IMC Strategies of Festivals in Destination Branding
| dc.contributor.author | Gokce Ozdemir | |
| dc.contributor.author | Duygu Turkmenoglu | |
| dc.contributor.editor | A Kavoura | |
| dc.contributor.editor | DP Sakas | |
| dc.contributor.editor | P Tomaras | |
| dc.coverage.spatial | Mykonos GREECE | |
| dc.date.accessioned | 2025-10-06T16:20:16Z | |
| dc.date.issued | 2017 | |
| dc.description.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. | |
| dc.identifier.doi | 10.1007/978-3-319-33865-1_16 | |
| dc.identifier.isbn | 978-3-319-33865-1, 978-3-319-33863-7 | |
| dc.identifier.issn | 2198-7246 | |
| dc.identifier.uri | http://dx.doi.org/10.1007/978-3-319-33865-1_16 | |
| dc.identifier.uri | https://gcris.yasar.edu.tr/handle/123456789/6288 | |
| dc.language.iso | English | |
| dc.publisher | SPRINGER INTERNATIONAL PUBLISHING AG | |
| dc.relation.ispartof | 4th International Conference on Strategic Innovative Marketing (IC-SIM) | |
| dc.source | STRATEGIC INNOVATIVE MARKETING | |
| dc.subject | Integrated marketing communications (IMC), Destination branding, Festivals | |
| dc.subject | TOURISM | |
| dc.title | IMC Strategies of Festivals in Destination Branding | |
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| oaire.citation.endPage | 137 | |
| oaire.citation.startPage | 131 | |
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