Destination Marketing: Principles, Campaigns, and Digital Tools Report

This report provides a comprehensive overview of destination marketing, encompassing key principles, campaign analysis, and the application of digital marketing tools. It begins with an introduction to destination marketing and its importance in enhancing visitor numbers. The report then evaluates marketing planning principles, using Acorn Tourism Development Consultants as a case study, and analyzes the key elements of destination marketing campaigns, providing examples such as family, pilgrimage, and adventure destinations. Furthermore, it reviews diverse digital marketing tools like content marketing, social media, Google Analytics, and email marketing, highlighting their role in promoting destinations. The report also explores the roles and services of Destination Marketing Organizations (DMOs) and the challenges they face. The report concludes with a summary of the findings and references.

Destination Marketing

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Evaluation of principles of marketing planning for the purpose of supporting marketing
related to a particular destination...........................................................................................3
TASK 2............................................................................................................................................5
P2. Analysis of the various key elements that are part of range of campaign related to
destination marketing with some examples to make a analysis of the overall objectives of
success....................................................................................................................................5
TASK 3............................................................................................................................................6
P3. Review of diverse tools of digital marketing that can be used for the purpose of
promotion of trend & the advertising of a definite destination.............................................6
TASK 4............................................................................................................................................8
P4) Role& Services of DMO for a marketing destination.....................................................8
P5. Challenges Faced by DMO............................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Destination marketing refers to the marketing associated with the different types of
destination. It is for the purpose of enhancement of the more number of visitors. It can besaid
that destination marketing related to tourism destination for a particular destination. In present
report there is discussion about Acorntourism development consultants that is chosen that is
provided with respect to different types of services like planning, statistics, research, marketing
and development (Arnegger and Herz, 2016). There headquarters are present in Flimwell, UK.
The present report covers different types of destination marketing campaigns, evaluation of the
overall marketing plan of a particular destination, key aspects of the campaign of destination
marketing and further more there is review of the different types of digital tools of marketing that
are applied in the services and roles that are played in DMOs and further there is detailed
discussion of challenges that are being faced by DMOs.
TASK 1
P1. Evaluation of principles of marketing planning for the purpose of supporting marketing
related to a particular destination
Marketing is a basic procedure that consists of various functions of promoting a
particular product or service for the target market that has been set up so that there can be higher
revenue for the organization. Certain activities that are part of every marketing plan of a
particular organization and it is explained and used with reference to Acorn that is discussed
below:
Principle of product or service offered: It is a principle that is associated with different
products or services have to be according to the specific requirements of a particular set of
customers. It must always possess the capabilities to increase the overall revenue of a
organization (Avraham and Ketter, 2017). Value has to be provided for higher performance of
Acorn it can be identified that Hotel and all the services of Turkey have to give a form that in
respect of providing information to people. There must be proper display of all the different
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services that a particular individual can get while they are willing to visit for having a trip to
Turkey. The overall advertisement must consist of the details related to services and queries that
have to be reduced or minimized so that there can be no much confusion for various tourists.
Principle of pricing stratgey: It is an aspect related to the prices of products and services that
are been offered to final customers. It consists of various customer demographics product
demand cost of production and overall brand image. The very important principle that can affect
overall planning of marketing in case of Acorn there must be prices that for the purpose of
enhancement of profit and pricing strategy has to be according to different types of cost and
elements associated so that there can be no negative impact on the overall revenue (Bokunewicz
and Shulman, 2017).
Principle of location: In reference to services that are provided by different destination
marketing organization location or overall mediums of advertisements have to be selected very
carefully. Changing scenario there has been usage of both traditional as well as online medium
for the purpose of promotion of brand. in Acorn, what is use of digital media platforms such as
social media sites where there are information provided about different places and services that
are being offered to customer so that they are able to make some decisions (Choe, Stienmetz and
Fesenmaier, 2017).
Principal of promotional activities: It is a principle that is related with various kinds of
strategies or techniques that are formulated according to sales promotion advertising Public
Relations and various other special offers that have to be formed so that attractiveness of a
particular place can be increased for the target segment of customers. Such as in Acorn turkey
can be promoted as a tourist destination and further there can be offering of different types of
packages at discount prices and also combination services that are offered to people so that they
have wide number of options available to make their choices.
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TASK 2
P2. Analysis of the various key elements that are part of range of campaign related to destination
marketing with some examples to make a analysis of the overall objectives of success
Destination marketing basically refers to different types of advertisements that particular
destination is offering in form of different modes. It consists of different platforms such as E-
Commerce sites print media in form of newspaper magazines journals, electronic media in form
of television radio (Garrod and Fyall, 2017). The overall motive of activities large number of
individuals who can show their interest in a particular destination that can help in development in
future. There are some major points that can be reflected in services offers prices and many other
such related. Name of the examples related to the promotional campaign has been discussed
below by use of different destinations:
Family destinations: It is the concept associated with tourism that allows different people to
spend their time with their known once family members and friends on search holiday trips.
Steps are preferred because of majority population are willing to visit in different across globe.
Organisation has to be approached for providing various services so that they can have a security
regarding requirements of each individual are made. In case of Turkey there are different shows
of light and sound have been started in order to attract people towards search destination. Here,
discussion about a particular location is disclosed with the help of audio and various parts of
places that can be shown by using lights of attractive colours (Gibbs and Gretzel, 2015).
Pilgrimage destination: It is a destination that part of this category and are because of the
people who are old. The overall Concept of Mosque, Church, temple and other types of related
location. The main active of this destination is to provide experience of peace and harmony.
These are the basic essential peace that is part of the overall Idea behind pilgrimage destination.
Majority of the locations have been connected the history ant with different spiritual places are
part of this category. Translate to increasing the overall culture of people across different
countries so that it can lead to more promotion and marketing of a particular destination (Jiang,
Ramkissoon and Mavondo, 2016).
Adventure destination: There are certain destinations that are related with sport activities and
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can give a different type of experience to people. These are mostly consists of some extra
ordinary and completely different experiences that can be offered to people. People who fall
under the category are mostly millennial that are part of the present generation and a willing to
explore some different on explode areas and get some new experiences. Such as Iceland recently
started a different type of campaign that is having a tagline "fills your heart". It is part of the
overall plan of tourism Iceland that is used for providing attractive information about their
country for boosting the overall level of energy among millennial generation (Kotoua and Ilkan,
2017). It is a very innovative and creative idea that Iceland is using for engaging their visitors
with their country. This particular campaign has resulted into recently in different number of
tourist that is willing to travel and visit this destination. It consists of lot of advantages and
benefits of advertisement that can be experienced by increasing their overall revenue and
promotion of the destination.
TASK 3
P3. Review of diverse tools of digital marketing that can be used for the purpose of promotion
of trend & the advertising of a definite destination
Digital marketing tools basically are techniques that can help in promoting different
products and services on online medium. It can be done with the help of Internet and usage of
commerce websites different traditional approaches also can be applied for producing something
new and different. Different types of digital technique can be a very good option that are being
used by organisations in the present scenario for increasing the overall benefit in terms of cost
effectiveness and the capability of such digital media sources to influence together a large group
of audiences who can be there prospective customers in the future course of time (Kozak and
Buhalis, 2019). Some of the different digital marketing tools that can be applied in the present
scenario are discussed below: Content marketing- It is a tool that consist of different
types of content that can be used for marketing a particular product or a service on various online
mediums. It is very useful for the purpose d for the purpose of attracting increased number of
customers. It consists of different tools of promotion like hotel publications, vacation plans and
world-wide publications for different locations across world. There are many people who go
through this content before making a particular decision for a particular destination.
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Digital marketing: It is a type of digital marketing tool in which social media is used as
a platform promotion of different products and services bi videos organisations. With the advent
of internet, there has been which social media is being used by people for the purpose of the
personal use and professional use. Only for the millennial generation there has been a complete
shift in way people are pursuing use of social media sites such as Facebook, Instagram, Twitter
LinkedIn YouTube chat are some of the most popular social media size that consists of large
number of users are using it both for their professional and personal use. Acorn, make use of
digital marketing tools for the purpose of engagement of different categories of people there are
promotion of different products and services for reaching large number of audiences at a
particular point of time and making them aware about their products or services and promoting
them on search social media sites (Lee, 2015).
Google Analytics: It is a basic program that consists of and is created by Google. The basic
purpose of search program is tracing the trafficking of a particular website and viewing it for
reporting purposes. Is used for the purpose of promotion of the brand by a company and new
analyst are appointed for different functions that have to be carried on in regards to digital
campaigns. There are webmasters also who are appointed for purpose of interaction with various
users across all websites that have been created on online platforms. It is one of the most popular
tools of digital marketing use that has been created and used for promotion of the desirable
advertisement their target market (Line and Wang, 2017).
Email marketing: It is a type of marketing that is used when people have to be and reached with
the help of some commercial messages that is sent through electronic platforms and commonly
referred to as e mail marketing. The data is extracted and used for engagement of customer’s
answers digital media platforms for the purpose of advertisements and marketing for their
destination choice. It is very famous for it’s over architecture and modern lifestyle. Acorn is also
making use of some digital media nice moments in the manner as discussed below:
1) There is one official website that has been created and people can use it for viewing different
aspects related to this with the help of digital media. It is a very popular and effective method
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that can be used for purpose of gathering information and bases of decisions that have to be
made by such customers (Mariani, Di Felice and Mura, 2016).
2) Mobile application software is also launched and used by various users by downloading it in
the mobile phone so that it is very portable and Handy for such users.
3) Organisation is willing to use different social media applications like Instagram, Facebook
where they try to promote by posting attractive pictures and offering different pricing strategies
so that people get attracted because of the reasonable cost.
TASK 4
P4) Role& Services of DMO for a marketing destination
That represents the different destinations which help in development of long-run travel and
tourism strategies. Some basic labour that can be applied in tourism board visitor convention
Bureau and overall tourism authority. Causes lot of experience in advertising a particular
destination that can help in enhancement of the demand of people so that they can visit live there
or work there (Oender, 2017). Some make strategies that have been developed with time for
announcement of the brand image of a particular destination that maybe a country so that last
number of new tourist and people across the globe can be attracted and willingly they are visiting
such countries.
It is very helpful in making directing and execution of different activities for achievement of
goals regarding tourism by a particular country the main objective is for improvement of people
experience for visiting a particular Nation. Roles and different services that are provided DMO
are mentioned below:
Building of a platform on different social media: All about creation of a place on different
social media applications so that a particular network can be created with the local residents who
are staying in a particular location. It has a basic objective of attracting new tourist to such areas
there is a particular team that has assigned a job of creation of an online network with the help of
different application that are available such as social media sites (Pike, 2017). So very important
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to be held responsible for the purpose of Administration so that there are large number of people
who can be reached at a particular point of time it also helps and establishment of large number
of visitors who can visit Turkey.
Building up of a marketing tourism plan: DMOs a particular rule for formulation of very
appropriate and strong plan so that they are able to portray the image of their country, according
to which more people are getting attracted. Turkey there are many attractive destinations that can
help people making the prospective tourist realise its attractiveness and for meeting their
objective they can use different methodologies and apps for increasing the number of people
visiting their attractive tourist destinations (Stalidis, Karapistolis and Vafeiadis, 2015).
Advertising and promotion: Is associated with the objective of advertising and promoting a
brand with the specific objective for their locations that can be like by various individuals. For
this different types of approaches like application software website have been developed for the
purpose of providing information in relation with tourism of a particular country. Different
initiatives have been taken for online advertisements by different social media platforms so that
people can make timely and right decisions related to their travelling. Such as in Acorn there is
use of social media applications like Facebook different positive points have been highlighted so
that people can realise the amount of different experience they can get by visiting such
destination (Tan, 2017).
Conducting a detailed market research: DMO’s marketing is based on the demographic and
demand of data that is collected for formulation of different procedures & plans. These are for a
particular destination that helps in understanding the overall Expectations of customer and
improvement of their experience where the areas are lacking behind. Key can be sometimes
expensive for people as there can be shortage of reasonable restaurants and hotels is a factor that
can lead to people moving behind and not willing to spend money on visiting Turkey so there is
a requirement to take care of such points and make and for removing all the frequencies of the
place that lead to people not willing to visit the place.
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P5. Challenges Faced by DMO
DMO is the organisation that is capable of publicising the different varieties of
destinations. Attributing towards making a particular area famous and consists of different
challenging jobs that can some of the challenges are discussed below:
Adoption of Technical changes: Are many issues that can result into adopting of various
changes that are taking place in the external environment. It becomes difficult for organisations
to make various adjustments because of the lot of changes that are taking place in the external
environment. Such as Acorn is difficulty with respect to some specialised changes to keep a
harmony between come and the specialised changes that are required for purpose of dispensing
such type of changes (Tussyadiah, Wang and Jia, 2016).
Competitors: A lot of competitors that already present in the external market so Acorn to make
some attractive strategies to deal with such challenges and issues that are taking place in Turkey.
There has to be undertaking of different methods for administration of all activities so that there
can be stability that is maintained. Sure that there is a healthy competition so that market can
become fears and there are not much extra force that have to be put for survival in the highly
competitive market (Tasci, 2017).
Natural Calamity: there is a risk for DMO that is related to hazards with the life of their tourist.
There are many natural hazards such as floods, avalanche and seismic tremor and so forth these
do not possess any control such disasters possibility can lead to disinterest of many prospective
tourist.
Terrorism threat: There is a threat related to terrorism in search a destination that is of
customers is a big application for publicizing the direction. Reve tourism is willing to use some
best prices for their people and preparation of the staff to meet all the needs of their tourist in
situations of risk and high emergency.
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CONCLUSION
From the above discussed it can be concluded that destination marketing has been a very
important factor for promotion of a particular destination different historical places across globe.
Are many different principles that are associated with Marketing planning that can be applied for
meeting of the objective set of a particular destination and providing to their prospective and
present customers with the great support system and guidance for meeting their expectations.
Different types of destination such as family adventure and many others that help in
differentiating experience of particular customer. There are some promotional tools that can help
in promotion of a particular destination like digital media site social media platforms Google
activities that help in increasing overall revenue and sales.
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REFERENCES
Books and Journals
Arnegger, J. and Herz, M., 2016. Economic and destination image impacts of mega-events in
emerging tourist destinations. Journal of Destination Marketing & Management, 5(2),
pp.76-85.
Avraham, E. and Ketter, E., 2017. Destination marketing during and following crises: Combating
negative images in Asia. Journal of Travel & Tourism Marketing, 34(6), pp.709-718.
Bokunewicz, J.F. and Shulman, J., 2017. Influencer identification in Twitter networks of
destination marketing organizations. Journal of Hospitality and Tourism Technology.
Choe, Y., Stienmetz, J.L. and Fesenmaier, D.R., 2017. Measuring destination marketing:
Comparing four models of advertising conversion. Journal of Travel Research, 56(2),
pp.143-157.
Garrod, B. and Fyall, A., 2017. Collaborative destination marketing at the local level: Benefits
bundling and the changing role of the local tourism association. Current Issues in
Tourism, 20(7), pp.668-690.
Gibbs, C. and Gretzel, U., 2015. Drivers of responsive website design innovation by destination
marketing organizations. In Information and Communication Technologies in Tourism
2015(pp. 581-592). Springer, Cham.
Jiang, Y., Ramkissoon, H. and Mavondo, F., 2016. Destination marketing and visitor
experiences: The development of a conceptual framework. Journal of Hospitality
Marketing & Management, 25(6), pp.653-675.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management, 6(2), pp.127-135.
Kozak, M. and Buhalis, D., 2019. Cross–border tourism destination marketing: Prerequisites and
critical success factors. Journal of Destination Marketing & Management, 14, p.100392.
Lee, B.C., 2015. The impact of social capital on tourism technology adoption for destination
marketing. Current Issues in Tourism, 18(6), pp.561-578.
Line, N.D. and Wang, Y., 2017. Market-oriented destination marketing: An
operationalization. Journal of Travel Research, 56(1), pp.122-135.
Mariani, M.M., Di Felice, M. and Mura, M., 2016. Facebook as a destination marketing tool:
Evidence from Italian regional Destination Management Organizations. Tourism
management, 54, pp.321-343.
Oender, I., 2017. Classifying multi-destination trips in Austria with big data. Tourism
Management Perspectives, 21, pp.54-58.
Pike, S.D., 2017. Destination marketing organisations (DMO). In Sage Handbook of Tourism
Management. SAGE.
Stalidis, G., Karapistolis, D. and Vafeiadis, A., 2015. Marketing decision support using Artificial
Intelligence and Knowledge Modeling: application to tourist destination
management. Procedia-Social and Behavioral Sciences, 175, pp.106-113.
Tan, W.K., 2017. Repeat visitation: A study from the perspective of leisure constraint, tourist
experience, destination images, and experiential familiarity. Journal of Destination
Marketing & Management, 6(3), pp.233-242.
Tasci, A.D., 2017. A quest for destination loyalty by profiling loyal travelers. Journal of
Destination Marketing & Management, 6(3), pp.207-220.
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Tussyadiah, I., Wang, D. and Jia, C.H., 2016. Exploring the persuasive power of virtual reality
imagery for destination marketing.
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