destination marketing

1. Destination Marketing
THE DESTINATION MARKETING
PROCESS

2. The role of destination marketing in tourism
A destination has four key elements:
 Attractions and activities
 Amenities and facilities
 Accessibility
 Image (emotions aroused by
marketing)

3. The Destination IS the Product
 In destinational marketing the core
product IS the destination
 Marketers need to find a
segment/segments of the market whose
needs match the core product then match
demand and supply.
 Responsibility for destinational marketing
often rests with government-funding
National Tourism Organisations, such as
the regional tourism body. (In NZ - the
local RTO)

4. NTO’s role in marketing
74% of all NTO”s (around the world)
engage in marketing, either/both domestic
and international. Two key functions:
 Formulation and development of
tourism products or services
 Promotional function: image creation,
positioning strategies, knowledge
awareness of the country in generating
markets

5. Destination Marketing
 Private sector marketing also takes place
and may be the larger marketer in a
sector or region. Eg: international airlines
 NTO’s often assume responsibility for the
‘umbrella’ campaign’ aimed at creating
awareness/interest in a specific country,
and will engage with private sector
companies in that campaign.

6. Positioning
Marketing Mix
Market A Market B Market C
SWOT Analysis
MARKETING STRATEGY
Marketing Objective
Market Research
Market Segmentation and target
marketing
Research
Destination Objectives
Resource analysis
Environmental Scanning
The destinational marketing process [Collier 2006]

7. Marketing ‘Destination New Zealand’
Tourism NZ Mission:
To ensure that New Zealand is so
marketed as a visitor destination as
to maximize long term benefits to
New Zealand’

10. How has tourism demand changed
in NZ?
Demand:
 Today’s visitors are looking for more than a
holiday.
 Visitors want an experience.
 Visitors want culturally authentic connections.
 Tourism demand has broadened beyond the
original sites of NZ Tourism. Visitors like to see as
much as possible, bearing in mind how far many
of them have travelled to get here!
 Demand for Canterbury and Christchurch has
shifted since the 2010 earthquakes

11. How has tourism supply changed to
meet demand?
 New tourism experiences and products
 Improvements in accommodation standards to reflect
increased visitor expectations
 Hospitality operators working hard to provide world class
cuisine and wine and raised standards in service delivery.
 Maori tourism operators have expanded their product range
to deliver culturally authentic tours.
 Improvements to infrastructure to meet tourism demand
includes extensions to airports, development of new cruise
ship terminals.
 New tourism products include: adventure tourism - jet
boating, hang gliding, river rafting, mountaineering, glacier
ski-ing, yachting, motor cycle tours)
 New experience tourism – wine tasting, culinary tourism,
farm stays
 Film related tourism – The Piano, Lord of the Rings, the
Hobbit