Destination Marketing: Principles, Elements, and Digital Tools

Unit 26 Destination
Marketing

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Evaluate how principles of marketing planning support the marketing of a destination..1
TASK 2............................................................................................................................................2
P2 Analyse the key elements of a range of destination marketing campaign........................2
TASK 3............................................................................................................................................4
P3 Review the different digital marketing tools used for promoting and advertising a specific
destination...............................................................................................................................4
P4 Examine the role and services of DMOs in marketing a destination................................6
P5 Assess the challenges faced by DMOs in marketing destinations using a range of examples
................................................................................................................................................7
CONCLUSION................................................................................................................................8
References:.....................................................................................................................................10

INTRODUCTION
Destination marketing marketing refers to the managerial process of advertising and
communicating with the customers in order to attracting the visitors such as tourist, university
students, investors, skilled labour and many more. In simple words, it can be defined as the
marketing under which a specific destination is being promoted to the potential visitors for the
purpose of increasing the number of people that travel to the location. Destination can be
moderately particular, as is the case with town or city marketing or it can be region or country
marketing. The chosen organisation for this report is Only Travel Marketing which is located in
London, United Kingdom. This report deals with the principles of marketing supporting the
marketing of a destination, key elements of range of destination along with the several digital
marketing tool. Furthermore, it also cover the roles and services of SMOs along with the
challenges faced by them.
TASK 1
P1 Evaluate how principles of marketing planning support the marketing of a destination
Marketing is defined as the process of predicting the future regarding the events which
are related to the framing of overall strategy for the purpose of meeting the organisational g0oals
and objectives. The process of marketing have been performed by the managers and leaders of
the organisation by undertaking the related resources which have a relation with the
accomplishment of objectives along with improving the growth and profitability. Marketing
planning is done for the UK destination in the below explained manner:
 Product:It has been found a necessary for the consultant of tourism development to
make sure about the products of the organisation that they are offering the effective
products so that they can involve the value of their customers which leads to the growth
and development of entire organisation. Product is defined as a touchable thing having
physical presence which satisfy the need and requirement of customers. For example:
Only travel Marketing is including the analysis of leisure, food, accommodation and
many more services in United kingdom.
 Price: It refers to all those factors with implies the selection of correct pricing
strategies. There are several factors on the basis of which the organisations fix prices of
products such as demand of product, purchasing power of customers along with
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