Internet Marketing Communication in Event Tourism Promotion

Abstract

Events are social, sporty, cultural, economic and environmental or entertainment-based. They are held on specific dates and times to share common experiences. Event tourism is becoming more and more important, bringing many benefits to the destinations. National and international events are organised to create alternative tourism products, increase the number of visitors, contribute to economic development and create competitive advantage, improve the infrastructure of the destination, increase the quality of life and provide socio-cultural development support. Direct or indirect communication is important for the target audience. Today, event organisers, who want to establish strong ties with the target audience, benefit from technology as it helps to promote the event and motivate people to participate in it. Along with the development of the Internet and the social media, communication and marketing implementations have also changed. High-budgeted events are becoming an important segment of tourism. The development of technology and widespread use of the Internet and social media have added a creative and indispensable competitive element to event marketing communication.

Citation

Koba, Y. (2020), "Internet Marketing Communication in Event Tourism Promotion", Hassan, A. and Sharma, A. (Ed.) The Emerald Handbook of ICT in Tourism and Hospitality, Emerald Publishing Limited, Leeds, pp. 149-164. https://doi.org/10.1108/978-1-83982-688-720201010