Role and Services of DMOs in Destination Marketing

UNIT 26
DESTINATION
MARKETING
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Table of Contents
TASK 1............................................................................................................................................3
P1 Evaluate principals of marketing planning supports marketing of destination......................3
TASK 2............................................................................................................................................5
P2 Key element range of destination marketing campaign.........................................................5
TASK 3............................................................................................................................................7
P3 Review different digital marketing tools used for promotion................................................7
TASK 4............................................................................................................................................9
P4 Examine role and services of DMOs.....................................................................................9
P5 Assess challenges faced by DMOs in marketing destinations.............................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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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 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
P1 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
 Product or service- In organisation, product is an essential part that reflects as a
integration of goods ands 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 UK along with providing guidance to
visitors where they travel in UK. 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).
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 Price- It is very essential principle of marketing planning which reflects the price 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.
 Place- This is 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 UK along with
services available with their price (Kozak and Buhalis, 2019).
 Promotion- 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 that also helps in creating awareness and gains the visitors
attention effectively and efficiently.
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.
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
destination in people within society. For example- UK is one of a leading destination that attracts
people attention in the entire world. Companies who promote specific destination focus on
implementing marketing principles strategies so that large base of people is attracted to visit the
place. For Instance- For Online Travel marketing it is very essential to follow all the rules and
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