Integrated Marketing Communications in Tourism Events: A Case Study About the Oktoberfest Festival From Blumenau-Sc

Detalhes bibliográficos
Autor(a) principal: Zucco, Fabrícia Durieux
Data de Publicação: 2010
Outros Autores: Reis, Clovis
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12620
Resumo: In order to promote a tourist destination successfully it is critical to develop communication channels with the potential visitors, in addition to tour operators and other stakeholders. This study sought to build on this discussion, aiming to analyze the process of planning and implementing an integrated marketing communication (IMC) at Oktoberfest in Blumenau, Brazil, believed to be the worlds second largest German party. As a method for our case study, we observed the partys premises and interviewed professionals directly involved in IMC management, including: the president of the German Park (Parque Germnica); and the local authority responsible for organizing the event. Activities related to IMC indicate adaptation to the needs of maintaining the increasing flow of visitors. DOI: 10.5585/remark.v9i3.2175
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spelling Integrated Marketing Communications in Tourism Events: A Case Study About the Oktoberfest Festival From Blumenau-ScComunicação Integrada de Marketing em Eventos Turísticos: Um Estudo da Oktoberfest de Blumenau-SCIntegrated marketing communications; Tourism events; Oktoberfest; Blumenau.Comunicação Integrada de Marketing. Turismo de eventos; Planejamento de Turismo.In order to promote a tourist destination successfully it is critical to develop communication channels with the potential visitors, in addition to tour operators and other stakeholders. This study sought to build on this discussion, aiming to analyze the process of planning and implementing an integrated marketing communication (IMC) at Oktoberfest in Blumenau, Brazil, believed to be the worlds second largest German party. As a method for our case study, we observed the partys premises and interviewed professionals directly involved in IMC management, including: the president of the German Park (Parque Germnica); and the local authority responsible for organizing the event. Activities related to IMC indicate adaptation to the needs of maintaining the increasing flow of visitors. DOI: 10.5585/remark.v9i3.2175Para promover um destino turstico com sucesso fundamental desenvolver canais de comunicao com os potenciais visitantes, assim como, agentes tursticos e outras partes interessadas. O presente estudo busca aprofundar tal discusso e, tem o objetivo de analisar o processo de planejamento e implantao da comunicao integrada de marketing (CIM) na Oktoberfest de Blumenau/SC, consagrada como a segunda maior festa alem do mundo. Utilizou-se o mtodo de estudo de caso com observao das instalaes da festa e foram entrevistados profissionais diretamente envolvidos no processo de gesto da CIM, inclusive o presidente do Parque Germnica, autarquia responsvel pela organizao do evento. As atividades relacionadas CIM demonstram adequao s necessidades de manter o fluxo crescente de visitantes. DOI: 10.5585/remark.v9i3.2175Universidade Nove de Julho - Uninove2010-12-08info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1262010.5585/remark.v9i3.2175ReMark - Revista Brasileira de Marketing; v. 9, n. 3 (2010): setembro - dezembro; 127-1432177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12620/6168Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessZucco, Fabrícia DurieuxReis, Clovis2019-06-21T14:41:02Zoai:https://periodicos.uninove.br:article/12620Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:41:02REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Integrated Marketing Communications in Tourism Events: A Case Study About the Oktoberfest Festival From Blumenau-Sc
Comunicação Integrada de Marketing em Eventos Turísticos: Um Estudo da Oktoberfest de Blumenau-SC
title Integrated Marketing Communications in Tourism Events: A Case Study About the Oktoberfest Festival From Blumenau-Sc
spellingShingle Integrated Marketing Communications in Tourism Events: A Case Study About the Oktoberfest Festival From Blumenau-Sc
Zucco, Fabrícia Durieux
Integrated marketing communications; Tourism events; Oktoberfest; Blumenau.
Comunicação Integrada de Marketing. Turismo de eventos; Planejamento de Turismo.
title_short Integrated Marketing Communications in Tourism Events: A Case Study About the Oktoberfest Festival From Blumenau-Sc
title_full Integrated Marketing Communications in Tourism Events: A Case Study About the Oktoberfest Festival From Blumenau-Sc
title_fullStr Integrated Marketing Communications in Tourism Events: A Case Study About the Oktoberfest Festival From Blumenau-Sc
title_full_unstemmed Integrated Marketing Communications in Tourism Events: A Case Study About the Oktoberfest Festival From Blumenau-Sc
title_sort Integrated Marketing Communications in Tourism Events: A Case Study About the Oktoberfest Festival From Blumenau-Sc
author Zucco, Fabrícia Durieux
author_facet Zucco, Fabrícia Durieux
Reis, Clovis
author_role author
author2 Reis, Clovis
author2_role author
dc.contributor.author.fl_str_mv Zucco, Fabrícia Durieux
Reis, Clovis
dc.subject.por.fl_str_mv Integrated marketing communications; Tourism events; Oktoberfest; Blumenau.
Comunicação Integrada de Marketing. Turismo de eventos; Planejamento de Turismo.
topic Integrated marketing communications; Tourism events; Oktoberfest; Blumenau.
Comunicação Integrada de Marketing. Turismo de eventos; Planejamento de Turismo.
description In order to promote a tourist destination successfully it is critical to develop communication channels with the potential visitors, in addition to tour operators and other stakeholders. This study sought to build on this discussion, aiming to analyze the process of planning and implementing an integrated marketing communication (IMC) at Oktoberfest in Blumenau, Brazil, believed to be the worlds second largest German party. As a method for our case study, we observed the partys premises and interviewed professionals directly involved in IMC management, including: the president of the German Park (Parque Germnica); and the local authority responsible for organizing the event. Activities related to IMC indicate adaptation to the needs of maintaining the increasing flow of visitors. DOI: 10.5585/remark.v9i3.2175
publishDate 2010
dc.date.none.fl_str_mv 2010-12-08
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12620
10.5585/remark.v9i3.2175
url https://periodicos.uninove.br/remark/article/view/12620
identifier_str_mv 10.5585/remark.v9i3.2175
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12620/6168
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 9, n. 3 (2010): setembro - dezembro; 127-143
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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