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

Department of Travel & Tourism Management
BTEC HND in Travel and Tourism Management
Coursework
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Tutor: ................
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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.