Destination Marketing Report: Reve Tourism Marketing Analysis

This report provides a comprehensive overview of destination marketing, starting with an introduction to the concept and its importance in promoting cities, regions, and countries. It delves into marketing planning principles, emphasizing customer understanding, market analysis, and environmental factors. The report examines key elements of destination advertising campaigns, providing examples like adventure, pilgrimage, and family destinations, highlighting target audiences, content strategies, and the use of technology. It also explores digital marketing tools such as social media marketing and Google Analytics, crucial for reaching a global audience. Furthermore, the report identifies the role and services of Destination Marketing Organizations (DMOs) in promoting destinations and assesses the challenges they face. The analysis uses Reve Tourism Marketing as a case study. The report concludes with a summary of the findings, emphasizing the importance of strategic marketing in achieving destination promotion goals.

Destination Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Marketing Planning Principles .............................................................................................3
TASK 2............................................................................................................................................5
P2. Key elements of destination marketing campaigns..............................................................5
TASK 3............................................................................................................................................7
P3. Digital Marketing Tools .......................................................................................................7
TASK4.............................................................................................................................................8
P4. Role and Services of DMO...................................................................................................8
P5. Challenges faced by DMO..................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................12
........................................................................................................................................................13

INTRODUCTION
Destination Marketing can be defined as a kind of promotional activity that helps in
generating awareness about a destination such as city, town, region, or a country. This is
conducted for the purpose for increasing the number of visitors. It is utilised for promotion of a
community and helps in enhancing its public image as a dynamic place to work, visit and to live.
This report covers evaluation of market planning principles in supporting promotion of a
particular destination. It also covers basic elements of destination advertising campaign range in
order to analyse how the objectives of campaigns are achieved (Tung, Lee and Hudson, 2019). It
also covers different tools of digital promotion that are used to promote and advertise a particular
destination. It also identifies the services and role of DMOs for promoting a specific destination.
At the end, this report covers assessment of challenges faced by Destination advertisement
Organisation by using various range of examples.
TASK 1
P1. Marketing Planning Principles
Scenario- Reve Tourism Marketing is a destination adverising consultancy firm that
helps in providing guidance and support to visitors regarding various places to visit. This
organisation is based on London and it informs visitors all over the world about different
locations. This report is based upon a seminar that is being conducted on the importance and
significance of digital promotional measures.
Market Plan- It referred to a business document that outlines the business tactics and
strategies and focus on a particular time period. It includes all the details like actions, steps,
goals, etc. in order to achieve specific objectives of an organisation. This plan helps the business
in formulating a specific strategy in an effective and appropriate manner and it is usually
conducted for enhancing sales and profitability of a business (Önder, Gunter and Gindl, 2019).
There are various principles of this planning that plays a major role in supporting
destination advertisement which are elaborated as follows-
To understand Customers- The basic principle upon which it works on is to understand
its customers as the basic goal of an organisation is to satisfy its customers. Earning profit is the

basic goal of an organisation and this goal can only be achieved when company offers such
goods and services that meets customers expectations. London tourism can be taken as an
example in this context as this city has perfectly positioned its image in customer's mind as a
world's leading leisure destination. For example other destinations of UK such as tower of
London, Big Ben, Coca Cola London Eye, understands its customers to a large extent and it
promotes it accordingly. These places are usually promoted in order to attract tourists of other
countries.
To understand the market- Another factor on which this planning principles are
dependent is to understand the concept of market. For making an effective plan, it is very
important for an organisation to analyse the market by indulging in market research. This helps
in supporting the promotion of a specific destination. For example, London tourism support its
tourism by doing market research and understanding its competitors (Hudson and et. al., 2019).
Destinations such as Kerala, situated in India attract large number of tourists by understanding
the market in which people people prefer peace and calmness.
To understand the external environment- Another principle of market planning is to
understand the impact of external environment upon business functions and operations. Tourist
places such as London has analysed its external environment by using pestle analysis and make
sure that these external factors such as political, social, economic, environmental, technological
and environmental factors do not has any negative impact over it. Maldives in South Asia is one
of the most favourite place among couples for spending quality time. This place has positive
impact of external environment upon its operations and functioning.
Understanding the internal environment- For an effective marketing plan, it is very
important for an organisation to understand the internal environment. This can be done by using
SWOT analysis in order to identify strengths, weaknesses, opportunities and threats of a specific
destination. Many tourists do not prefer leisure travelling as it costs them high amount of money
and this can be considered as a weakness for this organisation. London tourism has identified this
weakness and they are planning to provide low rate packages to tourists so that they can travel
with affordable price. Bangkok is the favourite place for youngsters to spend their holidays and
this place is using low pricing strategy for its customers which are easily affordable by them.
Helps in knowing long term goals- An effective planning will help in understanding the
long term goals of an organisation and its scope at the same time. It also helps in evaluating how

these goals can be achieved by applying various strategies such as different promotional tools
and techniques. For instance London Tourism uses both online and offline promotions measures
in order to promote its destination at global level (Litvin and Romo, 2019). Tourists are attracted
towards culture and traditions of India which makes this country one of the top rated tourist
place. This place understands its long term goals by creating various advertising and promotional
campaigns to enhance more tourism.
TASK 2
P2. Key elements of destination advertising campaigns
These campaigns are conducted to promote a product or services through using different
type of media such as television, radio, print and other online platforms. The key elements of any
campaign include the target audience, content of campaign or destination, extra features or offer
and all other promotional and distribution activities. The main objective of destination
advertisement campaign is to attract maximum numbers of customers A range of promotional
campaigns for different destinations are described below (Jovicic , 2019).
Range of promotional campaign examples for different destination
Adventure destinations- These destinations or trips are full of excitement and new
experience but are at same time they are too dangerous and demands a great physical strength. It
includes a range of thrill and exciting vacations on mountains and oceans. The advertising
campaign for adventure destination are mainly faced on thrill and excitement one get from that.
For e.g. “Fill your heart” is a campaign lunched by Tourism Ireland which is the first ever
global advertisement campaign which has made use of heart rate data to measure the level of
excitement of customers. They had made use of custom made technology during holiday in
Ireland that tracked or measures physiological response of various experience and used that data
to make a footage which is used for promotion and advertising. This campaign is quite successful
as it makes a heart-warming effect on customers through combining story telling with
technology (Seven of the best travel and tourism marketing campaigns from 2018, 2019).
Pilgrimage destination- These destinations are mainly a trip or journey for moral or
spiritual significance. The main objective of pilgrimage is to get inner peace and spiritual
awakening which provide a moral experience and expansion in knowledge about self, others,
natures and other immortal aspects of life. Marketing campaign for this type of destination is

made through interactive website providing content about spiritual powers and shrines or temples
that encouraged devotee for visit for their own spiritual benefits. IRCTC has launched a
Buddhist Circuit Tourist train which provides an 8 day journey and an enriching experience to
customers. This is a part of market campaign as in this train has solved the problem of travelling
and provide a comfortable trip covering all important places related with life of Buddha in both
India and Nepal thus, it attract a large number of visitors who wants to gain more calm,
Optimistic and understanding of humanity and nature thus, this marketing champaign is
successful in meeting its objective (Pilgrimage Destinations for Buddhist Tourist, 2019).
Family destination- These destination trips are for family person who wants to spend
their vacation and free rime with family to develop better bonding and love. It includes places
like national parks, resorts, Disney world, etc. The campaign for family destination includes such
key points which focus on needs of all members of a family which include children, youngsters
and aged people also. For e.g. “Healthy ever after” campaign was started by Disney to inspire
families and children to eat healthily and exercise more regularly. These campaign of Disney
includes hooking up with mums and dads into films and advertisement to promote its beautiful
destination with a strong message for kids to live healthy (10 examples of great Disney
marketing campaigns, 2019).
The similarity between all the campaign is that all are focused towards attracting more
customers and highlights the main features the destinations. Use of technology and creativity is
also common in all campaign like use of custom technology is made to measure hearts beats and
many creative technology are used in Buddhist Circuit Tourist train to provide comfortable
journey (San Martín, Herrero and García de los Salmones, 2019).
Contrast of key elements of advertising campaign
Basis Adventure destinations Pilgrimage destination Family destination

Target audience For adventure
destinations target
audience of marketing
campaign are mainly
youngsters who are more
energetic for having
thrill.
Target audience for
pilgrimage market
campaign are mainly
aged people who are
searching for peace and
wants to get relaxation.
Marketing campaign of
family destination focus
on complete families
thus, it include needs
and demands of all age
group.
Content The content of this
marketing campaign
mainly includes
information about
thrilling and adventures
places and experience.
Marketing campaign of
this type of destination
mainly includes
knowledge about birth
and death place of saints
and information about
beautiful temples and
monuments.
Content of family
destination mainly
includes cartoon
character to attract kids
and also provide some
morale information to
attract mothers and dads
of kids (Ben Youssef,
Leicht and Marongiu,
2019).
Digital marketing tools plays an important role in promoting a campaign of a destination .
Social media and online website are used for these campaign of Pilgrimage destination as they
provide a wide channel for promotion of spiritual information. These digital media can be used
for advertising of beautiful and attractive monuments and temples.
TASK 3
P3. Digital Marketing Tools
Digital marketing tools are the techniques of promotions and advertising of certain
products and services particularly by using internet technologies. Most of the organisations uses
digital promotions in order to promote its goods and services as it the fastest mode of promotion
and covers large number of customers. In destination advertising, this mode of advertising plays
an important role as it makes customers all over the world aware about a particular location. For
promoting and advertising London, following tools are used-

Social Media Marketing- This form includes the usage of social media platforms for
promoting products or services. This can be considered as the most popular form of promotions
and advertising. Destination advertising uses this form by connecting with audience for building
up brand which results in enhancing sales. For instance, Buffer can be considered as a social
media tool which helps in achieving success to a large extent. London has created a page on
social media applications such as twitter, Facebook, Instagram, and so on in order to promote its
destination all over the world (Kozak, 2019).
Google Analytics- It can be defined as a web analytics that is offered by Google which
helps in tracking and reporting website traffic. It can be considered as a significant tool for
promotion in a digital way, webmasters and SEO analyst. For understanding the effectiveness of
digital promotional campaign, for reviewing performance of SEO, and in finding out the level of
interaction of users with company's new website, google analytics tool is utilised. This tool is
used for promoting and advertising London as a luxurious tourism place.
E-mail Marketing- It can be defined as an act of sending a message that is commercial
that is particularly for a people by utilising email. In this sense, each email that is sent to a
current and potential customer can be determined as an email advertising . It is one of the
commonly used digital promotional tool as it establishes a healthy and direct relationship
between marketer and customer. A marketer need to form an appropriate email that must attract
its customers and it helps in capturing the attention of audience to a large extent (Bigne, Ruiz and
Curras-Perez, 2019).
Content Marketing- This is one of the popular digital promoting tool that helps in
promoting and advertising a particular good or service. It focuses upon to create, publish and
distribute content for target audience online. There are various content promoting tools for
advertising and promoting a specific destination such as destination guides, vacation planner,
local magazines, airline publications, worldwide travel publications, hotel publications, stories
for hotel, and so on.
The way in which these tools helps in promoting tourism in London
Tourism organisations of London uses in-depth audience research and insight and digital
engagement for its destination advertisement. London is considered as one of the leading leisure
destination and thus it uses these digital advertising tools in order to promote it as follows-

 It has an official website named visitlondon.com that enables it to build up various
communities all over the world. In 2017, a mobile friendly application named Visit
London App is launched for guiding and supervising all over the city (Pestana, Parreira
and Moutinho, 2019).
 It also optimises its commerce by generating and using social media platforms for
making promotional efforts which is accessible, engaged and covers large number of
audience.
TASK4
P4. Role and Services of DMO
A destination marketing organisations are such companies that are responsible to promote
a community as an attractive travelling destination which enhances its public image as an
appropriate place to visit, work or live. It plays an important role for long term development of a
specific destination by formulating an effective and appropriate tourism and travelling strategy.
They help in overseeing, creating and implementing these campaigns and doing
promotion in order to inspire visitors for visiting their destination (Stalmirska, Whalley and
Fallon, 2019). It also helps in advocating increase investment for enhancing the experience of
travellers. There are various roles that are played by destination advertising organisations which
are explained in detail as follows-
Creating a Tourism Marketing plan- The basic role played by destination marketing
organisation is to create an effective and proper tourism market plan for promoting a particular
destination and for attracting large number of tourists. Without an effective planning, the goals of
an organisation cannot be achieved. It will help in mapping out step to step procedure towards
success and generate strategies in accordance. For a destination like London, there are various
DMO that helps in developing an effective plan to promote this destination.
Building a platform on social media sites- Another role played by DMO is to build
platform on social media sites that helps in promoting a specific location by attracting large
number of audience. It requires an effective digital promotional team that can use social media
application to promote and develop various products and services. This will not only cover

national audience but it also helps in covering international audience. This will increase the
number of visitors in that particular destination (Hanna and Rowley, 2019).
Promotion and advertising- The basic role and service which is played by DMO is to
promote and advertise a particular destination and location among various people. There is an
official website named visitlondon.com and a mobile application named visit London that helps
in making visitors aware about the culture and heritage of London It uses various promotional
activities to promote this destination among visitors such as online promotion and by developing
various promotional campaigns. It has also used various social media applications such as
Twitter, Facebook, Instagram, and so on in order to promote this destination among tourists.
Indulge in Market Research- Another key role played by DMO is to do market research
and analysis of a specific destination. Than it uses the information received from this market
research in formulating advertising plans and strategies for promoting a specific destination. This
market research helps this organisation in knowing what are the needs, wants and preferences of
customers. London is a luxurious place to visit and it requires high amount of expense which is
not easily affordable by international visitor. For this purpose, these DMO can form some
affordable and budget friendly trips to these people (Saraniemi and Komppula, 2019).
P5. Challenges faced by DMO
DMO are the companies that are responsible in order to promote and advertise specific
destination and locations among customers. It helps in enhancing the public image of a particular
location and destination. But at the same time, there are certain challenges which are faced by
DMO which includes-
Adopting to Technical changes- The basic challenge which can be faced by DMO
organisations is the challenge of adapting to technical changes prevailing in an environment. It
became difficult for an organisation to adapt to these changes which makes it difficult for them
to promote a specific destination in market. For e.g. Reve Tourism Marketing is facing it
difficult to adopt random technical change but efforts are made to keep a balance between
technical change and revenue required for meting those change (Kumar and Nayak, 2019).
`
Competitors- Another challenge that is faced by this organisation in destination
promotions is large number of competitor. Number of organisation are continuously increasing
in destination market thus, this sector is becoming extremely competitive in worldwide. Reve

Tourism Marketing is facing tough competition from tour and travels of UK. For facing this high
level of competition this enterprise is making use of several technique and strategies to
differentiate their services from other. Advertisement and promotional strategies of Reve
Tourism are focused on keeping a balance between strategic objective of all stakeholders as well
as also focused on sustainable use of resource for creating better social image in minds of
customers, which makes it better and superior than other competitors.
Threat of Terrorism- Destination marketings is facing biggest threats from terrorism as
safety and protection of customers is the responsibility of a destination advertising orientation.
Increasing in terrorist attacks creates a fear in customers which will ultimately reduce number
customers for an organisation. Reve Tourism try their best to select a safe destination for its
customers and also providing training to its staff to meet situation of crises and danger.
Risk of natural calamity- Natural disasters are also creating a threat for DMO as it also
creates a risk on life of customers. Clients like to enjoy their holidays in natural environment but
at such place risk of floods, earthquake, landslide, etc., is much higher and no one have control
on such events. Reve Tourism is conducting timely research to know about chances of natural
calamity and timely preventive actions are also taken to safeguard customers from such threats
(Al-Ansi and Han, 2019).
CONCLUSION
From this assignment it can be concluded that, destination marketing plays an important
role in promotion of a destination like any city other historical or beautiful place. There are many
principles of market planning which used to meet the objectives of destination advertising
through providing better understanding customers and market. Different types of marketing
campaign are used for different type of destination like adventure, family, etc. having some
similar objectives but different key elements. There is different digital promotional tool like
social media, e-mails, google activity which are used for better promotion of destination. DMO
plays a important role in creating tourism and promotion of destination to attract more
customers. Many challenges are also faced by DMO like large number of competitors, threat of
terrorism, etc.

REFERENCES
Books and Journals
Al-Ansi, A. and Han, H., 2019. Role of halal-friendly destination performances, value,
satisfaction, and trust in generating destination image and loyalty. Journal of
Destination Marketing & Management. 13. pp.51-60.
Ben Youssef, K., Leicht, T. and Marongiu, L., 2019. Storytelling in the context of destination
marketing: an analysis of conceptualisations and impact measurement. Journal of
Strategic Marketing. 27(8). pp.696-713.
Bigne, E., Ruiz, C. and Curras-Perez, R., 2019. Destination appeal through digitalized
comments. Journal of Business Research. 101. pp.447-453.
Hanna, S. and Rowley, J., 2019. The projected destination brand personalities of European
capital cities and their positioning. Journal of Marketing Management. 35(11-12),
pp.1135-1158.
Hudson, S. and et.al., 2019. Persuading tourists to stay–Forever! A destination marketing
perspective. Journal of Destination Marketing & Management. 12. pp.105-113.
Jovicic, D. Z., 2019. From the traditional understanding of tourism destination to the smart
tourism destination. Current Issues in Tourism. 22(3). pp.276-282.
Kozak, N., 2019. Tourist Destination Management: Instruments, Products, and Case Studies.
Springer.
Kumar, J. and Nayak, J.K., 2019. Exploring destination psychological ownership among tourists:
Antecedents and outcomes. Journal of Hospitality and Tourism Management. 39. pp.30-
39.
Litvin, S. W. and Romo, S. L., 2019. Hotel saturation and its impact upon destination
marketing. Journal of Vacation Marketing. 25(2). pp.239-251.
Önder, I., Gunter, U. and Gindl, S., 2019. Utilizing Facebook Statistics in Tourism Demand
Modeling and Destination Marketing. Journal of Travel Research,
p.0047287519835969.
Pestana, M. H., Parreira, A. and Moutinho, L., 2019. Motivations, emotions and satisfaction: The
keys to a tourism destination choice. Journal of Destination Marketing & Management.
San Martín, H., Herrero, A. and García de los Salmones, M. D. M., 2019. An integrative model
of destination brand equity and tourist satisfaction. Current Issues in Tourism. 22(16).
pp.1992-2013.