IMC Strategies of Festivals in Destination Branding

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. © 2022 Elsevier B.V. All rights reserved.