Chapter 4 Marketing of Tourist Destinations (Destination Management)

1. MARKETING OF TOURIST DESTINATIONS

2. Presented By:
Md. Shaifullar Rabbi
BBA & MBA (Major inTHM,FBS,DU)
Coordinator & Lecturer
Dept. ofTourism & Hospitality Management
Daffodil Institute of IT(NU)

3. WHAT IS DESTINATION MARKETING?
Destination marketing is a form of marketing, in
which a destination is promoted to potential
visitors, in order to increase the number of
people that travel to that location. The
destination can be fairly specific, as is the case
with town or city marketing, or much broader, as
is the case with region or country marketing.
Ultimately, the purpose of destination marketing
is to make your location or destination seem
more attractive than the main alternatives,
boosting the number of people who travel there
and assisting the local travel industry. It is also
about increasing awareness of the destination,
with a view to raising demand and improving its
reputation.

8. DESTINATION MARKETING STRATEGY

11. DESTINATION MARKETING STRATEGIES
TO ATTRACT MOREVISITORS
1. Define the Unique Selling Points: Arguably the single most important step for any organization
engaging in destination marketing is to take the time to clearly define what makes your destination
unique.
2. Define Target Audience & Market: Another of the best destination marketing strategies involves
identifying your target audiences. Think about who is likely to want to visit the destination and for
what reason.
3. Utilize Data for Analytics: Destination marketing organizations can potentially obtain and utilize
vast amounts of data, for a number of different purposes.
4. Brand Your Destination: Branding is a technique used by businesses, in order to make them easily
identifiable. The concept of branding can include logos, color schemes and other design principles, as
well as slogans or repeated use of certain terminology.
5. Involve All Stakeholders: A significant component of destination management involves looking out
for the interests of various stakeholders, in order to establish trust and facilitate engagement. The
stakeholders might include officials from your country, city, village or state, as well as hotels,
attractions, restaurants, shopping venues, travel agents and tour operators.

12. 6. Create an Amazing Destination Website: Regardless of their reasons for travelling, the majority of travelers now use the internet to
research their destination before booking. A destination website is the ideal place to showcase unique selling points, communicate
directly with your target audience(s) and promote your destination through images, videos and virtual reality tours.
7. Search Engine Optimization: When people use search engines like Google to look for things related to your destination, or features
that your destination can offer them, you want to make sure your website is near the top of those search engine results pages. The best
way to do this is to create a comprehensive search engine optimization strategy.
8. Experience Marketing: Most travelers are motivated by experiences, so it makes sense to market a destination this way. Instead of
showing attractions, use promotional material to show how people experience them. One way to do this is to stimulate the sharing of
user generated content,so that people share their own moments on your website and on social media.
9. Video and Virtual Reality Marketing: Both video marketing and virtual reality marketing can go a long way towards boosting your
destination marketing efforts.Video content can be easily shared across platforms like Facebook,Twitter,Instagram andYouTube.
10. Social Media Strategies: Social media platforms like Facebook, Twitter and Instagram serve as an ideal means to reach people and
promote your destination. In truth, the destination marketing strategies on offer here are almost endless, from simple promotional
posts,images and video content,through to competitions and even viral content or memes.
11. Work with Influencers: Many modern internet users have a natural distrust for direct advertising and other overt marketing
methods. However, many of these people may be able to be reached indirectly, through influencers. In simple terms, influencers are
people with an established following on platforms like Instagram,Twitter,YouTube,Facebook or their own blog.
12. Promote Your Destination On Travel Websites: In addition to having your own destination website, it is important to be able to
reach people who do not have existing awareness of your destination. Travel websites provide a perfect solution and this can include
international travel websites,such asTripAdvisor, as well as local websites,or websites aimed at specific demographics.
13. Online Advertising Strategies:The information and data you have gathered about your visitors and your target audience can be used
to inform your online advertising. Using this information, you can target search advertising to specific regions, pay for display
advertising on the right platforms and promote content on third-party websites your target audience use.
14. Offline Promotional Strategies: Once you know your target audience, what they are looking for and where they are coming from,
you should also be able to identify when they are likely to travel. For instance, some destinations attract visitors in the summer months,
while others attract people for winter sports.Some might hold greater appeal at Christmas,or another holiday.

13. DESTINATION MARKETING PLAN
With the development of competition, every country faces a question
of how to develop tourism further.
 Where should a country move to develop inbound tourism?
 How can it increase a number of tourists and from what countries?
 What tools can help grow revenue coming from tourists?
A marketing plan for tourism destinations is a tool that, when made
skillfully, gives answers to all these questions. A destination marketing
plan is a complex of measures and decisions that must be implemented
within a particular period (a month, a quarter, a year, 3 years). It is an
integral party of a business plan for development of any country or
region.

14. STEP 1. INTERNAL MARKETING AUDIT
The main goal of this step is to
identify internal problems and gaps
that affect marketing efficiency: work
with key customers, cooperation with
third party agencies in terms of
promotion, your offer, price
formation, promotion channels (PR,
advertising), your corporate identity,
the country’s brand etc. As a result,
you should make up a list of tasks
that should be solved in order to
achieve a maximum impact of the
company’s marketing actions, as well
as problems that should be solved
during its implementation.

15. STEP 2. INTERNAL MARKET ANALYSIS
At this stage, you need to study internal capacity of your
travel destination that will directly or indirectly touch a
Russian tourist and his or her stay in your country. For
example,
 Are there any direct flights from Russia to your country? If
no, how many transfers will a Russian tourist have and how
much time will the flight take? Here we should also estimate
an approximate flight cost.
 Is there a visa-free regime between the countries or is a visa
needed? Where and how can a visa be issued? What is the
duration period for a visa or a visa-free regime?
 Evaluate tourists’ accommodation capabilities (hotels,
hostels, camping). What is the average cost of stay,
depending on a hotel’s class? What are accommodation
conditions, location etc.?
 Make up a full list of landmarks and excursions that will help
attract tourists, be it natural attractions (sea and sand
beaches for family recreation or caves and mountains with
steep slopes for extreme sports lovers) or objects of cultural
and historical heritage (castles, theatres, museums), or it
may be that there is ideal shopping in your city—all these
peculiarities must be reflected in your destination
marketing plan.

16. STEP 3. MARKET ANALYSIS
This step means a huge scope of work, which includes:
 The very analysis of a new market, including general
information on the travel market, statistics and
trend of development of inbound tourism, priority
countries for traveling in dependence to the season
etc.
 Definition and analysis of competitors: their offers,
prices, advantages, and marketing activities.
 Determination of features of the target audience:
age, income level, regions of stay (this factor is
particularly important to consider due to dispersion
of preferences of Russian tourists from region to
region), interests, and other features of your target
audience. Remember: the more specifically you will
define your target audience, the more effectively you
will be able to work on a further marketing strategy
to promote your country.

17. STEP 4. PRICE FORMATION AND POSITIONING
Now you should decide on price
formation and the positioning
strategy for your travel destination.
As for this, you can also make use of
the analysis of offers of your direct
competitors (you can base on tour
packages because they are in high
demand in Russia—more than 60%
Russian tourists choose organized
tours). Study all quotations that
your competitors in the market
offer, from budget to VIP ones, and
compare them with your tour
package.

18. STEP 5. SET UPTHE BUDGET
This stage of your destination
marketing plan should reflect
estimated promotion costs
and planned incomes/results of
implementation of the
marketing plan. The budget
can be formed either before
making the marketing
promotion strategy or after
you decide on promotion
channels and respective
estimated advertising costs.

19. STEP 6. ELABORATION OFTHE MARKETING STRATEGY
On the basis of the conducted
analysis and within the set
budget, we make a marketing
strategy for promotion of the
country in a new market—
Russian travel market. This stage
also includes both analysis of
trends in promotion and
advertising in the Russian
market in general and study of
competitors’ experience: how
your competitors position their
brand, what channels they use
when promoting.

20. STEP 7. CONTROL AND ANALYSIS
Your destination marketing
plan should have detailed tools
and mechanisms to have the
plan performed by every single
department of the company
and KPI that you are going to
achieve. Besides, make a
performance appraisal table for
short-term (a
monthly/quarterly analysis) and
long-term tasks (one year or
the whole period for
implementation of the
marketing plan).

21. OUR PICK OFTHE BEST DESTINATION
MARKETING STRATEGIES FOR DMOS
1. Go all-in with online ads
 Digital advertising is replacing offline and mass media advertising. Why is that? Well, digital ads are
cheaper, more targeted, and it’s easier to track their ROI (Return on Investment).
 They can also be helpful for other things, including:
 Brand building
 Testing and refining your messaging
 Reaching more people with an offer
 Retargeting – getting users who visited your site to come back
2. Embrace the mobile experience: It’s no secret that mobile bookings and usage have skyrocketed in
recent years. So adopting a mobile-first mindset can set you apart from other DMOs. Consider
optimizing your website for smartphones (if you haven’t already) and introducing your own mobile
app. You can also invest in creating a city guide app that highlights the best attractions and other
things to do.With easy to use app-builders, you can go fully mobile quickly and cheaply.

22. 3. Become data-driven: Another approach is to go all-in with analytics. By knowing more
about your visitors (both online and offline), you can make better decisions and tailor your
offerings to their needs. From a digital standpoint, you should track key information such as
the number of website visitors and how many leave their details or buy an offer. Getting this
information is easy with tools like Google Analytics. In the offline world, there are a few other
things you can track to inform your decisions:
What’s the average age of your visitors?
Why do they visit your country or city?
How much do they spend on average?
How did they arrive (e.g. sea vs air vs ground transportation)?
4. Seek out win-win partnerships: Another approach you can
take is that of a networker/DMO. This strategy is all about
seeking out win-win partnerships with organizations who have
similar interests to yours. This is important if you want to
reduce your dependence on government support while gaining
access to new resources.Where do you get started?

23. 5. Focus on branding: It’s increasingly important to operate as a business that is self-sustainable
so make sure your brand is top-notch. This includes your messaging, logo, design and overall image. To
make your national or regional brand stand out, here are some important details to get right:
 The photos and videos you use in your marketing material
 The colors you choose to represent your destination
 Your tagline and overall messaging
 The crucial thing here is to highlight what’s unique about your location.
6. Work with influencers: Another approach is focusing on promotion using influencers.Think bloggers,
vloggers, social media superstars – people with a following. The idea here is that influencers have an
engaged audience that trusts them. This is why they make good partners as you can leverage their
reach in a similar way to advertising. But choosing the right influencers to partner with is no easy
task.
7. Personalize the experience for your target visitors: We already hinted at the importance of niching
down. That is, going where your specific target audience is and the reasons why people come to your
country, region or city. Whether it’s photography, historic landmarks or health and fitness. Now, the
2nd crucial thing here is personalization. Once you find where your best market is, you can tailor your
propositions for them. Otherwise, you risk being ignored in a world full of online clutter.

24. 8. Start a marketplace: As a way to generate extra income, you can sell certain offers
directly on your website instead of redirecting to a specific supplier. But this approach
doesn’t have to be limited to the sidelines. Creating a marketplace amplifies your ability to
unite and lead collaboration between local businesses and the public sector. In effect, you
also get a bigger influence over the end customer experience.
9. Focus on growing repeat visits: Repeat visits can be the bread and butter of your
destination marketing strategy. There are many places where people keep coming back
again and again. One such case is that of Aruba, with more than half of its arrivals being
repeat visitors. How did they achieve this?
 First, they have a clear concept about using their local culture and citizens as their main
value proposition.
 Second, they focus marketing efforts on their biggest market – New Yorkers. Recently,
Aruba plastered more than 150 posters around New York on which Arubians share why
travelers should visit.
10. Expand from domestic to international and vice versa: Depending on your location, the
majority of tourists are likely to be from the same country as yours (i.e. domestic) or from
another country (i.e. international). For example, big tourist’s centers like Paris attract
predominantly international tourists. In contrast, if you travel to a remote village in the
German Alps, you are likely to see mostly domestic visitors.

25. THE FOUR PS OF MARKETING FOR DESTINATIONS

26. WHAT IS MARKET SEGMENTATION?
Market segmentation is a marketing term that refers to aggregating prospective buyers into
groups or segments with common needs and who respond similarly to a marketing action.
Market segmentation enables companies to target different categories of consumers who
perceive the full value of certain products and services differently from one another.
KEYTAKEAWAYS
 Market segmentation seeks to identify targeted groups of consumers to tailor products
and branding in a way that is attractive to the group.
 Markets can be segmented in several ways such as geographically, demographically, or
behaviorally.
 Market segmentation helps companies minimize risk by figuring out which products are
the most likely to earn a share of a target market and the best ways to market and deliver
those products to the market.
 With risk minimized and clarity about the marketing and delivery of a product heightened,
a company can then focus its resources on efforts likely to be the most profitable.

27. UNDERSTANDING MARKET SEGMENTATION
Companies can generally use three criteria to identify different market segments:
 Homogeneity, or common needs within a segment
 Distinction, or being unique from other groups
 Reaction, or a similar response to the market
For example, an athletic footwear company might have market segments for basketball players and
long-distance runners. As distinct groups, basketball players and long-distance runners respond to very
different advertisements. Understanding these different market segments enables the athletic
footwear company to market its branding appropriately.
Companies can segment markets in several ways:
 Geographically by region or area
 Demographically by age, gender, family size, income, or life cycle
 Psychographic ally by social class, lifestyle, or personality
 Behaviorally by benefit, use, or response

28. TYPES OF MARKET SEGMENTATION

29. WHAT IS A PRODUCT LIFE CYCLE?
The term product life cycle refers to the length of time a product is introduced to
consumers into the market until it's removed from the shelves. The life cycle of a product is
broken into four stages—introduction, growth, maturity, and decline. This concept is used by
management and by marketing professionals as a factor in deciding when it is appropriate
to increase advertising, reduce prices, expand to new markets, or redesign packaging. The
process of strategizing ways to continuously support and maintain a product is
called product life cycle management.
KEYTAKEAWAYS
 A product life cycle is the amount of time a product goes from being introduced into the
market until it's taken off the shelves.
 There are four stages in a product's life cycle—introduction, growth, maturity, and decline.
 The concept of product life cycle helps inform business decision-making, from pricing and
promotion to expansion or cost-cutting.
 Newer, more successful products push older ones out of the market.

30. STAGES OF A PRODUCT LIFE CYCLE
1. Development: The development stage of the product life cycle is the research phase before a
product is introduced to the marketplace.
2. Introduction: The introduction stage is when a product is first launched in the marketplace. This
is when marketing teams begin building product awareness and reaching out to potential
customers.
3. Growth: During the growth stage, consumers have accepted the product in the market and
customers are beginning to truly buy-in. That means demand and profits are growing, hopefully
at a steadily rapid pace.
4. Maturity: The maturity stage is when the sales begin to level off from the rapid growth period. At
this point, companies begin to reduce their prices so they can stay competitive amongst growing
competition.
5. Saturation: During the product saturation stage, competitors have begun to take a portion of the
market and products will experience neither growth nor decline in sales.
6. Decline: Unfortunately, if your product doesn't become the preferred brand in a marketplace,
you'll typically experience a decline. Sales will decrease during the heightened competition and
are hard to overcome

32. HOW PRODUCT LIFE CYCLES WORK
Products, like people, have life cycles. A product begins with an idea, and within the confines of
modern business, it isn't likely to go further until it undergoes research and development (R&D) and
is found to be feasible and potentially profitable. At that point, the product is produced, marketed, and
rolled out. As mentioned above, there are four generally accepted stages in the life cycle of a
product—introduction, growth, maturity, and decline.
 Introduction: This phase generally includes a substantial investment in advertising and a marketing
campaign focused on making consumers aware of the product and its benefits.
 Growth: If the product is successful, it then moves to the growth stage. This is characterized by
growing demand, an increase in production, and expansion in its availability.
 Maturity:This is the most profitable stage, while the costs of producing and marketing decline.
 Decline: A product takes on increased competition as other companies emulate its success—
sometimes with enhancements or lower prices. The product may lose market share and begin its
decline.

33. WHAT IS MARKETING?
Marketing refers to activities a company undertakes
to promote the buying or selling of a product or service.
Marketing includes advertising, selling, and delivering
products to consumers or other businesses. Some
marketing is done by affiliates on behalf of a company.
KEYTAKEAWAYS
 Marketing refers to all activities a company does to
promote and sell products or services to consumers.
 Marketing makes use of the "marketing mix," also
known as the four Ps—product, price, place, and
promotion.
 At its core, marketing seeks to take a product or
service, identify its ideal customers, and draw the
customers' attention to the product or service
available.

34. MAJORTYPES OF MARKETING
Influencer Marketing: According to the Association of National Advertisers (ANA), influencer marketing focuses on leveraging
individuals who have influence over potential buyers and orienting marketing activities around these individuals to drive a
brand message to the larger market.
Relationship Marketing: According to the Association of National Advertisers (ANA), relationship marketing refers to
strategies and tactics for segmenting consumers to build loyalty. Relationship marketing leverages database
marketing, behavioral advertising and analytics to target consumers precisely and create loyalty programs.
Viral Marketing: Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing
message. Nicknamed “viral” because the number of people exposed to a message mimics the process of passing a virus or
disease from one person to another.
Green Marketing: Green marketing refers to the development and marketing of products that are presumed to be
environmentally safe (i.e., designed to minimize negative effects on the physical environment or to improve its quality).This
term may also be used to describe efforts to produce, promote, package, and reclaim products in a manner that is sensitive or
responsive to ecological concerns.
Keyword Marketing: Keyword marketing involves placing a marketing message in front of users based on the specific keywords
and phrases they are using to search. A key advantage of this method is that it gives marketers the ability to reach the right
people with the right message at the right time.
Guerilla Marketing: Guerilla marketing describes an unconventional and creative marketing strategy intended to get
maximum results from minimal resources.

35. 11TYPES OF MARKETING SPECIALIZATIONS:
THE PRACTICAL GUIDE
1. Market research
2. Content marketing
3. Search engine marketing (SEM)
4.Video marketing
5. Direct marketing
6. Database marketing
7. Social media marketing
8. Influencer marketing
9. Guerilla marketing
10. Event marketing
11. Product marketing

36. TOURISM MARKETING
Travel and tourism marketing is the systematic and
coordinated execution of business policies by the both
private or public and public sector tourism organizations
operating at the local, regional, national, or international
level to achieve the optimal satisfaction of the needs of
identifiable tourist groups, and in doing so to achieve an
appropriate return. Travel agencies in the pre-
deregulation, pre-liberalization, and pre-globalization era
were often contended to take whatever business that
come along this way and sold them on a straight
commission basis without bothering about the extensive
marketing.
Krippendorf defines tourism marketing,” as the
systematic and coordinated execution of business policies
by both private or public sector tourism organizations
operated at the local, regional, national, or international
level to achieve the optimal satisfaction of the needs of
identifiable tourist groups, and in doing so to achieve an
appropriate return.”

37. World Tourism Organization (UNWTO) at Ottawa Seminar, has defined tourism marketing
as,” a management philosophy which, in the light of tourist demand, makes it possible
through research, forecasting and selection of tourism products/services from suppliers, on
the line with organization’s purpose and tourist satisfaction.” The following aspects can be
identified from the above definitions:
Tourism marketing is a thought-provoking process.
Identification and selection of the target market.
Positioning and product lifecycle is important.
Future tourism marketing strategies.
Innovative/proactive marketing.

38. HISTORY OFTOURISM MARKETING
 The ‘marketing concept ‘is not very old. I came into the scene in the 2nd half of the 20th century. In
the beginning, it was linked with the number of closely associated factors for achieving volume sales.
The development of the marketing concept, in fact, is the outcome of political, technological, social,
economic and business pressures. However, the importance of marketing within travel and
tourism industry has been the level of economic and business growth throughout the 20th century,
which has led to the improvement in living standards, an enlargement of the population and an
increase in discretionary income and time.
 These changes have also led to the construction of infrastructure, accommodation, transport, and
other recreational facilities. Within a very short period, travel and tourism have become one of the
most important and leading industry in the world. Modern tourism marketing has evolved as a
business reaction to changes in the Socio-Economic environment, with the most successful tourism
companies or tourism bodies have demonstrated a keen sense of providing the right of
organizational structure and products offer for the visitors/tourists.
 Interestingly, the tourism companies have recognized the significance of key factors such as needs,
wants, and satisfaction in the planning and designing of the tourism product. In the tourism
industry, every tourist wants to be treated as a special client and any organization catering to this
attitude of the tourist will naturally be head of other competitions.

39. UNIQUE FEATURES OFTOUR MARKETING
Tour package as a specialized product creates a number of significant considerations which need to
be fully analyzed. The management of tour package cannot be divorced from the management of
service and quality. Thus, the marketing of the tour package is different from other products because
the tour package is a service product where instead of selling physical goods an intangible experience
is sold. An understanding of the complexity of the tourism product concept is an essential pre-
requisite for effective tour package marketing in this context. The specific features of tourism
marketing are:
 The demand for tour package is highly elastic and seasonal in nature.
 Tour package is a combination of various service ingredient.
 Designing, developing and marketing of tour package a number of intermediaries are involved. Bed
experience at one level can spoil the entire image of the package as well as the tour operator.
 A tourist does not only by the tour package in advance because it is consumed and felt at the same
time at a particular destination. It is not possible to evaluate/demonstrate/sample the tour package
in advance because it is consumed and felt at the same time at a particular destination.

40. TOUR PACKAGE MARKETING

41. A tour marketing plan is a structured guide for carrying out marketing operations. It provides a
common structure and focuses on all the company’s management activities. The purposes of a
marketing plan include:
 It provides a clear direction for marketing operations.
 It coordinates the resources of the organization in order to eliminate confusion and misunderstanding and achieving cooperation.
 Identifying different market segments.
 Setting targets/goals.
 Identifying the organization’s strengths and weaknesses.
 Corporate mission and goals.
 External and Internal Audit.
 Business situation analysis.
 Creating the objectives.
 Providing an effective marketing mix strategy.
 Monitoring the plan.
 Thus, it has become imperative to discuss the tour marketing segment, tourist generating
market, and tour marketing mix before developing a tour marketing plan.

42. TOUR MARKET SEGMENTATION
The main purpose of tour market segmentation in tourism marketing are:
 Segment the tourists generating markets.
 Identify the network of intermediaries.
 Identify the nature of demand for one’s product.
 Identify the prospective tourists.
Tour market segment further categories into the following types:
 Geographic Segment
 Demographic Segment
 Psychographic Segment
 Socio-Economic Segment
 Price Segment

43. TOUR MARKETING MIX
The marketing mix is composed of every factor that influences marketing efforts
such as:
 Time
 Brands Pricing – In the Ratio of quality and value
 Product features
 Image
 Channels of distribution – both international and national
 Advertising
 Selling techniques
 Public relation

44. DEVELOPINGTOUR MARKETING PLAN
The marketing of the package tour is materially different than the marketing of other
tourism products. The reasoning behind this is that the type of tours offered by one tour
company and another are different, and the marketing strategies also differ from company
to company. Each company has a wide range of tours and marketing strategies. These
component and stages of making a tourism marketing plan are following as:
 Developing a tour marketing plan
 Marketing Budget
 Plan Strategies
 Prepare Plan Schedules
 Decide Media Plan
 Developing Advertising Plan
 Developing Public Relation Plan
 Preparing an Annual Sales Plan
 Feedback and Evaluation Plan

45. TOURISM MARKETING:
11 CREATIVE IDEASTO MARKETYOUR DESTINATION
1. Creating aTourism Marketing Plan forYour Destination
2. Drive Exposure with Influencer Programs
3. Create an Amazing Guide AboutYour Area
4. Build a Discussion Platform on Facebook
5. Use a Challenge to Spark Interest in a Destination
6. Gather User-Generated Content and Promote It
7. Show OffWhat MakesYou Unique on Social Media
8. FocusYour Marketing byTraveler Type
9. Make the Most of Mobile
10. HighlightWhat’s New inYour Area
11. ContactTourism Marketing Companies & Ask for Ideas

46. WHYTRAVEL BUSINESSES SHOULD UTILIZE
DATA-DRIVEN MARKETING INTOURISM?
We have moved to an era where data is omnipresent and available to us
with a few clicks. People are able to access desired information
whenever and wherever they need it thanks to the various information
technologies and the world wide web. When considering the travel
industry, not only are the tourists benefitting from the abundance of
information but so are the travel companies. The tourists leave behind a
great deal of traces (i.e. data) when considering, where to travel and
what to do in the destinations. This available data in turn creates huge
opportunities for the travel companies on how to communicate,
interact and offer services for the tourists1. Essentially, this is what data-
driven marketing (DDM) is trying to accomplish.

47. WHAT IS DATA-DRIVEN MARKETING INTOURISM?
Data-driven marketing is a marketing approach and a process of
collecting complex data through online and offline channels that
intends to analyze the data to understand the behavior and purchasing
patterns of the consumers. The data, which is gathered with the help of
information technologies, assist to identify the needs and influencing
factors of the consumers at each stage of their decision-making
process.
1. Better understanding of the customers
2. Enables informed tactical and strategic marketing decision-making
3. Increases profitability

48. WHAT IS DESTINATION MANAGEMENT?
Destination management means
marketers are tasked with
attracting talent for top industries in
the destination, supporting
economic development programs,
and helping maintain a good quality
of life for locals, in addition to flashy
campaigns that make a trip seem
irresistible to travelers. Rather than
fixating on boosting visitor numbers
each year, some destinations like
Sonoma County, California are
focusing on attracting the right kind
of travelers for their destinations.