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Destination Marketing Strategy Guide

The document outlines the systematic process that destination marketing organizations use to plan, implement, and evaluate their marketing and promotion activities. It describes the key steps in destination marketing planning as research, situation analysis, determining marketing strategy and objectives, developing the marketing mix and plan, implementation, control, and evaluation. The goal of destination marketing planning is to strategically promote the destination in a coordinated way rather than taking a haphazard approach.

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Erza Mutaqin
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364 views8 pages

Destination Marketing Strategy Guide

The document outlines the systematic process that destination marketing organizations use to plan, implement, and evaluate their marketing and promotion activities. It describes the key steps in destination marketing planning as research, situation analysis, determining marketing strategy and objectives, developing the marketing mix and plan, implementation, control, and evaluation. The goal of destination marketing planning is to strategically promote the destination in a coordinated way rather than taking a haphazard approach.

Uploaded by

Erza Mutaqin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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DESTINATION

MARKETING
PLANNING
The entire process that the DMO uses
to plan, implement, and evaluate its
marketing and promotion. Destination
marketing planning must not be
haphazard, but requires a systematic,
stepby- step approach.
PRICE Model for Destination Marketing

Evaluation

Planning

Control

Research

Implementation
DESTINATION MARKETING PLANNING
PROCESS

Marketing strategy and Control


objectives
Where would we like to be? How do we make sure we
(PR) get there? (C)

Situation analysis Marketing mix and plan Evaluation


Where are we now? (PR) How do we get there? (I) How do we know if we get
there? (E)
SITUATION ANALYSIS

Situation analysis

conpetitive analysis, visitor


market analysis, etc.

Environmental scan

USP identification
Situation analysis
Environmental scan
USP identification
PESTLE
Unique selling proposition
MARKETING STRATEGY and OBJECTIVES

Marketing objectives Segmenting


What kind of targets that we want Geo, Demo, Psycho, Behave
to achieve

Branding Targeting
What is/how to create the Selecting based on some criteria
destination identity

Image Positioning
What kind of image that Statement of promise/what do
destination has the destination want to be
MARKETING MIX and PLAN

01
02 Product
Price 01 Product What products that we
What kind of scheme had and want to
that we want to apply to Price 02 develop/create
set the price
03 Promotion 03
Promotion
04 Place 04 What kind of
Place promotion that we
What kind of channel want to execute
that we plan to deliver
the product
CONTROL and EVALUATION

Control Evaluation

How do we make sure we How do we know if we


get there? get there?
EXERCISE
Create a simple simulation of destination marketing planning. You are free to choose
the destination, but still need to follow the systematic.

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