Destination Marketing

Tourism , Destination Marketing

A Brief look into destination marketing and promotion

Destination ' in the context of tourism may be defined as a place having tourism as an important sustaining activity Sometimes a single destination may be spread across a vast area or across several municipalities or divisions . The destination includes tourism-associated businesses like hotels , restaurants , transporters guides etc . Destinations vary a lot from one another in several ways like needs , expectations and intended benefits

Perhaps the primary step in destination marketing would be to identify the attractions a community

or region has got to offer tourists . These may include anything from festivals , social gatherings , events , traditional practices or just any natural or man made attractions . Marketing efforts are then chalked up by correlating advertising and public relation campaign for each attraction . The potential of the destination is analysed through market research , which includes studying market trends , tourist motivations and expenditures involved to tourists . Previous experience and results in earlier programs would contribute a lot in developing better tourism programs To make an effective marketing plan , it is very important to identify the market or target segments of the tourists who are likely to be interested . This is because everyone has different requirements and interests in selecting a destination . Thus trying to promote a destination to everyone in general is a marketing mistake . Marketing of a destination should be focused only to certain identified segments Market research would identify these segments of people who would be interested in what the region has got to offer . Here again records on pro of previous tourists can help , in identifying areas to focus

Motivational factors for tourism must be examined for advertising . Advertising should be focused after understanding the kind of places and reasons for tourists ' travel Destinations like historical places , resorts , social functions etc . need different motivational factors . The success in the promotion of a tourist destination is determined by measuring accomplishments against set goals . Clearly defined goals provide a better understanding of what has to be achieved and also how to determine whether it has been achieved or not . The data for evaluation is collected , based on which the success of the marketing and promotional campaign is examined . A conversion study comparing the number of enquiries received with the number of people who actually visited , is an important aspect of evaluation . A sample is randomly generated from the list of enquiries received and a telephonic or mail survey is done to get an idea of the respondent 's pro . Details and costs of advertising and the enquiries received in response to each advertisement is also determined for evaluation of the marketing plan

Public relations can promote a destination in a big way . Public relations differ from advertising in the sense that advertising needs to be paid . In public relations message is spread through free public exposure . Public relations helps to promote destination and also the community itself , as the local community become aware of what it 's got to offer tourists . They...