Destination Marketing Report: Analysis of DMOs and Challenges

This report provides a comprehensive analysis of destination marketing, exploring key principles, planning strategies, and the application of marketing techniques to promote destinations. It evaluates the effectiveness of marketing campaigns, analyzing their objectives and elements, and assesses the role of digital marketing tools in reaching target audiences. The report also examines the role and services of Destination Marketing Organizations (DMOs), critically analyzing the challenges they face in meeting destination marketing objectives, supported by examples. The report uses The Destination Marketing Group as a case study. The report covers elements like product, price, promotion, place, productivity, processes, and people, along with marketing mix terms and the 5 A's of products. It also highlights the significance of setting goals, defining target audiences, measuring growth, preparing budgets, and providing extra benefits to consumers. It aims to provide a detailed overview of destination marketing strategies and challenges.

Destination Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Evaluate how principles of marketing planning support the marketing of a destination
using specific destination examples. ..........................................................................................3
M1 Critically evaluate the effectiveness of applying principles of marketing planning to
market a destination using specific destination examples...........................................................4
TASK 2............................................................................................................................................5
P2 Analyse the key elements of a range of destination marketing campaign examples to
analyse how successfully campaign objectives were met...........................................................5
M2 Compare and contrast the key elements of a range of destination marketing campaigns
and evaluate the degree of inter-dependency of the various elements in meeting the campaign
objectives.....................................................................................................................................6
TASK 3............................................................................................................................................6
P3 Review the different digital marketing tools used for promoting and advertising a specific
destination...................................................................................................................................6
M3 Critically evaluate the effectiveness of digital marketing tools in reaching different target
audiences for a specific destination.............................................................................................7
TASK 4............................................................................................................................................8
P4 Examine the role and services of DMOs in marketing a destination.....................................8
P5 Assess the challenges faced by DMOs in marketing destinations using a range of
examples......................................................................................................................................8
M4 Critically analyse the challenges faced by DMOs in successfully meeting destination
marketing objectives, using a range of examples........................................................................9
CONCLUSION ...............................................................................................................................9
REFERNCES:................................................................................................................................11
Books and Journals:..................................................................................................................11

INTRODUCTION
Destination marketing is referred to as paying focus on last few years where the
employees of workplace take efforts to engage and include consumers in order to spread
awareness and make people aware about the pretty and beautiful destinations to visit. It will be
assisting the tourists to keep in mind and visit the best destination. It is a process of management
which is supported by advertisement, promotion, sales management and much more. This pays a
lot of focus on consumer's perception so that a loyal consumer base is established. It persuades
the elements of competition which results in attracting, accessing, enjoying creativity,
conducting activities which act as a high worth to commercial worth. Such elements can be seen
as a significant and important factors prevailing the target market that results in creation of high
potential activities which (Biswal 2019) enhance the position and level of the market. The
company of destination marketing as chosen in order to complete the study is The Destination
Marketing Group which was established in 2000 by Philip Cooke. The major roles of destination
marketing organisation is doing strategic planning and implement the promotion and marketing
tools in order to get positive outcomes. It is very important in order to promote and create the
public image about the destination that help them to get more success and positive outcomes.
The major in of the destination marketing organisation is to develop a master management plan
for their destination They are focused on creating and developing a wide consumer market who
have a high corporate management. The report also considers the marketing principles that helps
the destination to flourish and lead to the destination's popularity. This is because of the
marketing campaigns designed followed. With this the role of marketing is also explained that
tells how the problems and issues can be resolved. This can be also be addressed through digital
marketing programmes.
MAIN BODY
TASK 1
P1 Evaluate how principles of marketing planning support the marketing of a destination using
specific destination examples.
Marketing is the term which refers to the activities and practices of the organisation
which are undertaken in order to promote and enhance their product and services in order to get
more success. It is a major important component of the organisation in order to manage their

productivity of the organisation and to meet with the requirements of the consumers. Another
terms is a set of the activities in order to exchanging offer that have a value for their consumers
partners and Society. There are several promotional activities which are adopted by the
destination marketing Organisation in order to satisfy the consumer needs and to get is over from
their competitors.The principles of marketing act as a help to support the place which will lead to
its popularity. The principles adopted are used in order to advertise and promote the destination.
In order to complete (Bronner and de Hoog 2020) the plan it is required that an effective
marketing plan is developed and followed. The marketing concepts which can be used in
effective destination management can be regarded as:
Product: The product is most significant principle of marketing as marketing is done of
either a product or service. The Destination Marketing Group motivates and boosts morale of
their consumers so that UK based destination can be promoted and there is high tourism. For this
they are focusing on inward investment, regeneration of varied rural and urban places and others.
For an example the museum (Byun and Jang 2018) road of transportation serves as improving
the publicity for the organisation.
5 'A's of products: Ask advise assess assist and arrange these are the 5 base model of
the product that help the organisation to meet the requirements of the consumer in order
to get opportunity.
o Ask it help the organisation to identify about the requirements of the the
consumer
o Advise this is the factor in which the organisation convey their message to use
their product in order to get more facilities
o Assess in this factor the organisation are trying to convey their message
towards the consumers that they are capable to adopt their facilities which
are provided by the company
o Assist if the consumer have any query which is related to their product then
they will assist them regarding their queries and problems
o Arrange in this state this schedule follows ups contact by telephone or by face-
to-face meeting
Price: Prices play an integral role in promoting any product or service. The effective
pricing plan will attract and cater the interest of lot of consumers. For this the organisations are

focused on launching more and more discounts and loyalty schemes which reduces the prices or
provide extra benefits. For example in UK, the destination groups are providing loyalty benefits
which the consumers can use in availing other services as well. They are developed through
social media marketing, campaigns, digital ads through a lot of graphics and promotional events.
Promotion: In order to promote an activity and bring a lot of consumer involvement and
for this it is required to promote the product by telling its specialities to the target market. The
use of varied promotional strategies makes the promotional event even more highlighted. There
are various major projects that are promoted by The Destination Marketing Group i.e. Visit-
Britain. They have involved a lot of clients who are acting as a loyal consumer base.
Place: The place where the organisation is located act as an important element in
marketing of a product or service. For (Deptula and Fyall 2019) this both the rural as well as
urban markets are required to be catered. This will help in promoting the destination
management planning. These organisations work on both international as well as on national
platforms. Along with this they work by procuring intellectual property rights so that their
activities are not misused.
Productivity: This is the marketing mix term which refers to the capability to deliver to
the customers what are required by them and what they promised to their customer. The
destination marketing group is focused on their performance in order to make the consumers feel
most safe about their facilities which are provided by them.
Processes: This is the term which define a series of the activities which are taken by the
organisation in order to delivering the services to their consumers. The Chosen organisation
analyse the procedure that means the distribution procedure and managing the consumer
relationship in order to increase the customer base and build more loyal consumers and tourism
towards the company for particular location.
People employees are those individuals who are involved in selling a goods and services
which are provided by the organisation. Employees are the important part of the organisation
which helps the company to create a great dance and most innovative services in product.

M1 Critically evaluate the effectiveness of applying principles of marketing planning to market a
destination using specific destination examples.
The principles that are applied are related to the core marketing techniques. They are
significant for conducting promotional activities. It acts as an in depth study of the designed
plans and strategies that are prepared for appraising the existing working conditions of the
organisation. The principles of marketing helps broadly in creating awareness and uplifting the
existing market conditions. For an example, in UK the best destination location is achieving a
wider scale of marketing in order to face the issues and challenges that can arise in the existence.
The risks and threats (Henderson 2017) are evaluated with the help of evaluation of external as
well as internal factors. The destination also works in catering the demands of individuals
which will help in enhancing mouth to mouth advertising and thus making the organisation a
famous and an attractive plan to visit at.
There are a lot of elements that work in making an event or a program a huge success. To
make destination marketing campaign a success it is required to undertake a series of important
elements in consideration that works for growth and development. Some of theses elements can
be controlled (Manis 2019) while some cannot be. For this every element is required to required
to be kept under proper observation and then executed. The factors which are required to be
considered so that objectives are timely completed can be seen as:
Laying the goals and targets: In order to compete any project, targets and goals are
required to be set by an effective marketing tool usage. For this goals are required to be effective
and efficient that will help the organisation to cater the needs and interest of individuals. They
will help in reducing the deficiencies that there is a better image developed.
Defining the target audience: To work on marketing tools and strategies it is required to
firstly evaluate who are the target consumers so that whole focus is made on them. This will
reduce in wastage of time and efforts. This will also help in saving funds which can be further
used for several other purposes. The target market can be examined on basis of area, culture,
region, mindset and others.
Measure Growth: The growth and progress is required to be measured by conducting
campaigns, surveys, optimising the factors which will facilitate growth so that the objectives and
goals are met timely. This will assist the consumers in better evaluating the place and focusing to

the place. It (Marasco and et. al. 2019) will help in exploring more and more places which will
enhance the demand and catering of a large consumer market.
Preparing financial budget: In order to complete the goals and objectives which are pre
determined there is a need of an effective and efficient budget plan that describes the finances
which is required to be allocated for a particular task or an activity. This will reduce wastages
and thus increase the productivity of an organisation. The activities and tasks which are executed
will be carried with growth. This is a management tool that helps in attainment of goals and
objectives.
Providing extra benefits: The consumers are also motivated when they are getting extra
benefits in the sum which they have provided. This is crucial for the development of organisation
to work and perform the (Moorhouse 2019) tasks and activities as per the value of different
activities. This is considered as a marketing technique which focuses on the interest and mindsets
of tourists by evaluating them on the basis of past experiences and surveys.
Target Market
There is several targeted market of the destination marketing Organisation in
order to enhance their productivity. Switzerland tourist destination organisation motivate their
Travellers across the globe to stay home and stay safe in order to provide safety and security
message to their consumers so that they can feel valuable in this Panda make. The major aim of
their campaign is to spread positivity in order to inspire the people to look forward to good times
and feel valuable in order to stay safe in secure. The organisation are trying to conduct several
campaign in the Switzerland but due to covid-19 pandemic it create huge impact on the financial
stability so they developed the campaign that will help them to get positive support from the
consumers and also they feel valuable
TASK 2
P2 Analyse the key elements of a range of destination marketing campaign examples to analyse
how successfully campaign objectives were met.
There are several ways to analyse about the range of destination marketing in order to
examine about the objectives of campaign were met or not and that are mentioned below:

The success of the marketing campaign is relies on several aspects. There are few elements
that will help the organisation to analyse the key elements of a range of the estimation marketing
campaign.
Define Goals and objectives: It is very required for the organisation to define their goals
in their target audience in order to ensure about the each campaign that is made by the company
in order to target the ideal consumers. This much required for the company to ask themselves
that what are their aims of their product and services and which kinds of problems they are trying
to resolve it. Then they require finding that which strategies appropriate and will going to help
the organisation.
Establish goals: When it is much required for the organisation to before jumping in
marketing campaign required to develop and establish their aims and target in order to
accomplish. Before jumping in the marketing campaign the required to ask themselves that what
are their goals and purpose in in order to develop marketing campaign.
For instance, company has a well-defined goal to increase customer visits by 20% in 3
months. For this company will use to promote its products and services and define the role of
different individuals so that it can easily attract the customers and increase the customer visit
within the organisation.
Define budget: To meet with objectives and goal they are required to know about their
investment and their marketing efforts. This very required for the company to think about the
cost and budget that means what are the things which will take money. It is very required for the
company to think in advance about the money that will going to include in the creation of
marketing campaign and what are the sources which are required like internal or external.
For instance, defining budget is an appropriate way of marketing a product and services as
it help in targeting the customer in appropriate way. As company e a lot an appropriate amount to
the individual works for achieving its marketing objectives.
Create targeted content: When the organisation target the audience and target the goals in
the mind then they start creating the campaign. After creating or developing a marketing
campaign they are required to create targeted content that is very innovative and creative that
will help the organisation to gain more advantages towards the organisation.

For example company want to attract couples. For this company has to use an appropriate
content which is related to romantic post locations and information about rooms that are
perfectly made for a couple vacation.
Offer something valuable: When the organisation is developing something it is much
required for the organisation to develop something unique which attracts the consumers. Not
everybody going to purchase the goods and services which are offering by you .there are few
people that seeing the organisation campaigns and their efforts. It is very required for the
company to utilise each in every campaign in order to showcase the products and services which
hill them to grab more customer base.
Examples: A marketing campaign is a process which acquired blind sequence of every
activity that will help the company to promote an individual goods and services. There are few
examples which are followed by the organisation in order to promote their goods and services.
The destination marketing group promoters at town city and region in order to raise the numbers
of visitor. They promote a location so that they can attract more consumers and Taurus towards
the particular place. They provide many services to the customer so that they can feel more
valuable. Digital marketing group also called as tourist board and tourism authority's that help
them to promote the location as an attractive travel destination.
M2 Compare and contrast the key elements of a range of destination marketing campaigns and
evaluate the degree of inter-dependency of the various elements in meeting the campaign
objectives.
The important factors require to be specified and taken into consideration so that relation
is developed among the factors. When the goals along with their implementation go hand in hand
their completion is easy and effective. The pre planning of activities and management of tasks
will help in enhancing (Qi and et. al. 2020) the present market conditions. The interconnectivity
will help the destination marketing group to perform and execute the activities as and when
desired in a manner which is acceptable to all. The marketing techniques will help in knowing
the market thoroughly so that vital features are known which will flourish development and
better examination of the market. These factors serve in creating an enhanced perception in the
minds of individuals. These important factors and their functionality will assist in causing market
factors to be of high value which will complete demand and enhance the level of satisfaction.

This clearly identified that there is an interdependency of various elements in meeting a
marketing campaign objectives. For instance, a company wants to promote its products and
services to attract large number of customer. In order to promote the products and services
company has to lower down its prices. So this clearly states that pricing in promotion are
interlinked to each other. In context of place it is essential part in marketing of a destination
where process is also interlinked with place. For example if organisation follow an appropriate
process then it can easily market it place. Along with this if place is appropriate we then the
process can be performed in a smooth way.
TASK 3
P3 Review the different digital marketing tools used for promoting and advertising a specific
destination.
There are various digital marketing tools that are used in promoting and advertising the
destination marketing organisation. The digital platform is considered to be very effective in
flourishing advertising so that high consumer interest is build. As the digital marketing means is
very costly and incurs a lot of expenses, it is required to properly evaluate and judge which
strategy amongst the whole will be used so that major aim is catered. The use of standard
promotional technique will help in building a good brand image. The effect of these tools is very
essential for the (Qumsieh-Mussalam and Tajeddini 2019) company and consumers which can be
seen as:
SEO: Search Engine Optimisation or SEO is regarded to be the best promotional tool to
make recognised impression of the destination in eyes of target consumers. Due to globalisation
and modernisation there is a lot of data stored of individuals about their respective activities on
the search engines. These acts as finding the measures that can be focused. Mainly the google
optimisation tool is used for achieving high growth and sales.
Mobile applications: With development in technology a wide population is attracted
towards mobile application which is used by them, very frequently. So several destination
marketing groups have prepared their own applications where data is easily presented and
actions can be taken. This can also be called as reducing the challenges and complexities of
market.

Digital Marketing Strategies: Destination places have developed digital marketing
strategies which are required for proper completion and execution of the tasks. The digital
strategies also include techniques and activities that relate and work for development and growth
of the organisation. In this manner many profiles can be easily studied and implemented.
M3 Critically evaluate the effectiveness of digital marketing tools in reaching different target
audiences for a specific destination.
The importance of digital marketing tool and activities has led the efficiency in the
industry so that data and information is easily handled and catered. The digital marketing
techniques are cost efficient and develop effective appropriate strategies which facilitate the
digital marketing technologies. The use of digital marketing tools help in easy evaluation and
measuring the demand of consumers. It is necessary to advertise and promote through digital
platforms as it is very effective and can reach to a wider population at one time. The
applicability of digital platform through google search engine optimisation has been resulted in
catering very essential and useful information. The use of appropriate digital platform is only a
result through which needs of target audience is captured and then worked upon. This will make
the destination organisation group to flourish more and more which in turn will act as an ideal
deal for the consumers. The group also focuses on providing the best experience of consumers
from the start of journey to the end. This will result in growth and efficiency of the tourist place
as well as the tourism organisation. The response thus gathered by the consumers will be helpful
in causing high revenue.
Examples of digital Marketing Campaigns
Switzerland – Yodel Ay Hee Hoo
This marketing campaign enticed city dwellers to escape to the countryside. In the railway
station, a guy shared information about his community and even printed train tickets in real time
via a live video broadcast.
Tourism Ireland - Fill your Heart
During their vacation in Ireland, Tourism Ireland invited a married couple to wear
custom-made equipment with head-mounted cameras. The technology kept track of how they
reacted to various situations. They hoped to utilise this information to demonstrate Ireland's
"heart-warming" influence on tourists. This advertisement combines technology and narrative.

TASK 4
P4 Examine the role and services of DMOs in marketing a destination.
Destination Marketing Organisations play an important role in processing long term
development by developing an effective strategy that supports tourism and travelling. For the
visitor, Destination Marketing Organisations serves as an entrance to a destination. They are
offering the very significant and current information about a destination and its attractions. They
are working for tourist locations which are governed and managed by the government bodies,
either central or state. The main focus and objective of the tourists is to gain more and more
knowledge about a place and have a better experience attached with it. To achieve this it is the
role of Destination Marketing Organisations to implement policies which work in this direction.
The important role (Séraphin and et. al. 2019) and service of the destination marketing can be
said to relate with the growth and motivating factors of marketing system in the destination
organisation. The main role of Destination Marketing Organisations can be seen as:
Management of Costs: The costs which are to be incurred in development and execution
of projects are required to be managed and used in an effective manner. This is because if the
costs are spend unnecessarily it will lead to high cost of production and reduction in revenue
generation. The cost which the consumer has to pay is also required to be nominal so that the
consumers are attracted and for this purpose the organisation has brought a lot of packages that
can attract consumers.
Memorable Experience: Destination Marketing Organisations serves as the element
which are used to gain better experience and an enhanced brand value. The tourists visit for
recreational activities and to enhance this it is the role of Destination Marketing
Organisations that it is achieved in a better manner. For this the staff is required to be trained and
developed in order to make executional process easier.
P5 Assess the challenges faced by DMOs in marketing destinations using a range of examples.
There are a number of challenges that are faced by DMO's in maintaining with the
standards set and achieving the pre determined goals and targets. DMO's work as fulfilling the
needs of destination between Canada to USA. The problems that are faced can be seen as:
Enhancing the performance capabilities: The organisation is required to enhance the
performance of employees. They face issues in this as the employees are from diverse