Destination Marketing Assignment – Introduction
Before discussing the theories, issues and practices which are connected to the idea of destination marketing assignment help, it is important we first understand the true meaning of this term.
The term destination marketing assignment help can only be defined if we properly understand the meaning of the term destination. Although it is a general misconception, all the places to which it is possible for a human being to travel is not a destination. Kotler has given the definition of the destination as places which have boundary which can be actual or else supposed. These boundaries can be the political boundaries, physical boundaries or market-created boundaries (Kotler et al., 2006). Destinations are places that attract visitors for a temporary stay, and range from continents to countries to states and provinces to cities to villages to purpose built resort areas (Pike, 2004). At the foundation level destinations are essentially communities based on local government boundaries. The WTO offered the following working definition of a “local tourism destination”:
“A local tourism destination is a physical space in which a visitor spends at least one overnight. It includes tourism products such as support services and attractions, and tourism resources within one day’s return travel time. It has physical and administrative boundaries defining its tourism management, and images and perceptions defining its market competitiveness. Local destinations incorporate various stakeholders often including a host community and can nest and network to form larger destinations.”
On the basis of these definitions of the destination, we can develop the definition of the destination marketing. Destination marketing assignment help can be defined as the process which is an essential element for the development as well as sustenance of the popularity of a specific place. However, too often, the planners of the tourism activities centre their attention only on developments of the destination. They fail to pay attention towards retention in addition to preservation of the features which can easily attract the travellers towards this destination. Kotler has opined that this has to be avoided by the planners through the process of destination marketing for being successful of attracting a greater number of tourists and travellers from all over the globe to their preferred destination (Kotler et al., 2006). The following definition of destination marketing has been given by Wahab et al:
“(Destination marketing assignment help is) the management process through which the National Tourist Organisations and/or tourist enterprises identify their selected tourists, actual and potential, communicate with them to ascertain and influence their wishes, needs, motivations, likes and dislikes, on local, regional, national and international levels, and to formulate and adapt their tourist products accordingly in view of achieving optimal tourist satisfaction thereby fulfilling their objectives.”
As understood from the task which has already been carried out the basic steps which are related to the process of destination marketing are
Marketing Segment Research:
This process involves identification of target market for the destination, including their demographics, motivations, desires and needs. This is a very important stage of the destination marketing since it is imperative for the marketer to understand the people who can be profitable targeted for the specific destination. The travellers who can be long term recurring guests for the destination will prove to be more profitable on the longer run than a series of travellers who are one off. This happens due to the fact that the money involved for the efforts of getting connected to a constant flow of new travellers will be more than the cost of keeping in touch with existing customers.
Marketing Mix Evaluation:
This process involves assessment of the destination using the 8P model (Place, People, Promotion, Product, Pricing, Packaging, Programming, and Partnerships). The place in case of the destination marketing is of course the destination for which the marketing is being carried out. People will be the various types of service providers in the destination region who will come in touch with the travellers on a constant basis. Promotion will be various indoor as well as outdoor marketing communications and other efforts like discounts etc which will be directed towards the travellers. Product in this case will be the services which will be given to these travellers and pricing will be the price at which these services will be made available for them. Pricing is one of the most important ‘P’ of the marketing since it is the only factor which determines revenue for the destination. Hence price need to be paid high attention while designing marketing mix. Packaging of service and the way they are being programmed is also a very important decision to consider. Partnership defines the way various internal stakeholders for the destination work with each other for enhancing the experience of the travellers.
Visual Identity and Destination Branding Development:
This process involves development of possible logo, slogan, and images for the marketing of your destination as well as other destination branding tasks. It has been identified by the marketers and past researchers that when a marketing campaign comes with a logo, slogan or images, it makes a long lasting impression in the mind of the targeted travellers. Hence it is important that these are developed with the help of visual identity in addition to destination branding.
Media, Promotion and Distribution:
This process involves identification of the types of media best suited for marketing the destination to the desired target market and the development of appropriate communication, promotion and distribution strategies.
With all of these steps the process of destination marketing can be treated as the process of an integrated marketing communication which has similar steps. This market research report, in sync with the task performed by me in the Briefing Paper will have a focus towards task 4 which tries to identify the types of media which can applied for the destination marketing in a best way for reaching the desired target market and the development of appropriate communication, promotion and distribution strategies. This process of communication, promotion and distribution of destination marketing not only helps in developing the brand image and the equity of the destination but also helps in developing the following positives:
- Profitable customer relationship
- Enhancing stakeholder relationships
- Cross-functional process
- Stimulating purposeful dialogue with customers
- Message synergy
There are various ways of communication, promotion and distribution of destination through which a destination can be endorsed. However there are varied types of attitudes with respect to the strategies for the destination which can be employed with the intention of promoting a destination. Usually the promotional priorities of the tourism marketers or the destination marketers show a discrepancy due to the following causes:
- Various different stages of professional experience with respect to tourism as well as marketing,
- Vested business interests in specific types of products and target markets,
- Differing level of access to financial resources, and
- The position of the marketers in the local industry.
With the intention of providing a discussion for the variety of methods for communication, promotion as well as distribution of destination, this report will try to address the ways in which the brand position of a destination can be communicated in the marketplace through various media, promotion and distribution, based on the tenets of integrated marketing communications. Since a key concept underpinning IMC is developing profitable relationships with targeted customers, the discussion will also focus on the largely untapped potential for visitor relationship management.
Before we go further into the discussion, we can have a look at the set up which has been chosen for the Briefing Paper as this will be the basis on which the media, promotion and distribution will be discussed for this paper.
The message of this can be communicated with the help of various media. However, the most important as well as the cheapest form of communication would be to direct the marketing activities through social networking websites as well as internet. At this moment, social media marketing is transforming into a wider mix of elements a business can utilize as a means of reaching towards geographically distant customers, even if the nature of the business is only offline, which is true in the case of destination marketing. The choice of employing Internet marketing as part of the marketing strategy is also driven by the fact that internet has a reach to all the segments of the travellers. For this destination marketing strategy the segmentation which has been decided is the following:
The segmentation can be broken down to these 5 categories :
With respect to the Hawaiian tourism authority, geographic location, demographics and behavioural sub-categories are emphasised and used when formulating strategies to boost growth and development. Geographic is used to source where main visitors arrive from, demographics used to see what market to aim at in relation to age, gender and behavioural for reasons why Hawaii is a chosen destination.
Hence it can be said that internet and social networking will be playing major part in the media and communication for this marketing strategy.
For communication of these messages the following media would be used:
Television and Print Media:
With respect to reach, television as well as print media will be playing a very significant role. In the international channels which are viewed from multiple nations as well as for the programs as well as sports events which are aired all over the world, television slots for prime time can be taken for airing commercials regarding the destination which will certainly help in maximising the visibility as well creating a brand equity of the destination in the process.
Creative commercials will also help in reinforcing the promise of the destination in addition to maximizing the impact. Advertisements can also be given in the leading international dailies as well as prominent travel magazines of the targeted nations and its travellers.
Billboards can be utilized in the destination country itself in various famous tourist spots for increasing the visibility as well as brand recall. All billboards and outdoor media vehicles should include the logo and tagline of the destination which will help in reinforcing the image of the destination in the minds of the consumers.
Due to the visitor profile targeted, Internet will be an effective medium for consumer engagement and interaction. The three main reasons why people chose Hawaii for a vacation destination has been narrowed down to firstly leisure holiday due to the warm temperatures all year round and the water activities and resorts available, honeymoons are popular at Hawaii and lastly marital ceremonies are traditionally popular at Hawaii brining in many tourists for this purpose alone. Visitor’s average a party size of 2 people leading to the fact that Hawaii is more a couple’s destination aged 22-30. Hence almost all the target audience would be educated and information technology savvy. Tools like blogs, social networking sites, public discussion forums will be used that would help in responding to individual patients and getting instant feedback from them. Promotion of new services can be done instantly through this medium.
The elements of destination marketing should include the components of the marketing mix, serving to facilitate transactions by sharing ideas and destinations. It is important that not only promotional variable allows the transmission of messages to consumers, but also other components of the marketing mix
For supporting the marketing plan by sending the promise of marketing and also assist the target audience to understand and trust one who announces specific advantages, it is important to carry out the steps of the destination marketing which are: market segmentation research, marketing mix evaluation, visual identity and destination branding development and media, distribution and promotion.
The learnings received during this task and specially while working with the group members as well as during the class works is immense. Without the important contributions as well as help of the colleagues, it would not have been possible to finish the tasks and the presentations in time. The work was divided between all of the members of the group taking in account their preferences which was agreed by all. We always stayed in touch with each other which helped in building effective communication amongst us. We also had weekly meetings for making sure that we don’t lose track for the task.
As far as my own experience is concerned I have achieved a very steep learning curve during working on this. The most significant skill which I obtained during carrying out the tasks for this particular project is how may an individual work in a team for an efficient and effective final outcome. The importance of strategic planning has also been appreciated by us while doing this project.
The aspect of preparing in terms of decision making plans and devising strategies for successfully accomplish a task which in this case is an academic report and presentation was well documented for these projects. As a project manager, it of highly significant that an individual learns all these factors if he or she wants to successfully carry out some project.
Some of these factors are:
- Short term and long term planning
- Formulation and implementation of guiding rules
One more set of learnings which was gathered by me through the process of this particular project is the following:
- Distribution of work pressure should be done equally amongst the colleagues.
- Performance should be the driving factor the recognition amongst the members.
- Members should be provided with the kind of job profile in which they are at ease.
- Keller, K. L. (2003), Strategic brand management (2nd ed.), Upper Saddle River, Prentice-Hall.
- Kotler, Ph., Bowen, J., Makens, J. (2006), Marketing for hospitality and tourism, Pearson: Prentice Hall.
- Pike, S. (2004), Destination marketing organisations, Advances in Tourism Research, Elsevier.
- Ashworth, G. J. and Voogd, H. (1990), Selling the city, West Sussex: Wiley.
- Ashworth, G. J. and Goodal, B. (eds) (1995), Marketing tourism places, New York: Routledge. Ritchie & Zins, 1978.
- Terence A. Shimp, “Advertising Promotion and Other Aspects of Integrated Marketing Communications“, pp 78-103.
- Hawaiian tourism authority, 2009, Hawaiian visitor statistics retrieved from: http://www.govisithawaii.com/2009/07/30/hawaii-fact-28-of-50-how-many-people-visit-hawaii-each-year/
- Kotler, P. (1980 and 1991, Marketing Management: Analysis, Planning, Implementation and Control, Prentice-Hall, New York, NY, 1991
- Dibb, S., & Simkin, L. (1997). A program for implementing market segmentation. The Journal of Business & Industrial Marketing,12(1), 51-65. Retrieved from http://search.proquest.com/docview/222021802?accountid=10499