Destination Marketing

Destination Marketing is "a proactive, strategic, visitor-centered approach to the economic and cultural development of a location, which balances and integrates the interests of visitors, service providers, and the community." This definition was proposed by business strategist and futurist Dr. Karl Albrecht, and endorsed by the Destination Marketing Association International, in the report of the 2008 DMAI Futures Study, conducted for DMAI by Karl Albrecht International.

Destination may not be a single place, but a conceptual entity, which incorporates several destination and locations. Destination may refer to town, resort or geographical region. Destination differ in what they offer. Destination marketing is an innovative strategy to get an edge over other competitive destinations.

Destination success: Amalgam of the 6 A’s:

• Amenities
• Attraction
• Activities
• Accessibility
• Ancillary services
• Available packages

Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably. In the present scenario, the changing needs and wants or taste and preferences among the customers’ leads to paradigm shift in marketing. This is due to changing attitude and behavior of the customers, globalization, increasing purchasing power and changing life style of the customers.

Destination marketing is all about selling the experience. To sell the experience is far more difficult. In destination, marketing media plays a major role. Word of mouth plays a vital role in destination marketing. People love to discuss their tour, infact they feel proud in telling their experiences, they bring gifts for their close ones they show their photographs, purchases to their relatives, and neighbors.

Emergence of theme parks such as ADHISAYAM, MGM, and BLACK THUNDER, - all are examples of destination marketing.

Tourism destination marketing is now widely recognized as an essential component in the management of destinations. In harmony with the general marketing literature, which understands marketing as a management tool, some researchers understand destination marketing as a form of ‘market-oriented strategic planning' and hence as a strategic approach to place development rather than a promotional tool.