Destination Marketing

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The paper briefly explains the factors influencing destination market. The use of brand pyramid 10As model and TALC model to define destination market in Dublin. Strategic Planning has been done to in order to enhance and strengthen the identity and brand of Dublin, Ireland.

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Destination Marketing
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1Destination Marketing
ABSTRACT
Tourism has evacuated itself for being the world’s fastest growing economic sector or business
in the recent years. Around the world government and the other private sectors are recognizing
the power and importance of tourism in order to boost their nation’s prosperity and development.
The more the tourism destination, more is the competition for the visitors and this competition
becomes intense. Therefore, it becomes important to create destination’s ability so as to project
them on the stage of world and further differentiate itself from the other destination. The paper
briefly explains the factors influencing destination market. The use of brand pyramid 10As
model and TALC model to define destination market in Dublin. Strategic Planning has been
done to in order to enhance and strengthen the identity and brand of Dublin, Ireland.
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2Destination Marketing
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
Destination Situation Analysis.....................................................................................................5
Environmental Analysis of Dublin..........................................................................................5
Competitor Analysis................................................................................................................7
Market Factors Influencers over Destination Market..................................................................8
TALC, 10 As model and Promotion............................................................................................9
Branding Objective for Dublin, Ireland.....................................................................................12
Brand Audit...........................................................................................................................15
Market Segmenting and Target market......................................................................................15
Stakeholders in Dublin, Ireland.................................................................................................17
Integrated Market Communication............................................................................................17
Action Plan for Dublin, Ireland..................................................................................................18
Risk Management in Dublin, Ireland.........................................................................................19
Conclusion.....................................................................................................................................20
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3Destination Marketing
Introduction
The tourism industry is growing rapidly, tourism is considered as the major social,
economic and cultural phenomena which require movement of people to outside destinations
from their normal places like residence or work. The aim of the paper is to understand the
destination marketing and its scope. The paper seeks a brief analysis of Dublin, Ireland by
Destination Management Organization. The analysis involves market analysis, destination
analysis by using TALC model and 10As. The paper also involves promotional activities audit
such as advertisement, publicity, public relation, sales promotion, trade shows and events. This
paper also discusses about the brand audit using the five-stage brand pyramid. In the second of
the paper has conducted research based upon strategic plan in order to enhance and strengthen
the identity and brand of Dublin, Ireland and hence developing tourism in a sustainable manner.
The paper will focus on achieving the proposed brand objective and developing new brand and
its positioning for tourism. Integrated marketing communication is aimed in order to deliver the
set of brand objectives and to increase the appeal of Dublin, Ireland as a destination. An action
plan is designed detailing the key task required to achieve the proposed brand and promotional
strategies.

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4Destination Marketing
Discussion
Nowadays, tourism has become the major source of income for many regions of the
country. The main aim of the tourism is to bring considerable economic benefits to local
residents and communities. Tourism helps to protect and conserve the natural environment and
also ensures respect of traditions, customs and cultural heritage. The following factors like
location, product, accessibility, community experience and service determine the experience of
the visitors.
The Republic of Ireland rapidly continues to experience great growth in the tourism
business market, but it is analyzed that the growth has been seen to be slowed down since 2002.
Dublin is focusing on growing business tourism destination (Ababneh, 2018). Dublin Tourism
aims to continue enhancing the positioning in the international market as “A separate and distinct
brand that appeals to business and leisure travellers alike”. The destination marketing is a
concept of marketing which promotes a destination (town, region, country or city) which aims to
increase the number of visitors. In simple words it can be said that destination marketing is
nothing but tourism advertising for a specific location (Arguedas et al, 2018). It is basically a
promotional activity and gives a brief market analysis in order to promote destination that where
the tour will take place (Blakeman, 2018). The key idea is to attract the customer through various
unique features of a particular location in order to sell their service and to increase the economy
and enhance the social prospect of a particular place. According to the recent study, it shows that
Ireland had a total of 3.8 million visitors from abroad with more number of tourists from North
America with a gradual increase of 12.4 per cent and mainland Europe 12.3 per cent (Costello,
P., 2018)..
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5Destination Marketing
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6Destination Marketing
Destination Situation Analysis
Environmental Analysis of Dublin
Tourism is very important in Dublin- the environmental factors which affects the tourism
in Dublin, Ireland. The recent report, which was completed in the year 2016, June, explained the
overall background context which includes the macro-economy and tourism trends and its
performance, the strategic and policy environment for tourism internationally in Dublin
(Bolderman and Reijnders 2017). The following environmental analysis can be done by PEST
analysis. The PEST analysis includes political, economic, social and technological aspects which
affects tourism.
Political Factors:
Ireland is an independent, sovereign and it is a democratic state with parliamentary
system of government, the Ireland is considered as the stable government. The House of the
Oireachtas is situated at Leinster House, Dublin (Camilleri, 2018). There are around 114 local
authorities in Ireland. Dublin provides a broad range of services which includes transport,
housing, water supply, education, waste management, health and welfare. Basically, Ireland is a
very neutral country and therefore terrorism and war is very rare in the globe. Therefore,
establishing business in Ireland is considered to be very safe. Thus, this place attracts many
tourists and makes people to stay in this particular place. Generally, Ireland is very lenient with
their price regulation which means there is no particular law and regulation on the price of the
products that is what will be the minimum, or what will be maximum price of a product. This all
factors attract the tourist for destination place in Dublin.

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7Destination Marketing
Economic Factors:
Ireland is considered as the largest exporter of providing service in the whole world, by
estimation it contributes approximately 6.7% of the total GDP compared to last year. According
to the GDP, Ireland is ranked as the wealthiest countries, although, growth is growing year by
year, there was a declaration in the overall rate of oversea tourist growth in Ireland for the year
2017. The 9.0m trip in the year 2011 represented 3.2% as annual growth in the previous year. As
evidence, in the year of 2018 the first quarter suggest a strong growth, with a total number of
oversea trips that is 7%. The data shown in the (Appendix, Figure-1), shows the number of
domestic trips to Dublin (Costello, P., 2018).
Social Factors:
The Irish Society, delivers a unique culture and language, gaelic language and culture
forms a very important portion of the Irish national identity. Irish is such a place where people
from all over the world and especially in Dublin. Ireland is considered as the place for mass
emigration and had to adapt to mass immigration (Signorile et al, 2018). The culture of Irish is
different their traditions, customs, music, art, language, literature, cuisine, folklore and sports
which is totally associated with the people of Irish and Ireland. Irish is very well-known for its
literature, songs and drama. The society in Dublin is very peaceful; the country towns are very
well developed.
Technological Factors:
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8Destination Marketing
The technological aspect is increasing very fast and is changing rapidly, which provokes
that the business must focus to plan for the future business in a greater extent. The railway
system in Ireland is technology based. It has national airports and three international airports and
generally the routine between the Dublin and London is marked as the busiest in Europe. This
factors like high level of infrastructure, allows Dublin to build great service better
communication and exportation of goods. The main objective is to encourage the Ireland about
their technological development.
Competitor Analysis
Dublin has been currently viewed as the place to visit and a thoroughly grasp as
competitor city destination. This has enabled the city to craft a fresh articulation and structure of
Dublin as a destination place that is a proposition of highly appealing, quiet distinctive and also
inherently true. The main competitor of Dublin will be the main cities in Europe which shares
the same prospects as Dublin. The Grow Dublin Taskforce in light of progress of Dublin, its
main competitors (e.g. Amsterdam, Copenhagen, Berlin and Edinburgh), the Grow Dublin
Taskforce has recognized the need to build and reposition the characteristics of Dublin in the
view of potential visitors and to propel Dublin into their “must-visit” list in order to meet the
objective of growing tourism value and number. The current competitive places for Dublin are
London, Rome, Paris this are some mega cities with iconic destinations. The non-mega cities are
like Vienna, Madrid, Barcelona, Prague, Berlin, Venice, Brussels, Edinburgh, Florince,
Coperhagen and Stockholm. This places are also interesting cities with iconic attractions.
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9Destination Marketing
Market Factors Influencers over Destination Market
Destination marketing is an integral part of the tourism world. Marketing means that it
will involve advertisement, publicity, pictures, contents and so many means of production.
Destination marketing defines how tourism will be developed within a community. Destination
marketing however is affected by a number of factors. There can be sudden changes in the
economy, financial considerations, needs and preferences, the demographics as whole and other
global events (Wright, G.N., 2019).
One of the most crucial factors that affect the destination marketing is the global political
market. If there is any change in the religion, there can be violence, wars and protests prevailing
between countries and this will affect the beautiful destinations. The tourism market gets
hampered to a large extent and affects the economics of the region gets affected. Marketing must
be made accordingly that won't hurt the sentiments and would suit the ongoing condition.
Another important factor that affects the destination marketing is the fluctuations in the
currency (Chaffey and Ellis-Chadwick 2019). If the exchange rate gets up and down, then the
amount to be paid by the tourists becomes either to huge or less. In cases the amount to be paid
increases because of the high exchange the tourists will not visit the planned destination and it
will affect the economic condition of that destination.
Seasonal change is one of the most common factors that affect any kind of destination
marketing management companies. The marketing changes accordingly. People who tend to visit
the cold places should be marketed to leisure and campfires. People who prefer springs should be
marketed to hiking and lakeside beauties.

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10Destination Marketing
Natural disasters and bad weather's also affect the destination marketing. Promotional
offers and discounts should be provided after sudden climatic breakdown so that the destination
can be revived efficiently. Apart from these factors the support of the government also plays a
crucial influential role. Destination marketing requires both financial and promotional support
from the Government in times of economic hardships (Quinn and Ryan 2016).
TALC, 10 As model and Promotion
TALC refers to Tourism Area Life Cycle. It helps in evaluating the tourism sites
throughout their life cycle. This theory helps in analyzing any psychological, progressive,
ecological or any social and economic conditions and helps in understanding the dynamics for
developing the tourist destination. Dublin has always been a place of attraction. Being the capital
of the Republic of Ireland it truly holds the feature of being a capital country as it brings in a lot
of resource for the economy through its tourism (Kubickova, and Li 2017). There are always
ways to improve the ongoing conditions and to bring in more customers and revenue. This
requires analysis and hence the TALC model can be used. The theoretical life cycle of a
destination includes – Exploration, Involvement, Development, Consolidation, Stagnation and
either Decline or Rejuvenation.
Exploration is the stage where people start to visit the areas and start showing interests.
The adventurous tourists usually prefer areas that are unexplored and try to find something new
and it is in this stage that these tourists come to the places (Kubickova, M. and Li, H., 2017).
They get to know more about the destination by interacting very closely with the local people
and uses mostly local facilities. So the destination spot first needs to be checked and the
attractive areas are to be spotted out.
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11Destination Marketing
Involvement refers to increased number of tourists but the control still remains under the
local areas. Advertisements are done and high interaction prevails in this stage. There is a change
in the social life and infrastructure in this stage (Kubickova and Li 2017). It is necessary that
some more tourists are to be bought in this place and their reactions are checked and feedbacks
are taken.
Development is the situation where the number of tourists increases rapidly and exceeds
the local population. It therefore, refers to the situation where artificial attractions are required to
be built and intensive and extensive advertisement is to be done.
Consolidation refers to the situation where all the tourists have explored the area and the
number of tourists has started to decrease because of over-crowding. Facilities degrade and
products and offers also deteriorate. In this situation extensive advertisement and several offers
are required to be given. Discounts in hotels, footing and transportation can be beneficial under
this circumstance.
Stagnation refers to the situation where no further improvement is occurring. Change in
the ownership, issues related to hotels and environment and economy arises. Focus needs to be
provided on the tourist package and resolving the social and other issues. In a declining situation
the tourists loses interest and hence rejuvenation needs to be done by changing some spots,
attractions and finding a better tourist market.
Apart from the TALC model the 10 As should also be emphasized upon as a manager. The 10 As
are –
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12Destination Marketing
The 10As can be defined as the approach or system which was created with the support of
UNWTO, this system is basically a breakthrough for destination management. These approaches
are the useful set of attributes for judging the success of tourism destinations.
1. Awareness – The tourists must be aware about the destination and its varied attractions.
2. Attractiveness – The geographical appearance and the surrounding factors must be
pleasant.
3. Availability – It refers too how easily the bookings and reservations can be done and the
number of options available for the same.
4. Access- It refers to how convenient the destination is in moving all around and in moving
to and fro the destination.
5. Appreciation- Welcome level, greetings and hospitality of the tourists and the types of
services given and taking of regular feedbacks.
6. Assurance- It focuses on the safety, security and cleanliness of the destination.
7. Activities – It refers to what are the numbers of things that the tourists can do rather than
just sight-seeing and staying at the hotel. It can include parties, events, games and many
more.
8. Appearance – It means the impression that the destination holds in the mind of the
tourists.
9. Action – It refers to the taking of feedbacks and thereafter making proper strategic and
marketing plan of actions in order to improve the destination further.
10. Accountability – It refers to the performance evaluation and thereafter determining the
effectiveness.

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13Destination Marketing
Branding Objective for Dublin, Ireland
The vision of Dublin is to underpin the following core strategies and their related
objectives: the strategy one is to enhance the experience of the visitors by creating and
maintaining a safe, respected and stimulating city center that would welcome people from all
corners of the world.
The objective for strategy one is to create a number one world class pedestrian friendly city,
promoting Dublin as the city of events, enhancing Dublin reputation as “the city of culture” and
promoting Dublin as the city of literature.
The second strategy is to improve the visitor offer by creating vibrant and diverse cultural, social
and leisure economy that attracts many people into the city in order to give them experience and
to make them joyful with many possibilities.
The objective for the second strategy is to attract more tourist or visitors to the city, develop a
sophisticated and vibrant food culture, developing Dublin with the most attractive retail
destination in the state and supporting the overall development of innovation would attract the
new visitors.
The third strategy is to make Dublin a connected city by creating a highly accessible city by the
provision of more improved public cycling, walking and transport facilities.
The objectives for the third strategy are to facilitate the expansion and provisions of an integrated
public transported system.
To achieve the following objectives of Dublin destination, brand pyramid technique is used
which is very useful tool for creating a planned set-up for the company’s marketing strategy. The
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14Destination Marketing
pyramid helps the companies to identify better opportunity regarding their customer’s position,
the company brand and product and to know at what extent they can be loyal to the company
(Jovičić-Vuković, 2018). Tourism branding is the process that distinguishes a particular
destination by their characteristics and by creating an identity of that destination and moreover
the important part is it emphasizes a destination authenticity. In order to achieve the proposed
brand objective five-stage brand pyramid has been applied to Dublin, Ireland which demands on
focusing the overall development of the new brand and its positioning (Cheverst et al, 2013).
In the five-stage pyramid (Appendix, Figure-3), there are five levels each describing
certain questions, the lowest bottom part describes its rational attributes visitor “emotional take-
out from the destination: that is what do visitors like to see and do. Generally visitors want to
explore many new things which they have not seen anywhere else which implies something
different and they have not encountered from somewhere else. It is quite obvious that, it would
be better if they can explore places with minimum expenditure.
The fourth stage of the pyramid describes that what visitors feel about the destination
place, consumer research has been done for the following stage. Ireland has attracted many
tourists that is over 1.7 million people last year. However, even with overwhelming places and
experiences there are some negative comments on this place. Visitors from England and USA,
usng their name as Browneyeno and JohnS respectively has commented on Guinness go to pub
as waste of money and boring place (Costello 2018). Therefore, it is highly necessary to account
the views of visitors in order to make deliberate changes in Dublin to make it as a destination
place.
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15Destination Marketing
The third stage of brand pyramid suggests that what are the main characters which
distinguish Dublin from others and what does the place have to give to its visitors. The best
places people like to do and Ireland have to offer is party like the Irish at the Temple Bar, drink
inside a restored cathedral at the church and so on. It is a place which offers great value for
money; the place is famous for historic venue, it is easy to get in Dublin it has national airports
and three international airports. The place has beautiful beaches with cultural quarter and
stunning mountain views. This place has everything what people expect from destination places.
The second stage summarizes the destination’s strongest competitive advantage of
Dublin. The visitor focused strategy is: social energies, the young ones are more excited to get
new experience, its culture, their fats growth in business. Dublin has been a vibrant capital city
which bursts with variety of many surprising experiences.
The first stage summaries the key features or characteristics of the place Dublin, this
place delivers a unique culture and language, gaelic language and culture forms a very important
portion of the Irish national identity. Irish is such a place where people from all over the world
and especially in Dublin (Mason 2015). The culture of Irish is different their traditions, customs,
music, art, language, literature, cuisine, folklore and sports which is totally associated with the
people of Irish and Ireland. Irish is very well-known for its literature, songs and drama. The
society in Dublin is very peaceful; the country towns are very well developed.

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Brand Audit
The brand audit is basically an effective approach to health check of the brand to identify and
address problems areas with a net result of helping you turn things around and grow bottom line.
The brand audit includes:
Brand Vision: Dublin aims at creating a destination place and create a brand value attracting
number of tourist around the world.
Values: Creating values for the destination place Dublin by endorsing the place with new
changes and attracting the visitors with its beauty and culture.
Performance: Enhancing the place with wide range of activities like keeping the environment
clean, celebrating festivals in a huge mass.
Promise: Promise indicates like giving word to the tourist for giving best tourism experience of
Dublin.
Personality: The personality of Dublin indicates easy access to that place, comfortable
transportation, environment friendly and good maintained visiting place in Dublin and value for
money places to visit.
Market Segmenting and Target market
The key drivers which would attract the visitors in Dublin, these drivers are the reason
behind the trends in global tourism and also influence travelling motivation in Dublin are; its
authenticity, visitors get immersed in the city, flexibility, experience, effortlessness and escape
from their work life and a need to explore new things. Dublin has a significant opportunity to
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17Destination Marketing
combat a very low level of awareness of what Ireland offers and try to communicate the variety
of Dublin’s attraction to a number of potential visitors as the key target market.
In order to attract the right type of visitors, and who can remain motivated segmentation
model has been developed. This segmentation model focuses on understanding the visitor needs
and motivation and eventually growing those visitors with same behavior. There are seven
segments which have been identified, and with this segments are most likely to visit Dublin. Out
of these seven three are given more priority which is based upon their likelihood in order to visit
Dublin as well as the geographical and economical return on investment that they can yield for
the tourism industry (Karisma, Putra and Wiranatha 2019). The seven segments are culturally
curious people, social energies, nature lover, great escapers, and top tenner, spoil us and easy
going socializers. (Appendix, Figure-4). The three main segments are social energies that are
youngster, culturally curious people and great escapers who need some time away from work.
The culturally curious people are the people who want expand their travel experience and
to explore new places, cultural and history. The explorer, who want to discover the hidden stories
and would get deep into destination and the people who want travel experience, the people are
interactive and want personalized experience rather than just prescribed tour, the socially
responsible and environmental curious visitors. This segment usually attracts 51% of men and
49% of women. The age group from 35-54 are more enthusiastic to visit new places than other
age groups. The percentage goes in this way 22% for below the age of 34, 50% for the age of 35-
54 and 28% for the age above 55. Almost 50% visitors are from mainland Europe, the segment
size in 2016 were 14.8 million visitors from Germany, 16 million visitors from France, 4.7
million from United Kingdom and 21.6 million from USA. Therefore, these places must be
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18Destination Marketing
focused on in order to attract visitors from these places as their number is more over the years
which mean people are interested in exploring Dublin.
Stakeholders in Dublin, Ireland
The city Arts Office has identified the public as it primary stakeholders (visitors and citizens).
The indirect stakeholders are the tourist, tourism sector organization and citizen. The direct
stakeholders of destination management organization are government, community and
environment.
Integrated Market Communication
It is always been tough to grab customer attention and it has remained a challenge
especially to grab the attention of wide network like tourist and visitors. The Integrated
Marketing Communication (IMC) is an approach to communicate with the potential customers
and is developed specifically for tourism and travel industry. It is quiet cost effective and unique
approach is trending online marketing package which includes elements like SEO, SEM and
SMM as well as a crucial online reputation advance scenario (Farrington et al. 2018). Tourism
Review marketers, are encouraging the new concept of online marketing issues for tourism and
for travel industry, this concept have developed a sophisticated and delightful brand new
tourism industry focused solutions for inbound travel service providers. There are two of IMS
options that can be used in order to aim the target market and to increase the appeal of Dublin,
Ireland as destination.
IMS Unlimited – It is used for intensive online reputation and online appearance building over
the global Tourism Industry
IMS Smart – It is used for online communication in travel and tourism industry and successful
SEO development with limited budget.

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19Destination Marketing
The IMC focuses on these following targets:
- Growing the overall internet reputation of the travel destination;
- enhancing “searchability web page through search engines (SEO);
- In order to develope awareness among potential stakeholders or partners worldwide;
- attracting additional highly targeted traffic (direct and from SE) to partner’s website.
Action Plan for Dublin, Ireland
Action Plan has been developed in order to achieve the proposed brand and promotional
strategies. The main aim of the action plan is to maximize number of tourist and tourism value so
as to increase the economy of Dublin (Moutinho and Vargas-Sanchez 2018). The action plan has
been carried out by developing steps to strategic implementation.
Sector Programmes
Dublin Now Plus
for Social
Energisers and
the other
approach “Dublin
Now” to
culturally
curious.
Experience
Development
Framework this
is for culturally
curious
energisers
Reposition
Dublin as an
International
Business Tourism
destination
Dublin events
forum
Position Dublin
as “Must See”
destination
Cross-sector Macro Projects
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20Destination Marketing
Preparing and
delivering a
strong marketing
communication
strategy
Ensuring that the
economic
benefits of
Dublin is felt
personally so that
the people of
Dublin could
become the
advocates of
Brand Dublin.
Creating a digital
network, for
Dublin which
includes Pull-
Push Strategy.
Improving the
ease of transport
and having
access around
Dublin.
Improving
accommodation
capcity.
Hygiene Critical Project
Presentation and
collection in
order to align the
visitor journey
Opening hours
for public
attraction in order
to match the
visitor needs
Natural outdoor
facilities and
infrastructure and
their facilities
Survey of visitors
to confirm the
importance of
hygiene factor.
Tourism must not
be incorporated
fully in the city
planning.
Risk Management in Dublin, Ireland
As evident, Ireland has been experiencing a number of emergencies in the past. The Dublin,
Ireland geographic position is less vulnerable to natural disaster such as volcanoes, earthquake.
However, in recent times it is seen that there has been increase in in the number of severe
weather events, particularly flooding and flash flood incidents. Therefore in order to overcome
and manage the natural calamities the destination management organization takes certain risk
management actions such as risk mitigation and control and helps from government.
The community resilience, the government taskforce on emergency planning, national, lead
government departments, national emergencies coordination group, support government
department and agencies are such organization which help in the endorsement of risk
management in Dublin.
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21Destination Marketing
Conclusion
It can be deferred from the following report that destination management helps to project
a framework to make a place delightful destination for the visitors. The following report has
established many approaches concepts and facts to support Dublin for becoming a destination
place. Tourism is widely spreading all over the world therefore, many regions are focusing to
grab the utmost potential from their destination place which would leverage their economy and
support the nation in all possible ways.

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Signorile, P., Larosa, V. and Spiru, A., 2018. Mobility as a service: A new model for sustainable
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Appendix
Figure1: Tourist
Index in 2018
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Figure2: GDP rate in Ireland
Figure3: Five Stage Brand Pyramid

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Figure4: Market Segmenting Factors
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