Destination Marketing

Destination Marketing

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Evaluation of marketing planning principles for supporting marketing of a particular
destination...............................................................................................................................1
TASK 2............................................................................................................................................2
P2. Analyse the key elements of a range of destination marketing campaign examples to
analyse the success of objectives............................................................................................2
TASK 3............................................................................................................................................3
P3. Review of different digital marketing tools used for promoting and advertising a specific
destination...............................................................................................................................3
TASK 4............................................................................................................................................5
P4) Role and Services of DMO in marketing a destination...................................................5
P5) Challenges Faced by DMO..............................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Destination marketing is a part of marketing which is associated with promotion of a
particular destination. It is done for the purpose of increasing the number of visitors. In simple
terms, destination marketing is tourism advertising for a specific location (Almeida-Santana and
Moreno-Gil, 2017). In this report, Acorn Tourism Developments Consultants have been chosen
which provides services such as research, statistics, planning, development and marketing for
tourism destinations. The headquarter is located in Flimwell, United Kingdom. Furthermore, this
report covers evaluation of marketing planning of a specific destination, key elements of a range
of destination marketing campaign, and review of different digital marketing tools for promotion.
Along with this, roles and services of DMOs and assessment of challenges faced by DMOs.
TASK 1
P1. Evaluation of marketing planning principles for supporting marketing of a particular
destination
Marketing refers to the process or function of promoting the product or service in the
target market so that large number of people can be attracted. It involves advertising, selling and
delivering products or services to people. There are some principles which govern this activity
within the organisation. These have been explained and used in the context of Acorn which is
provided below:
Product/service- This principle states that product or service should be made or
produced for catering specific needs of customers. It should be such which have the capabilities
of providing higher profit. It should be value for money that leads to higher performance. It is
helpful for the growth of organisation (Avraham, 2016). For example, Acorn can identify the
hotels and related services of Turkey which can help it provide information to the people.
Furthermore, many other services can be known to it in order to display all the possible services
that a person can get on a trip to Turkey. The advertisement should contain all the details about
the services so that queries can be reduced to a great extent.
Price- According to this principle, there are number of factors which impact prices of the
products or services. These include customer demographics, demand of product, brand image,
cost of production etc. It is an important principle which can affect the marketing planning to a
great extent. For instance, Acorn can estimate the costs incurred in promoting Turkey and its
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places. This is likely to help in controlling prices which can increase its profit and performance.
Acorn should have its own pricing strategy made on the basis of different costs and other
elements so that unnecessary costs can be reduced.
Place- In the context of a service which is provided by destination marketing
organisation, place refers to a location or medium where the advertisement should be placed. It
can be online as well as offline and the choice is made on the basis of requirements of the
organisation (Bokunewicz and Shulman, 2017). For example, Acorn can use Facebook,
Instagram etc. for displaying the advertisement about the places, services present in Turkey.
Also, the prices are to mentioned so as that customers can make the best decision. Since, large
number of individuals are active on social media, it can use this mode of advertisement as well as
it can sell the services there.
Promotion- This principle states that different kinds of strategies and techniques are
formulated for example advertising, sales, promotions, special offers and public relations. It is
also a function of marketing team to reach large number of customers and raise the awareness
about the services. For examples, Acorn can promote Turkey as a tourist destination by
providing different packages at discounted prices. Also, it can make combination of services in
bundles so that people can have different options to choose from (Gretzel and Fesenmaier, 2016).
TASK 2
P2. Analyse the key elements of a range of destination marketing campaign examples to analyse
the success of objectives
Destination marketing campaigns refer to advertise a particular destination from different
modes. These may be TV, radio, online platforms, newspaper etc. The motive of such an activity
is to get the attention of huge number of individuals who are interested in that particular
destination or might develop an interest in future. Mainly, the major points are reflected such as
offers, services, prices and many more. Some examples of promotional campaign have been
presented below by using variety of destinations:
Family destination- This is a concept of tourism which allows a person to spend time
with family on holidays. Such kind of trips are most preferred and liked by majority of
population in different parts of the world (Gibbs and Gretzel, 2015). Some of the example of
locations is national parts, resorts, amusement parks, zoo etc. When a company is approached for
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