Destination Marketing Report: Analysis of Marketing Strategies

This report provides a comprehensive analysis of destination marketing, focusing on the principles, strategies, and digital tools employed within the travel and hospitality industries of Thailand and Malaysia. The report explores key concepts such as understanding customer preferences, the importance of marketing principles, and the role of destination marketing in fostering growth and development. It examines the key elements of marketing campaigns, including mission statements, PESTLE analysis, competitor positioning, and the use of digital marketing tools like video, photography, websites, and social media. The study also delves into the roles and challenges faced by Destination Marketing Organizations (DMOs). Through comparative analysis, the report highlights the effectiveness of various marketing approaches and provides recommendations for further digital marketing strategies, offering valuable insights into the evolution and best practices of destination marketing in a global context.

DESTINATION
MARKETING

TABLE OF CONTENT
TABLE OF CONTENT..................................................................................................................2
INTRODUCTION...........................................................................................................................6
MAIN BODY...................................................................................................................................6
LO1..................................................................................................................................................6
Destination marketing principles.................................................................................................6
1.1Understand your customer (Destination marketing principle)........................................6
1.2 Importance of destination marketing principles...............................................................7
LO 2.................................................................................................................................................8
2.1 Destination marketing to support growth and development...........................................8
2.2 Key elements of marketing campaigns..............................................................................8
LO3................................................................................................................................................10
3.1 Role of digital marketing tools..........................................................................................10
3.2 The role of digital marketing in promoting destination.......................................................11
3.3 Recommendations of further digital marketing tools are:.............................................14
LO4................................................................................................................................................14
4.1 DMO....................................................................................................................................14
4.2 Role of DMO.......................................................................................................................14
4.3 Challenges Faced by Destination Marketing Organisations................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18

Destination
Marketing

INTRODUCTION
Destination marketing can be understood as one of the most innovative way of
marketing in today’s digital business world within travel and hospitality industry which is
rapidly going under transformation and changing vividly. Globally destination marketing
is one of the foremost principle of developing travel and hospitality business where
various countries are highly investing in bringing forward bests services and innovatively
serving various segments of customers. Malaysia and Thailand are two of the best
countries within Asia which are most visited by tourists round the globe and are being
recognised as global attraction with its wide beautiful places and destination marketing
principles used. The report discusses destination marketing principles in both countries
and comparison of various elements of destination marketing campaigns which enable
them to deliver high quality experience to all customers worldwide. (Almeida-Santana
and Moreno-Gil, 2018).
MAIN BODY
LO1
Destination marketing principles
The marketing principles have been defined as highly important within
destination marketing management to provide the travellers coming within countries
with best facilities and travelling programs through. Marketing planning works as an
integral part of destination marketing principle where it enables to cater high goodwill
among customers who look in for having quality experience for travelling.
1.1Understand your customer (Destination marketing principle)
Understanding consumer preferences is one of the most important marketing
principle where destination marketing highly focuses to gain continuous
innovation and determinants where strong fundamental progression is focused
through which profitable working outputs are enables.

Principles of marketing is highly important for effective marketing of a
destination and how large evocative working operations can be leveraged onto
bigger levels pertaining focus through which keen synergy can be attained for
strong functionality.
The destination marketing enables to deliver innovative marketing strategies to leverage
best technical efficiency throughout the relative development of strong marketing plans
through which customers can get high quality standards experience. Thailand is one of
the most visited destination travel among global destinations due to its wide destination
marketing principles used within travel and hospitality companies and high innovative
infrastructure which enables to cater best experience. Malaysia is another country within
Asia globally known for best travel and hospitality companies who offer various
destination travel relative services to worldwide audience. Destination marketing
planning principles of these countries travel and hospitality companies enable high
flexibility and dynamic plans for providing customers customized experience while they
choose for travelling here.
1.2 Importance of destination marketing principles
There are various factors of importance for destination marketing principles
which ensures proper working arenas of companies within both countries as they aim
for providing the best facilities and high customer oriented relative services (Chang,
Chou. and Wu, 2017) :
 It ensures that destination marketing targets the right marketers and segments of
customers, travellers coming within the countries where high quality destination
marketing enables to function more effectively and resourcefully for more functional
efficiency onto bigger levels. The working of destination marketing companies within
Malaysia and Thailand being top most countries of hospitality and tourism, effective
brings fowrad various potential development services and in enriching the whole
experience of clients and travellers who come under travel or business purpose
avenues.
 Makes sure the technology and innovation invested used is highly cost effective for
gaining higher outputs and goodwill generation for long term functional arenas, which
makes it highly rational with changing hemispheres of time. Destination marketing

principles keenly develop various fundamentalist and parameters for functional
efficiency , higher cooperative development and yielding the best resources which can
enable to gather quality parameters for long term efficiency.
 Forces the Destination marketing companies to plan for the future with high effective
metrics to gather the best fundamental focus on providing high quality experience to all
traevlelrs who income in for tarvellibg or business services. It also encourages the
companies to look at what competitors are within various sectors in business arena fro
providing the best integration of new innervation and creative development of services
with high customization options (Cucculelli and Goffi, 2016).
LO 2
2.1 Destination marketing to support growth and development
The aim of destination marketing planning is to drive business and encourages
tourists to visit various destinations with the best relative development of services and
revenue occurred from business shall be further diversified into long term development.
Destination marketing supports growth and development into various areas within
company and also within all over economy which is highly evolving with new procedural
elements. The destination marketing enables to bring high quality travel and hospitality
experience among customers who come in for travelling within countries. Thailand and
Malaysia being two most profound countries where the best destination travel
companies are world renowned for offering the best quality experience within all
parameters and are functioning with the best paradigms of enabling them the best
relative services. Destination marketing has been recognized as one of the latest
revolution coming up in travel and hospitality business avenues where people look for
customized travel packages based on beautiful destinations and various parameters
onto which they offer high class services.
2.2 Key elements of marketing campaigns
ANALYSIS Thailand Malaysia

Mission/vision statement Thailand is operating its
destination marketing
campaign with full
operational efficiency, with
the mission statement to
bring leverage of large
number of people to visit
every year.
Malaysia being one of the
most visited beautiful
country operates its
destination marketing
campaigns, with the
mission to bring high
quality services and world
class amenities in all travel
companies for best
hospitality services.
Pestle analysis  Political scenario of
Thailand is stable
which immensely
brings effective travel
and hospitality
services by
companies, and large
people to visit every
year from all over
world.
 Economic parameter
of Thailand is good for
bringing large
technical
advancement and
functional modernity
among all levels (Koo,
Boes, Buhalis and
Inversini , 2016).
 Socially Thailand is
modern and
acceptable to bring all
people from worldwide
and collaboratively
immerse strong travel
and hospitality sector
companies.
 Technical
advancement among
country operations
within travel,
hospitality companies
brings high goodwill
worldwide.
 Legal chain of
operations is also
Political environment of
Malaysia is effective and
strongly stable to bring
large tourists from
worldwide every year.
Economic parameter of
country is also stable
where all people have
stable income, which
impacts high growth factor
of travel and hospitality
companies.
Socially Malaysia has
been close to world, and
openly welcoming various
people form worldwide.
Technically Malaysia has
been highly advanced
within travel and tourism
companies being highly
active to bring forward
various new ethical
functional parameters to
promote high business
goals.
Legally Malaysia is one of
the highly developed
country which enable to
cater large population from
worldwide.
Environment parameters
are convenient to bring
large people form
worldwide under travel
and hospitality companies.

immensely strong to
bring large tourists to
country every year.
 Environment is good
and likely for people.
Competitors Singapore Singapore and Mauritius
Positioning High High
USP Various luxurious
amenities
High technology
advancement
PLANNING
Destination marketing and
vision gaols/objectives
Goals to bring various new
designing , innovative
travel advancement
Goals to bring various
channels and functional
ethics to promote tourism
IMPLEMENTATION
Promotion mix: All promotion mix
fundamentals are strong in
context of marketing
among all tourism
companies within country,
as the technology used
within all functional
channels are highly
attribute.
Promotion mix is highly
advanced with various
companies using
advanced advance
technologies to bring on
best hospitality sector
facilities (Morrison, 2018).
MONITORING
Performance measures/
indicators
The performance metric is
social media marketing
metric through which
companies can check
various targets covered,
customers coming in
within county travel
industry.
The performance metric
of data analysis is used to
take overview of various
customers coming in
within country and how
travel companies are
operating their business.
LO3
3.1 Role of digital marketing tools
The role of digital marketing tools in campaign to promote its target audience in both
countries can be understood as one of the most important asset through which large
advertisements are done effectively (Hamilton,Tee and Prideaux, 2016). The digital
marketing tools within online services and social media enables to advertise beauty of
destination management where the companies aim to bring forward best services and
resources through which large customers can be promoted about the variety of
products, fascinated packages and travelling facilities. Hospitality companies are

undergoing vivid changes and factors for bringing large strength and functionally
building the technical assets of promotional tools through which audiences can be
attracted towards services. Thailand and Malaysia are recognised as best countries with
large beautiful serene history, culture and lands where the adventurous terrains speak
out beautiful glory encompassing world history.
3.2 The role of digital marketing in promoting destination
3.2 Malaysia marketing campaign
Digital marketing tools Critique Recommendations
Video photography High quality which has
successfully developed
strong marketing efforts for
higher recognition of
business segments.
Quality of video and
photography materials
are good which enables
us to show that the
Malaysia marketing within
digital media posses high
scope to gain large
consumer goodwill and
segmented audience.
It can also develop new
innovation among the
marketing funnel to develop
new rational synergy of
marketing among global
audience.
Websites Large number of websites
among various tourism
agencies
There can be more
advancement used.
Social media Good presentation factors
Example: There are various
pages within Instagram.
Facebook used by Malaysia
tourism marketing for
campaigning larger
marketing efforts, which
enables to reach larger
customers market share
globally. FACCEBOOK
PAGE is highly
interactive with people
as wide audience is
available and strong
networking also
profoundly impacts th
navigation factor for
attaining wide audience
Further there can also be
use of high integration with
consumers who look upon
virtually bringing strong
quality standards in services,
and booking their staying at
hotels with social media
usage.

from all parts of world
and where the social
webpage is actively
working by using latest
tools to attract travellers.
Example: The YouTube
one of the biggest platform
to gain large customer
share market is sued to
bring on higher marketing
segments, globally by
Malaysia tourism marketing
campaigns. Youtube page
is also interactively active
to bring on wide networks
among global audience
which can also be seen
through advanced
synergy which
profitability is increased
and consumer goodwill is
developed.
Other digital tools Innovatively used for digital
marketing
Instagram is one of the
most innovative digital
tool to function with wide
parameters and focus to
pertain onto wide synergy
of innovation through
which keen
advancements and strong
viable position metrics
can be attained within
functional metrics. Ther e
is regular update about
all places and tourism
avenues to attract
travellers from around the
world.
The role of digital marketing by companies in promoting travel destination
management is considered to be highly effective and one of the most functional due to