Destination Marketing

This report discusses how principles of marketing planning support the marketing of a destination using specific examples. It also analyzes key elements of destination marketing campaigns and assesses the challenges faced by DMOs in marketing destinations.

Destination Marketing

Contents
INTRODUCTION...............................................................................................................2
LO 1...................................................................................................................................3
1.1 Evaluate how principles of marketing planning support the marketing of a
destination using specific destination examples. ..........................................................3
TASK 2...............................................................................................................................4
2.2 Analyze the key elements of a range of destination marketing campaign examples
to analyze how successfully campaign objectives were met.........................................4
LO 2...................................................................................................................................5
2.1. Review for promotions and advertising a specific destination tools from different
digital marketing.............................................................................................................5
LO 4................................................................................................................................6
4.1 Marketing destination the role and services of DMO...............................................6
4.2 Assess the challenges faced by DMOs in marketing destinations using a range of
examples........................................................................................................................7
CONCLUSION...................................................................................................................7
REFERENCES..................................................................................................................8

INTRODUCTION
Marketing refers to a process of promoting and advertising a product, service, idea or
anything. It is about educating the audience about the thing which the company is promoting.
Similarly destination marketing refers to the marketing, promotion or any advertising activity of
a place to educate the tourist and travelers about that destination so that they can visit there
(Zhou, L., 2014). The destination marketing uses all the marketing theories and methods which
are usually used by any other business or company in promoting his product or service. For
reference purpose this report has taken an example of a company name, Acorn Tourism
Developments Consultants. The company provides the statistics, research data and information,
planning, marketing and development for destination marketing (Zhou, 2014). The company has
its headquarters in Flimwell, United Kingdom.
This report discuss about how principles of marketing is helpful in planning the growth
and development for tourism destination. The report also includes the elements of destination
marketing plan. Apart from this the report also includes the role of digital marketing and
destination marketing organization in the growth for destination marketing along with the
challenges they face. Hence, the report is all about how the marketing for a destination can be
done so to improve and increase the tourism at that place.
LO 1
1.1 Evaluate how principles of marketing planning support the marketing of a destination using
specific destination examples.
Marketing is the process of educating the customers or audience about the product or
services. It also includes the promoting of an idea, skill or place. These marketing and
promotional activities also help in supporting the marketing of a destination in the following
way:
Offered Item or product: It is the item which is been promoted or advertise to educate the
audience about it. The product should be worth marketing that it should have the ability to make
profit and money for the organization. As in the case with destination marketing, the place that is
been marketed should has the ability to provide the worth to guests or customers. The company
Acron Tourism, for example, can make while framing a plan for turkey trip can contact to hotels
and resorts, travel agencies into turkey, transport facilities, routes, culture and many more so that
the company can plan very efficiently. Through the proper research the company can do their
marketing very well and can form efficient plan.
Cost : Price is the value for the item. Price is depends on many factors like demographic factor,
geographical factor, demand for the product, brand value and many more. As in the case with
Arcon Tourism the company while making a plan for promoting the Turkey can sets its price
after taking all the factors example the transportation cost, the currency value there, the cost for

normal amenities and facilities, the cost for food and etc., all these factors are taken under
consideration and then the proper price is set.
Advertising: Promotion refers to the way in which the company has advertised or educates the
audience about the product/ service. There are many ways for promotion which may includes
mouth to mouth advertisement, television advertising, building public relation, and many more.
As in the case with Arcon Tourism, the company can plan for marketing by planning for the
ways it will going to opt for promotions. The company can make use of many promotional
activities like ads about the travel and tourism of Turkey showing the beauty and the destinations
which can attract the tourist towards them (Xiao, H., 2013). The culture can play a big role into
this. Tourist now have a very keen interest to experience the different cultures of the countries
and states, showing the culture and ethics of Turkey can help the company in making a good
promotional plan.
Location : Place refers to the area where the product would get available to the audience. The
place may also refer to the product actual location. In destination marketing, the place will be the
location where that destination is being present. For example: as in the case with Arcon Tourism,
the place can be country which is set for promotion and about which the audience are been
getting educated. Here the whole country is the place for which the advertising is done. Some of
the major places may include Fairy Chimneys caves, city straddling, Ephesus and the so forth
which is in the promotional destination.
TASK 2
2.2 Analyze the key elements of a range of destination marketing campaign examples to analyze
how successfully campaign objectives were met.
Destination marketing campaign refers to the advertising and promoting a particular
place through the use of different promotional and marketing ways. These may include radio,
television, newspaper, digital marketing and many more. The purpose of marketing activity is to
get the attention of the targeted audience and people so that they can visit the place. Tourism
generates the income for the country and state, it also helps in the development of country. Some
examples of promotional activity are as follows:
Family destination: In this the concept of travelling with family is being used. Here the
whole travelling is done with the family. People go out to the places to spend some quality time
with their family. For example, zoo, amusement park, resorts, places of nature and scenery and
the like. People love to spend their time with family so they generally prefer to take the trip
which cause no danger or discomfort to them. The trip organizers also take care of the comfort
for the family. Another example, light and sound show has been started at many historical places
in turkey which is generally preferred by the family as they it would be educational for them.
Pilgrimage destination: The destinations may include temple, church, mosque, or any
other religious place is included into the pilgrimage destination. The people who are religious
make visit to these places (Wang and Li, 2013). And generally such places are preferred by old
people. For example, country like India which has a great heritage history and have many
pilgrimage destinations, there the people visit from far countries to know about these heritages
and history behind pilgrimage destination. This factor also adds upon the promotional activity for
India. In order to promote India, “Incredible India” slogan was framed by its government as a tag
line for its promotional activity. Apart from the great heritage and pilgrimage, the country is also

well known for its culture, food, ocean, mountains and many more. The single country provides
much more to the tourist.
Adventure destination: Adventure destinations are the places where the people feel
thrill and sporty. These destinations may include mountains trekking, water sports, campaigning,
under water swimming and many more. The people who want to take this experience or have a
choice like this prefer to go to such destinations. Generally millennial people are the one who
choose to visit such places because they have sporty and adventurous spirit. For example, Iceland
has started a campaign which says, “Fill your heart” in this the country has make a promise that
the visitors heart will be full of joy and happy memories which they will take from Iceland.
Solo destination: There are many travelers which prefer to travel alone. There are many
destinations which assure the tourist that they are totally and purely safe for solo travelers. If the
tourist is not with any group then also they can feel totally comfortable and safe (Pike, 2012).
Solo travelers prefers to travel solo because they want to have such experience, they want to may
be make time for themselves or want to stay away from people for a time being and so on.
LO 2
2.1. Review for promotions and advertising a specific destination tools from different digital
marketing
Tools of digital marketing helps in promoting different services and products which are
online. Nowdays internet is quick promotion platform which is totally different from old
approaches of advertising new product. Advertisment of goods and services with help of
digital marina tool is the only advance technique used by organisations. Its plus points are
it is cost effective and majorly influence large number of people which can be customer in
future. Some tools of digital marketing are as follows:
Content marketing- This tool helps in online promotions services by writing good
content for the product (Kladou and Mavragani, 2015). Its aim is to attract customer which the
organisation wish to target. It have promotional tools such as vacation planner, hotel
publications, world wide travel publications for particular destinations (Morrison, 2013). This
Tool used for writing details about the beautiful places, restaurants situated at the bay of the
ocean, historic monuments etc. People before visiting any country read these content which help
them in planning whole tour.
Social media marketing- The product and services of destination marketing consulting
firms uses online platform for promotion through digital marketing tool. As the world is now full
of active internet users who visits social media sites every day. It is the fastest and easiest way to
be in touch with anyone from the world. For example, Acorn by using Buffer digital marketing
tool for connecting with diverse categories of people. Other than this , there are many social
media sites such as Facebook, Twitter, Instagram etc. which promotes the product to every
individual in every country
Google Analytics-this platform is made by google. It helps us in identify the trace of
traffic of websites by showing statistics report view. Generally it promotes the brand of the
company. Digital campaign activites are monitored by webmasters and SEO analyst. It provides
platform of interaction with users directly on websites of the company (Morgan, 2012). This tool
refers as most used tool for digital marketing which provides Turkey to promote as the most
desirable place in the advertisement (the most desirable place in the advertisement (Lee, 2015).

E-mail Marketing-The crucial information or promotions message in forms of email to
customers provides by email marketing. Mostly, these mails are sent to potential and existing
users. This provides as promotion of item through emailing. It is a famous promotional tool to
have a bridge of connection between customers and marketing team. It should be more modified
to attract more people around.
These are the ways for Turkey to promote tourism
The tourism sector companies which are interractingin providing services for the trips of
different locations carry research on the customers for their demand and requirements
(Makkonen, 2016). In additional the tourism company uses extracted data to provide best
destination for customers which they demanded. Turkey is famous for its architecture as well as
the modern life.Acorn uses these tools of digital advertisement in the following manner:
 Every company have their official websites which helped customers to choose their
dream destination. It helps us to know which country is favourable among customer for
visit or not.
 As mobile device is easily asses to everyone so provide them official application for them
to know more about offers and deals.
 The company uses social media sites like Facebook, Instagram etc. famous apps among
everyonehere, different promotional offers are given through lowering prices of the
overall packages in order to attract the people to visit Turkey.
LO 4
4.1 Marketing destination the role and services of DMO
DMO stands for Destination Marketing Organisation which represent destinations and help to
develop the perfect plan of long term tours. Some labels used are tourism board, convention and
visitors bureau and tourism authority. They have a gold plan to promotes the destination so that
large number of people came there for visit, live, work. They make mixed strategy and put best
and cheap tourism pack which attract visitors to visit turkey (Pike, 2015).
They help in directing, making and executing various activities in order to achieve the
particular country to achieve their goals of tourism. The main purpose is to improve experience
of people visiting specific nation. Some of the roles and services provided by DMOs are
elaborated below:
Making a Tourism Marketing plan- DMOs makes such a plan which formulate all
favourable points of country and put them in such a way which attracts people to visits and enjoy
services provided from them. Like every nation, similarly Turkey has the purpose to encourage
people to take more trips to their country. In order to achieve this objective, DMOs makes maps
and it using methodologies in order to achieve such goals.
Builds a platform on Social Media Sites:This way we can create network of local people and
interact to know there demands to enhance particular place of turkey. This is to attract the
customers to those specific areas. There is a specific team which jobis to create networking
online through various application and social media sites. Also, they have role to administer

people so that large number of people attract towards Turkey. This helps in creating good
amount of visitors who are capable of visiting Turkey (Richards, 2015).
Promotion and Advertising:This platform can be used for local places so that visitors
find them attractive to visit. For this purpose, different approaches such as website, application
software etc. arecreated for giving the information related to tourism in the particular country.
People to make their decision without confusing provide them online social media platforms
which showcases all information about that place. For example, Acorn has its presence on
Facebook through which it can promote the tourism of Turkey by highlighting positive points
and great experience that a person can after visiting the country.
Conducting Market Research- In this service, DMOs Cadbury market research for gathering
statistics that are related to the main objective of a country. It can be based on demands,
demographics, etc. the data collected are used for formulating plants and procedures in order to
who was playing the particular country in an attractive manner. It helps in understanding what
could be done to improve experience of the customers (Stalidis, Karapistolis and Vafeiadis,
2015). Expensive restaurants and services put turkey destination in expensive country. This can
be a factor in reducing the interest of people to visit the country. Therefore, Acorn being a
destination marketing organisation can use this statistics in reducing the overall cost so that large
number of people can be influence to take trips to Turkey.
4.2 Assess the challenges faced by DMOs in marketing destinations using a range of examples.
DMOs are the organization which under takes the work of promoting the destinations or
places to attract the tourist. The purpose is to make the place popular. It is very challenging job
and do faces many problems and challenges which are as follows:
Adoption of technical change: The technology is kept on changing with time. It has
become very hard for the organization to keep up the updates. The organization which is
technologically advanced takes away majority of the benefits or profits. For example people
prefer to choose to book the tickets or to make all the arrangements prior to the trip so that they
need to have to arrange for the things. People does it with the help of technology, they watch and
see the things online with the prices, ratings, places, markets, transportation and many more. By
watching out the ratings the people can watch out the for the reviews of other customers which
has experienced that place. This gives help to the people in making decisions.
Competitions: With the growth into the travel and tourism industry the companies and
organization dealing in travel and tourism has also been increased, causing a burden upon
existing companies. Competition is good for the customers as they avail the services at a lower
price. More the competition more will be the benefits to the customer as they will get more
choices to opt for (Mariani, Felice and Mura, 2016). The entry in travel and tourism industry is
very much easy therefore there is so increase in the number of companies in such industries.
More the barriers into the industry less will be the competition.
Threat of terrorism: There are many places which has the threat for terrorist attack. The
places where the threat of terrorism is present, there the tourist flow would be minimum. People
love or prefer the places where their lives would be safe and they can enjoy the place and
destination freely. The places like Iraq, Syria, Nigeria and so on are the countries where the
terrorism activities takes place. Only the Journalist or a few people prefers to go there. These
countries are considered dangers and no such tourism activity or any destination marketing takes
place for them.

Natural calamities: Natural calamities may include drought, earthquake, tsunami,
landfall and so on at a particular destination. Such natural calamities decrease the flow for tourist
in a particular place (Marasco and et. al., 2018). For example tsunami which took place in the
Tamil Naidu in India has caused damages to the state and property. Along with it the tourist
might not feel safe to go to that destination as it has already been prone to many natural disasters.
CONCLUSION
From the report discuss above, the role of marketing a destination has been high lighten.
The destination marketing refers to the promotion and advertising of destination so to attract the
people. Tourism generates income for the nation and it also contributes to the development of
the country. There are many challenges which are faced by DMOs such as natural calamities,
competition, threat of competition and many more in the process of performing destination
marketing. The report also includes the key elements which are used as a marketing purpose for
marketing activity.
REFERENCES
Avraham, E., 2016. Destination marketing and image repair during tourism crises: The case of
Egypt. Journal of Hospitality and Tourism Management. 28. pp.41-48.
Chon, K. S., 2015. Traveler destination image modification process and its marketing
implications. In Proceedings of the 1990 Academy of Marketing Science (AMS)
Annual Conference (pp. 480-482). Springer, Cham.
Correia, A. and Guillet, B. D., 2013. Tourism destination marketing–tourists and places: a cross
cultural research agenda.
Énalan, D. and Soteriades, M., 2012. Tourism destination marketing: approaches improving
effectiveness and efficiency. Journal of Hospitality and Tourism Technology.
Gössling, S., Scott, D. and Hall, C. M., 2015. Inter-market variability in CO2 emission-
intensities in tourism: Implications for destination marketing and carbon
management. Tourism Management. 46. pp.203-212.
Heeley, J., 2015. Urban destination marketing in contemporary Europe: uniting theory and
practice (Vol. 66). Channel View Publications.
Jalilvand, M. R., and et. al., 2012. Examining the structural relationships of electronic word of
mouth, destination image, tourist attitude toward destination and travel intention: An
integrated approach. Journal of Destination Marketing & Management. 1(1-2),
pp.134-143.
Laesser, C. and Beritelli, P., 2013. St. Gallen consensus on destination management. Journal of
Destination Marketing & Management. 2(1). pp.46-49.
Line, N. D. and Runyan, R. C., 2014. Destination marketing and the service-dominant logic: A
resource-based operationalization of strategic marketing assets. Tourism
Management. 43. pp.91-102.
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.

Mariani, M. M., Di Felice, M. and Mura, M., 2016. Facebook as a destination marketing tool:
Evidence from Italian regional Destination Management Organizations. Tourism
management. 54. pp.321-343.
Morgan, N., 2012. Time for ‘mindful’destination management and marketing. Journal of
Destination Marketing & Management. 1(1-2). pp.8-9.
Morrison, A., 2013. Destination management and destination marketing: The platform for
excellence in tourism destinations. Tourism Tribune. 28(1). pp.6-9.
Pike, S., 2012. Destination marketing. Routledge.
Wang, D., Li, X. R. and Li, Y., 2013. China's “smart tourism destination” initiative: A taste of
the service-dominant logic. Journal of Destination Marketing & Management. 2(2).
pp.59-61.
Xiao, H., 2013. Dynamics of China tourism and challenges for destination marketing and
management. Journal of Destination Marketing & Management. 2(1). pp.1-3.
Xie, K. L. and Lee, J. S., 2013. Toward the perspective of cognitive destination image and
destination personality: The case of Beijing. Journal of travel & tourism marketing.
30(6). pp.538-556.
Zhou, L., 2014. Online rural destination images: Tourism and rurality. Journal of Destination
Marketing & Management. 3(4). pp.227-240.