MRK436 - Analyzing Destination Marketing in Iceland Case Study

This case study analyzes Iceland's destination marketing efforts following the 2010 Eyjafjallajökull volcano eruption, focusing on the 'Inspired by Iceland' campaign. It identifies the Destination Marketing Organization (DMO) and explains the rationale behind the campaign's name, highlighting its reflection of collaborative efforts to attract tourists despite challenging conditions. The study identifies the younger and older generations as target audiences, detailing the online and traditional marketing approaches used to reach them. It discusses the DMO's application of the PRICE model (Research, Implementation) and the roles of various stakeholders, including local residents, government bodies, and advertisement agencies, in the collaborative campaign. The success of the campaign is attributed to the shared sense of pride and common objective among Icelanders in showcasing their country's culture and history. The analysis concludes that the campaign's success stemmed from collaborative efforts and emphasizes the importance of such collaborations in destination marketing.

Running head: CASE STUDY QUESTION ANSWER
Case Study Question Answer.
Name of the student-
Name of the University-
Author Note-

1CASE STUDY QUESTION ANSWER
Introduction
Aiming to understand the manner in which the Icelanders have fought against the hostile
natural conditions to attract tourists, the following answers will endeavor to relate to the original
incident and its related nuances.
Discussion
1.
The DMO in this case study is the Inspired by Iceland in Iceland.
2.
a) A closer look at the case study will reveal that the campaign is titled as “Inspired by
Iceland”.
b) The name of the campaign is reflective of the collated efforts that were amalgamated
by the Icelanders in relation to retain the tourists’ attraction that is vested in the area (Inspired By
Iceland, 2019). The name of the campaign had been chosen to act as a yardstick for the world to
understand the importance of pulling efforts to combat hostile conditions. The inspiring name of
the campaign has been chosen to reflect the inspiring efforts and contribution of the government
officials and the tourism department. The name of the campaign also encompasses the notion of
‘honorary islander’, which refers to the manner in which every Icelander participated in
welcoming tourist to their country. The campaign is so named because it is emblematic of the
inspirational ideas and activities that can be followed by the countries across the world. Studies
also reveal that ‘Inspired by Iceland’ has been able to garner the required and targeted audience.

2CASE STUDY QUESTION ANSWER
3.
The two target groups in this campaign were as follows:
a) The younger generation
b) The older generation
It is quite important for the destination Marketing Organizations to adopt strategies
for marketing about the tourism enterprises. In the above-mentioned case study, the
DMO had adopted the strategy of opting the online means to attract the younger
generation audience. In addition to this, to attract the older generation, the DMO had
incorporated the traditional means of marketing to reach to a wider audience. Studies
are emblematic of the fact that the proper usage of online means can help in
accentuating the future prospects of tourism (Gyimóthy, Munar, & Larson, 2014).
Adoption of proper marketing implements had assisted in improving the prevalent
condition in Iceland.
4.
Recent studies depict the fact that DMO’s employ the method of Price, Research,
Implementation, Control as well as Evaluation (Masiero, Nicolau, & Law, 2015). A closer look
at the case scenario will unearth the idea that DMO had adopted the strategy of proper research
related to the aspect of improving the situation and to delete the negativity around Iceland
tourism. The adoption of research had enabled the DMO to improve the situation. They had
researched about the prevalent trends and temperaments related to tourism. Rampant research
had enabled the country to understand the manner in which the online sites can be used to add to
the campaign (Anon, 2019). Further, the strategy of comprehensive planning had helped in

3CASE STUDY QUESTION ANSWER
chalking the actions that are to be implemented. The case study will also reveal that the strategy
of proper implementation had been adopted. In order to set an example and to market the tourism
department, Iceland had applied the practice of involving each Icelander in the process of
welcoming guests.
5.
Recent studies reflect the fact that the activities of DMO in decision-making is also
aligned to the stakeholders (Zavattaro & Adams, 2016).They play an integral role in
collaborating roles. This is directly related to the sector of tourism. In the give case study, it is
seen that the first stakeholder is the local residents of Icelanders. They have played a major role
in the development of the tourism sector in Iceland. They have played a part in contributing to
the arrival and stay of the tourists. In addition to this, in this campaign the second stakeholder,
that is, the government bodies and assistance have played an integral part in the collaborative
efforts. The success of the campaign can be attributed to the governmental intervention and
monetary help that had helped in the pooling of resources. The third stakeholder, that is, the
advertisement agencies, have played a part in spreading information about the various aspects of
tourism.
6.
The concept of ‘pride in one’s country’ had worked in favor of Iceland because the
citizens have shared a common objective as well a sense of pride that is exhibited in the rich
culture and history of Iceland. The case study reveals that research had presented that many
Icelanders were prepared to share the story of their past to the tourists (Anon, 2019). Hence, the
campaign had worked.

4CASE STUDY QUESTION ANSWER
Conclusion
After analyzing the above-discussed ideas, it can be mentioned that the campaign had
turned to be successful due to the collaborative efforts. It can also be concluded that it is
important to implement collaborative efforts.

5CASE STUDY QUESTION ANSWER
References
Anon (2019). [Ebook]. Retrieved from
http://file:///C:/Users/LAPTOP_MP00204/Downloads/3096869_966356107_IcelandCase
Study%20(1).pdf
Gyimóthy, S., Munar, A. M., & Larson, M. (2014). Consolidating Social Media Strategies.
In Proceedings of the 5th International Conference of Destination Branding and
Marketing.
Inspired By Iceland. (2019). Come and be Inspired by Iceland. Retrieved from
https://www.inspiredbyiceland.com/
Masiero, L., Nicolau, J. L., & Law, R. (2015). A demand-driven analysis of tourist
accommodation price: A quantile regression of room bookings. International Journal of
Hospitality Management, 50, 1-8.
Zavattaro, S. M., & Adams, F. G. (2016). Bridging the gap: An exploration of how DMO
managers use education to overcome challenges. Urban Studies, 53(4), 669-688.