This document discusses destination marketing and provides guidance on how to effectively market tourism destinations. It defines destination marketing as a crucial activity to make destinations competitive in the tourism market by improving attractiveness and properly positioning the destination. It also explains that the goals of destination marketing are to promote tourism products related to tourist motivations and provide real value to satisfy customer expectations. Finally, it outlines several key aspects to consider for an effective destination marketing strategy, including developing quality products tailored to niche interests, using a multi-channel distribution approach, properly positioning the destination, and engaging customers through promotional activities and partnerships.

1. online course in responsible tourism developmentDestination marketingStefano Andreotti

2. AgendaWhat is destination marketing?Why destination marketing?How to do destination marketing?2

3. What is destination marketing?3

4. What is destination marketing?4Destination Marketing is a crucial activity for making the destination competitive on the tourism market.Destination Marketing has two main goals: Improve the attractiveness of the destination;

5. Position the destination or the tourism products on the market place;Destination Marketing, whatfor?Promote and sell tourismproductsrelatedtotouristsmotivations“Organize a combinationofresources/products/servicesabletoprovide a realvalueforselected target ofdemands,motivate tobuy and satisfy the customersexpectations.James Makens et al., Marketing for Hospitality and TourismNotonly promotion!

6. Destination marketing vs. mass products marketing6Destination marketing differs because:In the tourismsector - diffrentlyfromotherssectors, in which the distributionchannelsdeliver the productsto the consumers - the consumersmoveto the destinations;The tourism product is made up by different components (resources) managed by different stakeholders;Decisions do not belong to one person/manager;The image of the destinations can be influenced by external factors that can not be managed;Vs.

7. What influences competitivity7

8. Why destination marketing?8DEMANDOFFER

9. Why destination marketing?9

10. How has the market change?10The long tailtheory and the productspecializationTourismproductdemandhasmovedtowardsnicheproductsabletosatisfyspecificexpectationsof a limitednumberof peopleWhy destination marketing?11The success of a destination depends highly on the level of efficiency of the destination marketing strategy and its activities aimed at: Understand the activities and processes for connetting buyers (tourists) and sellers (local tourism offer);

11. Respond to the demand needs positioning the destination on the market;

12. Coordinate the activities and the offers of the destination, working for distribution;

13. Assume a meta level position in relation to: tourism product, brand, price, segmentation, promotion and distribution.Why destination marketing?12Normally the implementation of a destination marketing strategy is competence of a Destination Management OrganizationThe task of this organization are: Creation of tourism products;

14. Definition of a pricing strategy of the destination (positioning)

15. Implementation of promotion and marketing strategies;

16. Favor the distribution, through different channels (tour operator, online destination portals, exhibitions etc.), of the tourism products;New Approach to destination marketing13

17. How to do destination marketing?ProductIt is the first and foremost key for a successful destination marketing strategy: people go to a destination because “they want to do something there”;It is therefore important for destinations to move from a logic of “destination” to a on of “motivation”14

18. How to do destination marketing?PersonalizationNowadaysis the customerthatlloks and findwhathewants, we can onlytrytoinfluencetheirchoice;Tourists are becoming more independent and consciousaboutwhattheywantto do and wheretheywantto go: the tourismproductbecomesoneof the mostinfluencingfactorwhendecidingwhereto go/whatto do;Itisnecessarytounderstand the expectations, the needs and wantsoftoursits in ordertobeabletorespondadequatelytothem;The destinationitselfloosesitsimportance and whatbecomesdeterminant are the tourismproductsthat the destination can offer.15

19. How to do destination marketing?PriceThe price of a tourismproductshouldbedecidedtakinginto account quality and fariness; in factwhat people look formostof the timeis a productwithgoodqualityforanaccessible price; Quality, in thissenseshould take intoconsiderationnotonlyitsfunctionalcomponentsbutalsoitsemotionalsones;The pricing policy shouldconsider the followingindicators:Maximizationof the profit;Competitor’s pricing policy;Market segmentation;16

20. How to do destination marketing?DistributionAccessibilityisanother key factorfor success becausebeing the market so competitive ifproducts are readilyavailableforpurchasemakesiteasiertowin the competition;Multi channel distribution strategy: tour operators, travel agencies, on line distribution;The distribution strategy needs to take into consideration the selected targets and markets;17

21. How to do destination marketing?PositionIdentify the competitive context in which the destination is located;Identify which are the destinations that directly compete with ours;Identify which are the motivations and the needs and wants that tourist look for before arriving at the destinations (expectations);Identify motivations,, needs and wants for tourist chosing a competitor destination;Identify strengths and weaknesses of the offer, opportunities and threats for developing further the destination offer;Develop a new positioning starting from the opportunities individuated;18

22. How to do destination marketing?PromotionPromotion can be very expensive both in terms of time and money; it is therefore important to selects channels and tools that are more appropriate for promoting the offer;Some criteria for choosing the most suitable toots for promotion:Audience: number of people that can be reached by that mean of communication;Opportunity to see: the chance that a person interested in our product see the message 19

23. Media strategy20Media strategy refers to the identification and planning of the different media that will be used for promoting the product; the criteria used for determining the strategy should be:

24. Target groups;

25. Budget;