CHAPTER 10
Tourism Promotional Mix: An Integrated Marketing Communication (IMC) Approach
ABOUT THE DESTINATION
A multi-venue performing arts centre on Bennelong Point in Sydney, it was conceived and largely built by Danish architect Jørn Utzon. Its unique sail-like design makes it one of the most photographed buildings in the world.
OBJECTIVES
- To understand the communication process – its use and significance
- To define the role of marketing communications in tourism
- To elaborate the steps involved in developing an integrated marketing communication for a tourist destination
- To define long-term and short-term communication objectives ...
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