Destination Marketing: Principles, Campaigns, and Digital Tools

UNIT 26
DESTINATION
MARKETING
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Table of Contents
TASK 1............................................................................................................................................3
1.1 Evaluate principals of marketing planning supports marketing of destination.....................3
1.1.1 Critically evaluate effectiveness of applying principals of marketing planning to market
a destination................................................................................................................................4
1.1.2 Critically evaluate importance of applying principle of marketing planning process to
gain strategic objectives..............................................................................................................5
TASK 2............................................................................................................................................5
2.1 Key element range of destination marketing campaign........................................................5
2.1.1 Compare and contrast key elements of range of destination marketing............................6
2.1.2 Critical evaluate marketing campaign for specific destination and use of digital
marketing tools............................................................................................................................7
TASK 3............................................................................................................................................7
3.1 Review different digital marketing tools used for promotion...............................................7
3.1.1 Critically evaluate effectiveness of digital marketing tools...............................................9
3.1.2 Valid recommendation for improving digital marketing.................................................10
TASK 4..........................................................................................................................................10
4.1 Examine role and services of DMOs..................................................................................10
4.2 Assess challenges faced by DMOs in marketing destinations............................................11
4.1.1 Critically analyse challenges faced by DMOs.................................................................12
4.1.2 Provide recommendations and solutions to overcome challenges...................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15
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INTRODUCTION
Destination marketing refers to that in which companies can promote and advertise the
destination to attract the potential customers for enhancing the number of visitors that can
effectively admire to travel the different location and enjoy their life. It is a range of public and
private enterprises that can offer the leisure, special tourism and international representation to
their customers so that high profit margin is to be gain. It is based London based destination
marketing consultancy that conducts a seminar in which several destinations marketing
companies are to be invited. It includes Only Travel Marketing that is a leading destination
marketing company in London along with its operations in around 40 countries. This report
considered London as a destination because it is one of the best places where number of people
wants to visit and spend their leisure time. This study includes the principle of marketing
planning, various promotional campaign through the digital media etc. are to be considered.
Further it explains the roles and services of DMO and also the challenges that they can face in
marketing destinations (Marasco and et. al., 2018).
TASK 1
1.1 Evaluate principals of marketing planning supports marketing of destination
It includes the several factors that an organisation can focus that the time of advertising
their services and products related to destination. Several destinations marketing companies can
adopt the use of principle of marketing plan process that includes the 4 Ps for promoting their
destination places. For examine destination marketing effectively, this report chosen United
Kingdom and so on that demonstrate below:
Principle of marketing planning process
 Setting the marketing budget- It is very essential principle of marketing planning which
reflects the marketing budget of services from which customers can buy it. In this
commission, cost related to old customers and the children etc. are to be included. In this
destination marketing consultancy can highly focus on the Online Travel Marketing and
their policies related to booking and cancellation policies so that customers cannot face
any issues. In this travel beat can highly focus on their rival company’s price so that they
can set effectively the price of the services that can attracts the number of visitors. This is
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very effective for the company to attract the number of customers with their place so that
they can enjoy the large number of profits and revenues for a longer period of time. It is
very essential for the destination marketing companies to find the effective place where
they can easily analyse the customers taste and requirements related to travel. For
instance- Only Travel Marketing adopts social media tool to attract number of customers
and offering information regarding different places of London along with services
available with their price(Kozak and Buhalis, 2019).
 Service provided by DMO to customers within specific destination -In organisation,
product is an essential part that reflects as a integration of goods and services which helps
the customers within tourism to get effectively experience. It includes facilities and
standards that can offer the quality of services to the customers. For instance- Only
Travel Marketing focus on offering leisure accommodation facilities, foods and drinks in
all over the UK, London and most of the related UK area. Along with providing guidance
to visitors where they travel in London. It is highly essential to advertise importance
information to people related to services and products. The company can set the unique
proposition in selling that can helpful in gaining competitors. It is significant for service
industry to fulfil the customer demand(Bastiaansen and et. al., 2018).
 Identifying the target market- It is another marketing planning process that helps the
company to gain the large base of customer attraction so that high profits can be enjoyed.
For instance- Online Travel marketing can adopts the use of social media, public relation,
personal selling etc. to promote UK destinations mainly London that also helps in
creating awareness and gains the visitors attention effectively and efficiently. To target
the market is crucial principle for promoting the services to customer.
By using the above marketing planning process Online Travel Marketing can appropriately
make their plans so that more and more customers are to be attracted and firm will gain their
profit margins.
1.1.1 Critically evaluate effectiveness of applying principals of marketing planning to market a
destination
From above analysis it is reflected that there are several factors and in this organisation
can highly emphasis fulfils their marketing plan appropriately. A principle of marketing planning
is an effective framework if it is implemented properly. It helps company to marketing a specific
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