IMC and Digital Marketing in Event Tourism to Enhance Tourist Visits: A Systematic Review

DOI

10.2991/978-94-6463-912-4_3How to use a DOI?

Keywords

Integrated Marketing Communication; Digital Marketing; Event Tourism; Systematic Literature Review; Social Media Marketing

Abstract

This study explores the integration of Integrated Marketing Communication (IMC) and digital marketing strategies within the context of event tourism to enhance tourist visits. Utilizing a systematic literature review (SLR) approach, the study synthesizes findings from 87 peer-reviewed articles obtained from reputable academic databases. The research examines key theoretical foundations, empirical evidence, and the practical use of digital tools and strategic communication to attract and engage tourists in event-based tourism. Theoretical frameworks underpinning the study include communication theory, the marketing mix, and audience engagement models, complemented by middle and applied theories related to IMC, digital marketing, and event tourism. The results highlight IMC as a central theme in the literature, with growing emphasis on tourist engagement, experience personalization, and authentic messaging. Social media and data-driven marketing are found to play significant roles in influencing tourist decision-making and increasing destination appeal. This review contributes to the academic discourse by identifying gaps in research and suggesting future empirical directions, especially regarding the application of advanced technologies like artificial intelligence and virtual reality in promoting event tourism. Practically, the study offers strategic insights for tourism stakeholders to design integrated marketing efforts that effectively boost tourist attendance and support sustainable growth in event destinations.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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TY  - CONF
AU  - Hanif Hasan
AU  - Diah Natalisa
AU  - Deris Stiawan
AU  - Isni Andriana
PY  - 2025
DA  - 2025/12/07
TI  - IMC and Digital Marketing in Event Tourism to Enhance Tourist Visits: A Systematic Review
BT  - Proceedings of the Palembang Tourism Forum Volume 2 2025 (PTF-2025)
PB  - Atlantis Press
SP  - 13
EP  - 29
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-912-4_3
DO  - 10.2991/978-94-6463-912-4_3
ID  - Hasan2025
ER  -