DESTINATION MANAGEMENT

AND
MARKETING
THE CONCEPT Of DESTINATION
MARKETING
AND
MANAGEMENT
CHAPTER 1
THE BASIC ELEMENTS OF
TOURIST DESTINATION
Destinations contain a number of basic
elements which attract the visitor to the
destination and which they satisfy their needs on
arrival. These basic elements can be broken into :
 Attractions
 Amenities
 Accessibility
 Activities
 Accommodation
TOURISM DESTINATION
A physical space in which tourist
spends at least overnight .it includes
tourism products such as support
services, attractions and tourist
resources within one day’s return travel
time.
- It has physical and administrative
boundaries defining it’s management.
OBJECTIVES :
To identify destination management
To identify the marketing concept in tourism
destination
 To differentiate destination management to
destination marketing.
WHAT IS DESTINATION MANAGEMENT?

 Isthe coordinated management of all elements

that make up a destination ( attraction,
amenities, access, accommodation, and
activities)
It takes strategic approach to linkup the
elements sometimes very separate entities for
a better management of the destination.
DESTINATION MANAGEMENT
ORGANIZATION
DEFINING DESTINATION
MANAGEMENT ORGANIZATION
DESTINATION MANAGEMENT ORGANIZATION ( DMO)
Destination management calls for a coalition of
many organizations and interest working towards
the common goal. The Destination Management
Organization’s role should be to lead and
coordinate activities under coherent strategy.
They do not control the activities of their partners
but bring together the resources and expertise
and degree of independence and objectivity to lead
the way forward.
DMO is the backbone of tourism destinations. They exists to promote
destination, attract visitors, and support businesses within the
boundaries. It helps promote and develop sustainable practices.
COMPONENTS OF DMO
Define the destination
Define the vision
Data research and analysis
 Strategic fit
Brand positioning
 Experience and product development ( Attractions )
 Access
 the elements of the destination are supported
by marketing to get people visit in the first place
of delivery of services on the ground to ensure
that expectations are meet at the destination.
Underlying these
These activities is the need to ensure a suitable
environment.
( physical, social, and economic) in which to
develop tourism.
The DMO or Destination Management
Organization should lead to coordinate these
aspects of destination.
 CREATING A SUITABLE
ENVIRONMENT
 Planningand infrastructure
 Human Resources Development
 Product development
 Technology and system development
 Related industries and procurement
 MARKETING
Destination promotion including branding
image

 Campaign drive business particularly to

SSME’s ( small, medium, micro enterprises )

CRM ( Customer Relationship Management )

 DELIVERY ON THE GROUND
Destination coordination and management for
visitor quality experience.
 Product start – ups.
 Event development and management
 Attractions development and management
Training and education
 Research advice
Strategic research development
THE ROLE OF DMO
Fulfilling marketing and promotional
task
 Coordinating long-term destination
planning and management
 Finding the right balance between
competing and challenging in the 3
aspects.
How Destination Management
Work?
 STAKEHOLDERS – There are many public
and private sector stakeholder s who are
engaged in fulfilling the functions of
destination management :
 Mechanism for co-ordination and co-
operation
 The Process
 DEFINITION OF TOURISM
MARKETING
• Marketing is a management philosophy which,
in light of demand, makes it possible through
research, forecasting and selection to place
products on the market most in line with
organization’s purpose for the greatest
benefits.
• Marketing as a social and managerial process
by which individuals and groups obtain what
they need and want through creating and
exchange products and value with others.
DESTINATION MARKETING

AND MANAGEMENT
CHAPTER 2
CHARACTERISTICS OF TOURISM
MARKETING
• Customer : First priority/ focus
• Research : Constantly asking
• Review : Review the organization’s strength and
weaknesses
• Plan : long /short strategic marketing plan
• Perception : Image of your product/service,
organization, employees.
• Cooperate/ Coordinate : to your organization to
reach a common goals.
• Change – Dynamic
 MARKETING VS. SELLING
MARKETING
• Customer satisfaction
• Focus on customer needs
• Marketing plan is crucial
• Long terms
• Utilized integrated market
• To achieve profit through
customer satisfaction
SELLING
• Product sales volume
• Focus on products
• Selling approach is important
• Short terms
• Use of selling and promotion
• To achieve profit
 MARKETING PRINCIPLES IN
TOURISM DESTINATION
• TANGIBILIZING THE SERVICE PRODUCT
 Promotional materials
 Employee appearance : Trade dress, uniform , costume
 Physical surrounding
 Green Marketing
• MANAGING EMPLOYEE THROUGH INTERNAL
MARKETING
• MANAGING PERCIEVED RISK
• MANAGING CONSISTENCY
- A point of encounter
- Moment of truth
 MARKETING MIX IN TOURISM
Marketing is the set of controllable tactical
marketing tools that blends to produce the
response it wants in the target markets.

It needs marketing tools.

MARKETING TOOLS

 
Product  Consumer
Pricing
 Convenience
Promotion
Place
 Cost
People  Communication
Physical Evidence
Process
 The destination management is a process
that involves coordinated actions aim to
control the economic, socio cultural and
environmental dimensions of specific territory.
While the destination marketing helps in
positioning a particular destination as an
attractive brand and the role of destination
management is to ensure it’s sustainability
over a prolonged period of time.
THAT’S ALL !
STUDENT CENTERED ACTIVITY
( Group and Individual Presentation )
GROUP 1- Destination Marketing Planning ( Week 5)
2 – Destination Search Strategies ( Week6 )
3 – Definition of Branding ( Week 10 )
4 & 5- Destination Integrated Marketing
Communications ( Week 11 )
6 &7- Digital Marketing ICT’s ( Week 12 & 13 )
8- The future of destination marketing
management ( Week 14 )
TOURISM PLANNING
is the dynamic process of determining goals,
systematically selecting alternative courses of
action, implementing the chosen alternatives and
evaluating the choice if it successful.
Takes into account inter-related and inter
dependent components like- political, physical,
economic, and social elements.
STEPS IN TOURISM
DEVELOPMENT AND PLANNING :
• Define goals and objectives
-Mission and Vision
• Identify the tourism system and plan for
development :
a. Resources availability
b. Organizations
c. Market
• Generate and develop different options
• Select options and implement it.
• Monitor and evaluate
DESTINATION PLANNING
and
DEVELOPMENT
DESTINATION DEVELOPMENT
STAGES

• PLANNING
5 MAIN COMPONENTS OF PLANNING
STAGE
1. Market analysis
2. Site assessment
3. Financial studies / Economic
Impacts
4. Environmental impacts
5. Social Impacts
• DEVELOPMENT STAGES

• 3 TYPES OF DEVELOPMENT :
1. Integrated ( Uses multiple types of
development)
2. Catalytic ( one development project lead to
another project.
3. Coattail – ( development near existing natural
and cultural attractions)
Organizations involved in
development
• GOVERNMENT – Why? Because tourism is an important
source of revenue for governments.

• World Tourism Organization (WTO)

why? To improve people access to education and
culture and raise standards of living in developing
countries.

• National Tourism Organizations

Why ? To promote countries as tourist destinations.
• Provincial and Tourism Organizations
Why? Revenue and to encourage economic development.
LIFE CYCLE OF DESTINATION

1. INCEPTION – Destination is discovered

2. GROWTH– Popularity increase
3. MATURITY – Facilities and services become
standardized : locals depends on tourism.
4. DECLINE – oversaturation, carrying capacity
has been reached.
IMPACTS OF DESTINATION
ELEMENTS

•1. ECONOMIC
•2. SOCIAL
•3. CULTURAL
•4. ENVIRONMENTAL
ECONOMIC IMPACTS
ECONOMIC IMPACTS

POSITIVE NEGATIVE

• EMPLOYMENT • LEAKAGES
• INVESTMENT • INFLATION
• GENERATES • OVER DEPENDENCE
INCOME TO TOURISM
• INVISIBLE EXPORT • HIGHER LAND
• TAXES AND VALUE
GOVERNMENT
SOCI0-CULTURAL
SOCI0-CULTURAL IMPACTS

POSITIVE NEGATIVE
• Changing employment • Population growth
patterns • Acculturation
• Increase incomes • Trinketization
• Preservation and • Commercialization
restoration of cultural
heritage • Invasion of privacy
• Cross –cultural
understanding
ENVIRONENTAL IMPACTS
ENVIRONMENTAL IMPACTS

POSITIVE NEGATIVE
• Preservation and • Congestion
conservation
• Protection of flora, • Environmental
fauna, and the conflicts
communities.
• Environmental • Exploitation of
Awareness natural
• Creation of guidelines resources
and codes on
responsible tourism.
 DETERRENTS TO DESTINATION
DEVELOPMENT
• Tourist overcrowding
• Pollution
• Environmental degradation
• Political instability
• Fluctuating currency rates
• Disease epidemic
• Safety and security
THAT’S ALL !