Role and Services of DMOs in Marketing a Destination

Destination
Marketing

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1: Evaluation of principles of marketing................................................................................................3
TASK 2..........................................................................................................................................................4
P2: Analysis of key elements of a range of destination marketing campaign examples..........................4
TASK 3..........................................................................................................................................................6
P3: Review of different digital marketing tools.......................................................................................6
TASK 4..........................................................................................................................................................7
P4: Role and services of DMOs in marketing a destination.....................................................................7
P5: Challenges faced by DMOs................................................................................................................8
CONCLUSION...............................................................................................................................................9
REFERENCES..............................................................................................................................................10

INTRODUCTION
Destination marketing refers to a promotional activity in which destination firms promote
the places where they will conduct the tours for the tourists (Almeida-Santana and Moreno-Gil,
2017). It helps them in getting a better idea about the destinations so that they can take a
decision. Its idea is to attract the clients by showing them attractive features of the destinations
so that they can avail the services of travel agencies and consultants after getting an overview of
the destinations. In this report, specific analysis will be made on assessment of marketing
principles to support destination growth and development, analysis of key elements of
destination marketing campaign. Analysis will be made on tourist destinations- Dubai, Singapore
and Bangkok. These destinations are world-famous for attracting tourists all around the year.
These destinations offer significant scope and potential for marketing and earning profits through
tourism activities. Destination Marketing Organizations are known for marketing of destinations
all around the world and make sure that the tourists visit these destinations .Also, focus will be
made on evaluation of role of digital marketing in promotion of destination. Additionally,
analysis will be made on assessment of role of destination marketing organizations and the
challenges they face.
TASK 1
P1: Evaluation of principles of marketing
Marketing planning is a process of anticipation of future events and development of
relevant strategies to achieve the objectives of the organization (Avraham, 2016) (Bastiaansen
and et.al., 2018). It involves designing of activities which relate to marketing objectives.
The three destinations which have seen a large growth in tourism in the last few years
are-
 Dubai
 Bangkok
 Singapore
A thorough explanation of these destinations is provided as follows-
Dubai- Dubai is a city and an emirate in United Arab Emirates (UAE). It is a city which
is famous all over the world for luxurious shopping, ultramodern architecture and lively
nightlife scene. It has recently become quite famous for its tourism sector which has been
witnessing a rapid growth over the years.
Bangkok- Bangkok is the capital of Thailand and is a large city known for ornate shrines
and vibrant street life. It is famous for its tourism related activities as it offers services at

cheap rates to the tourists which make it an inexpensive destination to travel to. Thus it has
been witnessing rapid tourism growth over the years.
Singapore- Singapore is an island city-state and is a global financial centre with a tropical
climate and multicultural population. It is famous for shopping and its tourist destinations.
That is the reason why it has been witnessing rapid tourism growth over the years.
The marketing principles are explained as follows-
Understanding the customer- It is important to understand the customer as it is very
important for making the marketing plan of the organization (Bokunewicz and Shulman,
2017). It helps in marketing of a destination as by understanding what the client wants
specific destinations can be suggested by travel agencies.
Learning about ideal market- It means researching about the market where the firm
wants to start or expand the level of operations. Destination firms do a thorough research and
obtain details about different types of destinations in the world and the varied facilities they
offer to the travelers and guests. This helps them in getting relevant information about
different tourist destinations scattered all over the world so that they can provide
comprehensive information to their clients. This helps in marketing of destinations as it leads
to customers getting information about the destination they want to visit which can convince
them satisfyingly to travel to that place.
Demonstration of value of the product- It means displaying the value product or
service that can be provided to different clients. It helps in marketing of destinations as travel
firms can demonstrate the value which can be provided to the client for the money spent on
visiting the destination. Thus it helps in getting more bookings and revenue generation.
Generating leads- It means noting down the names of those clients who show an interest
in going to a specific destination (Griffin and et.al., 2017). This helps in generating leads.
Thus it helps in marketing of destinations as these leads can be effectively converted into
actual sales.
Building relationships- It means building relationships with clients which go on for a
long time. A satisfied customer brings along many more customers in the future. Thus it
helps in marketing of destinations as if a customer is satisfied after visiting a specific
destination with a travel firm then this will generate positive reviews for the firm’ business.
Thus this will lead to a sustainable increase in the income.