Destination Marketing & Event Strategy Plan - MRK 436 Winter 2019

This assignment delves into event strategy and destination marketing, focusing on the role of Destination Marketing Organizations (DMOs) and the benefits of hosting events like the Tour de France. It examines how events can promote tourism, position destination brands, and attract visitors. The assignment also discusses potential disadvantages of hosting events and analyzes the synergy between events and DMO objectives. Furthermore, it explores green initiatives for events, using the Toronto Summer Music Festival as an example, and compares the advantages of annual versus one-time events for destination promotion. The document provides insights into creating environmentally friendly events and leveraging events to enhance a destination's brand image and attract tourists. Desklib offers a platform to access this and many other solved assignments for students.

Running head: Market Strategy and Plan 1
Market Strategy and Plan
Students Name
Institutional Affiliation

Market Strategy and Plan 2
Question 1.
Tour de France is a men’s multiple stage bicycle race that occurs annually. The event is
held in France and consists of twenty-one long stages whereby bicycle racers have to cross in
twenty-three days (Fife, 2014). The event is held in July every year; however, routes may change
every year. Destination Marketing Organizations may want to host such an event since it would
bring about countless benefits. To begin with, the event can promote tourism development
through the creation of tourism products that attract people to the destination. Through events,
destination marketing organizations can enhance the competitiveness of destinations (Pike,
2015). For instance, tour de France can help tourists understand more about France and its values
hence sparking an interest to visit the destination. Besides, since the event impacts the country’s
economic growth, more and more tourists can be attracted to the destination.
Secondly, the DMO may want to host the event since the event can be an efficient way of
positioning the destination brand. A special event such as the Tour de France may have a
positive impact on the image of France hence conveying unique images to the target audience.
Therefore, the DMO can increase awareness of the destination to the target audience through the
images of the cities hence creating a unique appeal among the audience.
Lastly, using the events, the DMO can create an attraction of the locality of the event
hence increasing the ability to attract more visitors to the same locality. Events have the potential
to attract more tourist in off-peak seasons hence making it possible to create income from
tourism (Pike & Page, 2014). Therefore, tour de France can enrich the attractions in major cities
in France where the event is held hence giving the opportunity to capitalize on the same. Since
the brand of tour de France is carefully built, the event can make various destinations in France
unique hence propagating potential visitors.

Market Strategy and Plan 3
In my opinion, there may be some disadvantages to the DMO hosting the event. To begin
with, in case there is a conflict within the event, the targeted audience can receive a wrong
perception of the destination. For instance, if people are hurt in the process, more people can
identify the destination as a dangerous place hence staying away. Secondly, in case the event
projects wrong vices such as racism or discrimination, the target audience can shun away from
the destination hence causing losses for the destination marketing organizations
Tour de France encompasses riders racing through various cities for about a month.
Therefore, the event displays to the audience various touring cities and destinations (Andreff,
2016). This means the event can attract more visitors who may desire to experience more
attractions within the DMO. I believe the event is synonymous to the DMO since it is in perfect
sync in what a DMO may desire in an event. For instance, since the event markets various
destinations, the objective of the DMO is easily achievable. In addition, I believe the event fits
the overall positioning of the DMO brand. Tour de France occurs in different locations every
year in France, and since the DMO focusses in marketing various destination locations, the event
is a perfect match.
Question 2.
Toronto summer music festival is one of most eagerly awaited music festivals performed
by Canadian artists and other international artists (Toronto Summer Music Festival, 2019). Since
I was young, I have been a close follower of the event. However, the event has not fully adopted
green initiatives. Therefore, the organizers of the event can adopt various initiatives to make the
event more environmentally friendly. To begin with, organizers can adopt a different approach
when it comes to hydrating the audience (Timm, 2018). In music events, there is a lot of waste
produced from cans of soda and bottles of water. Therefore, organizers can organize people in

Market Strategy and Plan 4
the event to have reusable water bottles as well as position refilling stations in various locations
within the event hence reducing plastic waste in the music event.
Secondly, the organizers can adopt modes of transport that have a reduced carbon
footprint. Transportation is by far the most significant contributor to the carbon footprint.
Therefore, the organizers should be mindful where the event is located since it may allow more
people to walk to the event rather than drive to the event (Timm, 2018). Besides, if more people
are not from the locality of the event, public shuttles and transits can be adopted hence cutting
down on greenhouse gases from vehicle emissions. The more accessible the venue of the event
is, the lower the environmental impacts. People who are very away can also be offered virtual
tickets so as to stream the event. This can also increase the events reach without increasing the
amount of pollution in the event.
Lastly, the event organizers can establish recycling stations in the event for recycling
purposes. Having recycle bins as well as trash cans can allow people in events to easily deposit
waste materials and odd plastic bottles (Jones, 2017). In addition, the organizers can ensure the
trash cans are labeled well so as to ensure recycling is easy and effective. Attendees can also
recycle if they locate the right cans in organized recycling bins. This can reduce the amount of
waste produced hence making the event greener.
Question 3.
As a director of marketing for a DMO, I would rather consider adding an annual one to
three days event in my DMO attraction mix than a onetime event since on the annual event; I
would capitalize on different benefits. To begin with, the town I grew up is a developing tourist
destination, and through an annual event, the brand image of the destination can be continually
promoted hence attracting more visitors in the future. Secondly, the annual event would create

Market Strategy and Plan 5
opportunities for the local communities to expand their cultures worldwide hence attracting more
visitors to the destination (Bornhorst, Ritchie, & Sheehan, 2010). A one-time event would not
allow continuous reach to potential visitors, and therefore, I would not consider it.

Market Strategy and Plan 6
References
Andreff, W. (2016). The Tour de France: A success story in spite of competitive imbalance and
doping. In The economics of professional road cycling (pp. 233-255). Springer, Cham.
Bornhorst, T., Ritchie, J. B., & Sheehan, L. (2010). Determinants of tourism success for DMOs
& destinations: An empirical examination of stakeholders' perspectives. Tourism
management, 31(5), 572-589.
Fife, G. (2014). Tour de France: The history, the legend, the riders. Random House.
Jones, M. L. (2017). Sustainable event management: A practical guide. Routledge.
Pike, S. (2015). Destination marketing: essentials. Routledge.
Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A
narrative analysis of the literature. Tourism management, 41, 202-227.
Timm, S. (2018). 7 Ways to Make Your Next Event More Eco-Friendly | Smart Meetings.
Retrieved from https://www.smartmeetings.com/tips-tools/112720/next-event-eco-
friendly
Toronto Summer Music Festival | Tourism Toronto. (2019). Retrieved from
https://www.seetorontonow.com/annual-events/toronto-summer-music-festival/
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