The most important concept in destination marketing?

What is a concept or a term that every destination marketer should know and understand about destination marketing? I think I found it. It is very catchy. A bit marketing-oriented even. Quickly thought, something far-fetched? But coherent and makes a lot of sense when thought more deeply.

It gathers up something very wide in one tight, distinct term. It makes me go “aha” and to nod. Have I now learned the most important concept during my master studies in tourism?

Destination DNA

Understanding Destination DNA is the key to plan and implement destination marketing. The identity of a place, the code written there by nature, the basic framework of a certain destination. It is something not to invent. It is something that already exists and has existed for a long time. It cannot be faked to be something it is not or changed to something else.

Destination Marketing DNA

Destinations, embrace your identity!

Place DNA is the destination’s competitive identity, and that’s why it is important to dig out. It must be deeply understood and commonly agreed among the entrepreneurs and residents in the area – the destination’s ‘frontline ambassadors’: those with whom visitors come into contact.

It is the atmosphere, the setting, and surrounding, the natural staging of the destination. It makes the genuine holiday experience possible to happen, to exist.

Or can the DNA of a destination change?

Actually, will it – eventually – anyway?

No. It won’t. Destination DNA is something that stays as it is. Presence, personality, and characteristics change. Or rather, develop. It is important to distinguish these two.

As important as it is for a destination to be well aware of its DNA, it is important to understand that once it’s known, it cannot be ignored, left unattended or unutilized.

What matters the most in destination marketing?

People build the destination marketing

Destination DNA is the basis of “what” and the core for “how”. Also, it gives the visitor a purpose, “why”. What makes a certain destination special? How are the available attributes possible to experience during the visit? Why should someone visit in the first place?  Therefore, an essential concept in tourism marketing and management.

As I stated in the beginning, learning this term got me captivated by its importance. Destination DNA – I pondered, maybe even the most important realization considering my tourism studies? Well, it is a term. A written, nicely formulated concept. Putting into practice, another thing. And who does it?

The people.

People behind the product, the service,

the experience.

Heart and soul to destination marketingThe final touch, in connection with the customer, comes from the business owners and the employees. They, the people, are the ones who transform the destination into a tourism product. Into experiences which breathe the place atmosphere.

And they add their own personal DNA into it,

 to make it memorable for the people.

For the customer.

The Most Common Problem in Destination Marketing in the World

World’s Most Common Problem in Destination Marketing

What is the difference between successful and non-successful destinations from the destination marketing perspective? In this post, I want to understand the details behind successful destination marketing. What is the one key thing to gain competitive advantage in destination marketing?

When we start to think about the exact reasons for the success, I suppose that most of the people will answer that: “It is all about the strategy”, or “The budget walks hand-in-hand with the success”. Third largely heard opinion is: “There are right people behind it”.

These are all right answers while looking at them from the micro perspective. Anyway, by turning the whole point of view into a larger scale, we can find one rallying point for all of them. That is the collaboration. Collaboration ties all of them together and separates the destinations into a successful and non-successful.

d’Angella & Go (2007) and Fyall, Garrod & Wang (2012) have created an excellent researches about the connection between collaboration and marketing. Main results were that, in tourism destinations collectivism is needed for individual success. In such a win–win situation cooperation brings higher competitiveness for the actors involved. The collaboration allows destinations to expand their reach and tap into wider market opportunities. Collaboration is also natural response to the marketing and management challenges of destinations.

We can pointedly say that to succeed with marketing objectives, it is necessity to re-orientate with organisational level toward the achievement of ‘‘collaborative advantage’’ rather than ‘‘competitive advantage’’. The future norm for successful destination marketing and management will be more collaboration and less isolationism. Good example about the destination marketing with “collaborative advantage” is Iceland.

How DMO can strengthen up the level of collaboration?

There are usually many different aspects affecting for the willingness to do collaboration. In many cases, behind the non-collaborative destination you will find following similarities: trust, fear of change and preposterous expectations toward DMO. These all fits in under the following statement: lack of knowledge. There are tons of small micro companies (SME’s) in tourism industry, which does not have the knowledge about nowadays needs. Many of them do not even know the basics about the current issues in marketing scene.

We have almost reached the 2020’s and the marketing is focusing more and more on different digital channels. To be successful, one must be able to develop itself to answer for nowadays needs. Unfortunately, the fact is that SME’s knowledge toward digital marketing is still limited. These small entrepreneurs are still playing by the rules settled in the 90’s. Posters, brochures, newspapers and letters via postal mail. There are too many whose only digital channel is Facebook without any idea how to use it effectively.

To be successful in destination marketing your every component needs to be at a certain level. In situation where the SME’s do not even know how to be visible in online you don’t meet with this goal. As a DMO, encourage the entrepreneurs to improve their skills in digital marketing. That is the modernity, and it is the necessity. SME’s don’t need to be professionals but if they even know how to be visible in online, how to create content, how to use SEO and how to use social media effectively, you are already one step ahead.

How to learn digital marketing together as a destination?

Content creating is now easier than ever. You do not need to be an engineer to create content anymore. Everyone has a possibility for that in the internet. Social media (SM) and content management system’s (CMS) such as WordPress have unlimited options to share content effectively and more importantly, easily.

Educating people inside the destination is not even time-consuming process for DMO anymore. Most of the programs are available in digital format.  Even better, there are great variety of free courses where to participate in. Encourage the SME’s to attend for these free courses and learn how to use these different online tools. Check out these top free online courses to upgrade your destinations digital marketing skills in to next level:

1. Google Digital Garage: https://learndigital.withgoogle.com/digitalgarage/

One of the most versatile courses is offered by Google. These completely free online courses will guide the participator through everything from search engines, to social media and beyond. There is totally 26 different topics and 106 lessons. You will learn to use SEO, create content, to be visible in online, launch different kind of marketing campaigns and use analytic tools more effectively. This is probably the best place to start learning the basics of digital marketing and E-Business.

2. Alison Diploma in E-Business: https://alison.com/course/Diploma-in-E-Business

Alison is a massive online learning community of more than six million registered users. They offer both, free and paid courses. Now you can take the free digital marketing course, Diploma in E-Business. Taking part for the course you develop your skills in search optimization, Google Analytics and AdWords, campaign tracking and integration, revenue metrics analysis, digital measurement, and much more. Extremely useful and recommend course to upgrade your current knowledge.

3. HubSpot Academy: https://www.udemy.com/inbound-marketing-course/

HubSpot Academy offers an incredibly comprehensive digital marketing courses. They are also offering free and paid courses. Recommend free course is: Inbound Marketing Course. This course has currently more than 35K participators. This inbound marketing course offers over 4.5 hours of instruction with totally 38 lectures, and all of them are completely free. You will learn how SEO, blogging, landing pages, lead nurturing, conversion analysis and reporting come together to form a modern inbound marketing strategy.

Benefits of collaboration

At the beginning, it is enough if you can encourage even couple of companies to take a part for these courses. As a DMO, think about the benefits of educating the people inside your destination.

1. You will get available working hours and other resources for your destination marketing. That does not involve even money transfers. The more people we have creating content about the destination, the easier all of this provides advantage through synergy. Little by little the visibility and awareness of whole destination will start to increase.

2. Togetherness creates strength. It is always better to have more people doing right things at the same time. Professionals are important, but one or two gurus cannot do everything by themselves.

3. You can start to build a common marketing strategy in more detailed level. Exploit the different digital channels as together and create a controlled content network between the individuals inside the destinations.

Once you have reached that, you are ready to take a step for the next level: collaboration between destinations and organisations.

How to promote a tourism destination online in international markets

 “Summary: Plan, use different online tools to analyze, make things easy for others and Care!”

Like every other business, there are some strategies to follow while promoting a tourism destination online in a foreign country to attract tourists. In this post, I present some ideas how a tourism destination should be marketed for international audiences. If you are a destination marketer, take a look!

Traditionally, expanding destination marketing to new markets is conducted through various partneships with for example travel agencies. However, tourism destination should also have visible online presense to support these partnerships.

Nowadays, internet is flooded with tons of similar things. Among them, some are interesting, useful while many of them are annoying, time consuming and just scam. So, no one wants to spend time in online for something that he/she doesn’t like, when there are many better options available a click away. So, to stand out as a right option to the customers, there are many things that one can do to succeed in his work.

   1.  Proper Website

Websites are often the first part of business identity for a foreign customer. So, a good website can work as a good representative of the destination. But, it needs to be customized for that targeted group. Only translating contents to a foreign language is not enough. There are many other things which need to be checked to make a good and well-functioning website.

  • Use a native speaker here to translate. At the same time, it needs to be localized in terms of message.
  • The core message of the product and services need to be delivered to the customers in a way they expect, accept and understand easily.
  • Language in a website should be easy, simple and understandable by everyone. Remember to talk with the customers in their tone.
  • Is the website responsive to all the devices that customers use?
  • How easy it to navigate?
  • Are there core messages in a way that customers can get it within few seconds when they come across this page?
  • Are there easy payment options and prices in local currencies, so no one face any difficulty?
  • How fast webpage loads in devices in different countries?
  • Is there something that can make it difficult or annoying to use?
  • Is there right contact information, so customers can reach easily when needed?
  • Is it attractive and well decorated?
2. Online Marketing for tourism destinations

Online marking is a critical part of a modern marketing mix. Now a marketer has only a few seconds to present his product to grab attention from customers and deliver core messages. The failure of doing this can bring a total failure of a business. By following few steps correctly, one can reap the best fruits with minimum effort.

  • Proper planning.
  • Setting a measurable short time and longtime goals.
  • Checking financial capabilities such as budget and base the plan on that is also important.
  • Categorizing customers based on region, age, interest etc.

Thinking is the most powerful tool any marketer has at their disposal. Think and study who your customers are and what they need and want. Find out who are already interested in the destination and looking for it online. It is easy to talk to someone who is already interested in and knows about the destination than to a stranger. “Google Market Finder” tools can help in this regard. As countries all over the world are different from each other in terms of language, culture, lifestyle and purchasing power, marketing to them need to be different as well.

    3. Promotion

For promotion, the best idea is to use multi-channel online marketing to reach the customers faster. These channels are social media marketing, Search Engine Optimization (SEO), paid advertising in different search engines, social media and other websites that have similar users. But, before starting all these tasks, first

  • Find out which marketing platform would be most effective for that targeted country.
  • What kind of search engines do they prefer?
  • Make ads in the local language. Ads with precise and interesting contents directed to a landing page might work better.
  • Use email marketing.

Of course, timing is also importing to engage more people in the advertisement. There are tools like Google keywords planner which can help to find the best keywords for SEO and ads. Email marketing is always good option to consider. It is targeted for the people who have already visited the website and has shown some interest. It is the fasted way to reach potential customers and let them know about updates, offers and a reminder of destination. It is very effective for re-targeting customers who already checked destination and signed for news update through mail. Sometimes, it influences them to make a purchase later. Finally, in email, keep easy unsubscribe option if someone wants to do so.

Make it easy for the customer to reach customer support whenever needed. Everything should be frank and honest. Make sure that, customers get enough care before and after purchasing. Collect honest feedback from them, so things can be improved. Checking things time to time from customers’ point of view is also important!

Tourism Marketing and Management programme takes novel approach to business studies

A business degree that specialises in tourism business is now available for the first time in Finland. Running at the University of Eastern Finland Business School, the international Master’s Degree Programme in Tourism Marketing and Management has got off to a good start, as 20 new students started at the Joensuu Campus this September.

Their studies began with an orientation week focusing on the programme’s four main themes: technology, well-being, nature and sustainability. Visits to the Puukarin Pysäkki guest house and the Murtovaara Forest Farm Museum, both located in a small town in eastern Finland, were particularly enlightening experiences. These destinations summarise well the potential and challenges of tourism in places like the eastern part of Finland.

The programme brings together academic studies and real-life links with working life in many different ways.

“It has been nice to notice how interested companies have been in our programme and students right from the start. Already in early September, our students did a Sales Race event in collaboration with the North Karelia Cooperative,” Programme Director Juho Pesonen says.

Co-operation with tourism businesses
Sales Race teaching practical selling skills

The Master’s degree programme has a unique advisory board consisting of representatives of business and industry, and the task of this advisory board is to make sure that the content of the programme and its courses are in line with working life requirements. Students also learn practical marketing skills by participating in the programme’s marketing.

Collaboration is the key to successful tourism marketing

The significance of collaboration is highlighted in the programme in many ways.

“We focus on collaboration rather than competition, and collaborative learning and problem-solving is encouraged in many different ways. We do plenty of group work on our courses and make use of collaborative learning methods that are independent of time and place,” Pesonen says.

The programme’s novel approach also applies to teaching, as the number of traditional lectures has reduced thanks to the introduction of flipped classroom. Students are largely responsible for their own learning process, and this process is supported by different kinds of assignments given during contact sessions as well as by in-depth discussion of the most difficult content.

The programme’s smooth start has also been aided by Professor James Murphy from Australia, who was recently appointed as a docent of the University of Eastern Finland. He brings an international angle to the first course, and visiting scholars and teachers from all over the world will be contributing to the programme.

The goal of the programme is to train experts who are valued by employers and the scientific community alike. The programme places emphasis not only on content learning, but also on important working life skills such as critical thinking, taking initiative, can-do attitude, independent and lifelong learning, and team work.

“A good example of this is a campaign our students designed and implemented at the university on World Tourism Day on 27 September to raise awareness of sustainable tourism.”

 

Tourism Master's Degree in Business
Study Tourism Marketing and Management at UEF.

Admissions to the international Master’s degree programmes of the University of Eastern Finland will be open between 1 November 2017 and 31 January 2018.

 

For further information, please contact:

Programme Director Juho Pesonen, tel. +358 40 184 2698, juho.pesonen(at)uef.fi

 

For more information on the Master’s Degree Programme in Tourism Marketing and Management, please see http://www.uef.fi/web/tmm.