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Market your destination

An investigation of how destination marketing organizations can reach generation Y

Written by A. Aldevinge

Paper category

Master Thesis

Subject

Business Administration>Marketing & Sales

Year

2016

Abstract

Thesis: The success factors of DMO According to Pike and Page (2014), the dominant paradigm in destination marketing is 4P (price, promotion, location, product). According to the author, this may be challenged by today’s DMO. Brand concept competition as a performance tool. In general, there is no consensus on the issue of measuring brand performance, that is, what the dependent variable should be to measure the success of DMO. Therefore, according to the author, it is difficult for researchers to show examples of DMO best practices. The author further mentions that DMO is like a regional hospital in a town, which means that DMO is the only service provider of its kind in its particular town. Although destinations compete with other destinations, DMO competes differently. Still need to understand visitor relationship marketing and how to maintain consumer loyalty and repeat visits. As part of this, it is also important to understand consumers’ decision to switch destinations and the impact of social media and Internet communications on destination choices. In order to meet these new agendas, the author believes that case studies on destination competitiveness and marketing communication effectiveness are needed. New consumer behavior in the travel industry has attracted new possibilities for DMOs and travel companies to advertise other products alongside traditional products. Xiang et al. (2015) According to their survey results, the search and purchase of traditional tourism-related products/services (such as air tickets and accommodation) have been saturated. Travelers are now ready to buy and search for other things that are natural in the tourism industry, such as museum tickets or dining. Many researchers have evaluated DMOs and travel websites based on the availability of tourists to search for travel information. There is no general definition of evaluation technology for DMOs and travel websites. Morrison et al. (2004) mentioned in their literature review that there is no state-of-the-art technology for best-of-breed evaluation tools or some form of standardized evaluation tools for travel websites, but there are widely differing views. The author gave some general guidelines, telling them that it is important to evaluate the website from the customer's point of view. In addition, non-profit organizations and government organizations still have problems measuring return on investment on their websites. In addition to website strategies, new Internet technologies have developed new strategies to attract customers. Social media indicates a new paradigm, which redefines new ways of tourism marketing and customer service. 2.2 Travel information search and the Internet as a source of travel plans According to Choi et al. (2007) Search engines are the basis of most travel information search sessions. The research design of Xiang and Gretzel (2010) is to simulate travel planning scenarios. They searched a search engine (Google) for a total of 10 keywords such as hotels and attractions, combined with 9 American destination names. According to the author, the survey results show that social media sites account for a significant portion of the first few search results, which shows that they have the latest relevant information and can be used for travel planning purposes. Compare the number of social media publicity search results between destinations. The biggest difference is which keywords are used. For example, do keywords such as nightlife attract more social media results? In addition, different types of social media sites contain different keywords. Consumer review sites are more likely to correspond to restaurants, virtual communities correspond to core tourism products such as scenic spots, and social networking sites correspond to events and nightlife. Xiang et al. (2015) It is recommended that more online channels be used for travel information search, such as communities, social media sites and blogs. The trend is that every traveler wants to customize personalized information for them and their interests. For companies, one way to solve this problem is to text mining consumer blogs, online written texts from other consumers, and the rising trend of content written by competitors online to determine the improvement of their business and the content they provide. This group of authors believes that it is necessary to not only meet the needs of traditional online travel search types, but also to develop a long-term strategy to meet the needs of more and more consumers who adopt new technologies and their changing needs. 2.2.1 Use DMO to obtain travel information Choi et al. (2007) According to their survey results, tourists use DMO to find comprehensive travel information about destinations during pre-travel planning. The pre-trip online behavior of tourists mainly revolves around information inquiry, while the online behavior of tourists after the trip mainly revolves around sharing travel experience activities and social activities. For DMOs of different levels (country, state, city), it is found that the tourist information behavior of the nearest level (city) is related to destination-specific information (such as hotel reservations or events), while those who narrow down to the state and country levels want more General information about history or geography etc. Read Less