DEMA6010: Destination Marketing Report on Dublin Tourism, Ireland

This report provides a comprehensive analysis of destination marketing in Dublin, Ireland. Part 1 examines environmental factors affecting tourism, including SWOT and PESTEL analyses, competitor analysis, and market factors influencing destination marketing. It utilizes the 10As and TALC models to analyze Dublin's tourism landscape and explores promotional activities and brand audits using the five-stage Brand Pyramid. Part 2 focuses on developing a new brand and its positioning, market segmentation, key target markets, and integrated marketing communication campaigns. It includes an action plan for proposed brand and promotional strategies, culminating in a conclusion and references. The report provides a detailed overview of the tourism industry in Dublin, offering insights into its strengths, weaknesses, opportunities, and threats, as well as strategic recommendations for future development.

Running Head: Destination Marketing
Destination Marketing
Report
System04104
7/12/2019

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Table of Contents
PART-1......................................................................................................................................3
1. Introduction.........................................................................................................................3
2. Environmental Factors Affecting Tourism in Dublin.........................................................3
2.1 SWOT Analysis of Dublin Tourism.................................................................................4
2.2 PESTEL Analysis of Dublin Tourism..............................................................................4
3. Competitor Analysis...........................................................................................................5
4. Market Factors Influencing Destination Marketing............................................................5
5. Destination analysis using 10As and TALC model............................................................6
5.1 10As model of Dublin, Ireland.........................................................................................6
5.2 TALC Model of Dublin, Ireland......................................................................................7
6. Promotional Activities in Dublin........................................................................................8
7. Brand Audit Using the five-stage Brand Pyramid..............................................................9
PART-2....................................................................................................................................11
1. Introduction and objective of the Research......................................................................11
1.1 Rational of the Research............................................................................................11
1.3 Approach to develop a new brand and its positioning...................................................11
1.4 Application of Five-stage brand pyramid in development of the new brand and its
positioning............................................................................................................................12
2. Segmentation of Market....................................................................................................13
3. Key target market and integrated marketing communication campaign..........................14
4. Action plan for Proposed Brand and Promotional Strategies...........................................14
5. Conclusion........................................................................................................................16
References................................................................................................................................17

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PART-1
1. Introduction
Dublin is one of the beautiful cities and tourism destination place in the world located in
Ireland. Dublin lies between Howth in the north and the headland of Dalkey to the south.
Liffey is the famous river that divides the city in two parts. As Ireland has global reputation
for its tourism and tourist destination, a new tourism product development in Dublin helps the
country to boost the tourism sector (Pulido-Fernández, Andrades-Caldito, and Sánchez-
Rivero, 2015). The present work describes the impact of various environmental factors on
tourism industry in Dublin and describes the opportunities available in the Dublin city. The
report also focuses on the requirement of investment that is required to improve the quality
for services in the tourism sector. This report includes 10As and TALC model to analyse the
tourism in Dublin. It also includes the competitor analysis in the tourism industry in Dublin.
2. Environmental Factors Affecting Tourism in Dublin
The environmental resources are the common property resource, which are vulnerable to
damage because people unstoppably exploiting these environmental resources for the
personal benefits without any thought of future consequences of side effects. There is a direct
relationship between environmental factors and tourism industry (McAreavey and
McDonagh, 2011). Although the weather and environment of Dublin is the attraction place
for tourists, but continuously change in weather decrease the number of tourists in the city.
Nature has significant effect on the tourism and it can be clearly observed in the Dublin
tourism statistics. Tourism is a key source of employment and income of Irish people,
particularly in rural areas and it is only possible if the nature of the city remains attractive for
people in the same way as it did in past. Depletion of natural resources such as fresh water,
energy, food, trees, land etc. are the major reason that negatively affect the tourism industry
(Brondoni, 2016).

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2.1 SWOT Analysis of Dublin Tourism
The SWOT (Strength, weakness, opportunities and threats) analysis of Dublin shown in
below table:
STRENGTH
1. Beautiful city which is accessibly
compact and exciting
2. Cultural and historical attraction for
tourists
3. Low prices accommodation for
tourists near the tourist destinations
WEAKNESS
1. Rely on UK for its tourism
2. The pubs and bars of the city is
attraction place for youths but not for
old age people.
OPPORTUNITIES
1. The convention centre of the city can
boost the reputation of the city as the
top European MICE destination.
2. Ireland is continuously focusing on
spending its international airways
services, which will be beneficial for
the tourism.
THREATS
1. The issues related to public services
are crucial problems because of
austerity programme.
2. Strongly served by foreign workers
3. Losing its key selling points, which
shows the old tradition of Ireland.
2.2 PESTEL Analysis of Dublin Tourism
The STEEPLE analysis of Dublin Tourism shows various macro environmental factors that
affect the Dublin tourism.
Social: People in the city are more familiar with their guests or foreigners who visit in the
country for tourism. The culture of the country almost attracts everyone. Apart from this, the
crime rate and corruption in the city is very low that provide a secure and safe environment to
foreigners.
Technological: Technology is so crucial in the tourism industry and it is vital for tourism
industry. People can book their flight tickets or hotel bookings from anywhere in the city.
The pre accommodation facilities are available in every hotel.

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Economic: The focus of Irish government to build new infrastructure for its tourists and
provide them best facilities in cheap rate attracting the people towards the city and it will
further enhance the situation of tourism in the country.
Environmental: The beautiful nature, rivers, lakes, and mountains almost attract everyone in
the country. Apart from this, the cool weather of the country provide many exciting sports for
tourists in the city like ice skating or snow games etc.
Political: Political conditions play an important role on tourism industry. However, the
Ireland political conditions are so stable and it will not provide any threat to the tourism
industry in Dublin city.
Legal: The rules and regulations of the country should be followed by every person. Irish law
and regulations are known for people welfare and for their security. The strict rules and
regulations of the country assist every tourist and provide them safety and security.
3. Competitor Analysis
Tourism sector in Dublin create many employment opportunities for people and it is very
easy to enter in this industry. The large profit generation attracts everyone to open the
business in tourism industry and therefore, it is the major reason of strong competition in
Dublin tourism. A strong competition in the tourism industry in Dublin offers challenging
and rewarding job offers to local people and it also improve the quality of life style. Apart
from this, the increase in income of local people could be possible because of strong
competition in tourism industry (Everett and Aitchison, 2008).
The large number of competitors provides number of services and other utility services to the
visitors in Dublin and in return, they get huge amount of money from them. The demand of
tourism services in Dublin is highly unstable because the number of visitors in the city based
on the nature and weather of the city (Ryan, Mottiar, and Quinn, 2012). Therefore, the
unpredictable profit and loss of this industry also make it more interesting for new tourism
companies. However, there are large numbers of travel agents and tourism planners provide
attractive offers to people to visit in Dublin. The tough competition in tourism industry helps
the visitors to get the best tourism services on cheap rates and they also get the best guide for
the help.

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4. Market Factors Influencing Destination Marketing
Most of the tourism products have one set of high and low season in which the number of
visitors increases or decreases. As a result, low season brings low rates, cheaper flights, and
less interest of visitors to travel in the city. However, the pick season brings large number of
visitors in the city and it brings high income for tourism industry. The major factor that
influences the tourism industry in Dublin is seasonal change (Lane and Kastenholz, 2015).
Change in the season especially in winter season the snowfall and beautifulness of nature
attract people towards the city. Apart from this, popular local events of Dublin also attract
people to visit in the city and it is one of the major reasons that enhance the number of people
in Dublin. Sporting events, major concerts, and film festivals are some of the major events
that positively increase the number of visitors in Dublin city.
Apart from this, unexpected weather conditions are some of the market factors that influence
the destination marketing in Dublin. The fluctuation rates between the currencies of two
countries directly affect the business of tourism in the country and it is one of the major
issues that pose challenge for the tourism industry (McAreavey and McDonagh, 2011).
Travel is like any other activity and trends is one of the key forces that negatively or
positively affect the tourism industry.
5. Destination analysis using 10As and TALC model
5.1 10As model of Dublin, Ireland
The 10As model for Dublin, Ireland is shown in below table:
Awareness
The awareness
among people
about Dublin is
moderate.
Therefore, this
place needs
promotion for
tourism
(Ottenbacher and
Attractiveness
Dublin is one of
the attractive
places in the
world. The
nature of the city
makes it more
beautiful in the
world.
Availability
People can easily
access the flights
for Dublin from
any country or
any part of the
world.
Access
Dublin is the
popular city of
Ireland, which is
one of the
famous European
countries. Dublin
has connectivity
with large
number of
Appreciation
People of Dublin
are more familiar
and friendly with
their guests.

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Harrington, R.J.
(2013).
countries.
Assurance
Dublin city is
known for its
cleanliness,
safety, and
security.
Activities
Dublin offers a
wide range of
activities like
ice-skating, river
rafting, etc. for
visitors.
Appearance
Dublin has great
impressions on
its visitors.
People can enjoy
many activities
and can watch
the beauty of
nature as well.
Action
The tourism
planning in
Dublin required
well planning
and required
some actions to
attract people
toward the
tourism in the
city.
Accountability
This attribute
shows the
evaluation of
performance by
DMO.
Effectiveness of
performance in
the city should be
measurable and
leave a positive
impact on other
people (Farsani,
Coelho and
Costa, 2013).
5.2 TALC Model of Dublin, Ireland
The TALC (Tourism Area Life Cycle) model helps to understand the current stage of Dublin
tourism. According to the TALC chart, Dublin tourism lies in stagnation stage where it
required entering in post-stagnation and rejuvenation phase for further tourism development
in the country. The city needs to a specific and effective promotional program to re-alive the
tourism sector in the country (Boluk, 2011).

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6. Promotional Activities in Dublin
Tourism can be promoted in Dublin through promotion of its natural resources and various
products included in tourism industry for visitors. The best idea to promote the tourism of the
country is to promote the tourism through social media and international tourism advertising.
The government of the Ireland can focus on investment to enhance the tourism market
potential and expand its market diversification strategy by investing money in promotional
activities (Everett and Aitchison, 2008). Apart from this, global campaign to promote Irish
tourism can also help to increase the number of visitors in the Dublin. Large number of
private organisations and tourism promoters can enhance the number of people in the country
by promoting the Irish tourism in international tourism market or across the border.
Collaboration with different media partners like print media, electronic media, and social
media channels also enhance the image of Dublin tourism in the world and urge people to
visit in Dublin and watch the beauty of nature. International publicity is so crucial to enhance
the tourism industry in the country (O'Brien and Ponting, 2013). Working more closely with
social media and digital channels may help any country to reach large number of people and
show the beauty of nature to them and rest of the world as well. Tourism Ireland is the fourth
popular destination in the world according to the fans followers on Facebook (4.1 million
fans) (Farsani, Coelho and Costa, 2012). Apart from this, it is so popular in YouTube and
Instagram as well. Therefore, advertising of Irish Tourism on social media channels will be
good option to promote the Dublin tourism in the world.

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7. Brand Audit Using the five-stage Brand Pyramid
Brand Pyramid shows the five key stages that customers go through with a brand. It is
starting with basic awareness and end with the loyalty of customer with the brand. The aim of
a destination management organisation is to get more and more customer at the upper stage
of the pyramid. The people who are up in the pyramid are likely to be paid more money with
the brand (Hall, 2010). The five stages in this brand pyramid which can be apply on Dublin
tourism are as follow:
(Source: Han, Jung, and Gibson, 2013)
1. Presence: At this level, customers know very little about the brand. At this stage,
people have visited once the place but they do not have the emotional attachment with
the place or brand.
2. Relevance: At this stage, people start to think about the brand that whether the brand
meet their expectations or requirements or not. At this stage, a little motivation to the
customer can force them towards the place. The customers also think about the price
and value what they get in return after visit the place once. They also compare the
different services provided in the city by different destination agencies and compare
the worth (Lee, 2013).
3. Performance: At this stage, customer compare the brand or place with other brand
or place and measures the exact value of the services whether they delivers on its
potential or not. The tourist also associate the place or brand with other place or brand

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and people are generally associated with the brand or place at this stage (Richards,
2012).
4. Advantage: Customers at this stage determined the exact benefits to visit on a
particular place. For example, people who love nature and ice-skating can move to the
Dublin for enjoying their vacations. Apart from this, people are also associates with
the brand with their emotions and with their heart (Mazilu, Rabonțu, and Marinescu,
2017).
5. Bonding: At this stage, people have strong attraction with the place or with a
particular brand. People are ready to spend any amount of money because of their
association and bonding with the brand. Dublin needs to attract people for this stage
and every destination-marketing goal is set to achieve this attribute of this five-stage
pyramid. Customer at this stage also advertises the place or brand with world of
mouth advertising, which is so beneficial for the company (Failte Ireland, 2018).

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PART-2
1. Introduction and objective of the Research
A well-organised and developed tourism industry is vital for Ireland’s economy and for the
future development of the Dublin city as well (Moro, Mayor, Lyons, and Tol, 2013). Dublin
is one of the beautiful cities of Ireland and it shaped the image of the country in front of rest
of the world to leave a message that this place is a best choice to visit and enjoy the beauty of
nature. Although the branding objective for Dublin are as follow:
1. Provide world-class visitors experience to the visitors in the city.
2. Support tourism industry for sustainable growth and earning huge profit and also
delivers jobs to local people.
3. Facilitate people to promote and develop tourism business in the city and enhance
their life style.
4. To recognise, value, and enhance Ireland’s natural environment as the cornerstone of
Irish tourism.
1.1 Rational of the Research
Rational of the study is that it helps to improve the situation of tourism sector in Dublin. It
also helps the living standard of people by enhancing their income with tourism business. A
sustainable tourism development not only enhances the employment opportunities in the
country rather it also helps to stop the mass destruction of natural resources. It also helps the
local community to enrich with natural resources and get the employment in tourism sector
with less capital. It also helps in economic contribution and growing/sustaining employment
opportunities.
1.3 Approach to develop a new brand and its positioning
A better approach to investment in tourism in Dublin may raise the interest of customers
towards the city and it also helps the tourism development plans and strategies of government
related to it. The major emphasis should be on building brand architecture for the better
delivery of tourism in the city (Griffin and Stacey, 2011). It will be really good for the
tourism sector if the government will funded for hotels and restaurant for tourists in the city.
The intention of funding and investment should be truly associated to transform the
experience of visitors (especially the international visitors).

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1.4 Application of Five-stage brand pyramid in development of the new
brand and its positioning
Presence: At this stage, the government of Ireland and other tourism organisation should
focus on advertising and promotion of the place (Olipra, 2012). Dublin is one of the beautiful
places in Ireland and it needs awareness among people, thus they can visit once at this place.
Presence is necessary before any new product or brand advertising. Apart from this, changes
in the city and urge people to visit once to see the beauty of nature with new experience
might help the new brand to create an effective presence of destination in the mind of people
(Failte Ireland, 2018).
Relevance: The local tourism and destination management organisation should focus on
provide best customer experience to the visitors through better residential arrangement, better
transport facilities, and hotel facilities, and with delicious food and cuisines. It will help to
increase the satisfaction of visitors and they get the best value of their money they consumed
on their destination plan (Halkier, 2010).
Performance: At this stage, the best thing is to deliver quality services to visitors. Customer
generally compares the one brand with other brand at this stage. A good infrastructure and
better facilities in hotels may influence the customer perception and change it on positive
note. It is really tough in destination marketing to identify and full fill all the wishes and
demand of visitors, but if their most of the demand will be fulfil by the tourism or destination
management organisation, they will be satisfied and it is really important at this stage (Han,
Jung, and Gibson, 2013).
Advantage: In Dublin, people can experience a vibrant city life in various new and exciting
destinations. There are mostly young visitors such as couples or friends are usually visiting in
Dublin. They experience the beauty of the various beautiful locations and it provides them
advantage over other destinations and also creates a place in their heart. The emotional
attachment of people helps to create an advantage for the new brand, which is establishment
of new architecture and hotels for visitors (Hall, Daneke and Lenox, 2010).
Bonding: Bonding refers to the attachment of visitors with the destination. It is possible
when they get the best experience at the place. The vibe of the city, historical stories, and
beauty of nature almost attract everyone towards the Dublin and it is great for people to bond
a beautiful relationship with this city. After all these things, if they get better appearance and