Destination Marketing Report: London Destination Analysis, HND

This report provides a comprehensive analysis of destination marketing strategies, focusing on London's prominent attractions: Buckingham Palace, the Tower of London, and Big Ben. It begins by outlining the key principles of marketing planning, including situational analysis, segmentation, targeting, positioning, competitor analysis, and the 7 Ps of marketing, evaluating their application to the London destination. The report then delves into the analysis of destination campaigns, examining the 5A's framework (Access, Accommodation, Attractions, Activities, and Amenities) for each selected destination. Furthermore, the report explores the use of digital marketing tools, such as websites, social media, and email marketing, for promoting these destinations, with specific recommendations for improvement. Finally, it discusses the roles and services of Destination Marketing Organizations (DMOs) in marketing a destination, as well as the challenges faced by DMOs in this process. The report aims to provide a detailed understanding of destination marketing in the context of London, offering valuable insights into effective strategies and challenges.

DESTINATION
MARKETING
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TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Principles of marketing planning...........................................................................................3
LO 2.................................................................................................................................................4
P 2 Analysation of a range of destination campaign....................................................................4
LO 3.................................................................................................................................................5
P 3 Digital marketing tools use for destination promotion.........................................................5
D 3 Recommendation for improving digital marketing..............................................................6
LO 4.................................................................................................................................................7
P 4 Role and services of DMO's in marketing a destination.......................................................7
P 5 Challenges faced by DMO's in marketing destinations.........................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
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INTRODUCTION
Promotion of destination to potential visitors for in a form of marketing is called
Destination Marketing. Destination Marketing is done for increasing the number of people
travelling to a particular location which is being promoted. The destination country for this
project is London, and the selective destinations are Buckingham Palace, The tower of London
and Big Ben. It evaluates the principles of marketing planning and also analyses the key
elements of destination marketing. This project discusses the tools of digital marketing used for
promotion of the chosen destination with recommendation. In this project the role and services of
DMO in a destination are discussed. The main aim of this project was to understand and analyse
the challenges faced by DMO in marketing of the chosen destination.
LO 1
P 1 Principles of marketing planning
The key principles of destination marketing are,
Situational Analysis :
For a business or destination to be able to operate effectively and efficiently the company
has to make sure that they are having a plan with them so that there are better decisions which
can be taken. Principles are going to make the working be higher and make the destination be
able to take the right decisions and actions. Targets for the destination have to be set in order to
be able to gain the right attention and working which is going to make the right tourist come in
effectively.
External and operating environment :
Location of London as a destination is very well-placed which is that the city has
developed in business and family tourist locations which is going to be a great factor. Promotions
of the destination is not required to be done on a large scale because of the tourist number which
comes to visit each year. There are around 30 million visitors which London is having each year
which is making the destination be able to develop on its own which is a very important factor.
This environment is good as operations of destination marketing and also does have suitable and
stable external environment (Vyas, 2019).
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Segmentation targetting and positioning :
The targetted segment for the destination marketing in London should be to target tourist
which want to visit the famous locations in London. London is famous for destinations like
Buckingham Palace, The tower of London, Big Ben and many more. There are around 30 million
visitors which London is having each year which visit these destinations. Thus it can be said that
London is a great destination for positioning of destination marketing, targetting and
segmentation.
Competitor analysis :
London is one of the most famous city in the world that is why there is lot of competition
in the tourism market. Competition in the market is increasing and it is important for the
company to be able to gain the right attention and working which is good for the overall working
of the destination. Booking and online platform is very important for the company to have which
is going to make the trends and other factors be present which is good for the overall working.
7p's and Evaluation :
Marketing are having 4 P's which the destination must consider in order to be able to gain
the right attention and working so that the company will be able to operate smoothly (Chen and
et.al., 2020). Quality, experience, competition, value, pricing, etc. of the location are being done
efficiently which is going to be a great factor. Maintaining the business environment is important
so that there are going to be higher functioning and rating which is going to be present so that the
features are going to be improved as well which is making the percentage be higher as well.
Relative of the working and small working is going to be present so that the partners and
possibility is going to be present as well which is good for the overall working. Word of mouth is
also a very good factor for the destination to have so that there are going to be higher operations
and working which would be present. Destinations have to have good advertisements and public
relations which is going to make sure that there is good impact which is present on the tourists
(Choe, Stienmetz and Fesenmaier, 2017). Transparency and feedback from the tourists have to
be taken in order to be able to have good working and functioning which is going to be present
and that is going to make sure that there is efficient working. (Fyall and Garrod, 2019).
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LO 2
P 2 Analysation of a range of destination campaign
London is known for its multiple destination site which are popular all over the world.
Few of the most famous destinations in London are Buckingham Palace, The tower of London,
Big Ben and many more. Key elements also known as 5A's are used for analysing these
destinations. The following 5A's of key elements are,
Access :
This element of the mentioned destination speaks about how accessible are the locations
to the tourists. The tower of London is pretty easy to access as it has various mode of transport
reaching towards it from all the direction of the London city buses, train station, metro all these
facilities are available for this destination and it also has proper car parking making convenient.
Just like the tower of London Buckingham palace also has different modes of travelling
connecting it to different part of the city. Buckingham Palace also has very large and compatible
lifts making it convenient even for visitor on wheelchairs (Kunz and Ratliff, 2019).
Accommodation :
London is famous for its hospitality industries as much as it is for its tourist destination.
There are many famous hotels in London with different prices and services quality. The tourist
visiting these following destination will find many hotels near them. Buckingham Place is
surrounded by many hotels with different prices ranges as well. Some top quality hotels near
Buckingham Palace would be, The Goring Hotel, The Rubens at the Palace and also Taj 51
Buckingham Gate Suites and Residence. All these hotels are close to Buckingham Palace. Big
Ben is also very famous for visitors in London and is also accommodated by various hotels near
it, some of these are London Marriott Hotel Country Hall and Corinthia London.
Attractions :
Buckingham Palace is the most beautiful and a royal building in London which attracts
tourists because it has a total 775 rooms, this palace has been the destination for several
ceremonies, garden parties and investitures for the Royal Family, which makes it a big part of
London's history and an attractive destination for the tourists. Big Ben is a very famous land
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mark all over the world, it is a building with a clock tower. It is famous because of its size and
the massive bell it has for showing hour.
Activities :
People visit this destination for different purposes, some visit because of knowing and
understanding the history of these landmarks. But, other visit these places for fun and taking
pictures. Apart from knowing history and taking pictures these destinations do not have much to
offer the tourists. That being said these destinations are surrounded by many restaurants for the
tourist to enjoy their food. Armouries restaurant and Brasserie Blanc are some famous
restaurants serving people near the Tower of London (Purnomo Rahayu and Riani, 2019).
Amenities :
Desirable or useful features of these destinations depends on the motive of the visitors.
Tourists which are looking forward to understanding the history of London regarding these land
marks for them these places have historical values. But some people which visit for just enjoying
the beautiful views of these destinations have their own usefulness for these places like taking
pictures hanging out with friends and families. Big Ben and the Tower of London are very
famous among the tourists for taking pictures and selfies.
LO 3
P 3 Digital marketing tools use for destination promotion
Destination promotion is done by various marketing tools. In the recent years marketing
is done more efficiently by the use of digital methods. Such marketing is known as Digital
marketing. Tools of digital marketing used for promotion of Buckingham Palace in London are,
Use of Websites :
Although Buckingham palace already famous enough that it does not require much
promotion but still there is a website for enhancing the experience of tourist who want to visit the
palace. This website consists of all the rules, regulation and timings for the palace. With the help
of this website the user can understand all the features of this palace and the history behind them.
Website helps the promotion of the destination by showing at first whenever Buckingham palace
is searched on search engines like google.
Social Media :
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Social media platforms are the most famous ways of marketing these days. Promotion of
Buckingham Palace is done over all the social media platforms available like, Facebook,
Instagram, Twitter and also on YouTube. Posting on these platforms are the best way of
marketing through social media, but this promotion gets restricted to only those people who
follow the pages of Buckingham Palace.
Email Marketing :
This form digital marketing is only possible by gaining the email id of potential tourists.
Which can be done by use of social media or registration on websites. Another way of doing this
is by collecting the email ids of the visitors and then the authority can use that data for promoting
new features or functions taking place in the palace. This directly connects the marketing
authority with the customers (Vyas, 2019).
The following tools of marketing are essential for promotion of Buckingham Palace.
These tools have their specific target of audience. Social media platforms are used by most of the
people although it is important for the page of the destination authority to have a certain amount
of followers in order to make an impact. That is why influencers are used as they bring large
audience to this tool of digital marketing. Understanding the potential visitors are necessary for
the marketing authority as there are two types of audiences who visit the palace. Some visit it for
understanding the history of the palace whereas some just like the way palace looks. Marketing
should be done considering both the types of tourist.
D 3 Recommendation for improving digital marketing
For improving performances of marketing on social media marketing authorities should
use influencers for promotion of destinations who post on their pages about the destination and
their experience. Collecting the email ids of the visitors who visit the palace can be very useful
for promoting new features and programs held in the palace.
LO 4
P 4 Role and services of DMO's in marketing a destination
The roles and functioning of DMO's is going to be according to the destination's
population which is coming in. Business class tourists are coming in London on a large scale
which is making the country be able to have a stable functioning. Promotions and gaining
sustainability is the main functioning which is going to make sure that the economic growth is
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present. Environmental sustainability is also going to be present which is making sure that the
advancing knowledge and policies are being followed. There are rules and regulations which are
set so that there are going to be higher operations and working which the individuals are going to
have so that there is effective working which is present.
 Environment and policies which are set worldwide have to be well maintained in the
destination so that it is going to be good for the destinations long run and also make the
tourists have a good experience as well.
 Promotions are being done in the DMO's from time to time which is going to make sure
that the working is going to be effective and make the right working and development
which is taking place (Pike, 2017). Education and training is being provided to all the
individuals so that there are higher operations and standards which the destination can
have for themselves.
 Responsibilities are many which the UNWTO and London tourist board is having in the
destination which have to be achieved from time to time and make the tourists have a
good experience in the country as well which is a great factor for a long run.
Services of DMO's provide various services to tourists according to the destination's
population. DMO operates at different levels like national, regional, provincial and state. DMO
main services promoting the gain in sustainability of main functionality which is going to make
sure that the economic growth is present in the tourist attraction of the destination. Some
services provided by DMO to tourists are,
 Membership management is the services which DMO provides to its members as
management body (Kwok, 2018). It manages the activities of members and establishes
their goals and responsibilities towards the marketing of the destination.
 DMO also takes the responsibility of providing the service of training and developing
individuals who are responsible for the duties of management in the destination.
 DMO provides services of researching of data related to the tourists and their
management. These data consists market segmentation of potential tourist which like to
visit the destination. This data is used for promotion of the destination in digital
marketing.
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 DMO is held responsible for holding meetings and seminars between the authorities of
different destination places. These meeting discuses the possible changes or alteration of
any kind.
 DMO provides the services of affecting the destinations public promotion. This is done
by various steps including digital marketing tools which were discussed previously.
P 5 Challenges faced by DMO's in marketing destinations
There are a lot of changes which are being faced by Destination marketing organizations
to be able to get the right attention and working which is going to make the functioning and
performance of the organization be present (Garrod and Fyall, 2017). It is very essential to make
sure that there are right actions and strategies which are being followed by the individuals so that
there are higher outcomes which are going to be present. Sustainability and financial support is
required to be able to make the destination be able to develop according to this factor which is
beneficial as well. Managing the destination has to be higher because the trends and lifestyle of
the tourists have changed and that is going to require more investment which is going to be
present. The major challenge is about the communication gap which is present and that is not
going to make UNWTO or London tourist board be able to achieve their objectives which they
have set in market. London Tourist Board was developed in 1963 so that the development of
Tourism act in 1969 take place effectively (Ahn and Thomas, 2020). London Tourists are being
able to have a good experience so that there are going to be higher outcomes which are present.
Influencers and consumers have to be shared the actual story of the destination otherwise there is
a negative influence as well which can be created and that is not going to be a good factor for a
long run. Trade influence and relationships between countries has to be managed and worked
upon as well by London Tourist Board and UNWTO so that there are going to be more
operations and tourists which are present.
Multiple stakeholders are going to be involved in the development and DMO's which are
present so that the functioning is going to be accordingly. Development of changing factors have
to be analysed and worked upon so that there is effective culture and other traditions which are
not being lost. It is important to make sure that the locals of the destination are not getting
disturbed. London is a multi culture destination which is why there are different functioning and
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development which is taking place which is going to make the promotions of the company be
higher. The Best activities and updating the tourists has to be present so that there are going to be
higher outcomes (Gardiner and Scott, 2018). Branding of the destination is also a challenge in
different countries so that the location is going to have more tourists coming in the location.
Marketing is a very important aspect to be able to have a stable working and functioning which
can be gained from traditional media which is going to make the standards and contribution of
the company be higher. Visitors and foreign attraction of working is going to be present which is
a great factor for the overall working. Feedback and communication are two very important
factors which have to be considered by UNWTO and London Tourist Board to make the changes
come in the destination according to the expectations and also not disturb the local life of the
population (Fu, 2019). Creating security and safety factors are very important for all the tourists
which has to be worked upon because it is the responsibility of the government and DMO's to
make sure that the tourists are having a good functioning which is present.
CONCLUSION
From the report is can be concluded that all destinations must have effective marketing
factor in order to be able to have better functioning and strategies to be able to gain the right
customer base and make the right functioning as well. The competition in this field is increasing
as well and it has to be well analysed and made sure that there is right working which is going to
be present. Challenges and issues of DMO's have to be solved so that there are going to be higher
outcomes and performance which the business can have which would be present. It is important
to make sure that the destination is working according to the tourists which are present globally
so that there are going to be more tourists which are going to come in. Destinations have to have
the right working and understanding so that there would be better functioning and country would
be able to benefit from it as well.
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REFERENCES
Books and Journals
Ahn, J. and Thomas, T.K., 2020. The role of customers’ perceived values of integrated resort
brands in destination. Journal of Destination Marketing & Management. 15. p.100403.
Chen, R and et.al., 2020. The impact of destination brand authenticity and destination brand self-
congruence on tourist loyalty: The mediating role of destination brand
engagement. Journal of Destination Marketing & Management. 15. p.100402.
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.
Fu, X., 2019. Existential authenticity and destination loyalty: Evidence from heritage
tourists. Journal of Destination Marketing & Management. 12. pp.84-94.
Fyall, A. and Garrod, B., 2019. Destination management: a perspective article. Tourism Review.
Gardiner, S. and Scott, N., 2018. Destination Innovation Matrix: A framework for new tourism
experience and market development. Journal of Destination Marketing &
Management. 10. pp.122-131.
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.
Kunz, M.B. and Ratliff, J.M., 2019. A Preliminary Investigation into Tourism Readiness:
Proposing a Tourism Potential Index.
Pike, S., 2017. Destination positioning and temporality: Tracking relative strengths and
weaknesses over time. Journal of Hospitality and Tourism Management. 31. pp.126-
133.
Purnomo, S., Rahayu, E.S. and Riani, A.L., 2019. Tourism Village Management Based On
Information Technology With Destination Management System. Proceeding of
ICOHETECH. 1. pp.229-233.
Vyas, C., 2019. Evaluating state tourism websites using Search Engine Optimization
tools. Tourism Management. 73. pp.64-70.
Online
Kwok, L.,2018,The most valuable DMO services [Online],Available through:
<https://www.hospitalitynet.org/opinion/4086640.html>.
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