Destination Marketing: Digital Tools, DMOs, and Strategies

This report delves into the multifaceted realm of destination marketing, examining how marketing planning principles support destination promotion. It analyzes successful campaign objectives, showcasing various strategies employed to attract tourists, with examples like family destinations, pilgr...Read More

Destination Marketing

Contents
.........................................................................................................................................................1
INTRODUCTION...........................................................................................................................3
1. Evaluation of how principles of marketing planning support the marketing of a destination 3
2. Analyse how campaign objectives have been met successfully.............................................4
3. Review the different digital marketing tools used for promoting and advertising to target
audience.......................................................................................................................................5
4. Examine the role and services of DMOs in marketing a destination and provide examples
using destinations. ......................................................................................................................7
P5. Challenges Faced by DMO...................................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In modern business environment, the hospitality and tourism industry have been going
through regular development and improvement (Lai, 2018). Destination marketing is basically
part of advertising activity that is connected with the publicity of a specific destination. This is
carried out with a view to raising the amount of tourists. In simplest form, it is defined as
the tourist advertisement for a particular location in order to increase economy. Acorn Tourism
Developments professionals had been selected throughout this report that also offers services for
tourist attractions like studies, facts and figures, scheduling, development and marketing. The
headquarters is situated in Flimwell, UK.
In this, report is focused on discussing various promotional tools that might be
implementing to promote specific definitions in advertising. Moreover, at the end
report describe about the role and service work of DMO's. Various issues that DMOs experience
in advertising destination including using different areas of it have been also identified.
1. Evaluation of how principles of marketing planning support the marketing of a destination
Marketing planning can be referred to as the procedure with the help of which a company
effectively capitalizes upon its strengths and counters its weaknesses to strengthen its position
within the global market place. This even increases the growth and expansion prospective of the
firm. It is mainly concerned with stipulation of effective marketing strategies with the help of
which strategic aims can be timely accomplished. Marketing planning is acknowledged to be a
comprehensive procedure involving step by step as well as systematic approach for development
of marketing plan and strategy. Marketing needs to be carried out in an effective and efficient
manner in order to achieve positive outcomes. The purpose of conducting destination marketing
planing is persuading the behavior of potential individuals in a manner such that they are lured to
visit the destination.
Marketing planning holds extensive importance in context of destination marketing as it
tends to make sure that the destination marketers target suitable market segments. Also, it helps
in carrying out effective and efficient marketing of the destination amidst the public at large.
Further, it renders assistance to DMOs like Acorn Tourism in doing futuristic planning and
deriving positive outcomes in terms of a boost in destination revenues. Marketing planning is

also acknowledged to be holding the ability to take into account the top notch players who act as
competitors posing threat to its sustainability.
Marketing planning assists in encouraging a large number of tourists to visit a particular
destination in response to the effective marketing carried out to create awareness about the
region (Gretzel and Fesenmaier, 2016). The revenues that are generated via the visitors is further
used for the purpose of development of a destination, creation of jobs and additional expenditure
over promotion as well as marketing.
There are various examples of the ways in which Acorn Tourism can apply the principles of
marketing for destination marketing. For instance: Acorn Tourism can provide information
about the hotels and facilities in Turkey that can make the visit of tourists comfortable and the
trip pleasant for them. Furthermore, it can make use of Twitter, Facebook, Snapchat, etc. to do
the advertising about the sites, facilities in Turkey. The price levels of services need to be duly
referenced, such that consumers can take the right decision regarding whether or not to procure a
service. In addition to this, Acorn Tourism can offer various trip packages at reduced prices.
2. Analyze how campaign objectives have been met successfully.
Marketing strategies for destinations make reference to promoting a specific destination
through various ways. It may include television, radio, internet sites, news article etc. The
purpose of such an exercise is to draw the interest of an enormous number of consumers who are
engaged in that specific destination or may show an interest in coming years. Some advertising
strategy examples are being listed below, using a number of destinations:
Family destination: It is a tourism premise that allows individuals to devote long weekend
time together as a family. The majority of the public in various parts of the entire world prefer
such trips (Gibbs and Gretzel, 2015). National parks, theme parks, music festivals, Wildlife Park
etc. are some instance of this locations. By hiring an organization to offer these facilities, it
involves ensuring that the individual's needs are fulfilled. Light and sound display, for example,
has been launched in several historic locations in Turkey at which history of the particular site is
revealed through sound system and segments of these sites are seen using lights in various
colors.
Destination of pilgrimage: Destinations falling within this segment are about individuals
who are becoming aged and search peace and silence. This included temples, churches,
mosques and various other associated locations. The key purpose of these destinations is to offer

a harmonious and enjoyable experience. All such two are primarily normative upon which the
entire concept of a location for pilgrimage is focused. India, for example, is a historical place and
is also considered to be among the 7 wonders of the ancient that is Tajmahal. Many sites are
associated to history and sacred sites that should be included throughout this list.
Consequently, "Incredible India" strategy was developed to encourage India among those
countries which variables consists cultures present. There are several other families of
individual who have determined that India is not only constrained to holy sites, but there are
several other destinations like forest, sea, natural beauty which states county is full with
numerous flora and fauna (Jiang, Ramkissoon and Mavondo, 2016).
Destination for adventure: There have been locations filled with new and fashionable
task that give an understanding beyond dreams. People falling into the millennial group have a
strong appetite to travel to these undiscovered locations while carry amazing adventures. Iceland,
for example, has launched a campaign saying "Fill your heart" It is really a part of Iceland Travel
that generates creative and interesting knowledge about the nation to raise the amount of power.
This is a dynamic and original idea showing how much Iceland can offer to tourists to this
nation. Iceland is seeing a strong jump on the amount of tourists heading to that region with this
initiative. It is one of the benefits of certain ads that have proven effective in drawing significant
numbers of people.
3. Review the different digital marketing tools used for promoting and advertising to target
audience
Marketing means the process or role of selling the goods and services on the target market,
in order to draw vast numbers of customers. Marketing includes advertisement, marketing and
providing customers with goods and/or services. Digital marketing strategies seem to be the
techniques that allow promote the various online goods and services. It is really accomplished
with internet access which is completely contradictory to previous techniques to advertise the
latest new. The benefits of doing this is that in addition it is cost-effective therefore possible to
affect vast numbers of individuals who will be its clients. The following are among the digital
marketing methods that could be used:
Content marketing: This resource means creating some interesting articles about the good
or service as something of an online advertisement form (Kladou and Mavragani, 2015). In
supporting customers that the company needs to reach, it is helpful. This mainly includes a range

of advertising resources for individual destinations like holiday planners, hotel publications,
nationwide leisure magazines etc. Using this device, Acorn will write information on the
gorgeous locations, cafes located at the sea shore, historical landmarks etc. Numerous people are
reading this information prior to actually attempting to make visa to travel a specific country.
Google Analytics: This is Google-created software which is helpful to monitor website
visitors in order to disclose them. In particular this is used to promote the corporate reputation.
Workers such as the SEO advisor and web developers are named to carry out internet campaign
based activities. It enables the companies communicate with all of the startup's webpages. This is
the most widely utilized form of digital marketing that can encourage Turkey as one of the most
attractive area in the advertising campaign (the most attractive location in the ad campaign) (Lee,
2015).
Social media marketing: This online marketing system offers social media platforms for
advertising location consulting firms to encourage goods and services. There really is a huge
number of people who are committed web users who may have their profile on social media
platforms. It really is the greatest way to communicate with customers from across all paths of
the globe. Acorn for example, use Buffer's online marketing device to engage numerous
diversified groups of people. Besides that, there are several social media accounts like Facebook,
Twitter, Instagram etc. that aim to enhance the goods or services to attain a large population of
persons.
E-mail advertising: It is named marketing when individuals are encouraged or reached by
attempting to send commercial messages via E-mail. Mainly, those to whom lookup messages
are being sent are current and potential clients as it is a method of sending emails advertising
items. This is a successful digital marketing platform that aims to enhance specific and positive
consumer and marketing company connections. This should be planned in such a manner as to
attract potential clients.
How these devices help to encourage tourism in Turkey?
The businesses engaged in delivering services relevant to visits to numerous places carry out
comprehensive consumer study to determine their needs and expectations in the field of tourism
(Makkonen, 2016). Digital marina method is used in the promotion of products and services for
many of these organizations. Profits from being competitive and willing to affect other people
who will be their clients in the future are also important. Additionally, the collected data would

be used to engage consumers on the digital network to promote their destination preference.
Turkey is recognized both for its architectural style and modern lifestyles. Acorn makes use of
the digital advertising tools as follows:
1. This seems to be an official business platform where users can use interactive mode to
visit various locations. It's really the safest way to collect data on the grounds on what
weather choices to travel overseas would be made or not.
2. Smartphone software program is also being introduced that can be installed over the
mobile device so that individuals could use and make proper decision.
3. The company uses different social media platforms like Twitter, Facebook etc. Those are
being used in excess here different marketing offers were also given by slicing the
primary function strategies to compete visitors to travel Turkey.
4. Examine the role and services of DMOs in marketing a destination and provide examples
using destinations.
DMO is termed as Destination Marketing Organization representing locations and looking to
create their travel & leisure strategic plan over the foreseeable future. A few of the symbols
shown are tourist industry platform, event office and tourist industry authority and visitors office.
They have quite a precious advertise the location in a manner that maximizes demand so
individuals could really visit, live or work. The combined programs are formulated to improve a
nation's brand reputation for encouraging large numbers of customers (Pike, 2015). They assist
in guiding, attempting to make and processes require work to achieve everyone’s tourism goals
throughout the specific country. The goal is to improve the perception of living visiting a
particular destination according to their needs and requirement. A few of the duties and
assistance that DMOs provide are explained below:
Having a Tourism Marketing Strategy: The DMOs, have main function of formulating a
clear and effective plan to show the nation in just such a manner as to attract public's attention to
visiting that destination. Each country has its own intent, and likewise Turkey will have the
intent of encouraging people to go on further vacations towards this region. To achieve this goal,
DMOs make maps and use methodologies to achieve those goals.
Generating a Social Networking Sites framework: It really, about making a place on
social networking sites to build connections with the residents living in a specific location. This
would be to draw clients to those different places. There is a good squad that has the task of

building internet communication through different web platforms and social media outlets. They
also are able to administer it in order to achieve a huge amount of customers. It also helps
identify a good number of tourists who can visit Turkey (Richards, 2015).
Promotion and Advertising: This is related to advertising and promoting a particular
location or destinations that individuals may like to visit in following time period. Different
responses like official site, software applications etc. are established to provide tourism-related
relevant data in the particular nation for this specific reason. Source of external in the type of
internet advertising are taken utilizing various forms of social news websites and channels
provide information that would enables tourist make decisions about journeys. Acorn, for
example, does have its profile on Instagram which helps it to encourage Turkey's landmarks by
showcasing the good attributes and the wonderful time that an individual can have after traveling
abroad to particular places of Turkey.
Market Research: DMOs use to perform this role of market research for gathering
information connected to a world's primary purpose so that they can provide most reliable
service to customers. It may be focused on requirements, populations, etc. The gathered data are
being used to design plants and practices in an appealing manner about who was played the
specific region. It aims people clarify what can be made to better customer satisfaction (Stalidis,
Karapistolis and Vafeiadis, 2015). Even with decent restaurants as well as other amenities
Turkey could be pricey for certain people. That could be a component in lowering public's
curiosity in visiting the country. Acorn becoming a tourism development institution,
consequently, could use this statistical data to reduce the total cost, such that large numbers of
visitors can be influential when traveling to Turkey and experiencing the most pleasant services.
P5. Challenges Faced by DMO
DMOs seem to be the organizations knowledgeable of advertising the various types of
locations when customer comes to inquire in need of traveling. The participation is to describe a
specific area popular in specific thing that can draw customer interest. This is a stressful task
which would entice many hardships. Some of these are discussed underneath:
Trying to adopt advanced Changes: The biggest problem is coping with the modernization
occurring in the technological environment. It is difficult for the organization in concept
marketing strategies changes effectively so that there is no pause in reaching targets. Acord, for
example, faces difficulties in accepting unreasonable customized change, but attempts are being

made to maintain a balance between the customized change and the revenue needed to dispense
such changes.
Competitors: There have been more than one organizations engaged in organization's
destination marketing segment as many rivals are set up to provide the best information to
visitors. With the existence of too many rival companies, it becomes challenging for Acorn to
devise a strategy to tackle the difficulties which may be subject to variation problems in Turkey.
By ensuring consistency, it has several measures in place for properly managing all the
operations. This can cause Acorn to put additional effort into sustaining the competitive
environment. Another measure this group looks at in target progress is a large number of
contestants. Reve Tourism Marketing, for example, faces the social instability of visiting and
leaving the UK. In order to face this huge degree of competition this organization uses a few
process and strategies to separate its workers from others. Reve Tourism's notice and time-
limited strategies are focused on preserving a balance with the essential target of both parties
even like they are based on manageable use of assets to build a stronger social image in
consumers' minds, which strengthens it and makes it unrivaled than other rivals (Yang and
Wang, 2015).
Terrorist activities: Destination marketing vulnerability poses great hazards of cognitive
coercion as consumer protection and confidence is the responsibility of a company to advertise.
Increasing in terrorist psychological attacks makes clients fear that will put it in simple terms
amount of customer for an affiliation. Reve Tourism does its hardest to choose a safe target for
its clients and also to train its workers to address emergency and risk circumstances (Pike, 2015).
Natural calamities: These also pose a risk to DMO as it also poses a risk to customers'
lives. Fortunately, even at a spot threat of storms, seismic tremor and endless stream
etc. customers want to consider making the most use of their months off in regular habitat is
much greater and no one has authority on these occurrences. Reve Tourism leads timely studies
to believe about probability of character trait tragedy and comfortable preventative health
movements are also managed to make to protect customers from such hazards.
CONCLUSION
In the end of report, it has been founded that Marketing of destinations is quite crucial to
encourage a location place like every other heritage landmarks from around world. There are
also strategic strategy concepts that are used to achieve destination goals with the benefit of

offering more service and feedback for their clients in order to fulfill consumer needs as well.
There are several multiple kinds of destination like adventure, family and so many more that
clearly distinguish the customer experience. There seems to be an overview of the aspects of
marketing strategies for destinations as well as how the company will accomplish its priorities. It
therefore expands the reach of the numerous tourist destinations in order to enhance marketing
functions by arranging and manipulating their actions with their right particular form. In order to
contribute, there are some other digital key strategies that actually enhance locations like social
media, emails, search engine activity, supporting the organization to boost their sales as well as
profits.

REFERENCES
Books and Journals
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influence on destination loyalty: Digital destinations and relationship marketing. Journal
of destination marketing & management, 6(2), pp.150-161.
Avraham, E., 2016. Destination marketing and image repair during tourism crises: The case of
Egypt. Journal of Hospitality and Tourism Management, 28, pp.41-48.
Bokunewicz, J. F. and Shulman, J., 2017. Influencer identification in Twitter networks of
destination marketing organizations. Journal of Hospitality and Tourism
Technology, 8(2), pp.205-219.
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.
Gretzel, U. and Fesenmaier, D.R., 2016. Customer relations 2.0–implications for destination
marketing.
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.
Kladou, S. and Mavragani, E., 2015. Assessing destination image: An online marketing approach
and the case of TripAdvisor. Journal of Destination Marketing & Management, 4(3),
pp.187-193.
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.
Makkonen, T., 2016. Cross-border shopping and tourism destination marketing: the case of
Southern Jutland, Denmark. Scandinavian journal of hospitality and tourism, 16(sup1),
pp.36-50.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Richards, G., 2015. Food experience as integrated destination marketing strategy. World Food
Tourism Summit in Estoril, Portugal, 10, p.2015.
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.
Yang, X. and Wang, D., 2015. The exploration of social media marketing strategies of
destination marketing organizations in China. Journal of China Tourism
Research, 11(2), pp.166-185.