Investigating Integrated Marketing Communications for Event Tourism

This report investigates the advantages of integrated marketing communications (IMC) for event tourism development, focusing on the UK context. The report begins with an executive summary, followed by an introduction outlining the research aim, objectives, and rationale. A comprehensive literature review explores the concept of event tourism, the benefits of IMC, and the significance of events in tourism development within the UK. The methodology section details the research approach, including the use of questionnaires for quantitative data collection. Findings are presented based on the analysis of primary data, followed by a discussion analyzing secondary data from the literature review. The report concludes with recommendations and a reflection on the research process, including alternative methodologies. The research aims to provide insights into how integrated marketing strategies can enhance event tourism and contribute to the overall growth of the UK tourism industry.