As a newly joined member of the Destination Management Organisation, you
are tasked with developing a destination marketing report for Edinburgh.
You need to address the following in the report:
Part 1:
Conduct an analysis of Edinburgh (L02) (1200 words)
• Environmental factors affecting tourism in the destination
• Competitor analysis
• Market factors influencing destination marketing
• Destination Analysis using the 10As and TALC model
• Edinburgh promotional activities audit – advertising, websites, publicity,
PR, events, trade shows, sales promotion
• Brand audit using the five-stage brand pyramid
Part 2:
Conduct research as the basis of a strategic plan to enhance and
strengthen the identity and brand of Edinburgh, whilst developing tourism
in a sustainable manner (L03, L04) (2000 words)
• Propose a branding objective supported by a clear rationale
• Outline the profile of the key target markets that should be a priority for
• Propose a brand positioning statement that clearly defines how
Edinburgh will be positioned
• Outline a digital campaign that will increase the appeal of Edinburgh as a
destination – the campaign must aim to deliver the set brand objective
and increase the appeal of Edinburgh as a destination
• Recommend approaches to evaluate the effectiveness of the digital
You should link your findings to academic theory and consider the effectiveness
of the marketing effort in stimulating tourism flows.

Sample Solution

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