Destination Marketing

Nota:

• Profitable Tourism BusinessEffective market positioningAttractive EnvironmentSatisfactory Visitor ExperiencesSupportive local residents

1. 6 Amalgams

   Nota:

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

      Nota:

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

Nota:

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

1. Decision Making Process

   Nota:

   • 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

   Nota:

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

      Nota:

      • 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

         Nota:

         • 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

            Nota:

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

               Nota:

               • 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) 

Nota:

• 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

   Nota:

   • 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

   Nota:

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

      Nota:

      • NEW EXPANDING STABLE TIRED

Nota:

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

1. Emotional benefits

   Nota:

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

   Nota:

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

      Nota:

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

   Nota:

   • IdentityImagePersonalityEssence/SoulArchitecture

1. Types of Events

   Nota:

   • 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

      Nota:

      • 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

   Nota:

   • 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

      Nota:

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

Nota:

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

1. How promotions work AIDA

   Nota:

   • Attention Interest Desire Action
   1. Promotional tools

      Nota:

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

Nota:

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

1. Planning, Bragging, DeMarketing

   Nota:

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

      Nota:

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

         Nota:

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

      Nota:

      • -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

   Nota:

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

      Nota:

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

Nota:

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

1. Importance of websites

   Nota:

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

      Nota:

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