Destination Management Report: Marketing Strategies and Campaigns

This report delves into the multifaceted aspects of destination management, examining policy, planning, and promotional strategies within the context of the tourism industry. It begins by critically evaluating the existing literature and theories related to destination marketing, image creation, and branding, highlighting the complex nature of destination management and the need for regular re-imaging. The report then assesses the factors impacting destination management, including the challenges faced by marketers in developing city marketing strategies and evaluating the effectiveness of different destination marketing models. It also explores the application of tools necessary for developing destination marketing strategies, including the main elements of a strategy and the components of a marketing campaign. Furthermore, the report critically synthesizes macro-environmental issues, such as globalization and international tourism, to develop a contextual approach to destination management and marketing. It also compares and contrasts international and domestic destination marketing campaigns, examines different perceptions of international versus domestic visitors, and assesses the challenges of multilevel city marketing for tourism. Finally, the report applies and evaluates appropriate destination marketing and management strategies for cities at different stages of development, considering communication campaigns for cities with varying attractions and the creation of images and brands for cities undergoing regeneration.

Destination Management- Policy,
Planning and Promotion
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
TASK 1- CRITICALLY EVALUATE THE LOTERATURE AND THEORY RELATED TO
THE DESTINATION MARKETING, IMAGE-CREATION AND BRANDING.........................4
1.1 The complex nature of destination management...................................................................4
1.2 The dynamics of destination management and the need to re-image regularly.....................6
1.3 The importance of tourism and the visitor economy for destination and the implication for
marketing.....................................................................................................................................7
TASK 2- CRITICALLY EVALUATE THE FACTOR THAT IMPACT ON DESTINATION
MANAGEMENT ............................................................................................................................8
2.2 Assess the challenges facing marketers when developing city marketing strategies............8
2.3 Evaluate what makes a good or poor model of destination marketing..................................9
TASK 3- BE ABLE TO APPLY THE TOOLS NEEDED TO DEVELOP A DESTINATION
MARKETING STRATEGIES.......................................................................................................10
3.1 The main elements in a destination marketing strategy.......................................................10
3.2 A destination marketing campaign......................................................................................12
TASK 4- CRITICALLY SYNTHESIS A RANGE OF MACRO ENVIRONMENTAL ISSUES
TO DEVELOP A CONTEXTUAL APPROACH TO DESTINATION MANAGEMENT AND
MARKETING................................................................................................................................13
4.1 The impact of the globalization on destination marketing...................................................13
4.2 The impact of international tourism on destination marketing............................................14
4.3 The changing needs of visitors and consumers and the implication for destination
marketing...................................................................................................................................15
TASK 5- CRITICALLY COMPARE THE DIFFERENCES BETWEEN THE
INTERNATIONAL AND DOMESTIC DESTINATION MANAGEMENT AND MARKETING
........................................................................................................................................................16
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5.1 Compare and contrast international and domestic destination marketing campaigns.........16
5.2 Different perceptions of international versus domestic visitors..........................................17
5.3 Assess the challenges of undertaking multilevel city marketing for tourism......................18
TASK 6- APPLY AND EVALUATE APPROPRIATE DESTINATION MARKETING AND
MANAGEMENT STRATEGIES FOR DIFFERENT CONTEXT...............................................19
6.1 Marketing strategies for cities at different stages of economic or political development...19
6.2 Communication campaigns for cities with different kinds of attractions............................20
6.3 Create image and brands for cities which are in the process of being regenerated and are
new tourist destinations..............................................................................................................21
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23
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INTRODUCTION
The term “destination” is being refer to the region or the area that mainly deals in the
tourism activities and economy of the country is importantly influenced by the tourism revenue.
While, destination management is the process that provide the broad knowledge about the places
or the tourist region to their customers (Korstanje and George, 2012). Destination management is
an essential portion of controlling the tourism's environmental consequence. Their are several
destination management company that render the services based on the local and global
knowledge of the various destination. These services generally include transportation, restaurant,
accommodation, themed events etc. There are several organization in the tourism and hospitality
industry that only concentrate on the single country tourism while, other organization or the
company's may focuses on the wide geographical destination in the different countries so that
they should provide luxurious arrangement for their customers.
TUI group is the known multinational company in the travel and tourism sector that
possess their headquarters in the Hannover, Germany. The TUI company is the world's leading
travel and tourism company that deals in the services like travel agencies, hotels, airlines etc. the
company also chooses the leisure and the luxurious destination for their customers so that they
would attract their large customers. The competitors of the TUI group include Thomas Cook,
Cox and Kings etc. all the companies provide the leisure and the luxurious services to their
market customer so that they should have their delightful leisure time and holiday. The use of
TUI group is that it provide various holiday packages for their different segment customers so
that they may satisfy their needs and requirements. However, presently TUI is focusing on
enabling the tour package for their customers to visit Hawaii as tourist destination. Hawaii
destination is commonly known for their wide range of flora and fauna, natural places and
beaches that are often sited by the travelers. Therefore, TUI uses the Hawaii destination for
attracting the customers and travelers as the place contain rich natural resource that mainly
attracts the customers most. Presently, the report is being prepared to understand the various
issues and factors that impact the destination management.
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TASK 1- CRITICALLY EVALUATE THE LOTERATURE AND THEORY
RELATED TO THE DESTINATION MARKETING, IMAGE-
CREATION AND BRANDING
1.1 The complex nature of destination management
Destination refers to the place or any physical space that is being visited by many
individuals. It basically include the tourism products such as accommodation, supporting
activities, attractions etc. while, the destination management is the complex process as the
destination management company features to measure the all the destination according to the
needs and requirement of their customers (Mehmetoglu and Normann, 2013). The main features
of the destination management include that; it is not being created by the single company the
destination management requires the vast system of the independent organizations that
collaboratively produce the various services and facilities for the customers. Hence, it features
the complex nature of the destination management. The important characteristics of a destination
are:
 Charismatic forces (natural, man-made artificial, heritage): One of the important
characteristics and attributes of destination on whom TUI management will focus so that
they may largely attract their customers. The charismatic forces mainly include natural
resources, culture, heritage as well as man-made artificial that are regarded as key
attraction for the customers and visitors.
 Convenience (integral transportation system comprising of routes): Another important
characteristics of destination management include focusing on the convenience facilities.
As the customers or visitors prefer to visit the place or destination that comprises
effective transportation system so that visitors and travelers can easily go to the
destination. Tourist destination with effective transportation is preferred by visitors as it
provide them pleasant journey to the destination.
 Comforts or amenities (accommodation and catering facilities, retailing): Another
characteristics of destination management that is being focuses by TUI is regarding the
comfort services that mainly include evaluating hospitality organization, assessing
accommodation and catering facilities etc.
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 Supportive services (services utilized by traveler or the tourist like banks, post, hospitals,
etc.): However, another significant characteristics of destination management that need to
be focused by TUI include assessing supportive activities that may be utilized by
travelers and tourist that include bank facilities, health care facilities etc. these activities
and services are also consider by TUI while enabling destination management or creating
holiday packages for their customers and travelers.
According to Tsiotsou and Vlachopoulou (2011) their must be effective destination
marketing so that they should attract the market customers. Destination marketing plan must
feature all the traveling activities that is pre-departure, arrival at the airport, actual destination,
place to be visits etc. this destination marketing plan will provide the customers mini-experiences
for their destination.
While, according to Serre and Chevalier (2012) destination management is also an
effective process that result in investing the huge cost and time so that marketer or the companies
in the travel and hospitality sector revise the new destination for their customers. Thus, it lead to
invest huge amount in searching the destination according to the customers.
The destination management has the complex nature because the required needs of the
customers keep on changing with the time. According to Korstanje and George (2012) the
prosperity of the destination believe on interconnected approach of the designing, developing
and merchandising of a destination. The destination management approach consists of the
following approaches that is conducting market research, consultative planning, marketing of the
destination and the destination development.
1.2 The dynamics of destination management and the need to re-image regularly
It is important for the company and the organization in managing the tourism destination.
As, it will help the customers in providing the effective tourism related activities. Their are
certain advantages and disadvantages for the destination management that is; TUI will provide
their customers trusted regional expertise (Pechlaner, Volgger and Herntrei, 2012). While, they
will also provide the services like rendering the finest hotel and accommodations services to their
customers so that they should ensure customer satisfaction.
There are several dynamics of the destination management that is changing preferences
and attitude of the customers. The TUI group need to be focus on the various new destination
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plan for their customers so that they can satisfy their customers. With only one destination the
company can't attract the large market clients. The dynamics for the destination management are: Customers preferences: Customers changing needs and preferences may act as the
mechanics of the destination management (Minguzzi, 2006). As, the TUI suggest the
hilly destination for their clients but the client family mainly prefer to go at the
destination that features the beaches and sand. So, the customers preferences and
requirement act as the dynamics of the destination management.
 Level of income of the customers: The another mechanics of the destination management
include different income level clients. The customers with the higher level income will
prefer the luxurious and unique destination for the holiday purpose. While, the high level
income clients need the quality services in terms of destination, hotel rooms and
accommodation etc (Wang, Bickle and Harrill, 2010). however, the clients with the low
income income will prefer to go to the destination that features less value. So the
destination management must be according to the customers income level that they invest
in the planning the destination for their holiday.
According to Mason (2010) it is important to re-image the destination regularly by the
TUI so, that they should meet the requirement of their customers and clients. Re-image the
destination will benefit the company in attracting the large travelers those often visits the new
destination for their pleasure. While, the re-image the regular destination will also help in
determining the various external factor that will contribute enhancing the pricing of the
destinations (Leask and Fyall, 2006).
1.3 The importance of tourism and the visitor economy for destination and the implication for
marketing
Tourism is being consider as the main industry in the international economic system and
it is being also termed as the key driver in ensuring the economic growth of the visitor economy.
The destination marketing, image-creation and branding act as the importance of tourism and the
visitor economy for the destination are:
 The tourism and the visitor economy is essential for the destination as they will increase
their tourism revenue that ultimately use for the development of the destination and their
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maintenance. Thus, it will result in attracting more and more clients (Leslie and Sigala,
2005).
 While, the Tourism and the visitor economy also contribute in attaining the higher
economic growth that result in reducing the poverty and ensuring the higher rate of
employment in the country where there is tourism and the visitors.
 The tourism also result in gaining the short and long term effect on their economical and
environmental of the destination and the visitors economy.
 Their is the wide importance of the tourism and visitor economy for destination as it will
result in enhances the tourist in their country that generates the revenue for the visitor
economy. These generated revenue should be used by the government or the society in
developing or enriching the heritage or the destination. So, that they should attract large
number of the customers to their destination.
According to Sung (2013) tourism is important for destinations so, they features the
wider implications for the marketing. As, with the destination marketing the region can easily
promote their destination to the broad customers in the different region. While, in marketing the
destination the company can also include the attractive places, key features of the geographical
location, climate etc so that they cane easily attract the domestic and the international tourist for
the destination. While, Oelkers (2006) also suggested that tourism is important for the
destination hence, it will require the huge financial investment for conducting the marketing of
the destination. So,their is wider implication for the marketing of the destination to increase the
rate of tourism in the region (Holm, 2006).
TASK 2- CRITICALLY EVALUATE THE FACTOR THAT IMPACT ON
DESTINATION MANAGEMENT
2.1 The importance of tourism and the visitor economy for destination, and the implications for
marketing
There are several factors that directly impact on the destination management these are
transport facilities, natural attractions, friendly welcomed by the local resident individual etc. all
these factors positively impact on the destination management and lead to ensure the tourism and
for the destination.
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 As the effective transport facilities ensure the adequate transport vehicles for the tourist
so that they can visit the destination. The availability of the transport system is primarily
important for the increasing the tourism rate in the economy. While, the inadequate
transport facilities will result in the negative impact on the destination as the visitors are
not able to visit the place due to insufficient means of transportation.
 While, the natural attractions that consists of the biodiversity, effective climate, richness
of flora and fauna in the area will also result in increasing the tourism. Hence, it is
important for the tourism to features the natural attractions at the destination area.
 While, importance of tourism for the destination is also important to feature the sense of
security. The tourist will visit the place or the destination if the area is crime free. The
tourist feel the sense of security and safety. This factor sometime also act as the negative
for the destination management.
 The importance of tourism will also result in the enhancing the heritage and the richness
of the destination by visiting the place. The tourist while visiting the destination will also
prefer the accommodation services and the price that destination render to their tourist.
The contributed price will result in benefit the destination economy by continuously
improving their transport facilities and the infrastructure of the area so that they can
attract the large customers.
All these factors that have been measure should directly impact the destination
management while these factor all insure the great contribution in marketing the destination to
the large customers. All these factors should be highlighted as the key characteristics of the
destination and often used in the marketing campaign that would attract the market customers.
2.2 Assess the challenges facing marketers when developing city marketing strategies
As, the TUI group frame the city or the local marketing strategies for the destination then
they should face the certain challenges that is: Changing political norms: The changing norms and the regulation of the government
also act as the challenge for the TUI marketer in developing the city marketing strategies.
As, the change in the government taxes will result in higher the value of the destination.
As, for some countries tourism is the only source for generating the revenue. Hence, the
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change in the government norms of the country will result in developing the effective city
marketing strategies that would result in higher demand for the destination and the
various other services (Pan, 2008). Changing the climate: Another challenge that is being faced by the TUI marketer while
developing the city marketing strategies is that the climate in the country keep on
changing so it is being difficult for the marketer to develop the marketing strategies. For
example, the country is being famous for their beaches hence, the company frame the
marketing strategies to attract the customers those prefer to go on the beaches.
 Changing requirement of the customers: Some other challenges faced by the marketer
include the changing requirement of the city customers (Donohue, 2007). The need and
the preferences of the customers continuously keeps on changing with the change in the
environment. For example, with the higher income level the client will prefer to opt the
luxurious package while the low income client will prefer the effective destination that
consists of the low value. While, developing the city marketing strategies the marketer must also consider in
broadening and attaining the sustainable tourism so that they may attract the local
customers as well as the other market customers (Minguzzi, 2006).
 Persevering the natural resources: Another challenge that has to be faced by the TUI
marketer while developing the city marketing strategies is that while developing
strategies they should not waste the resources. The group should conserving natural
resources and minimizes the destructive consequence on the tourism to maintain the
destination’s heritage and the richness for the future generations.
2.3 Evaluate what makes a good or poor model of destination marketing
Destination marketing help in attracting the market customers to visit the destination that
is being focuses by the TUI group (Pechlaner, Volgger and Herntrei, 2012). The TUI company
provide the various travel products that is accommodation, activities etc for their customers so
that they can enjoy the delightful visits. In the contemporary scenario the company mainly
focuses on the online model of the destination marketing as it the convenient option fir the TUI
group and it also involve the less cost that attract vast customers covering broad geographical
area. The model of the destination marketing include the following components that is:
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 Comparative analysis (Macro and Micro environment)
 Core resources and the attractors
 Destination policy and planning
 Destination marketing
Their are various ways that makes the good model of the destination marketing, it include: Selecting the destination according to the customers expectation: The company select
the destination according to the requirement and the expectation of the customers will
result in the good model of the destination marketing (Elbe, Hallén and Axelsson, 2009).
As, customers and the clients are the one to whom the TUI group render its various
services and products like amenities, activities, ancillary services etc. to satisfy their
customers.
 Effective marketing research: The effective market research also aims in making a good
model of the destination marketing (Korstanje and George, 2012). The market research
help the company in determining their potential customers that demand the luxurious and
the quality services. The company frame the strategy or plan the destination packages
according to the market research that mainly people prefer which places at the time of
holiday or the vacation.
While, the poor model of the destination marketing is a result of the:
 Review on the social media: With the advanced technology individual often prefer social
platforms to get the review about the destination that is to visit or not. The various online
platforms like instagram, Facebook, twitter etc are the main online resources that
dominate the travel planning (Serre and Chevalier, 2012). The negative reviews on the
social media will result in the poor model of the destination marketing.
TASK 3- BE ABLE TO APPLY THE TOOLS NEEDED TO DEVELOP A
DESTINATION MARKETING STRATEGIES
3.1 The main elements in a destination marketing strategy
Destination marketing is progressively seem as the competing in the worldwide.
Destination need distinguish their services and locally evolve the relation between public and
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private sector to enhance the co-ordinate delivery. With the continuous raise in the technologies
and the internet network they enable the destination to raise their aggressiveness by exploding
their visibility to their large clients and also result in reducing the cost (Tsiotsou and
Vlachopoulou, 2011). The main marketing objectives for the destination include:
 Raise the long term financial status of their localized people.
 Delight the visitors by appreciating them with the quality services that will lead to benefit
the local people and the organization.
 While. It the destination marketing also increase the profit of the enterprise those are
rendering the services in the tourism and hospitality industry.
Destination marketing is mainly an aspect that attract traveler or the visitors to visit the
area. TUI group promote the most attractive place or the destination to their prospective visitors
and mainly influence them by promoting and campaigning so that they they should persuade
them to visit the place (Beldona, Lin and Yoo, 2012). The key elements are Strategy, market research and development: The key element in the destination
marketing strategy include market research to identify the various other destination that
must be visited by the visitors. The market research also render in understanding the
demographics of the visitors and the various expectation of the visitors where they want
to go. The market research often include the researching about the various type of
customers that will buy the services of the TUI group. According to the market research
the company will develop the strategy. Destination promotion that include branding and image: After the market research TUI
group will promote the research destination to attract their market customers. The
company should opt the various promotional tools for promoting their destination
program to the customers (Mehmetoglu and Normann, 2013). As, this will enhance the
brand image of the company in various region and often tends to attract the customers to
visit the destination. Campaigns to drive business: To derive the business activities TUI group can implement
the campaigns to attract the large customers. It is being consider as the key element in the
destination marketing strategy. The campaigns may include the various advertisement
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banners or conveying the information regarding the destination through the brochure or
the pamphlets. While, the company also ensure the ad campaign through the various
online portals or by creating the website for the attracting the large customers covering
vast geographical area (Thorbjørnsen and Supphellen, 2011).
 Operation/assistance of bookings: The main element in the destination marketing
strategy that ensure on attracting the large customers include providing all the
information about the booking and the activities that they are conducting while reaching
the destination etc. all these information provided to the customers will successfully
result in the effective marketing strategy.
3.2 A destination marketing campaign
The destination marketing campaigns help in advertising the top destination in the world
for the customers. So, that they might attract their market customers to visits the place
(Mehmetoglu and Normann, 2013). The TUI group design the destination marketing campaigns
for the Hawaii. Hawaii is among the global tourist destination that is being preferred by all the
customers. The place consists of the many beaches, vast diversity of the flora and fauna etc that
mainly attracts the customers. The Central features of the Hawaii include:
 The island that possess many beaches that are considered as the center of attractions for
the people and visitors.
 The Hawaii island also features the broad diversity of the flora and fauna (Cooper and
Wahab, 2005).
 The island's different natural scene, warming climate, large number of public beaches,
surrounding of the pacific ocean and various charismatic volcanoes that make the Hawaii
as the most popular destination for the visitors and the tourists.
 Another key features of the Hawaii island is that the location is very popular for the
fishing while, it is also known as the world's best spot for aquatics, surfing or the water
sport.
 While, the Hawaii marine life conversation district is the most popular and the attractive
destination that attracts the visitors to visit the place.
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To promote the Hawaii destination among the market customers the TUI group will
design the effective marketing campaigns so that they can attract the large customers (Fyall and
Morgan, 2009). While, the Destination marketing also reward in improving the tourism impact
and help in achieving the strategic objectives of all the stakeholders like government,
community, residents etc. In the contemporary market travel and tourism industry mainly focuses
on marketing their destination by adopting the internet technology. Each and every organization
prefer to advertise and market their destination and the travel products on the social media
platform. TUI group also prefer to advertise or promote their destination and information related
with the destination on the social media sites that is Facebook, twitter, instagram etc.
For promoting the Hawaii destination among the market customers, the company adopt
the social media campaigns that is the TUI group should design the page on the Facebook
(Kozak, Gnoth and Andreu, 2009). The Facebook page must consist of all the necessary
information about the destination and the other supporting activities that is visiting the beaches,
natural places etc. as, the Facebook is the effective platform for promoting the destination to the
large customers as clients and customers often visit the Facebook for the information. The entire
destination program that is being circulated on the Facebook must consist the actual amount or
the price for the destination that is the price of the destination program should be low-priced for
the customers as it should matches their income level.
While, the TUI group launched the brochure print campaign for promoting and
advertising their destination that must showcase all the experiences of the other customers who
has visited the place, the campaigns also displays the unique events and activities that are center
of attraction at the Hawaii island. The brochure is being distributed to the customers that visit the
TUI company (Leslie and Sigala, 2005).
TASK 4- CRITICALLY SYNTHESIS A RANGE OF MACRO
ENVIRONMENTAL ISSUES TO DEVELOP A CONTEXTUAL
APPROACH TO DESTINATION MANAGEMENT AND MARKETING
4.1 The impact of the globalization on destination marketing
Tourism industry is being consider as the profitable industry in the whole world that
provide the leisure and luxurious services for their customers and clients. While, the
globalization plays an vital role in the tourism sector as it enhances their share by entering into
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the new market segment. The globalization may benefit or act as the threat for the destination
marketing. Globalization have both the aspects.
Destination marketing is being termed as the crucial activity that influences the visitors
preferences and lead to better the quality of the destination (Wang, Bickle and Harrill, 2010). As,
with the increase in the globalization it will result in affecting the international suppliers and
processed information and easily reservation systems that have turn in to the more flexible and
cost-effective,while it also result in reducing the costs of traveling by the air and also result in
simple approach to the destinations. The speedy dispersed of information has built the efficiency
of the tourism industry in the UK market. While, its dealings as well as the superior quality of
the services provided to consumers act as the essential element for the customers. Hence, the
globalization has also result in rendering the enhanced demand for brand-new travel service like
the processed hotel booking and the cab bookings facilities, online reservation of the tickets,
video pamphlet, providing cash through the electronic funds transfer (Bernick and Boo, 2013).
As, in the destination marketing result in the increase utilization of the internet will result in the
direct sales and reserving the tickets and rooms is effective for the TUI.
While, the globalization also positively impact the TUI destination marketing as they will
not attract the local or the current market customers. With the help of increasing globalization the
company can attract the different market segment customers to visit to the most attractive
destination so that they should feel satisfy. According to the Holm (2006) sometime
globalization may also negatively impact the destination marketing as, the remove the
boundaries of the different countries. It will ensure the huge competition among the different
companies rendering the same services of the travel and hospitality industry that will impact the
customers to easily switch over to the other company services.
4.2 The impact of international tourism on destination marketing
International Tourism refers to the term in which individual or the group travel
worldwide outside their home country (Beldona, Lin and Yoo, 2012). This also means a short-
lived or the temporary motion of individual from their native place to some another region or the
country for the various reasons like traveling, enjoying the vacations, or for setting up businesses
or any other reason. International tourism also result in developing the economic condition of
the country where they temporary visits. Hence, the international tourism directly impact the
15

destination marketing. The international tourism renders the positive impact on the destination
marketing.
The international tourism spending on the transportation, entertainment, Accommodation
etc will directly and indirectly affect the economy of the destination area by generating the taxes
and revenues (Serre and Chevalier, 2012). The international tourism has the positive impact on
the destination marketing as, with the increase in the international tourism rate in the country it
will help in promoting the destination in the others countries so that the customers visits the
place. While, the revenue generated by the international tourist will help in preserving the
heritage or the richness of the destination by maintaining them. Thus, this will help in the
destination marketing to promote the richness's of the destination to the large customers.
While, the international tourist are those that travel globally outside their native country.
Thus, when the tourist move to the another country will communicate with the other country
people and speak about the destination to the various people (Mehmetoglu and Normann, 2013).
This may be beneficial for the destination marketing as the people mainly prefer the word of
mouth. It is an powerful tool that help in marketing the destination among the large customers.
Thus, the international tourism sometime also act as the promotional activity in the destination
marketing that represent that certain tourism constantly visit the place. The total percentage of
the international tourism conveyed by the government may act as the promotional instrument by
the TUI company to enhance the image of the destination among their market customers. The
brand image of the destination will also act as the effective measure to raise the destination
marketing (Mason, 2010).
4.3 The changing needs of visitors and consumers and the implication for destination marketing
With the increase in the globalization and the wide range of the macro environmental
factors the visitors and consumers often change their needs and preferences of the destination.
The changing needs of the visitors and consumers occurs through: Change in the environment: The Changing needs of the visitors and consumers is due to
the change in the environmental condition of the destination area. For example, the TUI
group offer their customers a beach destination. As, the beach area is quite good in the
summer season. The sudden change in the environment will also lead to change the needs
of the visitors and consumers. As, the consumers in the current scenario mainly focuses
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on the sustainable tourism that ensure protecting the environment so that customers will
prefer to go to the natural places (Cohen, 2004) Demographic drivers: The unexpected shift in the demographics or the social change
may also act as the change in the needs of their visitors and consumers. The demographic
trends include urbanization, the current global scenario ensure the high trend towards the
urbanization. As, the metropolitan cities have the population of around 10 million will
result in double in the future scenario. As the consequences, traveler or the visitors are
not preferring to visits the crowd area. This lead to escape or the diversion of the tourism
form the industrialist or the developing areas (Leslie and Sigala, 2005).
 Level of income: The needs of the consumer and visitors often change with the change
in the income of the visitors. The high level income clients require the high quality and
the luxurious services in terms of destination, accommodation, supporting activities etc.
while, the consumer possess the low income will opt to visit to the destination that
features the less value with the low services.
The various implication of the changing needs for the destination marketing include:
 The TUI group will mainly result in the sustainable tourism development. The company
marketing campaigns must focus on preserving the environment (Kozak, Gnoth and
Andreu, 2009).
 The destination marketing also focuses on the spending the minimum costs for visiting
the destination. Hence, the changing level of income of the consumers will not affect
their purchasing power.
TASK 5- CRITICALLY COMPARE THE DIFFERENCES BETWEEN THE
INTERNATIONAL AND DOMESTIC DESTINATION MANAGEMENT
AND MARKETING
5.1 Compare and contrast international and domestic destination marketing campaigns
Domestic tourism refers to the tourism that is related to the resident of the state keep
traveling inside their home country. The resident of the native country travel to the resort or the
hotel in their own country during the vacations. While, the international tourism is being termed
as the tourism in which the people travel outside their home country to the different global
17

country (Cooper and Wahab, 2005). Their are different destination marketing campaigns for both
the tourism as the international destination marketing campaigns will include the numerous or
the different international destinations that is being promoted to the market customers. While, the
domestic destination marketing campaign include advertisement or the promotion of the home
country destination to their residing market customers.
Both the destination marketing campaigns are distinct from each other, as the domestic
destination marketing campaign include activities to attract the domestic or the local people of
their own country and the international destination marketing campaign has being initiated at the
global level to attract the international people or the customers.
According to Morgenstern (2010) the domestic destination marketing campaign include
promotion through the TV or the local newspaper so that the information regarding the
destination should be conveyed to the customers. The domestic marketing campaign include the
famous destinations of their own country. While, Briggs (2001) has suggested that international
destination marketing campaign features the different locations and the destination to the global
market with the help of social media platform, online website etc. both the destination marketing
campaigns are opposite from each other as the domestic marketing campaign mainly focuses on
ensuring the effective campaign strategy that generate the revenue for the domestic or the home
country (Elbe, Hallén and Axelsson, 2009). While, the international marketing campaign main
aim is to generate the revenue for the other country or the region that are mainly visited by their
customers.
The domestic destination marketing campaign increases the domestic visitors of the
particular region and enhances their economic development. While, the international destination
marketing campaign ensure the increase in the international customers from the different
countries and enhances the revenue for the region that they are visiting.
5.2 Different perceptions of international versus domestic visitors
International visitors are those that temporarily live in the other country rather than their
home country. They are generally term as the international tourist that visit the destination for
the traveling purpose. While, the domestic visitors are the native individual that live in the home
country and often visit the tourist destination for a day or the overnight. The domestic visitor
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often visit the destination for taking the leisure time form the work (Korstanje and George,
2012.).
According to () perception is being termed as the process that influences the action of the
individuals towards the destination. The effective destination marketing, word-of-mouth etc help
in creating the perception of individuals prior to their visitation. As per the chosen destination
that is Hawaii there are different are the different perception of the international and domestic
visitors that is: Formation destination image: Formation of the image of destination also act as the
different perception of international versus domestic visitors. As, the international visitors
those who have travel the different countries will prefer to choose the leisure and
luxurious services in the Hawaii island (Pechlaner, Volgger and Herntrei, 2012). While
the domestic visitor of the Hawaii will be satisfied as they are the local people that often
visit the tourist destination. International visitors should focuses on the formation of the
destination image that is destination positioning before visiting the place or destination.
Hence, the image of destination may influences the international visitors to visit the
destination or not.
 Social factors: The another perception of the international and domestic visitors for the
Hawaii destination include the influence of the family and the reference group (Pan,
2008). The international visitors will mainly influences by the family or the reference
group for visiting the place. While, the domestic visitors will not focuses on the social
factors as they are
 Another perception of the domestic visitor regarding the Hawaii destination is that local
resident people will support for the development and sustainability of the tourism. While,
the international visitor have different perception towards the destination as they visit the
place for the delightful stay (Donohue, 2007). Therefore, the company can create the
effective marketing techniques to form the constructive perception of the destination.
5.3 Assess the challenges of undertaking multilevel city marketing for tourism
TUI will face the certain challenges of undertaking multi-level city marketing for the
tourism as the tourism will attract the large customers that reside in the different locations that is
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internationally or regionally etc. so, the company must face the challenges at the different level
that is: International: While, TUI ensuring the destination or the tourism at the international
level will mainly focuses on the international policies and procedure (Briggs, 2001).
While, the company also tie up with the leisure and luxurious hotels and resorts so that
they can render the quality services to their customers. At the international level the TUI
company will also face the challenge regarding the language. As the company need to
promote the destination in the country like china or japan they should mainly focus on the
promoting by through their local language. Often the TUI group should not use the single
marketing strategy for capturing the customers. Hence, they need to focuses on the
different marketing strategies. National: While, the company undertaking the multi-level city marketing for the tourism
at the national level the company faces the challenges or the demand by the political
leaders (Mehmetoglu and Normann, 2013). The company marketing at the national level
must ensure the high interference of the government and political regulations. While,
undertaking the multi-level city marketing for the tourism the company will also
challenges at the national level due to the tourism industry. The tourism industry will
focuses on the developing the infrastructure and the traveling line so that visitors can
easily visit the destination. While, the company also focuses on ensuring the sustainable
tourism as well as also ensure the domestic tourism. Regional: While undertaking the multi-level city marketing for the tourism at the
regional level the TUI must focus in the community based tourism. As, the people living
in the nation are divided into the various region so the main challenge for the TUI would
be satisfying all the communities members (Leask and Fyall, 2006).
 Local level: The company undertaking the marketing for the tourism at the local level the
certain challenges face by the TUI group include the change in the income level of the
visitors, change in the preference of the individual etc. while, marketing for tourism in
the local level the customers mainly prefer the destination with the relative low price.
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TASK 6- APPLY AND EVALUATE APPROPRIATE DESTINATION
MARKETING AND MANAGEMENT STRATEGIES FOR DIFFERENT
CONTEXT
6.1 Marketing strategies for cities at different stages of economic or political development
For promoting the tourist destination there are different marketing strategies for cities
those are at the different stages of the economic and political development. There are different
countries those are at the hike of the economic as well as political development (Holm, 2006).
the economic develop country will ensure the development of their tourism place so that they
should ensure the tourist at their location. The cities at the different stage of economic or the
political development and features the destination tourism will ensure the effective marketing
strategy for advertising the destination. will These cities are mainly the industrial, post industrial
or the post socialist cities. For example, the city in the UK Birmingham it is city that
continuously initiate the development as the city is being consider as the effective tourist
destination. For promoting the destination city the TUI may adopt the various marketing strategy
that is: Detail specific activities: The first step in producing the marketing strategy include detail
information about the activities in the place that are center of the attraction. The TUI will
measure the economic situation of the past and measure with the current position so that
they can effectively attract the customers (Morgenstern, 2010). Target audience: The marketing strategy also ensure targeting the correct audience
according to the level of income. The target audience should invest the huge amount in
planning the destination. Marketing mix: While, the marketing strategy for the cities with the different stages if
the economic should also consider the effective marketing mix that deals in the proper
destination, proper value of the destination program that is to be borne by the customers
and proper promotion of the destination so that they should easily attract the customers
and it ensure in developing the economy and the political environment (Fyall and
Morgan, 2009).
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 Measuring the success: While, last stage in the marketing strategy include measuring the
success of the destination that has being chosen for the economic and political
development of that region. The marketing strategies will ensure in developing the
economic growth of the destination region by increasing the tourism in the country.
6.2 Communication campaigns for cities with different kinds of attractions
Communication is termed as the essential element in the marketing, as the marketing
campaign entirely focuses on the developing the effective communication campaigns. The
effective communication campaign result in increasing the awareness of brand or the destination
among the market customers (Thorbjørnsen and Supphellen, 2011). Their different cities in the
world that features the different kind of the attractions that is heritage, arts, sports, events etc. all
the cities need to develop the different communication campaign for attracting their customers. Heritage: Bergen is the city that is being famous for the heritage attractions need the
attractive communication campaign that attract the global customers those are keen
interested in visiting the ancient or the historical places. As, the TUI group for marketing
the heritage city may highlight the key characteristics of the city so that they can attract
the traveler to visit the place (Sung, 2013). Arts: The city that is being famous for their arts is Florence city in the Italy. The Florence
city is best for the visitors that prefer to see the sculptures, fountain or the statues. The
communication campaign ensure the relative cost that will help in promoting the art
destination among the global customers.
 Sports: The city that is famous for the sports is Brazil. The city mainly focuses on
promoting the sport that is football (Oelkers, 2006). TUI group must develop the
communication campaign by considering the football. The company promote the
destination by sponsoring the football championship or may advertise by highlighting the
main sport that is football.
6.3 Create image and brands for cities which are in the process of being regenerated and are new
tourist destinations
As per the chosen destination above Hawaii island the government will initiate the
process for regenerating the key areas in the Hawaii that are the center of attraction for the
customers. The Hawaii island possess the rich marine resources and even famous for the bis
22

diversity resources (Bernick and Boo, 2013). There are several areas in the Hawaii that are being
regenerated so that they should ensure the safety of the visitors those are visiting their places.
The places that are center of attractions in the Hawaii island are: Waikiki: It is the beautiful beach in the Hawaii that is being considered as the biggest
tourist destination of the Hawaii. The beach should be regenerated by ensuring the many
security guards or the life saver guard as the rate of the accident is relative high at the
beach areas. The Waikiki beach is easy to reach and it also serve the various amenities
that attract the large customers to visits the place. While, the government also introduce
the water sport games to attract the visitors (Wang, Bickle and Harrill, 2010). This
additional activity will also help in generating the resources and enhancing the brand
image of the Hawaii. By regenerating the destination, the TUI group will be assure the
safety of their customers and visitors those are visiting the place. So the TUI group will
initiate the Hawaii destination program for their customers.
 Maui ocean center: The another destination that mainly attracts the customers and
visitors is the Maui ocean center. With this center the visitors get the chance to view
beneath the ocean surface life. The visitors also sees the beneath sea life in the huge fish
tank or the aquarium (Tsiotsou and Vlachopoulou, 2011). The visitors walk through the
tunnel to see their favorite sea animal sharks, turtles etc. the government also regenerate
or re frame the destination so that visitors are assured of their security. The government
should ensure the proper lighting and the facilities to attract the customers. The all the
destination in the Hawaii island should be regenerate to0 create their brand image in the
market (Minguzzi, 2006). Hence, the TUI also make sure the safety and security of the
visitors and then allow them to visit the place.
CONCLUSION
Conclusively, it can be said that the destination management is the ongoing process as the
destination management organization features to measure the all the destination accordant to the
necessity and demand of their customers. The main characteristic of the destination management
is that there are several organization and the various key stakeholders that is government, society
etc help in producing the tourism services for their customers. While, it is also concluded that
destination marketing is also essential for the TUI company. While, the report has also
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concentrate on the various tools the must be needed to develop the destination marketing strategy
so that economy can easily earn the revenue form the various tourism activities that are arising in
the country. The present report also consider the comparing the international and domestic
destination marketing and management. Lastly, the report has also determine the various macro
environmental issues and the measure that would affect or impact the destination marketing and
management in the UK.
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