ITFT- Destination Marketing & Management

DESTINATION MARKETING

WHAT IS DESTINATION

MARKETING

• Destination marketing is an integratedand long term approach dealing withthe marketing and brand building ofan individual tourist destination.

• Destination marketing is the processof communicating with potentialvisitors to influence their destinationpreference, intention to travel andultimately their final destination andproduct choices.

DESTINATIONMARKETING

GENERATES REVENUE

At present nine airports are issuing TVOA namely Delhi, Mumbai, Chennai,

and Kolkata Hyderabad, Bengaluru, Goa, Trivandrum & Cochin

OBJECTIVES

• Improving the image of an area in the hope thatthis will encourage industrialists to relocate theirfactories and offices to the area

• Providing jobs for local residents

• Increasing the range of facilities that areavailable for the local community

• Giving local residents more pride in their localarea, which can happen when people see thattourists want to visit their region

• Providing a rationale and funding forimprovements to the local environment

• Trying to make the destination politically moreacceptable

DIMENSIONS OF A

DESTINATION

It include uniqueness (positioning)

of what visitors come to see (the product), the relative cost of one place compared to another (the price), the „distribution‟ or accessibility of the place to potential target markets, and the variety of methods used to inform and

attract visitors (the promotional mix)

PROCESS OF DESTINATION MARKETING

• Analyze your current situation

• Identify products

• Select target market

• Set objectives

• Implement promotional strategies

• Evaluate results

FILM TOURISM A Scene from movie “LIFE OF PI” shot in Pondicherry by award winning director Ang

lee

A Scene shot in one of the streets of the French colonies in

Pondicherry starring leading stars of South

Indian cinema.

Destinations compete for economic reasons with the aim of attracting more tourist expenditure

COMPETITIVE ADVANTAGES

Destination’s ability to use and mobilize resources effectively over the long

term

A destination with abundant and diversified resources may not be competitive as another

destination, which has relatively limited resources but has the ability to effectively utilize these

resources

DESTINATION BRAND: The brand is theabstract of the destination‟s identity, the way thedestination wants to project itself in the marketand be recognized (known). Brand is a promise, ananticipation, an expectation.

DESTINATION POSITIONING: Destination‟sposition in the market is how a destination isperceived by actual and potential visitors in termsof the experiences it provides relative tocompeting destinations.

DESTINATION VISION

• Vision is a createdportrait or an overallpicture of the desiredfuture of thedestination

• An essential componentof tourism policy.

• Should integrate all theelements necessary fordestinationcompetitiveness.

DESTINATION BRANDING

Creating a superior proposition that is distinctive from competitors and imparts meaning

above and beyond the functional aspects of the

destination

Challenges of Destination Branding • Limited Budgets

• Politics

• External Environment

• Destination Product

• Creating Differentiation

STAGES OF BRAND BUILDING

• MarketInvestigations,Analysis, andStrategicRecommendations

• Brand IdentityDevelopment

• Brand Launch andIntroduction

• Brand Implementation

• Monitoring,Evaluation, and Review

ROLE OF DESTINATION MARKETING ORGANIZATION

• Government agencies, convention and visitors bureaus, travel associations, and other bodies that market travel to their respective destination areas

• International Association of Convention & Visitors Bureaus (IACVB): an organization that

provides educational resources and networking opportunities to its

members and distributes information on the CVB industry to the public

The Tourist Area Life Cycle

PROMOTION VERSUS FACILITATION

Promotion Strategyreaching prospectivevisitors viaexpenditure on apromotional mixintended to achievedestinationawareness andinfluence prospectivecustomers‟ attitudesand purchasingbehaviour; atraditional approachto destinationmarketing

• Facilitation Strategy

• creates marketing bridges between adestination marketing organization andindividual operators in the tourismindustry; exercises a facilitative influenceover the industry

Gujarat Tourism gets India Pride Award 2013 for 'Khushboo Gujarat Ki' campaign

KHUSHBOO GUJARAT KI – A BIG BOOM

Tourist arrival in Gujarat 2011-12, has gone up by 25 lakh to a total

of 2.23 crore as against 1.98 croretourists in 2010-11

• The total increase in the touristarrival was placed at 54 lakhs afterthe campaign.

• Ramayana Trail is a project that aimsto boost religious tourism in southernGujarat.

RECENT INITIATIVES

• MoT approves financial assistance for 3mega tourism projects for MadhyaPradesh

“Jabalpur, Bundelkhand and Ujjain”

• GTDC has launched special contests onFacebook, where winners are offeredpackages in Goa

• In June 2012, MPForest MinisterShri Sartaj Singhlaunched eco-tourpackage “JungleCaravan”.

• Under the eco-tourpackage, groups oftourists are takenon tour of touristspots in and aroundBhopal onweekends andholiday in a minitourist bus.

• At present nine airports are issuingTVOA namely Delhi, Mumbai,Chennai, and Kolkata Hyderabad,Bengaluru, Goa, Trivandrum & Cochin.

• MOT launched two major campaigns in2012

• "Find what you seek"

• "Go Beyond".

• Goa is also promoted as monsoon wedding destination and forMICE (meetings, incentives, conference and exhibition)tourism.

• GTDC has shortlisted four properties namely Mayem LakeView Residency , Santa Monica and Shanta Durga, CalanguteResidency Lawns and Farmagudi Hill Retreat Lawns with itsspectacular garden for this new activity

• Government of Kerala rolled out twonew initiatives „Seaplane Project‟ and„Project Muziris‟ in order to enhancethe travel experience and add to itsarray of tourist sites

• Launched on 2 June 2013, but will beofficially launched for tourists inAugust 2013.

• It is the first seaplane service inmainland India, but the second inIndia after Jal Hans, which operatesin the Andaman and Nicobar Islands.

Age Halt Programme by KTDC

• Kochi-Muziris Biennale, the firstBiennale in India was conducted inKochi from 12 December 2012 till 13March 2013

• The Bluetooth Kiosks, to be set up atkey places such as the internationalairports

MoT to launch '777 days of theIndian Himalayas' campaign onWorld Tourism Day this year

The campaign, 'Know Bekal', organized jointly by the tourism department and

Bekal Resorts Development Corporation Limited (BRDC), is aimed at enhancing the inflow of national

and international tourists to the place