Destination and Culture

You are destination management consultants working on a destination, cultural or heritage brand of your choice. You are required to develop a Destination Marketing Strategy Plan for the brand. You should start with planning; think about what destination, cultural or heritage brand you would like to work on. Consider answering the below questions as a start; • Where the brand is now /how is the brand doing currently? • Where would you like the brand to be? • How do you plan to get there? You will need to conduct an external environment analysis followed by a SWOT analysis in order to understand how the brand is currently doing. Depending on where you would like to take the brand, you will need to form vision and mission. Considering these, you need to identify a market and apply segmentation, targeting and positioning.




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