Professional Documents
Culture Documents
A Presentation by Our Guest Lecture Prof
A Presentation by Our Guest Lecture Prof
Tourism Destinations
The DMO
Leading and coordinating
Community
Leadership &
Relations &
Coordination
Involvement
Partnerships
Product
Development DMO & Team-
building
Virg
inia
India
sland
U SA ueen
Q
Spain
a y s ia
Mal
The Bahamas
Australia
“The kangaroo is symbolic of the warmth, boundless energy and optimism which
are integral parts of the brand. The brand identity will be featured in all tourism
promotion, providing a unifying link across markets and campaigns” (Source:
Tourism Australia)
q The Brand Australia logo features the nation’s most recognised
icon, the kangaroo, which helps ensure instant recognition for
Australia around the world.
Best Job in the World, Queensland,
Australia
q Tourism Queensland (TQ)
created the highly-publicized,
“Best Job in the World”
promotional event.
q Applications opened in
January 2009 and 34,000
people applied.
q Applicants had to send in 60-
second videos and 16 finalists
were invited to the Whitsunday q Ben wrote blogs about
Islands in May 2009. his trips to places in
Queensland and
q Ben Southall of the UK was finished up his
selected and took up his job as
assignment in 2012.
Island Caretaker in July 2009.
Sources: http://blog.queensland.com/tag/bensouthall/ 2014.
Costa Rica
q Costa Rica as a destination has become synonymous with
sustainable tourism and ecotourism.
q The Costa Rica Tourism Board (Instituto Costarricense de
Turismo – ICT) is the DMO.
q ICT used the catchy slogan of “Costa Rica: No Artificial
Ingredients” for many years, emphasizing its natural and
home-grown resources (now it does not).
q ICT has prepared a 10-year, National Plan for Sustainable
Tourism Development 2002-2012, which was updated in
2006.
q ICT has also produced “general land use and tourism
development plans” for 10 geographical units of the
country.
Sources: http://www.visitcostarica.com and http://www.turismo-sostenible.co.cr/en/2014.
Costa Rica
S
q ICT has introduced the Certificate for Sustainable Tourism. u
s
t
q Tourism companies are assessed on: physical-biological a
i
n
parameters; infrastructure and services (lodging); service a
b
management (tour operators); external clients; and socio- i
l
economic environment). i
t
y
CST
Successful destination branding:
State of Virginia, USA
q Probably the best known tourism brand in the world; it was launched
on Valentine’s Day in 1977.
q Like the Virginia approach, it was a good platform for presenting 1977
the
State’s tourism USPs.
Successful destination branding:
Spain
q Everyone remembers the red and white Swiss Army cross.
q Do you know the Victorinox brand?
q MySwitzerland.com was introduced later in 1999.
Successful destination branding:
New Zealand
q 100% Pure New Zealand has undoubtedly been the “world
champion” of destination branding for at least ten years.
Successful destination branding:
Malaysia
"Malaysia, Truly Asia" captures and
defines the essence of the country’s
unique diversity. It sums up the
distinctiveness and allure of Malaysia
that make it an exceptional tourist
destination.
Source: Tourism Malaysia
q The power of
music and
video in
destination
marketing is
beautifully
demonstrated
in this Brand
USA video.
https://www.youtube.com/watch?v=WWUA1CXIku8
The Maldives
q In 1981, there were just 60,000 international
arrivals to Maldives and it was mainly perceived
as a diving destination.
q In 2013, international tourist arrivals reached
the 1 million mark for the first time ever.
The Maldives
q Tourism’s contribution to the Maldives’ GDP has
been increasing.
The Bahamas
q The Bahamas received 6.15 million foreign
arrivals in 2013.
q The Bahamas has established itself as a major
cruise port in the Caribbean, with 79% of its
visitors arriving by sea.
The Bahamas
q The Bahamas spends approximately $90 million
annually on tourism marketing.
Key Principles of Destination Marketing
1. Doing destination marketing in a systematic
way based on good research
2. Involving stakeholders with a sound and
professional destination marketing planning
process
3. Defining a great destination marketing strategy
and objectives
7. Having the most effective organizational
structure for marketing and adequate funds
8. Implementing marketing programs with
professionalism and creativity
9. Constantly monitoring and evaluating
destination marketing performance
#1
Doing marketing in a
systematic way based
on good research
Where are we
now?
How do we make
How do we get
sure we get
there?
there?
PRICE Model of
Destination Marketing
Planning
Evaluation Research
DMS
Control Implementation
DMS Step 1
Situation
• Trends
Analysis • Strengths and
• Opportunities • Destination analysis weaknesses
• Challenges • Competitive analysis • Unique selling
• Threats • Visitor market analysis propositions
• Marketing position (points)
analysis
Environmental • Marketing plan analysis USPs
Scan • Resident analysis
DMPP
Destination Marketing Planning Process
Destination
DMO Vision
Vision
LONG-TERM
10 years M
I
S
S
Marketing I
Goals O
3 to 5 years N
1 to 2 years
Where would How do we How do we make How do we know
SHORT-TERM
Where are
we like to be? get there? sure get there? if we got there?
we now?
Environmental
Scan and Marketing Strategy Marketing Control and
Situation and Objectives Plan Evaluation
Analysis
#3
Defining a great
destination marketing
strategy and
objectives
DMSO
DMS Step 2
PIB
• Market Approach • Quantitative
segmentation • Target market
analysis • Positioning
specific
• Target market • Image
• Timetabled
selection • Branding
Target Marketing
Markets Objectives
Purpose
of
Geographic
Demographic
Trip
Product-‐
Psychographic
Behavioral
related
Channel
of
Two-‐stage
Mul=-‐stage
Distribu=on
Tourism Australia’s market
segments
h@p://www.tourism.australia.com/en-‐au/marke=ng/segments.aspx
Experience Seekers
g rap hic
syc h o
p l e of p
Exam ntation
e
segm
http://www.tourism.australia.com/en-au/downloads/
marketing_experience_factsheet.pdf
Canadian Tourism Commission
market segmentation system
r a ph ic
o g
o f p sych
x a m ple
E
e n tation
segm
q CTC uses the Explorer
Quotient research system to
classify people into nine
groups.
q This is a type of
psychographic segmentation.
q This page describes the
Authentic Explorers.
Belize: Scuba diving
market segment
ase d
c t-b
o f p rodu n
x a m ple e n ta tio
E s e gm
e t
mark
http://www.travelbelize.org/scuba
Special-Interest Travel Market Segments
Health
and
Cruise
Culinary
Industrial
Wellness
Nature-‐based
Medical
and
Religion
Shopping
Ecotourism
Des,na,on
Posi,oning
• The
steps
taken
by
a
DMO,
in
collabora=on
with
its
stakeholders,
to
iden=fy
and
communicate
a
unique
des=na=on
image
to
people
within
its
target
markets.
Therefore,
posi=oning
is
how
the
des=na=on
decides
to
make
itself
unique
among
compe=ng
des=na=ons
from
the
tourist’s
perspec=ve.
Des,na,on
Image
• The
mental
“pictures”
people
have
in
their
minds
of
specific
tourism
des=na=ons.
These
images
are
formed
from
mul=ple
sources
of
informa=on.
Des=na=on
images
are
difficult
to
change
in
the
short-‐term.
Des,na,on
Branding
• The
steps
taken
by
a
DMO,
in
collabora=on
with
its
stakeholders,
to
develop
and
communicate
an
iden=ty
and
personality
for
its
des=na=on,
which
are
different
from
those
of
all
compe=ng
des=na=ons.
Some
experts
also
refer
to
a
place’s
des=na=on
brand
as
its
“compe==ve
iden=ty”
(Anholt,
2009).
What is a Destination Brand?
Situation
Analysis
USPs
Brand
Development
Des,na,on
Des,na,on
Compe,,ve
Market
Resident
1
Analysis
Analysis
Analysis
Image
Analysis
Analysis
4
Brand
Strategy
Development
Brand
Iden,ty
Development
Governance
& Reporting
HR
Development
Community
Relations
Communications
Research
How to reach for the top in
Marketing destination management and
Product
Development
marketing?
DMO Accreditation Domains: Destination
Marketing Accreditation Program
q Governance
q Finance
q Human
resources q Communications
q Technology q Membership
q Marketing q Management and facilities
q Visitor services q Brand management
q Group services q Destination development
q Sales q Research, marketing, intelligence
q Innovation
q Stakeholder relationships
Source: Destination Marketing Association International, 2010.
Source: Destination Marketing Association International (DMAI), 2014.
Destination Product Development
People Price
Partnership
8 Ps Place
Programming Promotion
Packaging
Digital
Integration of DMO
Marke,ng
Communication Adver,sing
Components
Sales
Merchandising
DMS Step 3
Marketing Plan
• Product, people, • Marketing budget
packaging and • Responsibilities
programming • Executive Summary • Timetable or schedule
• Promotion • Marketing Plan • Implementation of the
• Partnership Rationale marketing plan
• Price • Implementation Plan
Marketing
Marketing Mix
Implementation
Implementation
How do we get there?
Destination Marketing System
#6
Constantly monitoring
and evaluating
destination marketing
performance
CONTROL: How do we make sure we get
there?
Productivity
Measures
Efficiency and effectiveness of
DMO in using resources
DMS Step 4
Progress
• Activities and • Discontinuation of
programs activity or program
• Milestones
• Measures or • Adjustment of activity
metrics • Performance or program
standards
• Progress on
objectives
Measures Modifications
Control
How do we make sure we get there?
Destination Marketing System
EVALUATION: How do we know if we got
there?
Productivity
• Activities and • Actual outcomes
programs or results for
• Efficiency and activity or program
• Activity measures effectiveness of implementation
DMO
Activities Performance
Evaluation
How do we know if we get there?
Destination Marketing System
KRAs and KPIs
Contact information:
alastair@belletourism.com, alastair@purdue.edu
Tel: 1-765-409-0004 (USA), 86-13761855678 (China)