Unit 26 - Destination Marketing

Destination Marketing

Contents
INTRODUCTION......................................................................................................................................3
LO 1............................................................................................................................................................3
P1 Evaluation of how principles of marketing planning support the marketing of a destination
using specific destination examples...................................................................................................3
M1 Critically evaluate the effectiveness of applying principles of marketing planning to market
a destination using specific destination examples............................................................................4
D1 Critically evaluate the importance of applying principles of marketing planning for
destinations to achieve strategic objectives......................................................................................5
LO 2............................................................................................................................................................5
P2 Key elements of a range of destination marketing campaign examples to analyze how
successfully campaign objectives were met.....................................................................................5
M2 Compare the key elements of destination marketing campaigns and evaluate the degree
of inter-dependency in meeting the campaign objectives...............................................................6
D2 Critically evaluate the marketing campaign of a specific destination and the use of digital
marketing tools to promote the destination and engage the target audience...............................7
LO 3............................................................................................................................................................7
P3 Different digital marketing tools used for promoting and advertising a specific destination..7
M3 Critically evaluate the effectiveness of digital marketing tools in reaching different target
audiences for a specific destination...................................................................................................8
D3 Make valid and justified recommendations for improving digital marketing............................9
LO 4............................................................................................................................................................9
P4 Role and services of DMOs in marketing a destination.............................................................9
P5 Challenges faced by DMOs in marketing destinations using a range of examples.............10
M4 Critically analyze the challenges faced by DMOs in successfully meeting destination
marketing objectives, using a range of examples..........................................................................11
D4 Recommendations and solutions for overcoming challenges faced by DMOs....................11
CONCLUSION........................................................................................................................................11
REFERENCES........................................................................................................................................13

INTRODUCTION
Destination Marketing can be defined as the process of promoting a destination to
different potential visitors in order to increase the overall tourism of that place. It is a form of
marketing that helps a destination in increasing the number of people who visit it. Destination
marketing drives the overall growth of an economy and also contributes to the GDP of the
destination. It helps in building awareness among the people about a particular destination and
thus encourages them to visit the same (Asseraf and Shoham, 2017). Organization chosen for
this report is Only Travel Marketing, which is a destination marketing company based in London.
The company operates in different locations that include 40 countries worldwide. The report
evaluates how the different principles of marketing planning support marketing of a particular
destination. It also reviews the different tools of digital marketing that can be used to promote
and advertise a particular destination. Lastly, the role of DMOs as well as the different
challenges faced by them in marketing destinations is also discussed.
LO 1
P1 Evaluation of how principles of marketing planning support the marketing of a destination
using specific destination examples
Marketing is the procedure of forecasting future related events as well as framing strategy for
achieving objectives of business firm. Along with this, marketing process also involves designing
activities which are related to marketing objectives. This process conducts by leaders and
manager of company related to marketing as well as resources towards present objectives such
as growth, profit, minimizing risk, survival, maintaining status quo, diversification, image building
and several more. Apart from this, within overall company planning marketing is integral part
which defines role and responsibilities of marketing executive as to what, when and how much
have to be contribute for achieving marketing goals or overall goals of business firm. For
instance, marketing planning done for destination such as United Kingdom and so on.
Product or service – It is important for tourism development consultant to make sure
that product or services they are offering have to be valuable for consumers money as well as
assist company in gaining success and growth. As per the view point of Martin Luenendonk, a
product is a tangible good that needs the demands of the customers effectively (Understanding
the Marketing Mix Concept – 4Ps, 2020). For example: Only Travel Marketing company will
determine about accommodation, leisure, food and many other services in UK that will assist in

providing information to travelers that where they can stay while travelling. It is important that
advertisement should include important information related to product or services.
Place – In travel industry place is associated with location where advertisements have to
be placed. Choice of place should be made on the basis of marketing need of organization. For,
Only Travel company social media marketing will be suitable which include Instagram,
Facebook, Twitter and so on for placing advertisement and communicating information related
to United Kingdom as well as services available at the place.
Price - Principle of marketing planning denotes various kinds of factors that directly
affect the price of goods and services. Fixation of pricing directly rely on demand of products,
demography and purchasing power of consumers and brand identity of organisation in order to
enhance consumer base potentially (Mussalam and Tajeddini, 2016). It is very much effective
to determine one of best price for products and services that are affordable for large no. of
individuals so that higher level of profitability should be attained in positive manner. to promote
the destinations of UK marketplace it is needed to evaluate the purchasing capabilities of
consumers and liking of people. The one of best pricing strategy is competitive pricing in which
price should be selected by evaluating competitors and their pricing.
Promotion - Promotion is one of most important part of marketing that assist to reach at
large no. of consumers by acknowledging their taste and preferences in order to remain
competitive in the marketplace. To promote the destinations of UK marketplace it is need to use
more than one promotion tool as it assists to reach at large no. of individuals such as
advertisements, sales promotion by evaluating their advantages and disadvantages in potential
manner. by evaluating advertisement, it found that it is effective to reach at large no. of
consumers but costly in nature due to its target the non-potential consumers. The other tool is
sales promotion in which discounts, token and other kind of benefits should be provided to
consumers in order to attract them to avail their services. So, both the tools are very much
effective to enlarge business opportunities.
M1 Critically evaluate the effectiveness of applying principles of marketing planning to market a
destination using specific destination examples
Principles of marketing planning can be effective if they are applied properly and can
help in marketing a particular destination among people. As per the view point of Brian Tracy,
once the marketing strategy is developed, principles of marketing should be used constantly to
evaluate the same (The 7 Ps of Marketing, 2020). For example- United Kingdom is one of the

major destinations that attracts tourist from all over the world every year. Organizations that
promote a particular destination should formulate effective strategies that help in gaining the
attention of people and encouraging them to visit the place. If various advertisements about the
attractions are placed on various social media platforms and billboards, people will surely notice
the same and would consider visiting the place.
D1 Critically evaluate the importance of applying principles of marketing planning for
destinations to achieve strategic objectives
Application of principles of marketing help in understanding the problems that
consumers are facing, learning useful things about the target market as well as generating
leads. Organizations that promote a particular destination also get a chance to build relationship
with people. Also, by applying the different principles of marketing like product, price, place and
promotions, the destination, i.e., United Kingdom will be able to attract a large number of
tourists which will thus contribute to the economy as well as ranking of the nation in the world.
LO 2
P2 Key elements of a range of destination marketing campaign examples to analyze how
successfully campaign objectives were met
Destination marketing is considered as form of marketing in which specific location or
destination is promoted so that more and more visitors get attract and encouraged to visit that
place (Ivars-Baidal and et. al., 2019). Through this nation economy get increased as well as it
will also help in enhancing employment generation ratio because when there are huge numbers
of visitors visit at particular place then wide requirement gets increased which leads to
opportunity of job. According to which destination marketing campaigns are determined as
events which are conducted by a nation in order to attract tourism toward them. There are wide
ranges of entities which are liable to identify that whether objectives related with campaigns are
accomplished or not. Only Travel Marketing provides their customers with unique experience to
their customers. Few elements for analyzing that campaign are successful or not are illustrated
below:
 Define target audiences: As per the views of Amanda Maksymiw, it is important to
have a set of influencers before deciding a target audience (How To Define Your Target
Audience, 2020). It is crucial for Only Travel Marketing to classify who they are targeting
for ensuring that campaign which they have formulated is for peculiar group. As the firm
provides their customers with travelling to UK, they have to find who probable customers

are there. It will aid them to develop their campaigns accordingly. In addition to this
companies operating in travel and tourism industry need to identify type of tourism who
gets attracted towards United Kingdom. This is so because through that they can
develop strategies accordingly as well as it will also help in develop campaign
effectively.
 Establish Goals: Now organization have to identify their expectations with respect to
these marketing campaigns in terms of what they have to attain. Only Travel Marketing
aims at having a greater number of customers through which overall revenue and profits
of firm can be enhanced (Kebete and Wondirad, 2019). Moreover, according to this
United Kingdom must develop goal that how they can attract their targeted or potential
tourist toward them. By establishing goal, they able to develop related strategies more
effectively which help them in attaining their desire target of tourism effectively and
successfully.
 Define Budget: While formulation of campaign, the company needs to identify the
purpose of campaign and accordingly develop the budget by which they can make sure
that all the activities carried out by them are adequate to create an affirmative impact on
their probable customers. In respect of United Kingdom their government as well as
tourism companies need to develop budget because that will help in developing
promotion or campaign strategies more effectively according to budget. This will also
help in estimating cost for the development and other related activities for making UK
more attractive place for tourism.
 Formulate targeted content: Now when target audiences have been identified along
with their goals then campaign can be developed. For this, it is important that the market
must be analyzed so that they can observe what their (Only Travel Marketing)
competitors are doing and accordingly develop their campaign (Reinhold, Beritelli and
Grünig, 2019). In respect of this stage, United Kingdom companies and government
agencies need to formulate content in order to market their location. This is so because
through it they able to attract more and more audiences or visitors or tourism at the
United Kingdom which increase their sales and profitability ratio.
 Engage with audiences: Only Travel Marketing needs to emphasize on their
customers, for this it is crucial that they must involve their audiences. It can be attained
by providing special benefits or prizes for attracting a greater number of participants
(Seraphin, 2019). According to this United Kingdom must show full efforts so that
tourism get impressed and want to visit at respective location again and again. This is so

because it will help in enhancing their economy condition as well as it leads to
employment generation.
M2 Compare the key elements of destination marketing campaigns and evaluate the degree of
inter-dependency in meeting the campaign objectives
The different key elements of destination marketing are interrelated and work in co-
ordinance with each other. Defining target audience is very important as without doing so the
company will not be able too define strategies. There will also be a difficulty in defining the
content that has to be presented to the people. If the target audience is defined properly, the
budget can also be then developed accordingly and all the promotional activities will be carried
out smoothly and effectively. When the promotion of the destination is done innovatively and
creatively, people will get attracted and start engaging with the content. Thus, objectives of the
campaign will be achieved effectively.
D2 Critically evaluate the marketing campaign of a specific destination and the use of digital
marketing tools to promote the destination and engage the target audience
United Kingdom as we know, is visited by a lot of tourists every year who contribute to
the nation’s economy as well as its GDP. The nation can carry out a marketing campaign with
the help of virtual reality wherein the people will be able to experience what the different
attractions of the destination are like in an extraordinary and seamless way. Various tools can
be used to promote the destination like social media platforms, email marketing, content
creation etc. One of the main advantages of using digital marketing tools is that people will be
more engaged and the conversion rates will also increase.
LO 3
P3 Different digital marketing tools used for promoting and advertising a specific destination
There are various digital media tools that are adopted by organizations for purpose of
advertising and promoting their destination (Tuten and Solomon, 2017). It depends on a
particular type of and location of destination that can be adopted for purpose of attracting a
greater number of visitors and tourists. Below mentioned are some of the commonly used
techniques of digital marketing.
 Content marketing: It is also a type of digital marketing tool in which there is marketing
and promotion that is done based on u se of a quality content for generation of more
revenue. It can be used as online, YouTube bogs, website all such are examples where
marketing is usually done based on creation of some specific content that is focused on

a particular topic (Järvinen, and Taiminen, 2016). In UK this technique can also be used
such as various tourist places can be shot and its attractive videos with content can be
uploaded on YouTube that will help in large number of prospective visitors to have a look
and then it can have an overall p positive impact on mindset of such viewers.
 Social media marketing: Social media is a very commonly used tool by various
different locations in order to promote it for their customers (Lohmann, 2019). There are
various social media platforms that are commonly used such as snapchat, Facebook,
Linked In are some of the platforms that have gained lot of popularity in the changing
scenario of companies. In this technique, a page is created and people having similar
like and preference are approached then further there is promotion of the location. UK is
a well-known country and they can successfully promote themselves by using such
social media tools.
 Influencer marketing: It is also a part of different types of digital marketing tools in
which there is use of people with high online reach that is considered by various experts
so that they are able to drive their target market to increasing number of visitors.
Influencer marketing is getting popularity on different types of social media channels
such as Snapchat, Instagram where organization who have to market themselves are
hiring various popular bloggers to promote them for the large number of followers which
such bloggers possess (Glucksman, 2017). In UK influencer marketing can be used by
appointment of bloggers so that they can visit such places and then market different
tourist locations.
Above discussed are some of the very commonly used digital marketing tools that I setting
lot of popular and according to the type of organization. In Only travels such digital marketing
tools can easily be applied as they result more cost effectiveness and is also time saving as
compared to other traditional techniques of marketing and promoting (Müller, and Christandl,
2019). In destination marketing such digital media platforms are growing more rapidly as it
becomes very easy to influence people on such social media sites. The target segment can also
be easily approached and find out with the help of such applications. When the right type of
customers is approached then it automatically leads to generation of more revenue and
achievement of the objectives laid down by the marketing department.
M3 Critically evaluate the effectiveness of digital marketing tools in reaching different target
audiences for a specific destination
Digital marketing tools, if used effectively can prove out to be very useful for a
destination in promoting itself. Digital marketing can only be successful if the different tools are

used effectively. Different tools ensure that marketers of the company launch marketing
campaigns and test them quickly. According to the view point of Shivani Saini, digital marketing
is ot only beneficial for companies, but customers too (14 Amazing Benefits And Importance of
Digital Marketing For Growth, 2020). Digital marketing tools not only contribute in the growth of
a particular economy but also reaching out to the target audience. Social media platforms like
Facebook, Instagram and Twitter have made it easy for the companies to reach out large
segments of customers.
D3 Make valid and justified recommendations for improving digital marketing
Digital marketing has become an essential part of organizations today as it helps them in
growing and expanding their business but also in understanding the needs of customers in a
much more efficient way. In order to improve digital marketing, it is recommended that the
strategies of the same should be diversified. This can be done by incorporating various
channels of social media and upgrading the technology that is used by companies. It is also
recommended that the companies should examine how far their content is reaching as well as
how many customers are actually engaged to the same. This will help in improving the overall
concept of digital marketing and being successful.
LO 4
P4 Role and services of DMOs in marketing a destination
Destination marketing plays an important role in marketing a particular destination and
creating awareness among people. There are many destination marketing organizations within
a country that help in promoting it and thus contributing towards tourism (Felix, Rauschnabel,
and Hinsch, 2017). Their main objective is to develop effective tourism strategies so that more
people are attracted and would want to visit the destination. If the number of people visiting the
destination, i.e., United Kingdom will increase, it will lead to an increase in the overall GDP of
the country. This will also lead to an increased number of job opportunities for the people. Tus,
DMOs helps in highlighting the positive and strong elements of the destination but it becomes
crucial when two destinations are competing against each other. Some of the major roles and
services of DMOs while marketing a destination are explained below –
Conducting marketing research – Destination Marketing Organizations (DMOs) carry
out market research in order to understand the destination completely. They research about the
people, tourist places, culture etc. of the same and then formulate effective strategies so that
they can market the destination. This contributes in providing the people or the visitors a seam

less experience when they visit the place. United Kingdom is among the most expensive
destinations in the world and is visited by thousands of people every year (Souiden, Ladhari and
Chiadmi, 2017). It has a lot of famous places that attract people to come and visit them. Thus, if
the respective company carries out effective market research, it will be able to formulate
strategies that will in turn encourage the people to visit the country even more.
Formulate marketing campaigns – DMOs also play a role in designing marketing
campaigns for the destinations in order to appeal to the travelers. To be successful in doing so,
the organizations represent information about the main tourist attractions, facilities, restaurants,
hotels, resorts as well as other services that attract people. As a result, they are encouraged to
visit the place and thus explore it. United Kingdom being a hub of attractions can be appealed to
the travelers by respective organization by setting up a campaign about the different places that
tourists can visit, restaurants they can dine at etc. this way the nation will be able to generate a
large amount of tourism as well as the enhance its overall GDP against other nations.
Developing effective marketing plan – DMOs also play an important role in developing
effective marketing plans so that they can promote the destination in a proper manner and
attract as much people as possible. The main aim of respective company should be developing
a strategic marketing plan for United Kingdom so that the people are encouraged to visit the
place. In order to fulfil this, the company will have to adopt various methodologies to promote
tourism in United Kingdom.
P5 Challenges faced by DMOs in marketing destinations using a range of examples
Destination Marketing Organizations significantly contribute to the overall tourism
industry of a country and attract people to visit the destination. But while doing so, they face
many challenges and difficulties that can act as barriers. Some challenges faced by DMOs while
promoting/marketing different destinations are explained below with the help of examples.
Natural climate – The natural calamities can pose as serious challenges for DMOs
while marketing a particular destination. This is because they can act as risks and people might
not want to visit the destination (Beritelli and Laesser, 2018). Calamities can include floods,
earthquakes, a tsunami, volcanic eruptions etc. All of these can lead to a decline in the overall
motivation of the people to visit the place. This will also make it difficult for the respective
company to promote and market both the destinations, United Kingdom as well as Australia. For
example- if there is a flood or an earthquake in the any of the destinations, the company will not
be able to effectively promote the place and the people also will think twice before visiting the

same. Thus, natural climate changes can impact the overall goodwill of a destination and restrict
people from coming and visiting it.
Resources and Budget – If a destination marketing organization will not have enough
resources, it will not be able to carry out the process of marketing the destinations. On the other
hand, if enough resources are available with the DMO and it fails to utilize them in an effective
manner, its overall operations and strategic planning will not work. For example, in order to
promote a destination various channels such as marketing tools, advanced technology etc. are
required (Jeon, Ok and Choi, 2018). If Only Travel Marketing lacks availability of such resources
it will not be able to promote destinations like UK and Australia. Budget on the other hand can
also serve as a challenge for the company. If it does not have a proper budget, it will not be able
to allocate finances to the different promotional activities. This will create a problem in managing
and controlling all of them.
M4 Critically analyze the challenges faced by DMOs in successfully meeting destination
marketing objectives, using a range of examples
Although DMOs help in marketing and promoting a particular destination, there are
various challenges that they face in meeting the objectives successfully. It can be difficult to
manage, develop and improve experiences of the destinations constantly. As per the view point
of Polihron Karapachov, one of the main challenges that DMOs today can face is that of
terrorism (THE CHALLENGE FOR DMOs IN THE FACE OF TERRORISM, 2017). It can impact
the way in which a DMO carries out promotions for a particular destination. Natural calamities
can also impact in achieving objectives successfully. For example, United Kingdom faced a
heatwave and drought in the year 2018. This affected the natural environment in a negative way
and thus, DMOs found it difficult to promote the destination among people.
D4 Recommendations and solutions for overcoming challenges faced by DMOs
In order to overcome challenges that destination marketing organizations face; it is
recommended that they should formulate effective strategies. This will help in facing challenges
or any other uncertain situations. It is also recommended that DMOs analyze the visitors who
visit a particular destination, their purchase behavior and if they are travelling for business
purposes or for leisure. This way, they will be able to promote and market a particular
destination in the most efficient way.

CONCLUSION
From the above report, it can be concluded that destination marketing concept that has
gained popularity over the last few years. This is because it helps in promoting a particular
destination among people and encouraging them to visit the same. There are various principles
of marketing like product, price, place and promotion which companies can incorporate in order
to reach out to a large customer base. Also, there are various elements of destination marketing
that ca help in making a particular marketing campaign successful in the market. A company
can make use of various digital marketing tools like email marketing, social media marketing as
well as content marketing to promote a particular destination. Lastly, while promoting a
destination, DMOs can face various challenges that can impact the way it promotes and
markets a particular destination.

REFERENCES
Books & Journals
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Beritelli, P. and Laesser, C., 2018. Destination logo recognition and implications for intentional
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Felix, R., Rauschnabel, P. A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Glucksman, M., 2017. The rise of social media influencer marketing on lifestyle branding: A
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