Principles of Marketing Planning for Destination Marketing

This document discusses the principles of marketing planning that support the marketing of destinations. It explores various examples and evaluates the effectiveness of applying these principles for strategic goals. The document also covers key elements of destination marketing campaigns, digital marketing tools used for advertising and promotion, and the role of digital marketing organizations in marketing a destination.

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.

M2. Effectiveness of applying marketing principles for planning a destination
There are several factors which lead to achieving effectiveness of marketing plan.
Successful achievement of marketing plan can be done effectively. In case of tourism
industry it becomes essential for respect of The British Museum to evaluate strategies
and marketing plan of competitor in order to set business objectives so as to increase
competitive benefits (Avraham and Ketter, 2017). Also segmentation of market,
positioning and targeting are the factors to target selective consumers. Also
development of multi channel strategy and a proper budgeting plan a firm can start their
marketing process in an effective manner.
D1. Critically evaluate the effectiveness of applying principles of marketing planning for
destinations to accomplish strategic goals.
An effective marketing planning must be carried out for destinations so as to
achieve favorable outcomes in terms of effectiveness and efficiency. As per this,
principles of marketing planning such as price, promotion, product and place must be
applied to ensure that the destination is able to capture a large amount of customers. It
is significant that a well planned marketing strategy will focus on already developed
elements so as to ensure that positive results can be achieved in The British Museum
with efficiency and effectiveness.
LO2
P2. Key elements of various destination marketing campaign with examples for analysis
the success of objectives
Destination marketing campaign means to do advertisement of a specific
destination. The aim behind these campaigns is to drag the attention of tourist or
customers towards the specific destination. This helps to increase the interest of tourist
to travel that particular destination. In this the customers can get attracted through
displaying unique features of that particular destination (Gursoy and Chi, 2018). The
British museum co ltd needs to publish eBooks on regular basis and have to make
intense schedule for their blog. For example, The British museum is applying storytelling
through their social media posts. Thus, visitor’s interest gets increased. They are highly

active on digital platform to grab the attention of tourists. People are interest more
restricted on why to visit a specific destination. Thus, the British Museum campaign
focuses on to connect people with the culture please. The Visit England and Arts
Council England had done partnership for helping the destinations in order to develop
cultural tourism and providing opportunity to museums such as British Museum. Thus,
British museum is also considered as a brand to fit the destination marketing strategies.
As nowadays tourist are more interested to know about the history, culture, heritage and
art of a particular city or country what best then a museum. Museums are one of kind
that is a promotional strategy used by British museum co ltd to attract the tourist through
the cultural diversity present in museum. The marketing campaign of museum is also
doing promotion through uploading videos on you tube, they also have social media
channel such as Instagram and Twitter for giving information and education about the
museum and also to draw the attention of visitors and tourists.
For example, British museum co ltd has its own blog and website in which they
provide information about the museum and also gives latest updates about the
exhibitions and events. The museum also have virtual existence from there they provide
visit to 60 galleries and above (The British Museum, 2020). The customers can step into
the galleries from their blogs. They are also providing home learning from the digital
resources. They also have curators for introducing their 64 galleries available on Google
play and apple music, these tracks can be translated in different languages.
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.
It has been evaluated that all the key factors of destination marketing campaign
are mostly interrelated to one another. To ensure success it is important to make sure
that all of these factors are mixing with each other so as to increase efficiency of
destination marketing campaigns. The British Museum company requires branding of
the product and in order to do the same they need to work with influencing people. This
is the way by which brand generation is also linked with personalized experience
offered to the consumers by the firm.

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.
The British Museum company beings his marketing campaign with the tag line
“Bring Them Back ". This campaign has been started as a part of the British Museum
Tourism that is engaged in a brief collection of unique items and the past historical
monuments which attracts a large number of customers (ChoeStienmetz and
Fesenmaier, 2017). It has been noted that this campaign has been succeed throughout
the years which results in a quantum of tourists visiting the Museum. This implies that
the digital marketing tools along with different techniques applied within the same
campaign are quite effective.
LO3
P3. Various digital marketing tools used for advertising and promotion of particular
destination.
Digital marketing platform assist the organization to do promotion of destination
via online mode or platform. This allows the organization to conduct promotional
activities in cost efficient manner. Digital platform is a way through which the British
Museum Co Ltd can attract and cover large number of audience and customers. The
digital marketing tools which are used by British Museum are as follows -
Social Media marketing - British Museum is taking help of social media channel to do
promotion. They have made social media account on twitter, Instagram, YouTube and
Facebook in order to attract tourist towards the destination visit. This can also engaged
the audience from various categories. This allows the company to each customer from
young to old age group. As people of each category is high active on such channels.
The organization is posting stories and upload posts related to the museum to provide
information and increase awareness about the British Museum in the minds of people.
They are using various taglines and storytelling approach to do effective advertisement
of museum.

Google Analytics - It helps to track the effectiveness of marketing campaigns of an
organization that is funnel by official website as well also evaluate the performance of a
website. It is free and helps to gather insights about the website such as visitor
behavior, traffic sources and page view rates and goal achievements things etc. It helps
to measure the performance of British museum destination marketing.
Brand 24 - This helps to monitor the performance of social media and provide insights.
It helps to provide real time insights (Day, 2017). This is a paid service, but it is worth to
pay. It also provides a way through which organization can identify where the brand is
bring mentioned. It also provides British Museum Co Ltd to react such responses. All
the negative and positive comments can easily be read out.
Content Marketing - It is a strategic marketing approach that is focused on distributing
valuable, creating relevant and consistent contents for attracting the audience. British
Museum is also using content marketing approach to increase the awareness about the
museum and promoting culture tourism. There is benefit of content marketing such as
cost saving, increase in sale and provides customers loyalty.
M3. Critically evaluate the effectiveness of digital marketing tools.
By posting pictures, short stories and video’s on various social sites as it is one
of the most effective digital marketing method and by this respective firms can conduct
promotional activities in a effective manner (Avraham, 2016). As these digital
techniques have no limit and can reach a large number of customers worldwide. In
terms of, The British Museum Co Ltd by the use of latest promotional techniques
through digital marketing firm can effectively save their time, money and efforts. Also
these results in saving cost of operations and a firm can conduct their services in the
cheapest manner.
D3. Give justified and valid recommendations for improving digital marketing.
There are a numerous ways of improving the digital marketing platforms that can
lead in improvement of digital marketing for a destination. In this context, it has been
deeply studied that social media platforms that are used for marketing purposes should
be continuously tracked (British Museum increased social media engagement, 2020).

Further, improving social media networks should also be carried out to boost the profit
margin by which the goals are timely achieved. All of these indicate towards creating
awareness about the destination to attract the people from different parts of the globe.
LO4
P4. Explain the role and services of digital marketing organizations in marketing a
destination.
DMO are mainly known as digital marketing organizations that effectively represent
various types of destination and aims towards effective development of those places by
different techniques and strategies. In this element like tourism board, tourism authority,
convention and visitors bureau are some of the labels that aims to effective
advertisement of destination place in an effective manner to maximize the interest of
tourists towards that place. By taking this in consideration following prospective can be
increased -
 Marking a tourism marketing plan - DMO operates functions with having
responsibility to develop strong and appropriate plan to display an attractive
feature of a country (Pike, 2017). It is studied that every tourist destination has
their own purpose, such as Turkey mainly aim towards promoting individual to
make their trips in Turkey. In the way to accomplish these objectives in an
effective manner Digital Marketing organizations in formulating maps and can
take advantage of mythologies.
 Promotion and advertising - This is the activity which is mainly related to
promotion and advertisement of respective location or destination place in order
to influence individual interest. For this, several approaches such as application
of software, websites are being undertaken in order to provide accurate and
suitable information to single person. Also to these different initiatives to conduct
advertorial activities through social media networks and other networking site
measures can influence attraction of individual persons towards the selective
destination place in an effective manner. For immediate transactions The British

Museum Company can take advantage of Facebook to promote tourism in their
Museum in which they highlight and create experience and positive feedbacks.
 Conducting market research - In digital marketing organizations market
research are undertaken to collect accurate statistics of country in order to make
balance in demand by analyzing demographics by maintaining a stock of
effective plans and approaches to attract a number of tourists with efficiency and
effectiveness (Jiang, Ramkissoon and Mavondo, 2016). For example, It has been
analyzed that Turkey proves to be expensive for number of individuals due to
costly affairs. This may cause reduction in interest of individual and the tourism
can be affected. Thus, in order to overcome the situation the company can try
different techniques and methods of digital marketing and cost management to
increase tourism.
P5. Evaluate the challenges faced by digital marketing organizations.
Digital Marketing organizations are those entities who are having sufficient capability
to advertise a wide range of destination with a aim to increase tourism in some specific
destinations on individual basis. But in this process there are several challenges that
can be faced by them and can have a big impact upon their activities in different ways.
 Adapting to technical changes - Technology is changing day by day and new
varieties are developing day by day. Technology is changing faster and there are
different type of technological transformation that are taking place and are
important to be adopted by the firms in order to confirm diverse growth and
maximum competitive advantages (Ioannou, 2020). But the firms in destination
marketing face several difficulties to cope up with the rapidly changing
technological environment that can impact the business unit differently. In context
with The British Museum Company it has been identified that the firm is facing
challenges to perform quick technological changes. However various types of
strategies are developed and adopted by the firm to make a balance between
changing technology and tourism to increase profit margin.
 Competitors - It is considered as one of the most important challenges to the
digital marketing organizations which are having direct impact on the goals

(SéraphinAmbaye and Bonnardel, 2016). This has been analyzed that, in the
competitive environment use of aggressive marketing techniques can influence
the goodwill of the company. According to the analysis there are different type of
challenges that my become hurdle in the way of British Museum company. It also
impact upon expansion of profitability in the organization. There are different
types of challenges that are hurdle in the way of The British Museum Co Ltd.
M4. Critically evaluate the challenges that are faced by Destination marketing
organizations in successfully meeting marketing goals, using various examples.
Implementation of various measures allows respective firm to effectively overcome
challenges that they are facing in the process of promoting destination:
 In order to promote various endangered destinations, funds and donation came
out as effective measures through which The British Museum can gain efficient
resources (Garrod and Fyall, 2017).
 By providing education to the local residents of the destination place the British
Museum company can create social economic balance. Also by taking help of
pricing strategy and undertaking collaboration their operations with the
government will help them to capture a large number of customers.
D4. Give appropriate recommendations for overcoming challenges faced by Destination
marketing firms in meeting destination marketing goals.
Destination marketing objectives faces a number of challenges which provides a
boost to the operations of a business entity Destination marketing (Li, Robinson and
Oriade, 2017). To accomplish these challenges in right time, it is essential for The
British Museum Co Ltd to carry out constant market research by which important
information can be gained about the upcoming latest technologies. Also the competition
that is faced by The British Museum Co Ltd can be easily tackled by way of creating
innovation opportunities in the organization various possible times.

CONCLUSION
As per the above study it can be said that destination marketing plays a crucial
role to attract the customer's or tourist for a specific destination and increasing the sale
of tourism products or services. Various marketing elements such as place, price,
promotion and product contribute effective marketing of destination. It has been
summarizes that destination marketing campaigns is used by British Museum to
promote the cultural tourism, heritage, art and history of varies ancients.
It has been concluded that digital marketing is becoming popular for attracting
large number of audience towards a specific destination. British museum is also using
digital marketing platform for doing effective marketing. These platforms include social
media marketing. There are number of challenges which are faced by digital marketing
organizations such as adapting the technicality and threats from the competitor’s
promotional strategies

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Online
British Museum increased social media engagement, 2020. [Online]. Available
through:< https://hootsuite.com/resources/british-museum-increased-
engagement>
The British Museum, 2020. [Online]. Available through:<
https://blog.britishmuseum.org/how-to-explore-the-british-museum-from-home/ >