Destination Marketing: Principles, Campaigns, and Challenges

This document discusses the principles of destination market planning, key elements of destination market campaigns, roles of digital marketing in promoting a destination, and challenges faced by DMOs in marketing a destination. It explores the evolution of different principles and ways in which digital promotional tools help in promoting London. The document also highlights the role and services of DMOs in marketing a destination.

Destination Marketing

Contents
Introduction......................................................................................................................................3
P1 Destination market planning and its principles.......................................................................3
M1 Evolution of different principals..........................................................................................4
P2 key elements of destination market campaign........................................................................4
M2 Comparison between these destination.................................................................................4
P3Roles of digital marketing in promoting a destination............................................................5
M3 Ways in which digital promotional tool help in promoting London.....................................6
P4 Role and service of DMOs in marketing a destination...........................................................6
P5 Challenges faced by DMOs in marketing destination along with examples..........................7
M4 DMOs in marketing destination............................................................................................9
CONCLUSION................................................................................................................................9
Reference.......................................................................................................................................10

Introduction
There is continuous improvement within the trends of tourism and travel industry. This
also develop the scope of different tourism destination to increase the marketing function with
their correct different type of customers to organization and influence their behavior visit their
destination (Lai, 2018). In this report there will be discussion about how the principle of
marketing planning supports the destination in some specific destinations. There is also analysis
about the elements ranging of destination marketing campaigns and how the objectives can be
made by the organisation.in the middle of the report there is discussion about different digital
marketing tools which can be used for promotion in advertising specific definition. In the end of
this report there is discussion about how the role and service of DMO are working. There is also
identification of different challenges which are faced by DMOs in marketing destination and
using different fields of it.
P1 Destination market planning and its principles
Market plan
Marketing planning is that function of management which deals with using a set of
strategies for using market factor in favor of business and use firms’ resource effectively with the
achievement of firm’s goals and objectives marketing. There are number of principals which
help of this product and tourism destination. Some of these are mentioned below:
Admitting sentiments and requirements of customers: this is the principal in which firm
have to identify the needs and requirement of customers for achievement of its goals and
objective with effective utilization of resources.it aid business in getting aid increased profit and
improvement in services. For example the destination hotel can also use this function to provide
to is services by studying their behavior will aid it in incising number of satisfied customers
(Battour and Ismail, 2016).
Understanding marketing: this function is made to study the market and identifying
opportunities in that market which can used to formulate an effective marketing plan for
promotion of firms product. There are various which can be used for understanding market and
its impact on business of firm. For example a team can be meant for monitoring the target
customers in market which are interested in particular destination. There are various places in
London which are famous as tourist destination these places can be notified for market planning.
Identifying external environment: external environment has also its impact on
origination as it have different number of factors in it some are political, legal, economical
environmental and social. These also have their great impact on tourist availability at these
destinations. For example firm can use and Maldives as the destination for understanding this
function as they follow the analyses of external environment.

Using internal environment: internal environment also play an impotent role in
deciding the future of tourism destination, this principal states that firm should use internal
environment as the path in success of origination this is to be done with the helped various tools
and techniques which are SWOT and VRIO analysis of firm. For example, an individual what to
visitNepal.it have to go at his own risk because of extreme environmental conditions. Here can
learn company can from it that they have can give their customer spatial attention which will
attract them in extreme conditions also.
M1 Evolution of different principals
These principles have their major impact on performance of destination as if it follows
this principal than the chances of success will increase day by day, for instance effective team
management and long term foresighted ness of tourist destination helps them in maintain their
brand value and a separate image in mind of people (Henderson, 2016). This also facilitates tem
in getting access to different kind of platform for brilliant performance and time management.
for example London’s oval have used these principles in its core values which facilities it
increase in satisfaction of people who visit it, number of examples are present in global world
who has getting benefit of these principals and enjoying its impact on their destination.
These principal will directly help the organization in increasing the value of destination as well
as promoting the destination within the tourism and travel industry. For example Maldives is not
so famous destination in past times. Button current time Maldives is a famous destination which
came in top 10 destinations for couple vacations. This all is because of it follow different
principles which helped Maldives in developing their sites. For this Maldives the principle of
admitting the sentiment and requirement of customer care the clearly identify the requirements
and needs of the customer and develop the respective infrastructure with in their tourism
destinations. The clearly identify the marketing concepts which day used to attract the customer
towards the Maldives. They also used to identify the external environment with the help of pestle
analysis where they identify different environments which impact major on their tourism
destination. After that in the final stage of development they use a proper SWOT analysis where
they identify their strengths and weaknesses and overcome their threats by using the
opportunities.
P2 key elements of destination market campaign
The chosen destination for development of marketing plan is London eye. it is a tourism
destination which is situated in London. It is a big giant wheel which also situated near the park on the
river Thames. There is a proper development strategy for this tourism destination. There will be formation
of two types of ride within this tourism destination where one ride is for above 18 individuals and other
writers for below 18 individual. These rights are also provided in premium luxury and medium class
which will offer different facility to different class of people according to their income. A proper
marketing plan for this tourism destination is consists of various kind of marketing activities where
company will offer a free a ticket for discount on air tickets if customer buy the tickets of luxury class for
giving this London eye.

Destination marketing campaign play an important part on markets it advice the
management that how firm can get assistance of online mode, internet and other thinks for its
self-benefits and development. There are some factors which act as key elements in marketing
function these functions are target market, executive’s advice action, campaign content. This all
can be done to attract large number of customers’ which can help firm in getting its destination at
the level of success and profitability. Some elements of this concept are stated below:
Adventure destination-these are those destinations which are have dangerous in nature,
but visited them will provide the thrilling experience an individual which he can memories for a
long. These destinations are dangerous for the life of person but some precaution and proper
guiding can lead in enjoyment of these thinks Campaigning in mountain climbing, dark forest,
chasing in risky hilly areas are some of visits which considered in adventures destination (Avila-
Robinson and Wakabayashi, 2018). For instant, Ireland Tourism’s campaign named “fill your
heart” is the successful event which help the tourist in controlling their heart beat when they are
passing with thrilling and dangers adventures of forests which have difficult geographic are for
survival as well as large number of animals in there forests. This campaign is listed in most
popular event list of WTO.
Family destination: These are the family tour programs which have main aim of
spending some quality time with family and friends. These plans are gently consist of destination
like resorts, national parks, Disney world, amusement parks and other campaigns sits which are
helpful in enjoying the current moment of life and spending time with family for maintain
personal relations more stronger and healthy. For instance, for enjoying a family trip world
Disney is the main place. Is because it offers number of plans by which family can plan there
holidaying. It also help in identifying the personal needs of gests and manage their rooms
according to their needs which facilitate firm more smoothness in work as well as customer
satisfactions.
M2 Comparison between these destination
Basis Adventures destinations Family destination
Content The content of this marketing
campaign majorly involves
facts and material regarding
exploits locations, electrifying
and skills(Kozak and Kozak,
2015).
This kind of starting point
contented specifiable effect
hilarious things and animation
characters to get attention of
children and to offer some
confidence info and knowledge
to appeal gardiance of the
families.

Potential customers This campaign is adopted by
the young persons who want a
chilling adventure and lots of
fun while going through a visit
of some tourism destination.
This type of destination
operation thinks on entire
family and consist needs and
requirements of all age group
individuals.
So from above study it can be concluded that there are different destination which Vary
according to needs help of different, marketing functions people. This can be done without that
can determine choice of destination. There are also a contrasting situation because these are both
offers different type of services and satisfaction of their customer.
P3Roles of digital marketing in promoting a destination
When firm use internet as their core technology for promotion of its services and
products than this method is called as digital marketing. For spreading awareness about the firm
product and services by covering large number of customers many firms use digital marketing as
a tool which also includes digital advertisement in there functioning. Digital promotion has an
important role in promoting the destination in global context. For promoting London destinations
firm can use number of tools which will aid profitably in there functioning. And provide
information to their guest. These tools are defined below:
Social media tool: This is the best method of promoting the sales of firm this help in
establishing relations with customers and facilitating them in managing their firm’s customers.
This also provides firm in the benefit of direct contact with customers and can boost their moral
at that destination. For instance, trend of social Media is increasing continually. People are more
involved in social sites like Face book and others (Gursoy, Del Chiappa and Zhang, 2018). These
helps in promoting destination in London as there is major use of social media according to
much report. There are number of firms which can use this as there major tools for promotion of
their destination. So firm have to use this carefully and get advantage of this.
Email Marketing: This method includes the sending mails to customers with the help of
promotion of destination. These emails are consisting of various thinks which help customers in
identifying quality of destination and many other thinks. This is the cheapest way of promotion
the destination. This can be utilize by London destinations by promoting there destination and
can increase the profit other origination by attracting more customer. it will also aid in buiding a
good image of firm in front of its potential customers and mouth publicity of destination. For

example, in Sapphire, the administration of the company can also use this tool to aware them
about the different destinations of London and getting attention of them regarding locations
Content Marketing: This is also a tool of promotion by firm this is the important part of
any tourist destination as it aid in promotion of firm in marketing of firm by promotion with help
of content updating and description about the destination. This content are provided to potential
customers by online or offline methods .there are many tools which firm can use for promotion
of its destination some of these are vacation planner, local magazines, destination guides, stories
of hotel, travel publication and hotel publication etc, this can help firm in getting more
competitive advantage in business environment. Company can use this as promoting there
destination with help of locals.
Google analytics- It can be known as web analytics and web commercial which is offered
by it. This will assist in tracing the reports of website traffic. It is essential tool for firm product
and can aid firm in managing its customers data base for future planning To understand the
importance of digital advertisement campaign, the administration of the company can use
different tools like website, Google analytics technique (Xia, Zhang and Zhang, 2018). It aid the
company to promote London as a luxurious and leisure tourism and visiting destination.
M3 Ways in which digital promotional tool help in promoting London
In London, company which are engaging in business of tourism can use their potential
resources and help firm in getting new image of there promotional destination (Camilleri, 2018).
This will help firm in getting image of London to promote the luxurious and leisure destination
which can be used by company in getting additional interest and profit.
 It also optimizes its mercantilism by creating and utilizing social media platforms to form
promotional Endeavour which is approachable, occupied and covers number of target
audiences.
 It has an official website visitlondon.com which helps it to build up several assemblages
all over the world. In 2017, to guide and supervise the entire city, an application named
Visit London App is established.
P4 Role and service of DMOs in marketing a destination
Destination marketing companies is defined as those entity that are answerable to promote
a community in order to make people attract towards tourism destination which in turn improve
image of visited places. This companies develop strategies and a set of actions that directly leads
to ling term improvement of a specific destination in an effective manner. They help in
developing, beholding & executing campaigns as well as advertisements in order to make
maximum number of people visit at tourist destination. Along with this, their strategies influence

tourist people to visit destination in a proper manner. Moreover, it help in raising investment of
tourist so that they can have good experience while travelling. There are number of roles which
is performed by destination promoting firms are as follows:
Develop a tourism marketing plan: This is one of the most important role which is
played by destination marketing companies. They develop or formulate plans in order to attract
maximum number of people towards destination and for this companies conduct campaign,
advertising and many more. By the assistance of planning, the objectives or desired goals of
companies is met within the time frame. In addition to this, it also help firms in mapping out
process in a proper manner that lead towards success and assist in gaining leading position. For
instance, In London there rea many DMOs that help in formulating plans on order to promote
particular destination.
Structuring & developing a platform on social media websites: Another role played by
destination management organisation s to build a string platform on social media which will help
in educate and aware more number of people about destinations. Nowadays, social media plays
an important role as almost 80% people uses social media websites in order to communicate,
entertain and many more. Promoting on social media sites about destination will help company
to enhance more number of visitors within short span of time. For this, companies need digital
promotional groups as well as team in order to promote destination in an effective manner. The
sites consist of all the information about destination in a proper manner which help people too
easily choose their destination to visit.
Advertising & promoting: In order to make maximum number of people aware about
destination, it is important to promote as well as advertise destination in an effective manner.
Destination management organisation develop advertisement and promote destination by the
proper use of promotional tools as it attract more number of people towards destination. With
reference to London, an official website that is Visitlondon.com and an application which assist
tourist to gain proper information regarding various destination of London (De Grosbois, 2016).
Along with this, it also contains information regarding culture of London so that it is easy for
tourist people to enjoy their visit. In order to promote its website and application, the company
uses various social media applications such as Facebook, Instagram, Twitter and many more. In
addition to this, its managers have uses LinkedIn so that they can touch with professional people
and aware them about website or tourist destination in London.
Market research: The another role that is performed by destination management
organization is to gratify market investigation which assist them to identify market trends as well
as people requirements and then formulate effective plans in a proper manner. In relation to
London, it is an expensive place which is not easily affordable for people to visit so Destination
management organisation design friendly & affordable trips for people which raise the number
of visitors in London. In addition to this, identifying requirements of people helps in fulfilment
that directly builds positive mind set of people regarding destination( Henderson, 2016).

P5 Challenges faced by DMOs in marketing destination along with examples
Destination management organisations promote specific locations among the target
audience with an aim to increase number of visitors. In addition to this, it also help in building
image of particular destination in a positive manner. At the time of promoting advertising, these
companies faces a lot of challenges which are as follows:
Advancement in technology: Nowadays, technology is keep on changing continuously
and it is getting difficult for DMOs to use it and make alterations as it occur cost as well as time
of companies. People prefer to use those things that are innovative in market as it attract them
that leads to raise in number of visitors. For example, Sapphire which is a destination company
face problems in acquiring advanced technologies as they need investment to adopt new
technologies that affect negatively on their revenue level Guimarães,( C.R.F.F. and Silva, 2016).
Competitors: Competitors plays an important role due to which sales as well as profit of
an organization declines. There are many competitors who advertise and promote destination so
it is important for companies to make unique and different plans so that they can compete with
their rivals in a proper manner. The destination market is rising day to day as many new
companies is enter at market place and promote in an effective manner. For example, Sapphire is
facing high competition as there are many destination marketing firms who offer services to
people ta lower prices and target right people due to which company facing issues that affect
negatively on their sales also. In order to resolve issue and gain competitive advantage at
marketplace, Sapphire uses innovative techniques which help them to promote their services
differently from competitors. They mainly emphasise on sustainable use on order to build
positive image in mind of customer towards organisation that effect on sales in a positive
manner. Moreover, it also help company to fight with their competitors prevailing at
marketplace.
Risk of natural calamity: The natural happenings as well as calamities can also be a
threat for destination management organisations which directly creates higher risk to companies.
The occurrence of natural calamities might develop higher risk for companies and is considered
as a challenged faced by DMOs. People prefer to visit those places which is not having any risk
of flood, earthquake and landslide. In order to promote this places, it is important for companies
to build effective strategies so that they can turn down the negative mind set of people into
positive set. The occurrence of natural calamities have no time or control as it effect on life of
people in a negative manner. In addition to this, it is essential for destination companies to
investigate places on a continuous basis & gain knowledge regarding natural calamity as it will
help them to give proper information to customers. This also help companies to maintain good
relationship with people as they protect life of individuals Tan,( G.W.H., Lee, Lin and Ooi,
2017).
Threat of terrorism: Another problem faced by destination marketing is threat of terrorism. It is
the responsibility of destination companies to give proper information to people regarding

terrorism as it is totally about life of people (Chen, 2016). People did not like to visit places
because of fear of terrorist attack that effect on number of customer negatively of destination
companies. In relation to Samphire, it focuses on offering those places to people which is safe
from terrorist attacks & also provide session to staff members regarding how to deal with these
circumstances & threats.
M4 DMOs in marketing destination
Moreover, social media websites plays an important role as it assist destination management
organizations to attract more number of people towards it. It is important for destination
companies to use advanced technologies which assist them to attain competitive advantage
at market and to fight with their rivals in a positive manner.
CONCLUSION
From the above study, it has been analyzed that destination market plays crucial role in
promoting as well as advertising particular destinations, cities & places. In addition to this,
marketing principles help companies to attain objectives within the given time period. It also
helps in target and potential people through advertising and campaigns. There are various forms
of marketing campaign is used such as adventures, destination with families.

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