2. WHAT IS DESTINATION
MARKETING
• Destination marketing is an integrated
and long term approach dealing with
the marketing and brand building of
an individual tourist destination.
• Destination marketing is the process
of communicating with potential
visitors to influence their destination
preference, intention to travel and
ultimately their final destination and
product choices.
6. At present nine airports are issuing
TVOA namely Delhi, Mumbai, Chennai,
and Kolkata Hyderabad, Bengaluru, Goa,
Trivandrum & Cochin
7. OBJECTIVES
• Improving the image of an area in the hope that
this will encourage industrialists to relocate their
factories and offices to the area
• Providing jobs for local residents
• Increasing the range of facilities that are
available for the local community
• Giving local residents more pride in their local
area, which can happen when people see that
tourists want to visit their region
• Providing a rationale and funding for
improvements to the local environment
• Trying to make the destination politically more
acceptable
9. 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)
10. PROCESS OF DESTINATION
MARKETING
• Analyze your
current situation
• Identify products
• Select target
market
• Set objectives
• Implement
promotional
strategies
• Evaluate results
11.
12.
13.
14. 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.
17. 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
18. DESTINATION BRAND: The brand is the
abstract of the destination‟s identity, the way the
destination wants to project itself in the market
and be recognized (known). Brand is a promise, an
anticipation, an expectation.
DESTINATION POSITIONING: Destination‟s
position in the market is how a destination is
perceived by actual and potential visitors in terms
of the experiences it provides relative to
competing destinations.
19. DESTINATION VISION
• Vision is a created
portrait or an overall
picture of the desired
future of the
destination
• An essential component
of tourism policy.
• Should integrate all the
elements necessary for
destination
competitiveness.
20. DESTINATION BRANDING
Creating a superior
proposition that is
distinctive from
competitors and
imparts meaning
above and beyond
the functional
aspects of the
destination
22. STAGES OF BRAND BUILDING
• Market
Investigations,
Analysis, and
Strategic
Recommendations
• Brand Identity
Development
• Brand Launch and
Introduction
• Brand Implementation
• Monitoring,
Evaluation, and Review
23.
24. 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
26. PROMOTION VERSUS FACILITATION
Promotion Strategy
reaching prospective
visitors via
expenditure on a
promotional mix
intended to achieve
destination
awareness and
influence prospective
customers‟ attitudes
and purchasing
behaviour; a
traditional approach
to destination
marketing
27. • Facilitation Strategy
• creates marketing bridges between a
destination marketing organization and
individual operators in the tourism
industry; exercises a facilitative influence
over the industry
31. 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 crore
tourists in 2010-11
32. • The total increase in the tourist
arrival was placed at 54 lakhs after
the campaign.
• Ramayana Trail is a project that aims
to boost religious tourism in southern
Gujarat.
33. RECENT INITIATIVES
• MoT approves financial assistance for 3
mega tourism projects for Madhya
Pradesh
“Jabalpur, Bundelkhand and Ujjain”
• GTDC has launched special contests on
Facebook, where winners are offered
packages in Goa
34. • In June 2012, MP
Forest Minister
Shri Sartaj Singh
launched eco-tour
package “Jungle
Caravan”.
• Under the eco-tour
package, groups of
tourists are taken
on tour of tourist
spots in and around
Bhopal on
weekends and
holiday in a mini
tourist bus.
35. • At present nine airports are issuing
TVOA namely Delhi, Mumbai,
Chennai, and Kolkata Hyderabad,
Bengaluru, Goa, Trivandrum & Cochin.
• MOT launched two major campaigns in
2012
• "Find what you seek"
• "Go Beyond".
36. • Goa is also promoted as monsoon wedding destination and for
MICE (meetings, incentives, conference and exhibition)
tourism.
• GTDC has shortlisted four properties namely Mayem Lake
View Residency , Santa Monica and Shanta Durga, Calangute
Residency Lawns and Farmagudi Hill Retreat Lawns with its
spectacular garden for this new activity
37.
38. • Government of Kerala rolled out two
new initiatives „Seaplane Project‟ and
„Project Muziris‟ in order to enhance
the travel experience and add to its
array of tourist sites
39. • Launched on 2 June 2013, but will be
officially launched for tourists in
August 2013.
• It is the first seaplane service in
mainland India, but the second in
India after Jal Hans, which operates
in the Andaman and Nicobar Islands.
41. • Kochi-Muziris Biennale, the first
Biennale in India was conducted in
Kochi from 12 December 2012 till 13
March 2013
• The Bluetooth Kiosks, to be set up at
key places such as the international
airports
42. MoT to launch '777 days of the
Indian Himalayas' campaign on
World Tourism Day this year
43. 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
