Destination Marketing: Comparing Thailand and Malaysia (HND Report)

This report provides a comprehensive analysis of destination marketing, focusing on Thailand and Malaysia as case studies. It begins with an introduction to destination marketing and its principles, emphasizing its significance in the travel and hospitality industry. The main body delves into the marketing principles employed, highlighting their importance in providing quality travel experiences. It examines how destination marketing supports growth and development, with a specific focus on Thailand and Malaysia. The report analyzes key elements of marketing campaigns, including mission/vision statements, PESTLE analysis, and promotion mixes, comparing the approaches of both countries. It also explores the role of digital marketing tools, critiquing their effectiveness and providing recommendations for improvement. Challenges faced by Destination Marketing Organizations are discussed, followed by a conclusion summarizing the key findings and a list of references.

DESTINATION
MARKETING

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................5
MAIN BODY..................................................................................................................................5
Destination marketing principles.................................................................................................5
Importance of destination marketing principles..........................................................................6
Destination marketing to support growth and development........................................................6
Key elements of marketing campaigns........................................................................................7
The role of digital marketing in promoting destination.............................................................10
Challenges Faced by Destination Marketing Organisations......................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

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
Destination marketing principles
The marketing principles have been analysed 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. 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 customised experience while they
choose for travelling here.
Importance of destination marketing principles
There are various fcators of importance for destination marekting principls whcih
ensures proper working areans of coampnies within both countries as they aim for
providing best facilities and high customer oriented relative services (Chang, Chou. and
Wu, 2017) :
 It ensures that destination marekting targets the right marketers and segemnts of
customers, travellers coming within the countries where high quality destination
marketing enbales to funtion more effectively and resourcefully for more fucntional
efficiency onto bigger levels. The working of destiantion marketing comapnies within
Malaysia and Thailand bieng top most countries of hospitality and tousim, effectievly
brings fowrad varoious potentail development services and in enriching teh whole
experince 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 fucntioanl arenas, which
makes it highly rational with chnaging hemispheres of time. Destiantion marekting
principles keenly develop various fundamenatls and paramters for fucntiuonal
efficiency , higher cooperative development and yeilding thes best resources whcih can
enbale to gather quality paramters for long term efficiency.
 Forces the Destinatiion marketing comapnies to paln for the future with high effective
metrics to gather best fundamental focus on providing high quality experince to all
traevlelrs who ncome in for tarvellibg or business services. It also encourages the
comapnies to look at what competitors are within various sectors in business arena fro
providing best intergation of new innoavtion and craetive developemnet of services
with igh customisation options (Cucculelli and Goffi, 2016).
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 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 best destination travel companies
are world renowned for offering best quality experience within all parameters and are
functioning with best paradigms of enabling them best relative services. Destination
marketing has been recognised as one of the latest revolution coming up in travel and
hospitality business avenues where people look for customised travel packages based
on beautiful destinations and various parameters onto which they offer high class
services.
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
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

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
immensely strong to
bring large tourists to
country every year.
 Environment is good
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.

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.
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. The role of digital marketing for enabling
large tourists to come and explore beautiful history of countries can be understood as
one of the most active usage of internet services and functional channels of advertising
have made the whole procedure highly effective.
The role of digital marketing in promoting destination
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.
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.
Example: The Youtube one of
the biggest platform to gain
large customer share market
is sued to bring on higher
There can be more
advancement used.
Recommendations example:
There is higher demand of
long term innovation within
global tourism industry, which
keenly brings close the
marketing segments for
customers looking upon
destination travels for their
business purposes and larger
travelling purposes.
Hospitality and tourism has

marketing segments, globally
by Malaysia tourism
marketing campaigns.
been growing fundamentally
to bring on stronger
competitive benchmarks and
grow within the developed
business scenario.
Other digital tools Innovatively used for digital
marketing
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
which global audience have been highly benefiting to explore the serene beauty.
Technology has come to various new ways and has leveraging potentiality to outline
various parameters to outcast various fundamentals to restore functional ethics of high
viability. Social media advertising is recognised as one of teh most important asset
through which promotion of various luxurious places, diverse culture and serene history
of places can be advertised effectively on great extent. The tourism and hospitality
companies are undergoing huge transformation and functional effective channels to
advertise various new tools and constructed vision to bring on more reflective energy
forward. Innovation has been highly operational to come under strong diversity and
principles of companies within tourism and travel companies where the technology
serves as an asset to bring on high working pattern of strong diversity and ethical
culture. Destinations worldwide are coming up with new relative development services
and advertising techniques to rationally bring forward best fundamentals to create
strong diversity and channels of high effective working patterns. There has been various
new changes with transformation and usage of digital marketing segments among
hospitality sector companies to serve customers and travellers with best facilities and
high quality experience (Meng, Hudson. and Cárdenas, 2016).
Digital marketing tools in promoting destination management have been highly
effective to bring leverage of high growth factors and rationally close activeness with
customers where the companies can connect with them on their preferences and
variable working requirements. Malaysia being one of the most vivid travel destination

among the whole countries of world where the country hospitality companies profoundly
uses various new metrics and factors of digital marketing tools to bring on high quality
functional approach for bringing large segments of customers. Thailand which is
another most adventurous destination profoundly known for various new luxury
hospitality services and various new relative working ethics through which it is
profoundly known to be the most visited destination in Asia. Thailand is one of the most
favourable destinations where various companies are using new online digital marketing
techniques and rational cultivation of working standards to promote it business goals.
The digital marketing tools effectiveness can be understood by the fact that they are
highly productive to bring best services and functional approaches with advertisements
of best high functional paradigms (Mak, 2017).
Recommendations of further digital marketing tools are:
 The training of employees and company management needs to be restored with high
ethical promotional values through which digital marketing tools can be evaluated for
stronger development and rational functional approaches. Employees and company
management is highly important for higher digital marketing tools usage where they
should be given proper training, technical effective working parameters to pertain
strong effective working growth.
 The investments of digital marketing tools by destination marketing companies should
be based on various customer preferences and functional approaches to bring on
more rational working fundamentals. Investment funnel should be highly dynamic with
various new changes leverage for new rational changes that shall be enabled , the
strategic management is also new paradigm through which higher gaols can be
achieved and technical efficiency leveraged for promoting business goals (Marrie and
Prideaux, 2019).
 There can be more effective advertisements on social media chains and factors of
publicity shall be turned onto more convenience for providing world class amenities
within Thailand and Malaysia tourism where the innovative marketing is highly
important