Destination Marketing

DESTINATION MARKETING
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INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the ways in which the marketing of a destination is supported by principles of
marketing planning. Explain with the help of some destinations as examples......................3
TASK 2............................................................................................................................................5
P2 What are the key elements of a destination marketing campaign. Explain with the help of
examples also, analyse the success of the campaign on the basis of objectives met............5
TASK 3............................................................................................................................................7
P3 Explain the different tools of digital marketing which can be utilised to promote and
advertise a specific destination...............................................................................................7
TASK 4............................................................................................................................................8
P4 Elaborate the services and functions of the DMO's in process of marketing a specific
destination...............................................................................................................................8
P5 Explain the challenges faced by the DMO's in marketing destinations with examples..10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
The term destination marketing can be referred as rising the awareness among the key
players about the destination so that the people make their minds to visit that specific place or
destination. Destination marketing relates to finding the ways of communicating the proposition
of the destination and providing people with the reasons to visit that destination. Destination
marketing plays a vital role in turning the tourism into a key driver of the socio economic
progress of a community. The socio economic factors which affect the tourism of the place are
export revenues, creation of job opportunities and development of the infrastructure in the
locality. The tourism company was founded by Richard Denman, Chris Evans and Steve Beioley
in the year 1990 (Bastiaansen and et.al, 2018). The Tourism Company, UK offers a team of
experienced tourism consultants having a highly strong track record in the field of tourism
planning, research and development from the Herefordshire office. It is a well established
organization at a national, regional and local level. This study revolves around the destination
marketing of The Tourism Company, UK.
TASK 1
P1 Explain the ways in which the marketing of a destination is supported by principles of
marketing planning. Explain with the help of some destinations as examples.
The main principles of marketing can be stated as- Product, Place, Price and Promotion.
There are various destinations which are affected by the principles of marketing. One such
example can be the tower of London situated in Britain.
Product : Product plays a prominent role in principles of marketing. Product refers to a
good or a service that is provided to the customers. Here, the tower of London can be considered
as a product which provides the visitors (which are the customers) a satisfaction in exploring the
destination. The features of the destination plays a major role in attracting the visitors to the
location. All the tourist destinations in the destination will be termed as the product as the
visitors who visit the destinations are satisfied and it further generates revenue to the destination.
The details of the destination is provided by the Tourism company, UK in order to facilitate the
visitors (Bokunewicz and Shulman, 2017).
Price : Price is the second principle of marketing which is referred to the total amount of
money that a customer is willing to pay in order to access the product or the service. Price is a
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major factor when the visitor's choose to visit a destination. For example- If a person is planning
to visit the tower of London at Britain the person will make an estimate of all the expenses that
will occur while visiting the destination. The price factor may be affected by the cost of
accommodation of the destination, the travelling expenses any more. If the amount of the
expenses that would occur in travelling the destination is equal to or less than the price the
person is willing to pay, then the person will opt for travelling the destination. The tourism
company launches tour packages with attractive rates to convince the visitors (Camilleri, ed,
2018).
Place : Place is an another principle of marketing which provides the customer with an
access to the products and services. It is basically the process of bringing the products or services
to the customers. If we take the example of the tower of London situated at Britain, then London
or Britain will play the role of a place. This is because of the fact that the city London is
providing the access of the destination The tower of London (a product) to the visitors which are
termed as the customers. The place as a principle of marketing is affected by various more
factors, such as it should be convenient for the both product and the customers. The place must
have a reach to the potential customers in order to result in the growth of the successful
business.
Promotion : Promotion is referred to the process of creating or spreading awareness
about the products, services, company or the brand. There are various ways through which the
product can be promoted to the public. Promotion gives customers a reason to choose the product
or service. Promotion also helps to convince the potential customers to choose their product.
Promotion is the most crucial part of marketing because it helps to spread awareness about the
characteristics of the product. For example, the tower of London has been recognised among the
UNESCO World Heritage Site which is a promotion of the site in a prominent way. The
endorsement of the locations by the celebrities through shoots or advertisements can also help in
the promotion of the destinations. The tourism company, UK promotes the destination in its
website or on the social media platforms (Fernández-Cavia and et.al, 2017).
People: People can be referred to the employees who give their efforts in designing and
selling the product or service along with managing and representing the customers. If we take
example of The Tower of London, UK we can consider people who look after the destination
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