Role and Services of DMOs in Destination Marketing

This article examines the role and services of Destination Marketing Organizations (DMOs) in promoting and marketing destinations. It discusses the importance of DMOs in developing tourism marketing plans and highlights the services they provide to attract visitors. The article also explores the impact of DMOs on tourism and the challenges they face in marketing destinations.

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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principles effectively so that high profitable results can be enjoyed. In this firm can examine the
competitors so that principles of marketing planning process can be applied successfully. This
would help in easily segmenting, targeting and positioning the business enterprise within
marketplace. In this they can develop the strategy related to multichannel and for this develops
the budget so that marketing process can effectively applied. In this firm will appropriately
review the plan and measuring their candidate’s performance so that control and corrective
actions can be taken accordingly and due to this goals can be attained proficiently.
Critically evaluate importance of applying principle of marketing planning process to gain
strategic objectives
From above analysis it is to be critical analysed that the principle of marketing planning
is very important for the destination marketing company because without it organisation cannot
survive within the marketplace and also gain the higher profits and revenues. Those businesses
focus on promoting destinations to people also got an opportunity to build strong relation with
market people who visit places in UK that also helps in enhances economy of UK in positive
manner.
TASK 2
P2 Key element range of destination marketing campaign
Destination marketing campaign refers to a prominent term that is very significant to
provide the several advices to the marketers related to managing the company profits and
revenues so that it would be developed effectively. It includes the key elements of the
destination marketing campaign that helps in gaining the customers attraction and due to
this firms will enjoy the success and large market size (Önder, Gunter and Gindl, 2020). It
can be shown below:
 Family destination- It represents the family tour packages to the visitors who want to
spend their leisure time with family members, friends and relative. This terms includes
the destinations such as resorts, Disney world, amusement park, national heritage and
many more that can helpful to attracts the family visitors. All these places help the
customers to spend their quality time with their family and develop their personal relation
effectively. In case of Online Travel marketing, they can focus on offering the family trip
to their customers on amusement park, national park, resorts and in this they gain higher
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profits and it also helps in smoothness in satisfying customer’s demands effectively.
(Okumus and Cetin, 2018).
 Adventure destination- It reflects to those destinations which are only suitable for
friends group, a single person as it is dangerous in nature but also very amazing and
attractive where a person can experience the thrilling experience and develops the high
memory which is not forgettable. In this destination companies can take proper
precautions related to the visitor’s life. The destination is mainly Dark palace, mountain
climbing, risky hilly area etc. For example- Ireland Tourism campaign was filled with
filled your heart that is very amazing to attract the large number of customers. In this they
can assure that visitors cannot face any issue related to the adventure place. Due to this it
is become a popular event within the world (Ben Youssef, Leicht and Marongiu, 2019).
Compare and contrast key elements of range of destination marketing
Basis Family destination Adventure destination
Content The content of this destination
marketing campaign includes
the data and information
related to classic, enjoying and
family based locations in
which they includes the
knowledge related to exploit
locations etc.
In this content is based on the
adventure and thrilling with
the use of animation
characters which is not for
children.
Potential customer This campaign can attracts the
family person and focus on
fulfils their demands and
needs to the all age group
peoples (Zhang, Cheung and
Law, 2018).
This type of campaign mainly
targets the single person that
represents chilling adventure,
lot of fun, adventure when
they visit some destinations.
From above research it is analysed that there are several destinations which is different as
pr their function, design and story for every people. Focusing on destinations at the time of
thinking travelling to the person because the destination marketing campaigns helps the visitors
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to take their choices and it will reflect the contrasting situation because it can represent the both
the offers for a person that can satisfy their needs as per their needs.
Critical evaluate marketing campaign for specific destination and use of digital marketing
tools
It is analysed that the marketing campaign is very prominent for gaining customers
attention. For example- Ireland Tourism and Online Travel marketing can highly focus on
offering the adventure destination to their customers that are Dark forest within London which is
highly adventurous for the people and in this company can focus on attracting the single or
friends groups that are young. In this social media play a major role to attract the large base of
customers within small period of time. For Instance- UK is one of a destination where number of
visitors is visit to enjoy their leisure time. In this company focus on marketing campaign by
using Google analytics and social media tool as per targeted audience so that they would
attracted towards it.
For attracting family destination marketing
companies focus on using social media tool
and several other marketing campaigns to
attracts number of families. It also helps in
contributes in GDP of the UK.
To attracts adventure destination in UK,
companies focused on adopting virtual reality
and Google analytics tool so that number of
group of people are attracted towards it that
helps in achieving high profit marketing to
companies.
TASK 3
P3 Review different digital marketing tools used for promotion
In today’s business environment digital marketing is very prominent tool to promote and
attracts the customers, spreading awareness related to products and services by the
company to gain the high amount of profits and revenues. Digital marketing tool is playing
a significant role in advertising the destination on international market. To promote the
several destinations within London destination companies can adopts the several tools that
can provide the profitable results and gaining the high base of visitors. Some digital
marketing tools can be shown below:
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 Social media tool- It is one of the significant methods to promote the sales of the
company and also develops the relations with the customers. It also helps in
offering the direct contact with the customers that will increase the companies’
morale. For example- Social media is enhancing rapidly and it will majorly help the
destination marketing companies like Travel beat where they can helps in
promoting the Buckingham Palace so that they can develop their customer base and
get high research related to customer’s preferences. Many organisations can use
this tool to get high profits (Jin and Cheng, 2020).
 Google analytics- It reflects as a web analytics services that is offered by the
Google for tracking and report the website traffic. This helps the visitors to get high
details related to companies and their services. For instance- In this Travel Beat,
London can adopts this tool to attracts the customers and creating awareness related
to Buckingham Palace so that visitors can develops their insights to visit and enjoy
their travel in that place.
 E-mail marketing- This method includes the sending mails to the potential and
targeted customers for promoting the destinations within marketplace. For instance-
Online Travel marketing can focus on delivering mails that helps the customers to
get several knowledge regarding the destination i.e. Buckingham Palace and enjoy
their leisure time. This will helps in gaining high profits and large customer base to
organisation (Avila-Robinson and Wakabayashi, 2018).
Critically evaluate effectiveness of digital marketing tools
It is critically evaluated that the destination marketing companies are highly engaged in
promoting their services with the help of several promotional tools that are shown above to get
the high image and earn high profits and revenues. This helps in enhancing the brand image of
destination marketing companies within London, UK and due to this high profits can be enjoyed
by organisation. These digital tools also helps in saving the cost and time of the companies due
to which they can effectively focus on the several other decision making related to products and
services that a company can offers to their customers. At the same time using these digital tools
can also enhance the competitors of the firms due to which organisations can face major issues in
earning higher profits. It is also difficult to small size destination marketing companies to
compete in digital world with larger enterprises.
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Valid recommendation for improving digital marketing
From the above analysis it is to be recommended the several solutions for improving the
digital marketing within destination marketing organisation. In this firm will highly focus on
researching the market where they can develop the high knowledge regarding the digital
technology available within marketplace. Provide proper training to their employees so that they
can effectively use the digital marketing tools can enhance the base of consumers.
TASK 4
P4 Examine role and services of DMOs
Destination marketing companies are those who offers the varieties of services to the
people of society to visit the several places and enjoy the vacations and leisure with their
loved one effectively. This will helps in gaining the high profits and revenues. It reflects
the roles and services of the DMOs that can be shown below:
 Develops tourism marketing plan- It is the major role that a destination
marketing companies can play. In this they can prepare a marketing plan that is
highly based on attracting the large customer base and enhancing the high profit
margin. For instance- Within London, UK there are several companies such as
Travel Beat, Online Travel Marketing etc. who prepare the marketing plan so that
they can effectively advertise the destination within the customer mind (Pike, Kotsi
and Tossan, 2018).
 Advertising and promotion- For offering the services to customers DMOs can
adopts the use of advertising and promotion. For creating awareness within the
marketplace destination marketing companies can focus on adopting the several
promotional tools for creating the awareness related to specify destination so that
more and more customers are to be attracted towards it. Within London company
called Visitlondon.com can helps the visitors to gain the high knowledge regarding
the goods and services so that customers can enjoy their trip. This website can
helpful to promote the culture within London via the use of social media tools that
are Facebook, Instagram etc. This type of services is to be offered by the DMOs.
 Satisfying the demands of customers- Another role and services that a destination
marketing organisations can perform is to offers the services to their consumers
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according to their perceptions and desires. This will helps in gaining high returns.
In this market research is very effective tool for this firm will hire a experience
holder to effectively understand the customer taste and mood related to destination
so that offering that destination palace for spending their leisure time with full of
memories. For instance- UK is a destination hub that attracts number of visitors to
visit for this companies need to focus on campaigning their food, services and
many more where visitors visit. This is also beneficial for the organisation to gain
higher profits and revenues (Eletxigerra, Barrutia and Echebarria, 2018).
 Developing platforms on social media websites- Another role and service that a
DMOs can play is to manage the companies by enhancing the education and
awareness in the people related to the destinations. In this Social media play a
major role related to destination and to develops the customer base firm will highly
focus on developing their social media profile. In this they can includes the several
information spreading the destination place, environment and their culture so that
customers can take buying decision on the basis of it.
P5 Assess challenges faced by DMOs in marketing destinations
Destination marketing companies can promote the several locations to target the large
number of audience and gain high amount of profits and revenues by providing the high class
services to their visitors so that they would retain with the firm (Tung, Lee and Hudson, 2019).
In this firms are also working for developing the high customer relations and enhancing the
brand image of a specific destination within market and in customer mind as in amazing manner.
promoting the several services related to destination marketing, companies can face major
challenges that can be reflected below:
 Technology advancement- In today’s environment technology is changing very fastly
and it is very difficult for the DMOs to make the use of this technology in their services
frequently at reasonable price because it will involve high cost and time in taking into
consideration. Now days an individual is highly attractive for innovative things that helps
in attracting the large number of visitors. For example- Online Travel Marketing can face
the issue of adopting the advanced technology because in this they need high financial
resources that will negatively affect the profit margin and operating cost of the company
(Woyo and Slabbert, 2019).
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 Natural climate- It leads a major challenge for DMOs at the time of marketing a specific
destination to people. Due to natural calamities visitors cannot visit destination. These
calamities includes tsunami, earthquake etc. That de-motivates people to visit that
particular place. It create difficulty to destination company to promote destination in UK.
For example- If there is natural calamity occur in destination place than organisations are
not able to promote the destination and it also impact negative on profits because people
cannot visit that place (Chen, King and Lee, 2018).
 Competitors – In every business industry competitors play a major role and due to this
firm can loose their profit margin. In destination marketing, organisations can face the
issue of major competitors present within the marketplace. For example- Online Travel
Marketing can face the high competition within the marketplace because large number of
rival firms is to be present within marketplace. For this firm can focus on introducing the
advanced technology that helps in promoting the customers unique style due to this high
sales can be enjoyed by the business enterprises (Trunfio and Della Lucia, 2019).
Critically analyse challenges faced by DMOs
It is critical evaluate that destination marketing companies can face the major issues
within their business. In this they can face the issues related to competitors, terrorism etc. which
will affect the customers base. In this social media play a major role and solve many issues
related to consumer’s attention and capturing the high attention of visitors within marketplace.
For instance- Online Travel Marketing can facing the major challenges within marketplace
related to high competition and in these digital technologies and other digital marketing tools are
very effective to overcome this and get high returns with long term survival. To promote UK as a
destination companies may face challenges related to natural calamities that will affected natural
environment in a negative manner. Due to this companies like Online Travel Marketing, Travel
Beat face challenges to promote destination in world to people. But at the same time it will
enhance the choices for customers to choose the company which ever they want (Beritelli and
Laesser, 2018).
Provide recommendations and solutions to overcome challenges
It is to be critical analyse that destination marketing organisations can face the major
challenges within attracting and gaining customer attentions and make them loyal for the
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company for a longer period of time so that high profits can be enjoyed by the company. it can
suggest the some recommendations that can be shown below:
 Destination marketing companies can make a proper strategies and tactics for gaining
long term benefits and in this they can highly focus on their promotional strategies.
 Another recommendation that the destination marketing company can highly focus on
providing the skills and training to their agents so that large base of customers are to be
attracted (Saraniemi and Komppula, 2019).
 Providing number of benefits to their potential customers helps in gaining the high
profits.
CONCLUSION
From above explanation it is concluded that destination marketing is an important terms for
attracting the visitors toward the travel and spend their leisure time. It inculcates the
principles of marketing planning process so that targets related to profit earning can be
attained effectively. Further it involves the marketing campaign for attracting and retaining
visitors and promoting the organisations. This also helps in developing the knowledge
related to tools of promotions within destination marketing. It also represent that doing job
within the destination marketing is very complex because it contains several rules and
policies. Further it helps in gaining understanding related to the roles and services with
marketing challenges that destination marketing can face that can be raised because of
dynamic business environment.
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REFERENCES
Books and Journals
Avila-Robinson, A. and Wakabayashi, N., 2018. Changes in the structures and directions of
destination management and marketing research: A bibliometric mapping study, 2005–
2016. Journal of Destination Marketing & Management. 10. pp.101-111.
Bastiaansen, M. and et. al., 2018. My destination in your brain: A novel neuromarketing
approach for evaluating the effectiveness of destination marketing. Journal of
destination marketing & management. 7. pp.76-88.
Ben Youssef, K., Leicht, T. and Marongiu, L., 2019. Storytelling in the context of destination
marketing: an analysis of conceptualisations and impact measurement. Journal of
Strategic Marketing. 27(8). pp.696-713.
Beritelli, P. and Laesser, C., 2018. Destination logo recognition and implications for intentional
destination branding by DMOs: A case for saving money. Journal of Destination
Marketing & Management. 8. pp.1-13.
Chen, Y.C., King, B. and Lee, H.W., 2018. Experiencing the destination brand: Behavioral
intentions of arts festival tourists. Journal of Destination Marketing & Management. 10.
pp.61-67.
Eletxigerra, A., Barrutia, J.M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing &
Management.9. pp.72-84.
Jin, X. and Cheng, M., 2020. Communicating mega events on Twitter: implications for
destination marketing. Journal of Travel & Tourism Marketing. 37(6). pp.739-755.
Kozak, M. and Buhalis, D., 2019. Cross–border tourism destination marketing: Prerequisites and
critical success factors. Journal of Destination Marketing & Management. 14.
p.100392.
Marasco, A. and et. al., 2018. Exploring the role of next-generation virtual technologies in
destination marketing. Journal of Destination Marketing & Management. 9. pp.138-
148.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Önder, I., Gunter, U. and Gindl, S., 2020. Utilizing Facebook statistics in tourism demand
modeling and destination marketing. Journal of Travel Research. 59(2). pp.195-208.
Pike, S., Kotsi, F. and Tossan, V., 2018. Stopover destination image: A comparison of salient
attributes elicited from French and Australian travellers. Journal of Destination
Marketing & Management. 9. pp.160-165.
Saraniemi, S. and Komppula, R., 2019. The development of a destination brand identity: A story
of stakeholder collaboration. Current Issues in Tourism. 22(9). pp.1116-1132.
Trunfio, M. and Della Lucia, M., 2019. Engaging destination stakeholders in the digital era: The
best practice of Italian regional DMOs. Journal of Hospitality & Tourism
Research. 43(3). pp.349-373.
Tung, V.W.S., Lee, S. and Hudson, S., 2019. The potential of anime for destination marketing:
Fantasies, otaku, and the kidult segment. Current Issues in Tourism. 22(12). pp.1423-
1436.
Woyo, E. and Slabbert, E., 2019. Cross-border destination marketing of attractions between
borders: the case of Victoria Falls. Journal of Hospitality and Tourism Insights.
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Zhang, T., Cheung, C. and Law, R., 2018. Functionality evaluation for destination marketing
websites in smart tourism cities. Journal of China Tourism Research. 14(3). pp.263-
278.
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