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Tourism Marketing by Devashish Dasgupta

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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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