Advantages of Integrated Marketing Communications for Event Tourism Development

Marketing, Events,
and Tourism

Executive summary
Main purpose of this dissertation is to investigate the advantages of integrated marketing
communications for event in tourism development. This is a main purpose of dissertation and for
accomplishing this purpose, different activities were completed by investigator systematically.
Introduction is a first part that was done by describing overview and background of the study,
developing aim and objectives, identifying research gap etc. These are major parts that supported
researcher in completion of introduction chapter. Literature review is another part that was
completed through secondary sources such as articles, magazines, publication research and many
other sources relevant to the topic. This activity of dissertation supported investigator in
fulfilment of research gap through research questions. Research methodology is another and
main activity that was completed through research approach, philosophies, strategy,
questionnaire, quantitative research etc. All these are significant for researcher in
accomplishment of research aim and objectives. Findings has been done by interpreting primary
information collected from questionnaire. This helped investigator by providing reliable and
valid information in minimum time duration. Discussion was done by analysing secondary data
collected for literature review. This section also supported investigator in discussing of primary
and secondary information effectively. Conclusion and recommendation were completed by
describing information of each activity in systematic and clear manner and also recommending
some ways for related with the topic. Reflection and alternative research methodology is
determined last part that were done by describing experience of researcher while doing this
dissertation.

Table of Contents
Executive summary .........................................................................................................................2
Acknowledgement ..........................................................................................................................4
.........................................................................................................................................................4
INTRODUCTION ..........................................................................................................................5
Overview of research..................................................................................................................5
LITERATURE REVIEW ...............................................................................................................8
Explain about the idea of event tourism? ...................................................................................8
What are the major advantages of integrated marketing communication in regards of
event tourism?...........................................................................................................................10
What are the significance of event in tourism development within UK?.................................11
How marketing help in overall growth and development of tourism industry of United
Kingdom. ..................................................................................................................................12
STATEMENT OF RESERACH QUESTIONS ...........................................................................15
METHODOLOGY .......................................................................................................................16
FINDINGS ....................................................................................................................................20
ANALYSIS/DISCUSSION ..........................................................................................................32
CONCLUSION .............................................................................................................................40
RECOMMENDATIONS ..............................................................................................................40
Reflection and alternative research methodology .........................................................................43
REFERENCES..............................................................................................................................45
Appendix........................................................................................................................................50
Questionnaire............................................................................................................................50

Acknowledgement
I would like to express my sincere gratitude towards my supervisor and committee who
have supported me throughout the dissertation and appreciate the guidance which has been given
by them. I personally admire the learning opportunities which were offered to me during the
development of this research dissertation.
It is certainly a fact that this research dissertation could not have been completed without
support of my friends, family and supervisors. The dissertation completed on “To investigate the
advantages of integrated marketing communications for event in tourism development. A study
in United Kingdom”. It is certainly a wide topic and would not be fulfilled with continuous input
and support of numerous corporate and government officials which are related to the field of
tourism.
Thank-you!! I truly appreciate the parenting on this crucial project.
Sincerely,
XYZ

INTRODUCTION
Overview of research
Integrated marketing communication can be describe as a very useful tool or approach
which is consider company in order to carry out different marketing practices. With the support
of integrated marketing communication organisation will be able to use different types of
communication channels in order to clearly communicate with potential customers. Integrated
marketing communication tools includes advertising, sales promotion, personal selling, public
relation, direct marketing and many more. Events in tourism include those event practices which
is conducted in order to enhance tourism activities (Cooper, 2016). tourism is consider as one of
the major source of economy growth and development. It is very important for United Kingdom
tourism sector to conduct different marketing activities by integrating different communication
channels in order to influence large number of people towards United Kingdom. Under
integrated marketing communication different types of marking and promotional tools are
considered in order to increase information about the event or tourism destination. In this
research different tools and techniques for collecting data is used which support in identifying
and analysing information form different sources. In this major benefits and advantages that
could be attain for development and growth of tourism are analysed properly. Events will lead to
have major impact on tourism.
Research aim:
Main aim of this research is “To investigate the advantages of integrated marketing
communications for event in tourism development. A study in United Kingdom
Research objectives:
 To develop basic understanding regarding the event tourism.
 To explore benefits of integrated marketing communication in regards of event tourism.
 To analysis the importance of event in development of tourism within United Kingdom. To determine the advantages of marketing within tourism industry of UK.
Rationale of the research
Integrated marketing communication is very important for event in tourism development.
This includes various types of tools and techniques that will lead to have direct impact on
attracting as well as influencing more customers towards a particular destination. It is crucial for

an individual to have proper and accurate information about the integrated marketing
communication as well as its benefits for event in tourism sector. Through this study of this topic
an individual will be able to gain proper and accurate information regarding marketing
communication as well as impact of event on tourism development. This research is beneficial
for individual as well as academic prospective (Kirkup and Sutherland, 2017). Trough this report
researcher will be able to gain in depth and clear information regarding integrated marketing
communication as well as how to use it properly for performing marketing practices. In this
researcher is able to develop and increase capabilities for collecting and gather information or
data from different sources. It is essential enhance academic skills and capabilities of
investigator. Researcher will gain more clear and in depth understand about the impact of
integrated marketing practice as well as help in increasing potential use this approach in more
significant manner.
Structure of the dissertation
This is an important section of the dissertation because it will support reader to identify
requirement of activities or chapters in completion of dissertation systematically. There are
different tasks or activities that will be needed by investigator for completing entire dissertation
in systematic manner. Different activities apart from their purpose has been explained as below:
Introduction: This is a main part of the dissertation because it will support researcher in
development of research aim and objectives, identification of research gap, rationale of the study
etc. All these are important part of the completing introduction activity in systematic way. Main
purpose of this activity is to help researcher in execution of research aim and objectives for
completing full dissertation successfully (Kumar, 2019).
Literature review: This is another important part of the dissertation that will be essential
for investigator in gathering of secondary information. Main motive of this section is to facilitate
researcher in fulfilment of research gap effectively.
Statement of research questions: In this section, researcher will require to develop
research questions according to the research title. It is important for researcher in achievement of
research aim and objectives.
Research methodology: This is another significant part of the dissertation that support
investigator in gathering of data about the topic. This section includes different number of
methods that will be beneficial for investigator in achievement of valid outcomes (Wise and

Harris, 2017). Main purpose of research methodology is to support researcher in collection and
evaluation of qualitative or quantitative information. In current dissertation, questionnaire will be
taken into consideration for collecting primary and quantitative data successfully.
Findings: This is another part that is based on collected primary data. In this, researcher
will find out opinion of respondents about the topic. Frequency distribution analysis will be
applied by investigator for finding and analysing quantitative data in less period of time. For
presenting quantitative data, Ms-Excel software will be followed by researcher. This software
help researcher in making of graphs according to the research questions.
Discussion: This section is based on gathered secondary data. This data will be collected
by researcher in literature review section. Along with this, for discussing secondary information
different themes will be made by researcher according to the research questions. Main motive of
this section is to discuss secondary information for achieving research aim and objectives
(Marine-Roig, Martin-Fuentes and Daries-Ramon, 2017).
Conclusion and recommendations: This is main section or activity that incudes
information of each activities in short and clear way. This section helps investigator in
attainment of research aim and objectives.
Reflection: This is an essential section and in this, researcher will requiring to describe
their journey and experience towards the current research. Main motive of this section is to
identify experience and issues faced by researcher while doing this investigation. If researcher
face any kind of issue, alternative research methodology will be recommended to them.
Therefore, introduction chapter is important for carrying out dissertation in systematic
manner. This chapter will be essential in development of aim and objectives, identification of
research gap, reason for choosing this study etc. All these are important for researcher in
carrying out study systematically and effectively (Morrison, 2018).