The world has become a global community opening up destinations that were unimaginable decades earlier (Kotler). Destinations can no longer take a passive approach to tourism marketing. Tourist destinations are products which need to be positioned and promoted. The desire to become a recognised destination presents some real marketing challenges in the face of intense competition as many destinations adopt a marketing orientation to attract and retain their visitors. Destinations offer consumers an experience through a combination of products, services and people. Each component dictating the quality of the experience delivered and the strategic marketing focus adopted. Destination marketing is predominantly the domain of government organisations in concert with private sector stakeholders, all intent on securing their share of the lucrative and growing global tourism market. New technology has cut travel times, improved travel safety and comfort and increased information sources available to consumers. It is within this environment that the destination marketer must operate and thrive.
This subject will introduce you to the techniques and the concepts that practicing marketers use to develop products and successful marketing campaigns. Marketers work to bring about exchanges that will simultaneously satisfy their customers needs and the needs of their organisations. We will examine the evolution of marketing theory and the environment in which it operates. We will look closely at what constitutes a market, how a marketer identifies, segments and targets markets, how consumers arrive at their destination choices and the psychology of purchasing decisions. We will also investigate the role of technology as both a management and marketing tool and introduce you to the ways in which marketers develop and implement the 7 P’s marketing mix and how to apply the marketing concept the golden rule of modern marketing.
The aim of the subject is to provide you with an understanding of destination marketing how it is planned, implemented and evaluated. While exploring the management and operations of destination marketing organisations, we explore how they conduct business, and evaluate major opportunities, challenges and issues in a global environment. To be successful in today’s business environment, all marketing activities must be customer focused with a clear understanding of the needs of target markets. The subject also provides you with the tools to be able to effectively design a destination marketing plan.
Teaching and Learning Strategy
- Describe and understand the concepts involved in destination marketing strategy planning, management,
implementation and evaluation.
- Understand the processes in destination management research planning and destination product
- Design and implement effective destination stakeholder relationship programs and integrated marketing
- Apply strategic marketing planning processes within the context of tourist destination regions including
branding, positioning and communication technologies.
- Identify potential destination markets and understand the concepts of consumer behaviour, segmentation and
- Explore future trends in destination management and marketing
Exams will take place in weeks 12 & 13. Please refer to the official Exam Timetable for further information.
There are 3 assessments for this subject that cover our learning outcomes and enhance your learning. There is no final exam in this subject. All instructional information needed is in your assessment brief on moodle and will be explained by your Lecturer in class.