Role of DMO’s and challenges faced by DMO’s

This report highlights the role of DMO’s in destination marketing and the challenges they face. It discusses how DMO’s support destination growth and development, different elements of marketing campaigns, the role of digital marketing in promoting destinations, and the challenges faced by DMO’s.

DESTINATION
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
LO1..................................................................................................................................................2
How marketing principle is applied to support destination growth and development................2
LO 2.................................................................................................................................................4
Different element of marketing campaign..................................................................................4
LO 3.................................................................................................................................................6
Role of digital marketing in promotion of destination................................................................6
LO 4.................................................................................................................................................7
Role of DMO’s and challenges faced by DMO’s.......................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
1

INTRODUCTION
Destination marketing is to attract different customer by showcasing different feature of
location to different consumer in the market. DMO stands for Destination Marketing Company.
They represent destinations and provide crucial support to develop their long-term travel and
tourism strategy. This report highlights the interrelation between marketing planning principle
and destination marketing. Then report goes to elaborate different element of marketing
campaign. After that report explain different digital marketing tool which are being used by firm
in the market. In the end the report explain different challenges and role played by DMO’s while
operating in market.
MAIN BODY
LO1
How marketing principle is applied to support destination growth and development
P1
Destination marketing is a promotional activity. Idea of destination marketing is to attract
different customer by showcasing different feature of location to different consumer at
marketplace. Destination marketing principle are interlinked with the principle of marketing
planning in many different way. Some of the principle of marketing planning and their interlink
age with destination marketing is as follows:
Marketer must be clear about the customer to be targeted: This is the first principle of
marketing planning, which used to highlight that marketer in cited firm operating in london
should be clear about the target customer base of the company (Philip, 2017). This is same linked
with the destination marketing in principle as well. It has been fond out that all the nation used to
offer variety of different type tourism such as adventure, historical etc. So the destination has to
make sure that they used to target their suitable customer base in cited firm. For example most of
the European destination including London generally used to offer good sort of history of
country. As a result they generally used to promote the destination in the country where there is
no that rich history life is not that great, African nation is one of such nation.
Assess competition: It is another important aspect of marketing planning; all the company
operating in London in the market has to consider different competition before planning different
activity of marketing. These generally provide crucial support the company in getting ready for
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the different issue which is offered by different company. It is same in the destination planning
in cited firm, as it has been identified that all destination has to consider the different destination
who are offering the same feature. So for the same they have to make sure that they used to
examine the different nation who are offering the same feature in the market. So it is very
important for all the nation to examine the promotional activity of different location.
Marketer must look at the Unique selling proposition: It is another important principle
of marketing planning, reason behind the same is identified that this will provide crucial support
the company in attracting the costumer toward the product of the company (Palmatier and
Sridhar, 2017). This is well linked with the destination marketing principle, as all destination
generally used to promote the unique selling proportion of destination in front of the different
customer at marketplace so that customer find it easy to select the best destination for the
purpose of visit to the location.
Another Principle of marketing planning is to define the marketing mix of different
offering of the company, This is interlinked with the principle of destination marketing in the
nation, as it has been identified that all the firm operating in London who are involved in tourism
industry generally used to conduct the marketing mix of the destination and on the basis of the
same used to plan the different promotional activity of the company in the market. This
eventually used to provide crucial support different company to promoting the different location
in better way in front of the other in cited firm.
M1
Looking at the effectiveness of using marketing planning in the destination marketing it
has been find out that marketing planning principle generally used to provide crucial support the
individual and company operating in London in understanding the different information more
easily in the market. This will eventually provide crucial support the individual in planning the
different promotional activity more easily (Baron, 2018). For example, marketing principle
generally used to provide crucial support in understand the market in a better way, with the
provide crucial support of the same in the destination marketing also company need to have a
good knowledge about the market in which they are promoting different activity in the market.
D1
Principle of marketing at the same time also provide crucial support the firm in achieving
the different goal very efficiently in the market. As marketing principle generally provide crucial
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support the marketer in understanding the need of the market more easily and on the basis of the
same company used to plan the different activity more efficiently this eventually used to provide
crucial support the company in achieving the different strategic goal more efficiently. At the
same time implicating only marketing principle in the market do not grantee the success for the
business in cited firm. As this only can provide the guidelines in cited firm but can not assure
success for the business
LO 2
Different element of marketing campaign
P1
There are many different type of element which are consider by all the company who are
involved in the function of Destination marketing. Some of the elements of marketing campaign
are as follows:
The target: It is the first element of all destination marketing campaign, as all the
campaign which are generally organized is generally used to look at target customer base which
has to be attracted by the campaign (Friedman and et.al., 2016). Also, all the campaign which are
generally organized as a promotional campaign in cited firm, company also used to make sure
that all the target customer are getting the information about the thing which are pass on to them.
For example: Most of the company generally used to contact to different travel operator in
different nation and they used to select the target base whom can be contacted by the company in
the market.
List: It is the second element of successful marketing campaign, as all the company
operating in the London generally used to make the list of different target customer by looking at
the different profile of the customer at marketplace (Sollis and Chertudi, 2017). After that
different firm of international tourism used to be in direct contact with the customer at
marketplace, generally with the provide crucial support of Email or direct calling them to have a
service of the company. Go ibibo is one of the examples who generally used to contact the
different customer in the market with the provide crucial support of email in their market place
Australia and Asia. Firm also used to use different tool to make different list in cited firm
operating in london such as Microsoft licensing and Microsoft Ready to go services.
4

Value proposition: It is the next important element of destination marketing campaign. It
has been identified that the campaign which is organized in the market should provide good
amount of the value for the customer in the market. As all the customer generally looks to find
out the solution of variety of the issue which is being faced by them at marketplace (Nikunen and
et.al., 2017). As a result it is very important for destination marketing company in the market that
different campaign which are generally organized in the market used to bring the good amount of
the value in the market.
Offer: It is another important element of marketing campaign which need to be there at
marketplace. As all the company has to make sure that the campaign which is organized in cited
firm operating in london should offer a good amount of offers to the customer in the market. As
it is very definite that all the person in the list will not buy the offering of the company. So the
different offering of the company in the market is made in a way that all the individual in the
market used to believe that the offering of the company is very good for them to have at
marketplace.
M2
Looking at the different element of campaign it can be said that some are very useful and
some are over dependent on the other. As list element of the campaign is generally over
depended on the target element, as list in cited firm are generally developed in cited firm on the
basis of target customer base which has been selected (Fierro, Cardona Arbelaez and Gavilanez,
2017). At the same time offer element of the company is depended on the value proposition in
cited firm. As different offer which are generally made in the marketing campaign are generally
made on the basis of different value proportion in the market.
D2
Marketing campaign of Leisure tourism company is one of the best marketing campaign
which used to ask different customer to visit the London for a tourism purpose (Ganev, 2018).
Looking at the campaign they generally used to contact the different tourism industry in the
different nation. This generally used to get the good support to attract the good number of the
customer in the market. At the same time it has been also analysed that this type of the campaign
at marketplace has increased the cost of the company in the market but not shown the result
which are expected as number of competition in very high in the market.
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LO 3
Role of digital marketing in promotion of destination
P1
There are many different type of digital tool which are generally used in the current scenario to
promote the variety of the activity in the market. Some of the digital marketing tool are as
follows:
Social media: It is one of the most used digital marketing platform to advertise different
offering which London used to offer to the different customer at marketplace. Social media
platform is the platform which used to have different customer who used to interact with each
other. All the company generally used to promote the different advertisement over different
platform in cited firm. This eventually used to increase the market base of the company in the
market, as social media platform used to see better number of the user in the market as compare
to other local marketing platform in the market.
Email marketing: It is another type of digital marketing tool which is generally used in
cited firm to promote the different activity of the company at marketplace. Email marketing is
the marketing in which company used to promote the different service of the company with the
provide crucial support of email. Generally this digital platform in cited firm used to provide
crucial support the company in contacting the different customer in better way in cited firm.
Display Retargeting: It is another digital technology tool which is generally used by the
firm to promote the product of the company in front of the other at marketplace. Retargeting is a
form of online advertising which is done in cited firm to keep the company brand in front of the
website visitor in cited firm. Also, at the time they have left the company website (Pennington-
Gray and Schroeder, 2018). As this tool generally used to give the idea to the company about the
number of the user who has visited the site and on the basis of the same, this tool used to
promote the different offering of the company in front of consumer on different site they used to
visit after on.
Content creation: content creation is the another digital technology tool which are
generally used in cited firm to create variety of the content which is so attractive, this eventually
used to provide crucial support the company in attracting the different consumer toward the
location of the company in the market. They generally used to upload the different content of
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different website in the nation, this eventually used to provide crucial support them in seeing
variety of comment and like and dislike of different viewer. This eventually used to provide
crucial support them in getting good support from different user in the nation.
Video hosting: Video hosting services are the different online service provider who used
to allow the different user in the market to upload different video on the platform, this is one of
the trading way of promoting different activity in the market. This type of source is generally
used in cited firm to attract teen customer toward.
M3
Digital marketing tool in cited firm used to increase the scope of the company at
marketplace, as different digital marketing tool in cited firm used to increase the market area
coverage of the company at marketplace (Mariani, Di Felice and Mura, 2016). As it has been
identified that digital tool used to reduce the amount of cost incurred in carrying out different
operation that easily in cited firm. At the same time it also used to reduce the amount of efforts in
cited firm this eventually used to increase the efficiency of marketing operation in the market.
D3
To improve the digital marketing in the market, company has to make sure that they used
to use more than one platform in cited firm to promote the different product of the company at
marketplace. This will eventually provide crucial support the company in bettering the impact of
digital marketing in cited firm in better way. As company will able to touch more number of the
customer with the provide crucial support of digital marketing in an firm.
LO 4
Role of DMO’s and challenges faced by DMO’s
P4
DMOs provide crucial support in effectively planning policy for travel and tourism which
play an important role in long term development of a destination.
DMOs act as an gateway to destination for visitors as all important and valuable
information regarding the destination attractions are provided to them. DMOs act as a one-stop-
shop for visitors as they can have physical contact with all the staffs of DMOs which provide
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crucial support them in collecting maps, information, brochures, promotional books and
magazines from them and also act as a roadmap for visitors.
Budget and target market are the basis on which strategies are formulated by every
DMOs. So it can be said thet DMO’s in cited firm used to platy the role of strategy formulator
MICE is provide destination with the proper and requisite infrastructure. For local tax
authorities, conventional sales provide crucial support in generating huge returns, so DMOs
resources are generally in favour of attracting this business (Li, Robinson, and Oriade, 2017).
DMOs used to play the role of planner for some campaign which does not only focuses
on business meetings but also appeals to all travellers. Travellers are interested in various
information regarding such as hotels, attractions, facilities, restaurants and other services which
should be properly provided by DMOs.
Challenges faced by DMO’s
One of the biggest challenges which is faced by DMO's in the market that they used to
find it harder to adopt the variety of thing in the market. As it get difficult for the company to
change the Variety of the operation of the business by looking at variety of the learning which
are generally pass on by different technology change at marketplace. In one of the interview one
of the representatives highlights that it also get difficult for the company to answer the question
of customer.
Another challenge which is faced by DMO's in the market is that it get difficult for the
company to manage the variety of the expectations of different consumer in the market. As in the
rapidly changing environment need and preference of different employee used to change in the
market (Pennington-Gray and Schroeder, 2018).
Another challenge which is faced by DMO's id that one of the participating DMO
representatives recognized that the rising number of constituencies creates a dramatic increase in
the complexity of DMO responsibilities. This eventually used to create variety of the challenges
in front of DMO's is moving from destination marketing to Destination Management. At the
same time companys also used to face the variety of the issue related to confronting new level of
competition in the market. Another challenge in front of the individual is recognizing creative
partnering as new way of the life.
M4
8

After going through different challenges which are seen by the DMO’s at marketplace it
has been identified that it used to create the variety of the issue for the DMO’s in successfully
meeting destination marketing objective in the market. As this challenge generally ask the
company to invest good amount of the resources to overcome this issue which used to impact the
efficiency of operation. For example, as firm is finding hard to understand learning about the
technology for overcoming the same issue in the market they used to hire different trainer and
tutor, this used to impact the efficiency of business very adversely (Mariani, Di Felice and Mura,
2016).
D4
In today's environment online presence is very much important for DMOs. It has been
identified from the statistics that most visitors are interested in online sources for trip planning.
There should be website of DMOs which contains all the information regarding the hotel, events
and other practical travel information and current calendar which act as a valuable information
for some leisure visitors.
To attract visitors who are extremely interested in high-adventure, culinary, golf, wellness;
there should be web pages which are specially dedicated to some " tourist routes" or "themed
visit". This can act as effective and prominent way of attracting such visitors. This can provide
crucial support DMO’s in achieving the different strategic objective.
CONCLUSION
After going through the above report it has been analysed that there are many different type
of marketing principle which are generally interlinked with the destination marketing. After that
the report goes on to summarize that there are many important element of marketing campaign.
After that the report summarized that there are many different type of digital marketing tool in
cited firms which also used to bring variety of the benefits for the different companys in the
nation. This has also increase efficiency of destination marketing, In the end report goes on to
explain the different role and challenges which is faced by DMO’s in carrying out the different
operation of the business.
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REFERENCES
Books and Journals
Philip, K., 2017. Principles of marketing. Pearson higher education.
Palmatier, R. W. and Sridhar, S., 2017. Marketing strategy: Based on first principles and data
analytics. Macmillan International Higher Education.
Baron, S., 2018. Gamification in social marketing campaigns: an investigation into the effect of
badges and a community element in gamification on a social marketing campaign
aimed at increasing walking amongst adults
Friedman, A. L and et.al., 2016. Health communication and social marketing campaigns for
sexually transmitted disease prevention and control: What is the evidence of their
effectiveness?.Sexually transmitted diseases, 43(2S), pp.S83-S101.
Sollis, C. and Chertudi, M., Adobe Inc, 2017. Measuring effectiveness of marketing campaigns
across multiple channels. U.S. Patent 9,824,367.
Nikunen, T and et.al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223), 12(2).
Fierro, I., Cardona Arbelaez, D. A. and Gavilanez, J., 2017. Digital marketing: a new tool for
international education.Pensamiento & Gestión, (42), pp.241-260.
Ganev, P., 2018. HOW TO CHOOSE THE APPROPRIATE DIGITAL MARKETING
TOOL. Global Business & Economics Anthology. 1. pp.16-25.
Pennington-Gray, L. and Schroeder, A., 2018. Crisis concierge: The role of the DMO in visitor
incident assistance. Journal of Destination Marketing & Management. 9. pp.381-383.
Mariani, M. M., Di Felice, M. and Mura, M., 2016. Facebook as a destination marketing tool:
Evidence from Italian regional Destination Management Companys.Tourism
management. 54. pp.321-343.
Li, S. C., Robinson, P. and Oriade, A., 2017. Destination marketing: The use of technology since
the millennium.Journal of destination marketing & management. 6(2). pp.95-102.
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