Destination Marketing

Destination Marketing

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1: Evaluation of marketing planning principles for supporting marketing of a particular destination...3
TASK 2..........................................................................................................................................................5
P2. Analyse the key elements of a range of destination marketing campaign examples to analyse the
success of objectives...............................................................................................................................5
TASK 3..........................................................................................................................................................6
P3. Review of different digital marketing tools used for promoting and advertising a specific
destination...............................................................................................................................................6
TASK 4..........................................................................................................................................................8
P4: Role and Services of DMO in marketing a destination.......................................................................8
P5: Challenges Faced by DMO.................................................................................................................9
CONCLUSION.............................................................................................................................................10
REFERENES................................................................................................................................................11

INTRODUCTION
Destination marketing emphasize on promoting the particular destination site which
finally helps in increasing the amount of visitors in order to explore the particular location. Here
the role of marketing department is to attract the customer through tourism advertisements which
are designed to appeal the interest of customer through various platforms like website, social
media, SEM as well as other paid and unpaid advertisements (Hays, Page and Buhalis, 2013).
The employees of an organization attempt to develop a desirable customer satisfaction have an
immense role to play as they offer highly convincing customers to make their trip desirable
enough by eliminating the chances of dissonance. For a better understanding of the study, the
UK consultancy company Acorn Tourism Development has been selected that believes in
collaborative work ethics. The company's clients are tourism destination businesses to which
suggestion is given in order to maximize social, environmental and economic values. This report
includes topics such as determining ways a company can apply marketing principles in order to
support growth and destination development. In this report Italy is taken as a tourist destination,
it is taken as a European country which has long Mediterranean coastline which has left a strong
mark on cuisine and western culture which can be easily seen in country. It also evaluate of role
of digital marketing that helps in the promotion of particular destination site. Further, access the
role of destination marketing organization as well as challenges face by them is covered in the
report. Italy is a capital of Rome which is a home to Vatican and also has various ancient ruins
and land mark which makes it a tourist destination it also has various major cities which includes
Florence it has number of Renaissance masterpieces including Brunelleschi’s Duomo and
Michelangelo’s “David”, Milan which is known as a Italy’s fashion capital and Venice, which is
also known as a city of canals.
TASK 1
P1: Evaluation of marketing planning principles for supporting marketing of a particular
destination
Marketing refers to the method or function of selling the goods or service to a target
market so that it can attract a large numbers of customers. It includes advertisement, distribution
and supply of goods or services to its customers. There are various principles within the
organization, which control this operation. Effective marketing requires a strategy-a marketing

plan in particular (Principle of marketing planning. 2019). While consumers should have been at
the core of every promotional campaign, advertising campaigns do not run in a void. Marketing,
then, is one role of a broader company, working within a dynamic market setting. To maintain
promotional efforts are successful, all of these aspects must be taken into consideration in the
marketing strategy. In addition, once a strategy is in motion, it acts as a roadmap for all the
marketing strategies a company undertakes. The marketing campaign will take several different
formats. It's also a structured document that is regularly checked to establish organizational
cohesion and help. This may also be a document detailing each of goals and tactics. Often the
marketing plan components are displayed on the internal website of an organization which
allows all staff to access information and see notifications.
The benefit of making a plan:
 Addressing fragmentation: The visitor ecosystem involves a whole range of
experiences provided by several governments, private, and volunteer organizations. It is
important that they function together and achieve effective usage and financial allocation
in doing so.
 Recognizing, reinforcing and organizing various functions: Promoting the tourism
sector is not only about advertising but must include a whole variety of activities aimed at
enhancing the quality of the tourist experience and business efficiency. Company
promotes Italy as a tourist destination by promoting its various tourist attractions in order
to attract more and more tourist visiting Italy as a preferred tourist plce.
 Impact management and tracking: Tourism has a variety of effects on people and the
environment and seems to be fundamentally an activity which profits from management.
Prioritizing and resource allocation: A key advantage of making a plan is defining what
the specific objectives and goals are in order to allow the most efficient use of financial
resources along with human resources.
 Getting more funding and support: Well written, discussed and delivered action plans
will improve the fundraising and it can help identify support projects. Acorn tourism
development gets more funds and support Italy as a tourist destination as it plans and
manages its marketing plans.