Principles of Marketing Planning for Destination Marketing

UNIT 26

Table of Contents
INTRODUCTION......................................................................................................................................3
LO 1............................................................................................................................................................3
P1. Principles of marketing planning that supports the marketing of destination through using
various examples..................................................................................................................................3
M2. Effectiveness of applying marketing principles for planning a destination............................5
D1. Critically evaluate the effectiveness of applying principles of marketing planning for
destinations to accomplish strategic goals........................................................................................5
LO2.............................................................................................................................................................5
P2. Key elements of various destination marketing campaign with examples for analysis the
success of objectives...........................................................................................................................5
M2. Compare and evaluate the key elements of a variety of destination marketing campaigns
and mention the degree of inter-dependency of numerous elements in achieving the
campaign objectives.............................................................................................................................6
D2. critically explain the marketing campaign of a specific destination and the use of digital
marketing tools to promote the destination and gather a large number of consumers...............7
LO3.............................................................................................................................................................7
P3. Various digital marketing tools used for advertising and promotion of particular
destination.............................................................................................................................................7
M3. Critically evaluate the effectiveness of digital marketing tools................................................8
D3. Give justified and valid recommendations for improving digital marketing............................8
LO4.............................................................................................................................................................9
P4. Explain the role and services of digital marketing organizations in marketing a destination.
.................................................................................................................................................................9
P5. Evaluate the challenges faced by digital marketing organizations........................................10
M4. Critically evaluate the challenges that are faced by Destination marketing organizations in
successfully meeting marketing goals, using various examples..................................................11
D4. Give appropriate recommendations for overcoming challenges faced by Destination
marketing firms in meeting destination marketing goals...............................................................11
CONCLUSION........................................................................................................................................12
REFERENCES........................................................................................................................................13

INTRODUCTION
Tourism deals in activities, attractions and events whereas hospitality provides
accommodation, travelling and other facilities such as restaurants and resorts. There
are various careers in hospitality and tourism industry such as travel agents, tour
operator, hotel manager, event & conference organizer and tour guide. Destination
Marketing refers as promotional activity that helps to promote destination where the tour
take place. It helps to attract customers by unique features of destination or location in
order to sell the services.
As per the scenario I am working as a marketing consultant at British Museum
Co Ltd. The firm operates as a subsidiary of Trustees of British Museum. It is
established in the year 1753. It s located in Great Russell Street in London in England,
UK. The museum is dedicated to art, human history and culture. It contains some eight
million works from the comprehensive existence.
The study will analyze the principles of marketing planning which supports
marketing of destination. Furthermore, it will explain the key elements of marketing
campaign for destination. Moreover, it will do evaluation to identify digital marketing role
in doing promotion and advertisement of destination. Then, it will assess the role of
destination marketing organizations. Lastly, it will assess the challenges faced by
destination marketing organization through using examples.
LO 1
P1. Principles of marketing planning that supports the marketing of destination through
using various examples
Marketing refers as promotion of products and services for attracting the large
number of customers. There are marketing planning principles that is used by British
museum co ltd to maximize the efficiency described as follows -
Product - It is the sum of psychological and physical experience that is got by tourist
while they are travelling to a destination. This is referring as composite product having

combination of various services such as tourist attraction, accommodation,
entertainment and transport that helps to increase tourist satisfaction. British Museum
has a historical, spiritual attraction and heritage impact on tourist mind. British Museum
has collections of Scientist sir Hans Sloane and Irish physician. It is a mix of tangible
and intangible experiences. Product is that particular destination experience for the
customers.
Price - It is the amount of the money which tourist pay for the offered package or a cost
to visit a particular destination. The pricing varies as per the offering and services
attached with that particular destination (Kotoua and Ilkan, 2017). Various Pricing
strategies is being used by analyzing its food standard, transportation standard and
aspiration that meets the client or tourist. The pricing and package which are offered by
tourist operators are categorized as low income, middle income and high income group.
The price of British Museum is generally free but for special exhibitions and events
there is admission charge.
Promotion - It refers to educating, reminding and persuading the customers about the
product or service benefit. Promotional mix breaks down into sales promotion,
advertisement, personal selling, public relation and customer care. These promotional
tactics helps to inform customers about the company's product or services. Tourism or
destination promotion can be done through advertisement through print media, by
telecasting advertisement on television or with the help of digital marketing.
Place - Tourism as a service product they doesn't not have distribution channel just like
a consumer goods company. Although they have use channels such as tourist
operators, wholesalers, agents, tourism companies blogs and websites (Tkaczynski and
Rundle-Thiele, 2019). These help the customers to make the product accessible to the
tourists and customers. Retailers generally provide tourist an accessible place that is
either the online website or a travel agency shop through which they can book the travel
products or services.