Destination Marketing &

ManagementEA
Subject code: 037141EA

Instructor: Dr. SUN Yiyang, Sunny

Email: sunnysun@[Link]
Class period: Thursday 3rd period
Office hour: Thursday 4th period
Office: B527

TA: CHAIROONGRUANG PHATCHARAPORN (Praew)

Email: ch21p1ew@[Link]
Flow

Period 3: 12:30 pm – 14:10 pm

• Destination Marketing Strategy
• DMO’s Vision, Mission, and
Values
• Analysis Methods/Models
• Group work
• Case study

2
 Moodle – Participation (1/2)
Moodle – Individual
Participation assignment_case study (2/2)
& Bonus
point for
today’s class ? Bonus point
opportunities
3
Moodle –
Participation
(1/2)
u Scan the QR code or
use the password
listed below to take
your attendance

u PW: 2ppjnt

4
Destination Marketing
Strategy

5
Destination Marketing Strategy
Framework

Vision, mission and

values

Environment analysis

Marketing plan
Development of goals
implementation and
and objectives
monitoring

6
DMO’s Vision, Mission and
Values

7
Find out DMO’s Vision,
Mission, and Values
u [Link]
u [Link]

8
DMO Vision

u DMO u Vision

u VisitBritian u To drive a thriving tourism

u [Link]
industry, creating economic
org/what-we-do prosperity across Britain.

u Visit Orlando, USA u Not clearly indicated in the

website.
u [Link]
com/about-us

9
DMO Mission
u DMO u Mission

u VisitBritian u We are positioning Britain as

a dynamic, sustainable and
u [Link] inclusive destination, and
org/what-we-do prioritising regional and
seasonal dispersal to drive
productivity.

u Visit Orlando, USA u Not clearly indicated in the

u [Link] website.
com/about-us

10
DMO Values

u DMO u (Core) Values

u VisitBritian u Strengthen English

tourism by leading and
u [Link] enabling a sustainable and
rg/aboutus/[Link] resilient visitor economy.

u Visit Orlando, USA u WE INNOVATE

u [Link] u WE TRUST
com/about-us
u WE WELCOME
u WE SERVE
u WE "ORLANDO"

11
Competitive
Advantage

VS.

Comparative
Advantage
12
Competitive
Advantage
u Whether destination stars
VS. are made or born.

Comparative
Advantage

13
Competitive Advantage VS.
Comparative Advantage

u Endowed resources inherited by a destination

u Climate
u Scenery

Comparative Advantage

14
Competitive Advantage VS.
Comparative Advantage
u Endowed resources are organised and deployed in the
market.

Competitive Advantage

15
Any analysis
method or
model for a
destination?

16
Analysis Methods

SWOT analysis Macro environment

SW - internal STEEPLE analysis
OT - external Socio-cultural, Technological,
Economic, Ecological, Political,
Legal, and Ethical

17
STEEPLE Analysis

u Socio-cultural analysis u Social media uptake

u Population growth and
ageing population
u Increasing growth in
travel
u Changing work and
workforce patterns
u Increasing consumer
sophistication
u ….

18
STEEPLE Analysis

u Technological u Web 2.0 technologies

and consumers’
expectations
u Virtual reality
u Artifical intelligence
u Robotics
u Real-time global media
u ….

19
STEEPLE Analysis

u Economic u Global financial crisis

u Business alliance,
mergers and acquisitions
u Increased competition
u Disposable income
u ….

20
STEEPLE Analysis

u Ecological u Climate change

u Carbon trading
u Environmenal protection
u Renewable energy
u ….

21
STEEPLE Analysis

u Political u Terrorism
u Regional trading blocs
u Community-based
tourism planning
u ….

22
STEEPLE Analysis

u Legal u Visa facilitation

u Illegal migration
u Safety standards
u Information privacy
u Intellectual property
u ….

23
STEEPLE Analysis

u Ethical u Ethical ideas of a

country
u Changes in morality
u ….

24
 Combine
SWOT
analysis &
STEEPLE
Analysis?
25
External and internal environment

External environment
(Sources of opportunities & threats)

Socio-cultural Internal Legal

environment

(Sources of strengths
Technological Political
and weaknesses)

Economic Ecological
Ethical

26
 VRIO
Resource
Model

27
 VRIO Resource Model

Strength Valuable? Rare? (Inimitable) Organised? Status

Limited?
Resource A Yes Yes Yes Yes ?
Resource B Yes Yes Yes No ?
Resource C Yes No No Yes ?
Resource D No No Yes No ?

SCA = sustainable competitive advantage

TCA = temporary competitive advantage
CP = competitive parity
CD = competitive disadvantage

28
 VRIO Resource Model

Strength Valuable? Rare? (Inimitable) Organised? Status

Limited?
Resource A Yes Yes Yes Yes SCA
Resource B Yes Yes Yes No TCA
Resource C Yes No No Yes CP
Resource D No No Yes No CD

SCA = sustainable competitive advantage

TCA = temporary competitive advantage
CP = competitive parity
CD = competitive disadvantage

29
Are there any
destination sources
of comparative
advantage
representing
potential for
competitive
advantage?

6 mins
30
 1. Natural resources
2. Cultural resources
Destination 3. Human resources
sources of 4. Developed resources
comparative 5. Financial resources
advantage 6. Legal resources
representing
7. Relationships
potential for
8. Political goodwill
competitive
advantage 9. Organisation knowledge
10. Implementation
11. Goodwill

31
 Scenario
Thinking
u Adopting the long view
u Outside-inside thinking
u Drawing from multiple
perspectives
u Considering continuous-
discontinuous change

32
Group work

1. Please finalize your destination

selection

2. Please select at least one analysis

method or a model to analyze your
selected destination.

33
Analysis Methods

u SWOT analysis
u Macro environment
u STEEPLE analysis
u Socio-cultural, Technology, Economic, Ecological,
Political Legal, and Ethical
u VRIO Resource Model
u Scenario Thinking

34
 u Regional Tourism
Organisations New Zealand
(RTONZ)

Individual u Charlie Ives

u Executive Director, RTONZ
assignment:
Case study u Please submit to Moodle

(2/2) u Submission deadline:

Oct 24, 2024 23:59pm JP STD
time

Discussion question:
What initiatives could RTONZ take to help members transition
smoothly into EDAs? 35
Halloween
Theme
u Point-based active index
u Dress up
u Any in-class activities

36
Halloween

u 10 most active
students will be
selected for reward
u 5 students - Grade
upgrade
A à A+
BàA
CàB
DàC
u 5 students - Bonus
points

37
 THANK YOU VERY MUCH &
SEE YOU NEXT WEEK @ F201!

38