Destination Marketing Report: Strategies for Turkey's Tourism Growth

This report provides a comprehensive analysis of destination marketing strategies, focusing on the tourism sector in Turkey. It begins with an introduction to destination marketing and its significance, particularly for promoting Turkey as a tourist destination. The report then delves into the principles o...Read More

Destination Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Marketing planning principles for supporting marketing of a particular destination.......1
M1 Effectiveness of applying principles of marketing planning...........................................2
D1 Importance of applying principles of marketing planning for destinations to achieve
strategic objectives.................................................................................................................2
TASK 2............................................................................................................................................3
P2. Elements of a range of destination marketing campaign examples to Evaluate the success
of objectives............................................................................................................................3
M2 Compare and contrast the key elements of a range of destination marketing campaigns
and their inter-dependency.....................................................................................................3
D2 Marketing campaign of a specific destination and the use of digital marketing tools to
promote the destination and engage the target audience........................................................4
TASK 3............................................................................................................................................4
P3. Different digital marketing tools used for promoting and advertising a specific destination
................................................................................................................................................4
M3 Effectiveness of digital marketing tools..........................................................................5
D3 Recommendations for improving digital marketing.........................................................6
TASK 4............................................................................................................................................6
P4 Role and Services of DMO in marketing a destination.....................................................6
P5. Challenges Faced by DMO..............................................................................................7
M4 Challenges faced by DMOs in successfully meeting destination marketing objectives,
using a range of examples......................................................................................................8
D4 Recommendations and solutions for overcoming challenges faced by DMOs................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Destination marketing is a crucial element of marketing which is mainly related to
promotion of particular destination (Shrivastav and Pandit, 2020). This process is mainly
undertaken in order to maximize visitor’s number in a significant way (Önder, Gunter and Gindl,
2020). Destination marketing involves advertisement of a specific location in order to increase
rate of tourist’s arrival. This report focuses on Turkey as a tourism destination along with focus
on destination marketing organisation for turkey, Istanbul Convention and Visitors bureau. In
this report formative discussion has been made on marketing plan for particular destination along
with key factors of destination marketing campaign in addition with different digital marketing
tools for promotion activities. Along with this services and role of DMOs and proper
determination of challenge that has been faced by same is being defined.
TASK 1
P1 Marketing planning principles for supporting marketing of a particular destination
Marketing is defined as a function to promote services and products in a target market with
an aim to attract attention of large number of individual. It includes activities related to
advertisement, selling, delivering of services and products (Kirillova and et. al., 2020). There are
some effective marketing planning principles through which Istanbul Convention and Visitors
bureau can maximize that efficiency is defined:
Setting marketing budget:
It is one of the most important factors which is having direct and indirect impact upon
services and products. In this it is essential for organisation to allocate funds for marketing
budget in order to conduct their marketing activities in a well defined and effective manner. In
this, it is essential for them to evaluate hotel and other services of tourism in Turkey and gain
accurate information of customers of all income level in order to set budget to conduct activities
like promotion. In this it has been identified that setting of marketing budget allows Istanbul
Convention and Visitors bureau to conduct activities like sales, advertising, public relation,
promotions in effective manner.
Identifying target market
This factor play key essential role in destination planning principle as in this entity is
required to identify different group of customers and set a target market. In this entity can take
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use of both online and offline measures to evaluate customers form target segment. It further
allow tourism company to attract individuals from target market by taking use of Instagram,
Facebook and different social media, pages of company can demonstrate different places in
Turkey. This will allow entity to influence customer’s decision in effective manner (Chi, Huang
and Nguyen, 2020). It has been evaluated that in order to increase attraction of maximum
number of individual entity is required to provide special offers on season and festive basis. By
conducting different promotion activities can be undertaken by them to promote destinations in
Turkey as this will help them to influence individual’s decision. In addition to this company by
providing discounted price packages can get maximum advantages.
M1 Effectiveness of applying principles of marketing planning
There are different types of factors through which an organisation can successfully
accomplish effectiveness of marketing plan. In terms with tourism industry it is essential for
respect of consultancy organisation to evaluate strategies and marketing plan of competitor in
order to set their goals as to gain more competitive advancements (Chung, Yoo and Kim, 2020).
Along with this and it is required to segment market according to segmentation, targeting and
positioning factors in order to target specific audience. Along with this with the development of
multi channel strategy and proper budget plan organisation can conduct their marketing process
in a well effective manner. Further with the assistance of review plan entity can measure their
performance in time effective manner to control any form of variation in order to accomplish
futuristic goals.
D1 Importance of applying principles of marketing planning for destinations to achieve strategic
objectives
Effective marketing planning needs to be carried out for destinations so as to attain fruitful
outcomes in terms of timely achievement of strategic objectives. In this regard, principles of
marketing planning such as product, price, place and promotion need to be applied in order to
make sure that the destination is able to capture the attention of large base of audience (Femenia-
Serra and Gretzel, 2020). It is significant that a sound marketing strategy focussed upon the
before mentioned elements is developed so that positive results can be gained.
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TASK 2
P2. Elements of a range of destination marketing campaign examples to Evaluate the success of
objectives
Destination marketing campaign is defined as advertisement of particular destination with
the help of different modes like online platform, TV, newspaper radio etc. Main aim of this
activity is to influence individual attention in effective manner towards the destination and
increase their interest to travel. In this there are different points that are required to be undertaken
to conduct promotion campaigns in effective manner.
Family destination:
This destination allow individual to spend quality time of holidays with family. It has
evaluated that most of the individual prefer family destinations around the world as they travel
their families and children’s. In this respective organisation is required to evaluate different type
of locations like amusement parks, national parks, resorts and more as to influence individual’s
interest in effective manner (Panagiotopoulou, 2020). Along with this in order to influence
individual, sound and light shows at historical places in Turkey also prove to be beneficial that
can influence individual interest in effective way. In addition to this, individuals also can get
chances to feel rich musical tradition of Turkey along with having feeling of
Turkish musical instruments such as Bow Instruments: Kabak Kemane,
Kemence, Kanun, Santur, Percussion: Davul, Nagara, Tef, Kasik, Kudum,
Nevbe, Zil and more.
Adventure destination:
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These destinations are mainly preferred by young generation as they are mainly tended
towards new and sporty activities to spend their tour. In order to fulfil interest of individual who
are inclined towards adventures destinations Istanbul Convention and Visitors bureau can
provide individuals with the information of different adventurous destination in Turkey like Walk
the Lycian Way, Climbing Mt Ararat, Mountain biking in the Lake District, Cycling along the
south-west coast through which they can influence attractiveness of individual to visit the place.
In this entity by taking advantage of different promotional measures in innovative way can
significantly to fulfil their objectives. In addition to this, Turkey introduced windsurfing and
kiteboarding to provide adventurous facilities to tourists. Along with this, tourist’s sports like
trekking the lycian way is also one of the tourists spot in Turkey that offer walkers accord the
world with adventures facility.
Figure 1Windsurfing and kiteboarding
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Figure 2Trekking the lycian way
M2 Compare and contrast the key elements of a range of destination marketing campaigns and
their inter-dependency
It has been evaluated that all key factors of destination marketing campaign are duly
interrelated with each other. In order to assure success it is important to make sure that all these
factors are combining with each other as to increase efficiency of destination marketing
campaigns. There for all other elements are automatically included in strategy and tactics.
Company requires branding of the product and in order to do so they have to work with
influencers (Czernek-Marszałek, 2020). This is how these two are interconnected and dependent
on each other. Likewise, entity as to maximize bran vale of organization is required to generate
more number of loyal customers by offering them personalize experience. This is how brand
generation is also linked with personalized experience offered to customers by organization.
D2 Marketing campaign of a specific destination and the use of digital marketing tools to
promote the destination and engage the target audience
Iceland began a marketing campaign with the tagline “Fill your heart.” This campaign has
been started as a part of the Iceland Tourism that is engaged in provision of lucrative information
about the destination so as to attain the attention of large base of audience. It has been analysed
that this marketing campaign resulted in a decent hike in the quantum of tourists visiting the
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destination (Palhais, Dias and Pereira, 2020). This implies that the digital marketing along with
the tools employed for the same within this campaign have been quite effective.
TASK 3
P3. Different digital marketing tools used for promoting and advertising a specific destination
With the assistance of different digital marketing tool and techniques organisation can
conduct their promotion activities of services and products via online platform. In this internet
access allow organisation to take modern approach of advertising in a cost effective manner and
influence individual at maximum extent. Mentioned below there are some digital marketing tools
through which Tourism Company can conduct their advertising and promoting of Turkey in
effective manner:
Social media marketing:
There are different types of social media platforms comprised as a digital marketing tool
that allow the tourism country to advertise and promote their services and product of respective
destination in effective manner. In these platforms like Facebook, Instagram allow organisation
to grab attention of large base of consumers from all around the world. For instance that
respective company by undertaking use of buffer digital marketing tool can engage individual
from different categories, this will allow organisation to attract maximum number of individual
towards their objective.
Google Analytics:
This is mainly defined as a program which is developed by google, it allow organisation
to track traffic on their website as to determine end report. With the help of this, respective
organisation can promote their brand (Kirillova, Dioko and Zeng, 2020). Within this method
company by hiring expertise webmasters and SEO analyst can conduct digital marketing
campaigns in an effective manner and can increase traffic on their website to promote
destinations in Turkey in attractive manner.
The way in which these tools helps in promoting tourism in Turkey
It has been identified respective effective organisation engaged in the services of
attracting individual interest towards different location with the use of extensive research. In this
by evaluating requirements and demand of consumers company can undertake promotional
activities on their digital platforms to influence consumer accordingly (Palhais, Dias and Pereira,
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2020). It has been identified that Turkey is mainly famous for their architecture and modern life.
Thus, by taking assistance of mentioned below digital advertisements measures Company can
maximize their activities efficiency:
 With assistance of official website, company can increase traffic through which they can
influence individual interest in attractive manner by posting enchanting videos and post
related to selected destinations.
 By providing feature of mobile application software respective organisation can allow
individual to download information related to different destinations in easy and effective
manner.
 By taking assistance of different social media platforms like Instagram and Facebook
Premier Inncan provide promotional offers, attractive discounts and travelling packages
in affordable rate as to attract large base of individual towards attractive destinations of
Turkey.
M3 Effectiveness of digital marketing tools
By posting videos, pictures and short story on social media platforms which is one of the
most effective digital marketing tools respective organisations can conduct their promotion
activities in an effective manner (Chen, Zhan and Zhou, 2020). It allow organisation to reach out
to maximum individuals. In terms with, Premier Inn with the use modern ways of promotion
through digital marketing organisation can effectively save their time, money and operating cost
and can conduct their services in affordable manner.
D3 Recommendations for improving digital marketing
There are certain significant and valid recommendations that have been given for
improvement of digital marketing for a destination (Mohanty, Rout and Sadual, 2020). In this
relation, it has been analysed that the social media channels used for the purpose of marketing
should be constantly tracked. Further, SEO optimisation should also be carried out to inflate the
probability of timely achievement of strategic objectives linked to destination marketing. All of
this assists in creating awareness about the destination amidst the people prevailing across the
globe.
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TASK 4
P4 Role and Services of DMO in marketing a destination
DMO mainly defined as destination marketing organisation that effectively represent
different type of destination and effectively aim towards developing long-term tourism and travel
strategies. In this element like tourism authority, tourism board, visitor’s bureau and convention
are some of the labels that have objectives towards advertising destination in an effective manner
as to maximize interest of visitors in attractive manner. In this by taking advantage of mixed
strategy brand image of respective destination can be effectively increased:
Making a Tourism marketing plan:
DMO operates functions with having responsibility to develop appropriate as well as
strong plan in order to display attractive feature of a country or respective destination. It has been
identified that every destination have their own purpose such as, Turkey aim towards
encouraging individual to make their trips maximum in country (Panagiotopoulou, 2020). In
order to fulfil this objective in effective manner DMOs is formulating maps and is taking
advantage of mythologies.
Promotion and Advertising:
This activity is mainly related with advertising and promotion of respective location in
order to influence individual interest. For this number of approaches like application of software,
websites are being undertaken in order to provide accurate and visible information to individuals.
In addition to this different initiative to conduct advertisement activities through social
advertisement measures can influence attraction of individual towards destination in effective
manner. For instance Premier Inn is taking advantage of Facebook in order to promote Turkey
tourism in which they highlight and create experiences and positive point of individual those
who visited the country.
Conducting Market Research:
In this DMOs undertake market research as to gather accurate statistics of country in order
to make balance in demand by evaluating demographics by collecting data formulation of
effective plan and procedure can be undertaken through which experiences of tourist or
individual can be maximized (Tulel, Ombaka and Kariuki, 2020). It has been evaluated that
Turkey proves to be expensive for number of individual because of costly restaurants. This can
reduce interest of number of individual and restrict them to visit the country. Thus in order to
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overcome this tourism company is required to undertake different statistics in order to provide
information to customers to show them low cost restaurants with highly qualitative services to
enhance tourism in country.
P5. Challenges Faced by DMO
DM is those entities who are having significant capability to advertise diverse range of
destination with the aim to make particular area famous among individual. However in this
process there are number of challenges that can be faced by them and can impact upon their
activities in adverse manner.
Adapting to Technical changes:
Technology is changing at faster rate and there are different type of technological
transformation that are taking place and are essential to adopt by organisation in order to ensure
prominent growth and maximum competitive advantages. However organisations in destination
marketing faces difficulties to adjust according to this rapid technological change that impact
upon their operations (Tulel, Ombaka and Kariuki, 2020). In context with Premier Inn it has been
identified that entity is facing challenges to implement speedy technological changes, however
different type of strategies are being adopted by company in order to make balance between
technological changes to increase organisational revenues.
Competitors:
This is one of the most prominent challenges which are having direct and indirect impact
upon destination marketing organisation. This has been evaluated that, in this competitive rivals
undertake use of aggressive marketing strategies that make hard for Premier Inn to cope up in
order to struggle the challenges that maybe due to a variety of issues going on in Turkey..
However respective entity is required to implement process procedure and method in order to
conduct a administrative activities by undertaking additional efforts.
According to the evaluation it has evaluated that there are different type of challenges that
can create obstacles in the way of Premier Inn to undertake process of promotion of selected
destination (Shrivastav and Pandit, 2020). It also impact upon their expansion of profitability and
business. Different type of challenges like aggressive competition, technological change which is
facing by respective entity for this application of techniques and procedures can effectively able
to attract large base of consumers along making formative relationship with important partners in
industrial sector.
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M4 Challenges faced by DMOs in successfully meeting destination marketing objectives, using a
range of examples
Implementation of number of measures allows respective organisation can effectively
overcome challenges that are facing by them in the process of promoting destination:
 In order to promote various endangered destinations, donations and funds proved to be an
effective measure through which entity can gain efficient resources.
 By educating residents of destination Premier Inncan create social economic balance. In
addition to this by taking assistance of pricing strategy and undertaking collaboration
their operations with government in order to grab attention of large base of audience.
D4 Recommendations and solutions for overcoming challenges faced by DMOs
DMOs tend to face a number of challenges which have already been defined earlier. To
address these challenges in a timely manner, it is essential for those entities to carry out constant
market research with the help of which sound information can be gained about the latest and
emergent technologies (Seyfi and Hall, 2020). Further, the competition faced by these
organisations can be tackled by way of leveraging innovation at all times in the business
operations.
CONCLUSION
According to the above assignment it has been concluded that, destination marketing is a
essential element for an organisation through which they can promote different destination
among large base of audience in an effective manner. In this with the assistance of number of
marketing principles pre-determined objectives can be effectively fulfilled along with fulfilling
consumer’s expectation. In addition to this with the assistance of different digital promotional
tools like social media maximization in revenue and sales can be assured.
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REFERENCES
Books and Journals
Önder, I., Gunter, U. and Gindl, S., 2020. Utilizing Facebook statistics in tourism demand
modeling and destination marketing. Journal of Travel Research. 59(2). pp.195-208.
Seyfi, S. and Hall, C.M., 2020. Sanctions and tourism: conceptualisation and implications for
destination marketing and management. Journal of Destination Marketing &
Management, 15.
Lee, S.W. and Xue, K., 2020. A model of destination loyalty: Integrating destination image and
sustainable tourism. Asia Pacific Journal of Tourism Research. 25(4). pp.393-408.
Shrivastav, P. and Pandit, S., 2020. Tourism Destination Marketing: The Example Buddhist
Circuit. Studies in Indian Place Names. 40(3). pp.6142-6149.
Wardhani, W.N.R and et. al., 2020, March. Crowdworking: Is It Beneficial in Destination
Marketing?. In 1st International Conference on Accounting, Management and
Entrepreneurship (ICAMER 2019) (pp. 179-182). Atlantis Press.
Chung, J.Y., Choi, Y.K., Yoo, B.K. and Kim, S.H., 2020. Bleisure tourism experience chain:
implications for destination marketing. Asia Pacific Journal of Tourism Research. 25(3).
pp.300-310.
Palhais, R., Caetano, I., Dias, A. and Pereira, R., 2020. Innovation networks on aeronautical
Portuguese heritage. A collaborative destination marketing approach.
Tulel, C.P., Ombaka, B. and Kariuki, A., 2020. The Effects of Destination Marketing on Tourism
Performance in West Pokot County.
Ioannou, I.G., 2020. The Impact of User Generated Content amd Social Media in Destination
Marketing (No. GRI-2020-27360). Aristotle University of Thessaloniki.
Czernek-Marszałek, K., 2020. Social embeddedness and its benefits for cooperation in a tourism
destination. Journal of Destination Marketing & Management. 15. p.100401.
Mohanty, P.P., Rout, H.B. and Sadual, S.K., 2020. Food, Culture and Tourism: A Gastronomy
Trilogy Enhancing Destination Marketing, case study of Odisha, India. International
journal of Tourism and hospitality in Asia Pasific. 3(1). pp.15-30.
Panagiotopoulou, V., 2020. Tourism marketing the role of the internet. Tourism destination:
Greece.
Femenia-Serra, F. and Gretzel, U., 2020. Influencer Marketing for Tourism Destinations:
Lessons from a Mature Destination. In Information and Communication Technologies in
Tourism 2020 (pp. 65-78). Springer, Cham.
Chen, R. and et. al., 2020. The impact of destination brand authenticity and destination brand
self-congruence on tourist loyalty: The mediating role of destination brand
engagement. Journal of Destination Marketing & Management. 15. p.100402.
Kirillova, K and et. al., 2020. Developing the coopetitive destination brand for the Greater Bay
Area. Journal of Destination Marketing & Management. 17. p.100439.
Chi, H.K., Huang, K.C. and Nguyen, H.M., 2020. Elements of destination brand equity and
destination familiarity regarding travel intention. Journal of Retailing and Consumer
Services. 52.
[Online]
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The Tourism Company. 2020. [Online]. Available Through<
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