Open AccessIntegrated Marketing Communication as An Element of Visitors’ Selection of Heritage Destination: A Theoretical Framework
Publication year - 2020
Publication title -
international journal for research in engineering application and management
Language(s) - English
Resource type - Journals
ISSN - 2454-9150
DOI - 10.35291/2454-9150.2020.0008
Subject(s) - integrated marketing communications , tourism , archetype , element (criminal law) , marketing , selection (genetic algorithm) , marketing communication , business , digital marketing , identification (biology) , cultural heritage , marketing management , advertising , relationship marketing , computer science , geography , political science , archaeology , art , literature , artificial intelligence , law , biology , botany
Integrated marketing communications (IMC) is a major communication archetype rooted from communication theory. Integrated Marketing Communications (IMC) is known as one of 4ps marketing mix elements. Heritage tourism is based on significant histories, or humanity to attract visitors to discover, to explore, and to enjoy attractions. The purpose of this paper is to identify the components of Integrated Marketing Communication (IMC) as an element for selection of heritage destinations by the visitors. This paper adopts a qualitative approach in identifying the components of IMC which are essential in selection of heritage destination. The identification is primarily based on extensive review of literature based on IMC, Heritage Tourism, and Destination Marketing.