Destination Marketing: Principles, Analysis, and Challenges

DESTINATION
MARKETING
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TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Principles of marketing planning...........................................................................................3
LO 2.................................................................................................................................................4
P 2 Analysation of a range of destination campaign....................................................................4
LO 3.................................................................................................................................................5
P 3 Digital marketing tools use for destination promotion.........................................................5
D 3 Recommendation for improving digital marketing..............................................................6
LO 4.................................................................................................................................................7
P 4 Role and services of DMO's in marketing a destination.......................................................7
P 5 Challenges faced by DMO's in marketing destinations.........................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
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INTRODUCTION
Promotion of destination to potential visitors for in a form of marketing is called
Destination Marketing. Destination Marketing is done for increasing the number of people
travelling to a particular location which is being promoted. The destination country for this
project is London, and the selective destinations are Buckingham Palace, The tower of London
and Big Ben. It evaluates the principles of marketing planning and also analyses the key
elements of destination marketing. This project discusses the tools of digital marketing used for
promotion of the chosen destination with recommendation. In this project the role and services of
DMO in a destination are discussed. The main aim of this project was to understand and analyse
the challenges faced by DMO in marketing of the chosen destination.
LO 1
P 1 Principles of marketing planning
The key principles of destination marketing are,
Situational Analysis :
For a business or destination to be able to operate effectively and efficiently the company
has to make sure that they are having a plan with them so that there are better decisions which
can be taken. Principles are going to make the working be higher and make the destination be
able to take the right decisions and actions. Targets for the destination have to be set in order to
be able to gain the right attention and working which is going to make the right tourist come in
effectively.
External and operating environment :
Location of London as a destination is very well-placed which is that the city has
developed in business and family tourist locations which is going to be a great factor. Promotions
of the destination is not required to be done on a large scale because of the tourist number which
comes to visit each year. There are around 30 million visitors which London is having each year
which is making the destination be able to develop on its own which is a very important factor.
This environment is good as operations of destination marketing and also does have suitable and
stable external environment (Vyas, 2019).
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Segmentation targetting and positioning :
The targetted segment for the destination marketing in London should be to target tourist
which want to visit the famous locations in London. London is famous for destinations like
Buckingham Palace, The tower of London, Big Ben and many more. There are around 30 million
visitors which London is having each year which visit these destinations. Thus it can be said that
London is a great destination for positioning of destination marketing, targetting and
segmentation.
Competitor analysis :
London is one of the most famous city in the world that is why there is lot of competition
in the tourism market. Competition in the market is increasing and it is important for the
company to be able to gain the right attention and working which is good for the overall working
of the destination. Booking and online platform is very important for the company to have which
is going to make the trends and other factors be present which is good for the overall working.
7p's and Evaluation :
Marketing are having 4 P's which the destination must consider in order to be able to gain
the right attention and working so that the company will be able to operate smoothly (Chen and
et.al., 2020). Quality, experience, competition, value, pricing, etc. of the location are being done
efficiently which is going to be a great factor. Maintaining the business environment is important
so that there are going to be higher functioning and rating which is going to be present so that the
features are going to be improved as well which is making the percentage be higher as well.
Relative of the working and small working is going to be present so that the partners and
possibility is going to be present as well which is good for the overall working. Word of mouth is
also a very good factor for the destination to have so that there are going to be higher operations
and working which would be present. Destinations have to have good advertisements and public
relations which is going to make sure that there is good impact which is present on the tourists
(Choe, Stienmetz and Fesenmaier, 2017). Transparency and feedback from the tourists have to
be taken in order to be able to have good working and functioning which is going to be present
and that is going to make sure that there is efficient working. (Fyall and Garrod, 2019).
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