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IMC Strategies of Festivals in Destination Branding

In: Strategic Innovative Marketing

Author

Listed:
  • Gökçe özdemir

    (Yaşar University)

  • Duygu Türkmenoğlu

    (Yaşar University)

Abstract

Festivals are considered as short-term but major attractions by destination marketers. Integrated marketing communications of festivals will be assessed in this study based on the nature of festivals in terms of destination branding. Since destination branding is a common practice to promote the destination’s history, lifestyle, and culture; festivals are used to create such a reputation by destination marketers. Destination branding is a strategic instrument to publicize a destination’s competitive advantages. Therefore, in this paper, integrated marketing communication strategies of festivals are evaluated that reinforce the branding of destinations through multimethod analysis.

Suggested Citation

  • Gökçe özdemir & Duygu Türkmenoğlu, 2017. "IMC Strategies of Festivals in Destination Branding," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 131-137, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-33865-1_16
    DOI: 10.1007/978-3-319-33865-1_16
    as

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