Destination Marketing

Destination Marketing Organizations

Introduction

Destination marketing organizations are firms dealing with region, city or a country’s visitors’ welfare (Dodds, 2010). The focus for such companies is to put all favorable conditions so that the number of visitors increases. They promote tourist marketing development on conviction sales and services. The main task for destination marketing organizations is to make arrangement and coordinate travel for businesses and tourists. They form a very important part of the region’s economic development (Ford & Peeper, 2008). For instance, good organization and implementation of set tourism procedures enhances the sector’s improvement. Hence, many tourists will be attracted to the region’s organization and prefer to travel. In the case of a poor coordination, the number of visits to the region will drastically drop. Therefore, it is the role of destination marketing organizations to regulate the region’s tourist activities to increase the number of tourists.

Destination marketing organizations vary from international, national, regional to local firms. International destination marketing firms are well established tourist marketing organizations that cover several nations (Pearlman, 2009). The organization could be of a worldwide size. Such an organization’s main focus is to market the tourism sector of several nations. National destination organizations are national based tourist marketing firms (Wang & Pizam, 2011). They deal with marketing activities within a particular country.

 National destination organizations work closely with the international established firms in order to widen and promote touristic activities of a country to the world front (Horn, 2007). Regional destination organizations deal with promoting regional tourism. A region may constitute various countries that lie in the same geographical location (Machlouzarides, 2010). A regional destination firm focuses on the marketing activities within the member of nations to promote tourism to the outside world. Local destination organizations are small tourism arrangements with a particular country (Morrison, 2013). They work hand in hand with the national destinations to provide market the tourism sector of the country.

The Purpose of Destination Marketing Organizations

Destination marketing organizations are established to cater for various purposes. They include assisting planning for both short-term and long-term tourism development (Gretzel, 2008). This involves working closely with the relevant authorities by offering ground information. Destination marketing organizations also have the purpose of helping tourism planners with meeting preparation. They provide space and relevant necessities and facilities for holding tourism oriented meetings (Hudson, 2008).  Tourism meetings are very crucial in selling out a country's tourism sector. The other purpose is to set tourism strategies within the defined area. They also act as official brokers to offer contact and conventions. The development of the tourism sector is the main objective for destination marketing organizations.

Roles and Mandate

Destination marketing organizations are mandated to provide unbiased information to all tourism stakeholders. Unbiased information is helpful in addressing tourism concerns. They provide services to both the direct and indirect associated members of the tourism sector (Kokkranikal et al., 2011). Here, stakeholders include the visitors, tourism planners, government authorities and other interested parties. Destination marketing organizations also have the responsibility to offers services to tourists to save their time. This includes providing one-stop shopping for local interests (Oh, & Pizam, 2008). Destination marketing organizations are also mandated to survey and offer a full range of services and information about a destination. Therefore, tourists can access detailed information about a particular destination to help them plan their activities adequately. Besides, it is the mandate of destination marketing organizations to provide cheap means and tourism services. Ultimately, most of the services provided by such organizations cost nothing.

References

Dodds, R. (2010). Destination Marketing Organizations and Climate Change—The Need for Leadership and Education.

Ford, R., & Peeper, W. (2008). Managing Destination Marketing Organizations: The Tasks, Roles and Responsibilities of the Convention and Visitors Bureau Executive. Orlando, Fla: ForPer Publications.

Gretzel, U. (2008). Managing Destination Marketing Organizations: The Tasks, Roles, and Responsibilities of the Convention and Visitors Bureau Executive. Annals of Tourism Research. Do: 10.1016/j. annals. 2008.06.008

Horn, L. V. (2007). Disability travel in the United States: recent research and findings.

Hudson, S. (2008). Tourism and Hospitality Marketing A Global Perspective. Los Angeles: SAGE.

Kokkranikal, J., Cronje, P., & Butler, R. (2011). Tourism Policy and Destination Marketing in Developing Countries: The Chain of Influence. Do: 10.1080/21568316.2011.603885

Machlouzarides, H. (2010). The future of destination marketing: the case of Cyprus. Journal of Hospitality and Tourism Technology, 5, 56.

Morrison, A. M. (2013). Marketing and managing tourism destinations. New York: Routledge.

Oh, H., & Pizam, A. (2008). Handbook of hospitality marketing management. Amsterdam: Elsevier/Butterworth-Heinemann.

Pearlman, D. M., & Mollere, L. (2009). Meetings, Incentive, Convention, and Exhibition Evaluation Practices: An Exploratory Study among Destination Marketing Organizations. Journal of Convention & Event Tourism. doi:10.1080/15470140903116633

Wang, Y., & Pizam, A. (2011). Destination marketing and management: Theories and applications. Cambridge: CAB International.