What is Destination Marketing? Definition of Destination Marketing, Destination Marketing Meaning and Concept
The marketing of destinations is avail itself of the techniques and tools of marketing to promote and position places as attractive destinations.
That is, destination marketing is one that seeks to boost interest in a certain location.
Undoubtedly, the geographical destination can be a city, a region or a country that you want to position. These places must become attractive destination points. By becoming interesting they can attract the attention of different groups such as tourists, visitors, investors, skilled labor and university students.
Destination marketing can help economic growth and improve the standard of living of the people who reside in those places that are promoted.
Additionally, destination marketing can be used as a key element to promote the progress and development of a geographic location, since it can be transformed into a place where companies want to invest. This will achieve the generation of income, the increase of sources of employment and a general improvement of the infrastructure of the place.
Destination marketing highlights
The most important points of destination marketing are summarized in the following points:
1. Increase competitiveness
First, destination marketing increases the competitiveness of places by using the marketing planning and management process. This, in order to improve the quality of life and meet the needs of the inhabitants of those geographical places.
2. Attracts investors, professionals and qualified personnel
Second, it attracts investors, professionals and workers, since marketing improves competitiveness by identifying the strengths of those territories and communicating them appropriately. Then, with the proper use of communication strategies, it manages to capture the interest of investors, professionals and qualified personnel.
3. Seeks to achieve economic growth.
Third, the main objective of destination marketing is to achieve the economic growth of the territory. This is due to the fact that, by increasing investments, new jobs are created, as well as an improvement in the general standard of living of the population.
4. Government involvement
Lastly, the participation of the government stands out. Local or national government entities are in charge of promoting and positioning these places. For this reason, these entities are responsible for developing planning and implementing marketing strategies.
Importance of destination marketing
Indeed, destination marketing is a very important type of marketing because it seeks to promote not only tourist places, but cities, regions or entire countries, attracting tourists and also foreign investors. With this it is achieved that different social actors reach these places that will help boost the economy.
In this case, the role of marketing is decisive because there are other destinations in the world. These destinations offer similar advantages and characteristics and act as strong competitors. This is where destination marketing must apply the best strategies to exploit the competitive advantages of these places. This, in order to position them in a leadership situation compared to their competitors.
Objectives of destination marketing
The main objectives that destination marketing focuses on are:
1. Launching destinations
Naturally, the launch of destinations occurs when there are places that have not been fully exploited. What is done is to look for new elements that can be offered. In this way, attractiveness is generated for the different interest groups.
2. Repositioning of destinations
However, the repositioning of a destination is carried out when a place has occupied an important position in the market. But, for whatever reason, this ranking is declining. Marketing tries to reposition the destination so that it returns to the level of importance it used to have, making it attractive again for the different economic actors.
3. Image restoration
Whereas, image restoration is used to regain the positive image that had a place. In other words, the good image has been lost due to some high-impact situation such as political or military conflicts.
Of course, image restoration is based on marketing campaigns promoted by the government. This, to provide the assurance that the problems have been overcome and that everything remains the same. In this way, you can continue to attract visitors, professionals, workers and investors.
Whatever the objective that is pursued, it makes the destination an attractive place for the different economic actors. Consequently, important market relationships are established.
Who can be attracted to destination marketing?
The social and economic actors that can be attracted by destination marketing strategies are:
- Business: Business visitors can be those attending conventions or conferences. Likewise, those who visit production centers or factories, or those who come to buy or sell goods or services.
- Common: These are visitors like tourists and travelers.
- Residents and employees
- Business and industries
- Heavy industry
- Clean energy
- From exportation
- National market
In conclusion, it can be said that destination marketing takes advantage of and highlights all the advantages that a city, region or country has. This, with the purpose that it can become an attractive destination to attract people from all over the world, managing to improve competitiveness, increasing the quality of life of the population and contributing to the economic growth of those places.
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