Destination Marketing: Principles, Elements, and Challenges

This document provides an in-depth analysis of destination marketing, including the principles, key elements, and challenges involved. It explores the role of digital marketing in promoting a destination and discusses the services provided by DMOs. The document also highlights the importance of online presence and financing for DMOs.

Unit 26: Destination
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Principles of marketing supporting marketing of a destination........................................3
TASK 2...........................................................................................................................................4
P2 key elements of destination market campaign..................................................................4
TASK 3............................................................................................................................................6
P3: Roles of digital marketing in promoting a destination.....................................................6
TASK 4............................................................................................................................................7
P4 Role and services of DMOs in marketing destination.......................................................7
P5 Challenges faced by DMOs in destination marketing.......................................................8
CONCLUSION....................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
The organisations that are dealing in offering some of the special tourism facilities,
leisure and are resenting internationally are part of the destination marketing functions. It can be
both private and public type of organisations depended on the type of industry or the sector they
are related. Present organisation there is analysis of the London based company that is part of
offering services across London is Travel beat (Antošová, Gomez and Gomez, 2019). The
particular destination that has been selected in the report includes the Buckingham palace that is
a home for the British queens and other state rooms. The report is based on the analysis of some
of the topics such as principles of digital marketing, different elements of destination marketing,
ways of promotion through use of some of the effective digital marketing technologies. It also
consist of aspects that are part of destination marketing and the challenges that are faced by
organisations in the process of destination marketing.
TASK 1
P1 Principles of marketing supporting marketing of a destination
There are different factors that are part of organisation and have to be kept in mindful
while the destination is promoted (Aqueveque, and Bianchi, 2017). Travel beat is focussing on
use of several marketing principles that are used for the purpose of making a marketing plan in
order to promote the Buckingham Palace.
Principles of marketiung are crucial to be focused as it help in carrying out destinatom of
markeitng in appropriate manner. In destination marketing, main aim is to promote potential
visitors to enhnace number tourism to destination. By properly analysing of these principles, it is
easy to promote a specific destination. It is often seen by adapting of marketing pricniples assist
in carrying out destination marketing efficienly.
Furthermore, this has been examined that with properly accessing of these principles it
is easy to achieve goals in specific manner.
Some of the marektimng principles that are part of Travelbeat are mentioned below:
Understanding of the customer sentiments: It is the marketing principle that is
associated with identification of the customer requirements by timely focussing on the
expectation from the brand. Destination hotels can use this marketing principles to identify and
study the customer behaviour according to the way different forecasting techniques will be used.

Analysing the marketing environment: There is a need to make a detailed evaluation of
the external marketing environment that is part of the external environment and that can be used
to understand the external threats and opportunities of the market.
Above mentioned are some of the principles of marketing that are used by distance
marketing organisation for the purpose of using such concept to formulate their strategies for the
organisations.
TASK 2
P2 key elements of destination market campaign
It is crucial for the destination marketing transportation to create a effective marketing
campaign that can attract their target segment of customers (Camilleri, 2019). There are many
such factors and elements that have to be consider by Travel beat in order to build a effect
destination marketing campaign. Some of the key elements are mentioned below:
Types of destinations:
There are some of the destinations that are varying according to its type:
Elements Description Types of destinations: Description
Strategy versus
tactics:
For the purpose of
development of a
effective marketing
campaign it is
important to develop a
detail overview of the
different between
tactics and strategy.
Strategies are based on
the principles and
tactics are the part of
the way strategy has to
be executed. It is
necessary for the
Travel-beat that there
Adventurer
destination:
These are the type of
destinations that are
highly dangerous in
nature and are
providing a scenario of
thrilling experiences to
individuals. These
destinations involve
higher risks but are
prefer by some special
segment of customers
who are willing to face
the hardships involved
in enjoyment of such
destinations.

has to be equal
consideration given to
both tactics and
strategy according to
the laid aims and
objectives to be
achieved.
Focus on branding:
Branding is a
important aspects that
leads towards design
of a image in such a
manner that the target
Margaret is able to
differentiae a
particular organisation
based on the brand
image. Travel beat has
to work on its logo,
messaging, design in
order to enhance their
image in the market,
organisation can use
some creative graphs
and colour segments.
Travel-beat can also
focus on highlighting
the uniqueness and
special features that is
part of the overall
historic importance of
Family destinations These are the most
popular tourist
programs that have a
main aim to spend
some of the quality
time with the Friends
and the family. These
includes destinations
such as national parks,
Disney world and
other different
destination sites that
are to be used to
further maintain
personal relations with
the family members
and further have some
of the recreational
activities.

this brand.
Personalized
experience for target
customers:
It is very important
that with the changing
external environment
conditions and the
growing amount of
competition that
business organisation
have to identify some
of the techniques that
can lead towards
providing a
customised
experiences to
customers. When plan
are develops for
achievement of high
customised services.
In case of marketing of
destinations it is
important that there
are some of the highly
customized plans that
are to be developed in
order to attract the
customers in such a
manner that they are
instinct that there is
some differentiation
feature with the

organisation.
Work with
influencers:
It is a very effective
way of promotion that
can be used by many
organisations. In this
companies are
generally focussing on
use of some influential
personalities who can
posses a direct impact
on the target segment
of customers. In the
media influencers are
generally having a
large number of
followers who can
easily partner with
social media reach so
that there can be
timely adverting of
their destination
(Durocher, Gibson and
Rappolt, 2017). In
case of destination
marketing travel beat
can partner with the
travel influencer so
that there can be
timely positing of the
travel journeys on
such social media

applications. It is a
great tool that can
lead to generation of
marketing campaigns
for the present select
destination that is
Bringhim palace of
London.
Above mentioned are some of the destinations that are varying according to the location.
Each has their own variability and features according to which tourists and travellers are
attracted towards a particular destination.
TASK 3
P3: Roles of digital marketing in promoting a destination
There are different types of digital marketing sources that are used by organisations in
order to further promote the products and services (Dwyer, Tomljenović and Čorak, 2017). It is
a very crucial aspect of the digital marketing that is used for promotion and the purpose of
creation of required awareness. digital promotion is a important aspects that is used for the
purpose of promotion of any destination in the global scenario. Such as for the objective of
promoting the Birmingham palace there are some of the effective tools that are part of the digital
marketing sources are used in the present scenario as mentioned below: Email Marketing: It is a method that consist of the prices of sending of mails to
customers by way of strategies that can be further used to promote a particular
destination. It is one of the most cost effective ways that can be used by organisations for
the purpose of using it to promote and lay down some of the effective communication
channels with their target segment of customers (Gardiner and Scott, 2018). There has to
be highlight on the way there is continuous improvement of destination quality according
to customers requirements that further creates a positive image in minds of customers. Content Marketing: It is a criteria of the digital marketing sources in which there is use
and development of a creative content in order to use it further for the promotion of a

particular destination. It has been identified that it is one of most widely used tool in
context of the present digital marketing strategies that are to be used by organisations. In
this there is development of a content that is further highlight based on promotion if a
destination where sources that are to be used in this is is the vacation planner, destination,
hotels stories, publications of travel articles, that can lead to development of a
competitive advantage in the Changing external environment. Google analytics- It is a web analytic tool that is part of web commercials. It basically
assist in reporting of the website traffics that is usually very effective in managing if the
data of existing present base of customers. Based on such existing data there are future
planning of marketing activities that is conduce by DMO's in the present situation if
promotion of Birmingham palace there will be promotion of London as a leisure and
luxurious destination that will be further used to enhance the number of visitors who are
willing to visit this destination.
 Social media tool: it is identified as the best method because no social media application
usage is not just limited to the millennial generation but is easily used across all the
generations. So because of the social media applications there is easy use of social media
sites such as Facebook, snap-chat, Instagram for the purpose of promoting a particular
brand on these applications (Gray, 2016). All the process of measuring or the monitoring
of of performance can also be easily done on such platforms as there can be valuation of
the overall responses of customers by the number of likes, number of views, comments.
Such channels have also created a way of increasing the two way communication process
between the customers and the organisation.
Above mentioned are some of the different identified tools that are part of the digital
marketing strategies and can be used for the purpose of promotion of a destination. Each
destination is having its own unique features and element that can lead towards appropriate
marketing campaigns that can be built up by DMOs.
TASK 4
P4 Role and services of DMOs in marketing destination
A destination marketing organisation is basically promoting a organisation location to be
a attractive travel destination. These are generally tied up to the local government infrastructure

where the funds are generated by use of specific taxation system such as hotel taxes, sometimes
there is use of government subsides and membership fees. Organisations across all industries are
now focussing on use of internet as their cost strategy for the purpose of promotion of their
products and services. This type of strategy is regarded as the digital marketing strategy.
Generally it has become one of the most preferred strategy because of the increasing awareness
of the people towards use of social media applications and other types of digital platforms.
Online presence: DETSINATION marketing organisations must posses online presence
as are crucial in the time of leisure travellers search and also for top planning activities. DMO
websites are maintaining the current calenders, events, hotels assist and the information of other
practical travel that are very valuable for the organisation according to leisure travel visitor.
Generally in such cases the web pages are dedicated to specific tourist routes or the
themed visits that are very effective in process of attraction of tourists in culinary, wellness golf
and other different types of travels. DMO has to occurs in use of strategies according to the
budget and the target market that has been already set by the management.
Financing: DMOs are generally funded through hotel occupancy taxes, improvement
districts, government resources and the membership duties (Kiper, Mercan, and Batman, 2019)
. DMO are the members of hotels that are dealing in historic districts that posses a keen interest
in promotion of tourisms and travel. All this leads to providing of benefits and taxation dollars
that further leads to improvement in the infrastructure and the destination profile.
DMO are also interacting with creation leisure and MICE travellers so that there can be
meting of the business travels, our operators, travel agents, covnetioneers that are part of the
group travel clientele.
Hospitality and tourism impacts: There are different hospitality organisations that are
part of the tourism industry. There is need to establish a balance between social cultural benefits
and economic impact that can further leads towards keeping a check on the overall
environmental cost so that there can be a check on the particular destination.
P5 Challenges faced by DMOs in destination marketing
In the course of promotion of destination there are some of the issues that are faced by
destination marketing organisations. It is necessary to deal with such challenges so that overall
benefits can be maximized. For this purpose there are some of the challenges in the present
scenario that are mentioned below:

Short term & long term revenue: Destination marketing organisations have to ensure
that they are able to promote their brands in such a way that it is not only generating the short
term profits but is also helping them to achieve a long run advantage (Pike,, 2017). The effect
has to be created in such a manner that businesses are able to create a loyal customer based by
fulfilment of their expectations and needs from the brand.
Accessibility by the population: There is a scenario of very frequent changes that are
taking place in the external environment. It has also lead to a impact on the customer perceptions
and the taste is also varying with time. So for destination organisations there has to be
accessibility to all the target segment of visitors who have visited or willing to visit the
destination.
Review of the social economic of the developing destination: It is crucial for
organisations that they ensure that there is no harem to the national heritage because of the
visitors. It may be seen that many times social values are affected because of the different or in
appropriate behaviours that are resulting into a negative impact on a particular destination. So
there is requirement that visitors have to ensure that all the visitors are able to visit the
destinations to improve overall profitability that does not hamper the social values of the society.
Systematic risks: The systemic risks are part of every scenario such as it is present in
supply chains, ecology, climatic change, politics. These are also some of the common challenges
that are to be addressed by the organizations in order to successfully evaluate it in terms of
tourism progress. In global terms the growth may disappear because of there is systematic risks
that are arsing because of the ecological diversity (Saarinen, 2017). Sometimes travellers and
tourist are also very conscious and not able to make proper differentiation between the
systematic transformation process.
Limited resources: There is always a issues of availability of limited resources as
organisations have to deal with the situation of taking maximum advantage (Tan, , 2018). There
is a need to make a detailed analysis of the
Working with limited resources as well as budget:
All the available natural resources are limited in nature so it becomes crucial to focus on
the ways in which maximum advantage can be taken from the limited resources. For destination
organisations this might create some great challenges that can lead to limited or no availability of
profits and revenue that are required to be generated. It is a scenario in which it becomes

difficult to manage all the organisation functions according to the maximum efficiency that is
generated by them in the course of business (Spengel, , 2019). The limited resources can be in
terms of financial resources, human resources, creativity, innovation that has to be effectively
managed so that there can be maximisation of the overall benefits that are to be generated from
such effective marketing campaigns.
Above mentioned are the scenario of different associated challenges that are developed in
organisations and have to be dealt in order to maximize the benefits that are associated with such
challenges.

CONCLUSION
From the above mentioned points it can be summarized that there are different
destination marketing brand that are based on application of marketing principles to further plan
and execute the functions. There are various key elements that are assisting in the execution of
destination marketing examining. Further different digital marketing tools are to be used for
promotion of a business. With the changing time there is more focus on use of effect digital
media sources that can lead to promotion of a destination as it may be difficult to perform all the
job roles and responsibility that are assigned in the course of performing job duties. The analysis
in this report has assisted in the preparation of a effective destination marketing campaign. Apart
from this there are many different challenges that can arise in a organisation and have to be dealt
so that there can be overall maximisation of the benefit from optimum utilisation of the available
limited resources.

REFERENCES
Books and Journals
Antošová, G., Gomez, J.E.A. and Gomez, H.Y.A., 2019. Design tourist planning in Colombian
lagged destination: Case study Bahía Solano. Journal of Tourism and Services, 10(19),
pp.128-152.
Aqueveque, C. and Bianchi, C., 2017. Tourism destination competitiveness of Chile: A
stakeholder perspective. Tourism Planning & Development, 14(4), pp.447-466.
Armenski, T., Dwyer, L. and Pavluković, V., 2018. Destination competitiveness: Public and
private sector tourism management in Serbia. Journal of Travel Research, 57(3), pp.384-
398.
Camilleri, M.A. ed., 2019. Tourism planning and destination marketing. Bingley: Emerald
Publishing.
Durocher, E., Gibson, B.E. and Rappolt, S., 2017. Rehabilitation as “destination triage”: a
critical examination of discharge planning. Disability and rehabilitation, 39(13), pp.1271-
1278.
Dwyer, L., Tomljenović, R. and Čorak, S., 2017. Evolution of Destination Planning and
Strategy. The Rise Of Tourism In Croatia.
Gardiner, S. and Scott, N., 2018. Destination Innovation Matrix: A framework for new tourism
experience and market development. Journal of Destination Marketing & Management, 10,
pp.122-131.
Gray, S., 2016. The Changing World of Destination Market Research: A Comparison of
Methods Utilized in Driving Traffic to an Online Survey.
Kiper, V.O., Mercan, Ş.O. and Batman, O., 2019. FIRST STEPS OF PLANNING AN
UNKOWN OR A DEVELOPING DESTINATION: A STUDY ON EZINE
DISTRICT. TURAN: Stratejik Arastirmalar Merkezi, 11(41), pp.590-595.
Pike, S., 2017. Destination positioning and temporality: Tracking relative strengths and
weaknesses over time. Journal of Hospitality and Tourism Management, 31, pp.126-133.
Saarinen, J., 2017. Enclavic tourism spaces: territorialization and bordering in tourism
destination development and planning. Tourism Geographies, 19(3), pp.425-437.
Spengel, C., 2019. Debate on the CCCTB: Comment on M. Nieminen:‘“Destination with Credit
Formula”: A Simple Add on that Would Make the CCCTB More Resilient to Tax
Competition and Tax Planning’. Intertax, 47(5).
Tan, W.K., 2018. From fantasy to reality: a study of pre-trip planning from the perspective of
destination image attributes and temporal psychological distance. Service Business, 12(1),
pp.65-84.