Destination Marketing

Anmerkungen:

• Profitable Tourism BusinessEffective market positioningAttractive EnvironmentSatisfactory Visitor ExperiencesSupportive local residents

1. 6 Amalgams

   Anmerkungen:

   • Available packages Accessibility Attractions Amenities Activities Ancillary Services
   1. DMO Challenges

      Anmerkungen:

      • no control over the products they represent Conflicting interest groups amongst stakeholders

Anmerkungen:

• Stages of tourist consumer buying processHow image can impact destination choice?Different aspects of imageHow images are validated before purchase

1. Decision Making Process

   Anmerkungen:

   • 1. Problem recognition/ Motivation for Travel 2. Information Search/ Internal, external sources 3. Evaluation of Alternatives 4. Decision 5. Post purchase evaluation
2. Organic/Induced Image

   Anmerkungen:

   • Organic - general life experiences Induces - actively sought information regarding a destination 
   1. Images based on destinations

      Anmerkungen:

      • Functional attributes-climate, price, scenary, architecture, shopping, facilities Uniqueness - competitive advantage, sustain - VRIO Psychological features - friendliness, safety, service, quality, crowdedness Holistic- rural/general atmosphere
      1. Aspects of Image

         Anmerkungen:

         • Conative - action/likelihood of visiting Cognitive - What we know/believe about a place from organic/induced sources Affective - feelings we have for a destination
         1. Importance of understanding image

            Anmerkungen:

            • Image affects:  desination choice, promotions, positioning/repositoning, targeting, recommendations, satisfaction with experience
            1. Problems with Image

               Anmerkungen:

               • Inaccurate, dated, takes time to change, we make assumptions, halo effect (if 1 thing good all is good), visitors & non-visitors have different images, destinations multi-faceted (1 holistic/ composite of smaller images) 

Anmerkungen:

• Different types of destination products Need for packaging products DMO's segment market Understanding the needs of different segments impacts product development

1. Core, supporting & augmented products

   Anmerkungen:

   • Core - main features that motivates visit Supporting- addittional services & products that make the stay enjoyable (but dont motivate to travel) Augmented - packaging which envelopes the destination
2. Destination segmentation

   Anmerkungen:

   • Reasons for travel Geographic Demographic Lifestyle/Psycographic
   1. Destination Marketing Matrix

      Anmerkungen:

      • NEW EXPANDING STABLE TIRED

Anmerkungen:

• BRINGING THE PLACE TO LIFE Role in Destination MarketingDifferent aspects of a brandImportance of emotional bond

1. Emotional benefits

   Anmerkungen:

   • positive feelings people receive from a place e.g. romantic/fun/relaxing/adventurous
2. Purpose of branding

   Anmerkungen:

   • - Increase awareness & recognition - Differentiate from competitiors - Create a positive image - Give a strong/compelling identity
   1. Destination Brand Benefit Pyramid

      Anmerkungen:

      • This can  help identify a destination brands identity elements
3. Brand Strategy Components

   Anmerkungen:

   • IdentityImagePersonalityEssence/SoulArchitecture

1. Types of Events

   Anmerkungen:

   • Mega events: large impact on economy of entire country Hallmark events: identified with the destination spirit Major events: attract a substancial amount of visitors Local/community events: intended mainly for local residents
   1. Positve/Negative Event Impacts

      Anmerkungen:

      • Positive: increased experience, revitalisation of traditions, national ride, broaden cultural perspectives Negatives: community alienation, community manipulation, negative image, improper behaviour, alcohol and drugs
2. Events & Tourism

   Anmerkungen:

   • Attract visitors, reach new target markets, significant media coverage, increase average spend, increase length of stay, repeat visits increased, attract visitors in low season, enhances destination image
   1. Event benefits

      Anmerkungen:

      • Economic, Tourism, Material, Socio/Cultural, Psychological, International Tourism

Anmerkungen:

• Promotional industry is changingDifferent promotional toolsImportance of digital toolsNeed for innovative campaigns

1. How promotions work AIDA

   Anmerkungen:

   • Attention Interest Desire Action
   1. Promotional tools

      Anmerkungen:

      • Advertising, public relations, sales promotions, personal selling, direct marketing

Anmerkungen:

• Destination Marketing Planning Process Recognise how DMO successfulness is measured Understand concept of Demarketing

1. Planning, Bragging, DeMarketing

   Anmerkungen:

   • Demarketing can be a positive tool when destination becomes too successful Holistic approach to destination planning
   1. DMO Planning & Strategic Marketing

      Anmerkungen:

      • Situational Analysis Objectives/goals Strategy Formulation Marketing positioning/mix Implementation/Monitoring Visioning approach
      1. Measuring Success

         Anmerkungen:

         • Visitor metrics: visitor numbers, average length of stay, spending, market share
   2. Demarketing Strategies

      Anmerkungen:

      • -Increasing prices-Increasing advertising warning of capacity limitations-Reducing promotional expenditure-Reducing sales reps selling time-Curtailing advertising spend-Eliminating trade discounts More in Pike
2. Destination Sucess vs DMO Success

   Anmerkungen:

   • DMO Success: supplier relations, community support, effective management, strategic planning, focused and objective driven
   1. DMO Challenges

      Anmerkungen:

      • no control over the products they represent Conflicting interest groups amongst stakeholders

Anmerkungen:

• Identify features of an effective destination website Compare, contrast destination websites Evaluate VisitBrighton website

1. Importance of websites

   Anmerkungen:

   • Visitors can obtain info to form virtual first impression Allows visitors to evalute products, services & experiences
   1. Desination website aspects

      Anmerkungen:

      • Ease of use, responsiveness, fulfilment, security/privacy, personalisation, visual appearance, information quality, trust, interactivity Functional, simple, aesthetically pleasing