some can be modest. For example Windsor castle
located in England is a tourist destination which charges for entrance in fort. The pricing is low
which increase number of visitors in location.
Place: Place is referred to location where the product and service is available to the
customer.In case of tourism a destination is the place where services are available for customer.
The place should be convenient with transportation services, so that tourism shall not be effected.
The companies provide customers with a place which can be online or booking by the travel
products. The channels of the place are favoured by operators, agents, wholesalers, Tourist
Company’s website, blogs etc. The Windsor castle is based in England and it has availability of
all services which fulfil place criteria. This example is relevant as the castle is located in a place
in England and fulfils demand for marketing.
Product: . The destination gains its popularity from consumer experience and reviews as
per their perspective. For example the product of Windsor castle is the service which is being
provided by castle tour and stays in castle as per the pricing. This example is relevant because
the services provided by Windsor castle are exclusive and premium that adds value for the
customer.
Promotion: the promotion is something that raises awareness about the company, brand,
product and service that is being offered. In destination tourism promotion is used for activities
such as personal selling, advertisements, television etc. With a good promotion organisation gets
benefited and result into attracting customers and consumption of products. For example the
Windsor castle is an historical place it have got an huge popularity in worldwide , promotion is
done for the castle with activities like advertisements and social media.
People: this show the people of the key who works for achieving objectives. The windsor
castle has great staff which helps in marketing of the company offers and services.

Process: Process reflects on the overall production and marketing in achieving revenue
growth. The Windsor castle involve in regular promotions for attracting large customers.
Physical evidence: The physical planning involves the utilisation of values and
trustworthiness of company. They provide offers and deals with their brand name.
Compare between online digital marketing and traditional method
Online digital marketing Traditional method
It is modern method of promoting, marketing
and selling goods and services with the help of
online platforms. Organisations can various
electronic mediums such as sem, PPC and seo.
In this type of marketing organisations use old
marketing techniques in order to promote and
sell their products. It includes mediums like
telephone, sponsorship and door to door
marketing.
This is cost effective method of marketing
which do not involve much resource in
marketing.
This method of marketing is not very cost
effective in nature. As it involves large number
of resources including capital and time.
Analyse the key elements of a range of destination marketing campaign.
The destination marketing campaign is crucial approach towards marketing. The term
focuses in travel industry that requires promotion for the location. The campaign can be for a
country, a town or city, or a holiday resort or attraction sites. The key benefits that are being
provided by the campaign is that it can be used to grab emotional attention of the consumer.
Marketing Campaign
 By analysing the target, the audience, the organisation can successfully segment the
customers. The marketing plan targets the customers which has higher level of income.
 Budgeting helps to allocate the funds in a systematic manner which could be used by the
organisation to achieve greater results in the future.
 The main importance of creating a value campaign is to generate more profits and attract
new potential customers in the market. Planning outlay is the aggregate annual plan
which is implemented by the government for the financial year.
 The campaign can be monitor with the help of different factors. It includes Return on
investment, cost per head, Cost per win etc.

 There are various promotion strategies which includes social media platform, product
giveaways and samples, branded promotion strategies.
 With the help of these the organisation could attract various new customers in the market.
They could improve the overall sales in the desired industry.
Examples of the destination campaigns:
Visit Britain's GREAT campaign:
The objective of the Visit Britain's Great campaign:
Target audience: The audience will be targets on the basis of their age and income group.
People above the age group of 18 and middle class income group
The visit Britain is a campaign made for travelling purpose in Britain as it was launched
in 2018 to promote its global presence and gain a spot light on unexpected experiences that is
present in the country. The country wanted to promote the value in their tourism industry and
create a world wide experience in the Britain tourism facilities as well as the destination the
county have got.
The aim was to gain and get good reviews by tourist about the destination that were very
under rated and not explored locations. Country wanted to be globally recognised and iconic
landmarks, attractions.
 To grow England's domestic tourism
 boost image in overseas countries
 increase aspiration of travelling to travel in Britain
 increase number of bookings

The visit Britain great campaign was a success as a campaign as it provided huge results in the
tourism sector rise in great Britain. The mass number of increase in tourist was covered as per
survey reports and development with creating large number of jobs in tourism sector of the
country.
Fill your heart with Ireland:
Fill your heart with Ireland was a global campaign launched by Ireland association for
new global campaign in order to promote the island of the country. To make Ireland a non-

comparable visitor and tourist destination around the world in the year 2019. It was a campaign
for developing country tourism in order to get emotional and unexplored experience for people
and show why it is so much attractive destination.
 To give continuous growth to the country in field of tourism
 to encourage visitors from different regions to travel off peak
 highlighting activities such as cycling, walking and kayaking.
The campaign like fill your heart with Ireland was a success as it showed rise in amount
of tourist and range of activities increased in country. The country showed many visitors by
Canadian background due to promotion activity. For example, surfing, sky diving and other
activities.
Review the different digital marketing tools used for promoting and advertising a specific
destination.
While in process of digital marketing the organisations uses lot of tools and strategies to
gain popularity in the market and achieve marketing goals. Digital marketing is also called
online marketing, it helps in promotion of brands to connect with potential consumers by the
help of internet and any other form of digital communication. Like email, social media and many
more (Fairley, 2019). By the help of tools this will increase engagement with consumers and
target large group of audience. As by an specific destination like Ireland while establishing the
fill your heart campaign the country used many tools in digital marketing process. The use of this
tools made promotion and advertising a lot easier for the destination. The tools that were used are
as follows:
Data Reporting:
Data reporting is one of the best way to understand consumer behaviour in the market in
order to build an good strategy for marketing. As per the Ireland campaign used data reporting in
order to analyse user demands and behaviour to get result in tourism for their destination. The
digital marketing tools like web analytic tools will give vast insight of customer habits and
demographic factor. This will help in obtaining for the organisation to obtain information that is
been needed to observe in your progress. Some of the good tools that are being used for data
reporting are google analytics, adobe analytics, hot jar.
Influencer Marketing:

In order to create an vast market for the industry and grab attention of large group of
audience influencer marketing will be very helpful for as an tool for destination management
organisation. By collaboration with people who have large engagement helps in growing in
marketing as their post have capacities to reach through millions of audience. Ireland can use this
type of marketing as it will gain in positive result. There is no fixed cost for this type of
marketing as there is arranged cost between the promoter and influencer.
Social Media:
Social media is one of the most useful tool for marketing in today's generation as it is
very much cost efficient and is straight forward with audience. Different social media channels
can be used by the Ireland tourism promoters as it saves high amount of budget and have other
perks than traditional advertisements (Johantgen, 2019). By the help of social media as a digital
marketing tool the effectiveness can be measured for the organisation by tracking the number of
people saw the posts and how many of them are interested in the service. Using this tool gives
more flexibility in the promotion.
Content Creation:
Content creation is an type of digital marketing tool as it require designing in order to
fulfil the need to get attached with customers. The Ireland campaign project used the content
creation tools in order to make video advertisements, contents in billboards, social media,
television advertisements and other promotion activities. The visual effects are one of the
essential elements for social media and branding it at large group of people. Some software's that
provide tools in order to create motion posters and contents are canva, creatopy.
Examine the role and services of DMOs in marketing a destination
As per the name suggest destination management organisation it have full operational
value for an destination. The destination marketing organisation is an organisation that promotes
a town, city, region, or country in process to uplifting the number of visitors. It generally focuses
in marketing of destination, focusing on conventional sales, tourism promotion, and services
(FEKETE, and BOROS). It also find the right balance between competing and challenging
environmental, social and economical goals such as preserving natural resources, increasing
destination appeal and many more. The organisations works with travel trade partners in order to
give information to the travellers in the destination the visitor is going.

The role of Destination marketing organisation are as follows:
Ensuring sustainability:
the organisation which are involved in destination marketing promotes sustainability in
the environment as per the guidelines of the world travel and tourism council. They encourages
in responsible tourism practice in order to preserve destination for travellers and local people.
The visitor will get an authentic and engaging experience with gaining awareness.
Establishing a competitive edge:
Helping in development of tourist destination increase its potential to grow and attract
large number of people. By developing the attraction and resources it will help in highlighting its
features in front of the tourists who will recognize its characteristics. Ensuring positive visitor
experience will result in developing an quality experience and gain recognition. This will lead to
grow on preference and rise on competition.
Building a tourism culture in the destination:
By the help of organisation in the destination the engagement will grow positively and
result in communication with local community in a destination and learning with local residents.
This will help in identification of culture and sustain the business in long term. Destination
marketing organisation are responsible for engaging with local communities and ensure mutual
benefits with them.
Limiting the impact of over tourism:
Over tourism is an problem in many destination and create havoc in the location. The
location can be affected negatively in order to change the position negatively by the impact of
quantity of visitors. It will effect in lack of resources and amount of availability of resources and
accommodations in the location.
Building a strong brand identity:
Destination management organisation increasingly help in the positioning an strong brand
identity for the organisation. With identifying what the target market needs and satisfying as per
the demand result in good value of service and gain identity among consumers. Brand identity is
essential in order to establish and strong marketing strategy.
services offered by destination marketing organisation:
Food and beverages:

The services offered by the destination marketing organisation includes provided in
accommodation service in food and beverages. As this elements are essential to have in any place
and it to be acquired by the location. Destination marketing have the responsibilities to arrange
the needs of food and beverage in the location.
Transportation:
The business present in the destination requires transportation to function properly and be
mobile towards providing service like sigh seeing, visiting shrines and many more. This is
helped by destination marketing organisation to place the transportation service and arrange
travelling accommodation for customers.
Assess the challenges faced by DMOs in marketing destinations
While establishing a destination marketing in a location there are negative elements that
are to be faced by organisations. The challenges can be macro or micro in size. As per survey
reports showed that challenges slows down the travel and tourism industry. The organisation
goes through these challenges to modify these industries and find creative strategies. This
challenges helps in build strategies that organisation develop to address them and give
consideration for effective destination help. As per an example while covid 19 period hospitality
industry and tourism industry faced many problems. Some of them are listed down are:
Finding trustworthy information about the pandemic, its consequences for the industry,
and official guidance for how administrations should react.
The organisations show tendency to get low performance because of this consequences.
The information conflict with ideas of the organisation and objectives could not be met.
Destination organisations must try their own trusted information for the stakeholders so that they
get relevant information which they could trust. This kind of challenge disturb company
environment and may effect growth in long term. Many destination management organisations
get effected in order of wrong information. The information decides what the organisation
objective will be in order to victor the challenge.
Adapting to technical change:
Adapting to technology is very hard for a destination marketing organisation as it requires proper

training and research for making the employees and people aware. Technological changes is
expensive as in general increased contact with customers through various channels increases
more request and result in postage and printing expenses because of higher demands for
collateral(Bezuidenhout, 2020).Destination marketing organisation has to prepare a higher
budget in effort for considering design improves reading the material engaged in activities.
Technology is cannot made available in every location that limits destination marketing
organisations. Technologies have some boundaries while implementing in locations like
Geographic aspects and resource availability.
Confronting new competition
The participating of new Organisation in destination marketing increase number
of organisations but also disturbs market share in the location. According to survey is
competition in this respect a first to the challenging and setting a specific distillation in terms of
experience it provides and value for money in customer. Important finding regarding challenges
faced by and destination organisation is competition not only occurs from liability in
Marketplace but also it increases in characterizing for struggle in getting resources. One
destination have limited resources and organisations complete for local resources and funds that
makes the changes in economy to differentiate difficult destination marketing organisation
financials.
Finding new measures of success:
An organisation in destination must continue adapting change and organising new
measures for activities in the location so that tourist doesn’t get repetitive experience. To justify
their existence and prove return on investment is very important for that substantial work has yet
to be done and education local communities and others take holders about destination marketing
organisation is important(Tseane-Gumbi, and Ojakorotu, 2020). Establishing a partnership at all
kind of levels have become essential as to get common vision and then work together along those
goals. The regional concepts are being adopted by destination marketing organisation for
marketing purpose funding that community provide in getting visitor appearance in the location.
CONCLUSION
From the above report it has been concluded that destination marketing is very important
for improvement in an destination and marketing sector of the location. To attract more people to

visit the location and make the location known among people while creating awareness this type
of marketing practice is required. Above report de scripted that destination marketing plays an
vital role for an location as well as there are practice that are required with applying principles in
the marketing field. The report covered and outcomes were provided about the marketing
planning and principles of marketing planning with some examples provided with how the
principles are important in the practice. Further how the objectives were met of the marketing
campaign and digital marketing tools were described that were used while promoting to the
target audience. At last of this report the role and services that are offered by the destination
marketing organisation are described with examples as per location and the challenges that are
faced while doing the marketing.

REFERENCES
Books and Journals:
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of Destination Marketing (pp. 205-215).Routledge.
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congruence on tourist loyalty: The mediating role of destination brand
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TravelerBehavior in Global Destination Marketing: The Case of Turkey. Gümüshane
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Zhou, Y., 2021. Tourism Destination Marketing by Travel Vlogs (Doctoral dissertation,
University of Guelph).
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factors of consumer behaviour as part of destination marketing. In Strategic Innovative
Marketing and Tourism (pp. 637-644). Springer, Cham.
Kozak, N. and Kozak, M., 2019. Tourist Destination Management. New York: Springer.
Tiwari, R., 2021. Residents Perception of the Role of Local Cuisine as a Tourism Product in
Destination Marketing. Available at SSRN 3893129.
Mulondo, M., 2018. Destination marketing, destination image, and the inflow of tourists into
Uganda (Doctoral dissertation).
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OF DESTINATION MARKETING WITH PEST
ANALYSIS. DokuzEylülÜniversitesiSosyalBilimlerEnstitüsüDergisi, 24(1), pp.405-
419.
Fairley, J., 2019. Turnaround Strategies in Destination Marketing Organizations.In Tourist
Destination Management (pp. 227-239).Springer, Cham.
Johantgen, M., 2019. Holiday Research: How Academia is Informing a Destination Marketing
Organization.

FEKETE, B. and BOROS, K., Mapping dynamism in visual identities applied in destination
marketing. TRAUMATIC MARKETING, p.8.
Tseane-Gumbi, L.A. and Ojakorotu, V., 2020.Muddling Through Destination Marketing:
Experiences from the North West Province, South Africa.
Bezuidenhout, D., 2020. Innovation in tourism destination marketing: the case of South
Africa (Doctoral dissertation, North-West University (South Africa)).