Investigating the Adoption of Integrated Marketing Communication Strategies at Institutional Cultural Festivals in Greece. The Case Study of Aeschylia in Elefsina
Additional contact information
Lamprini Trivella: Independent Researcher
A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 237-244 from Springer
Abstract The integrated marketing communication strategies (IMCSs) help institutional festivals not only to keep their audience but also to attract new target groups. These festivals are strongly supported by the local authorities because of the social and economic benefits that outweigh the hurdles of their institutional features. The institutional mixed art festivals are complicated and diverse institutions that have to adopt strategies to promote the intangible cultural products, informing a wide audience. For these reasons, the IMCSs become a powerful tool in the hands of local authorities to adapt to the constantly changing, competitive environment. Furthermore, the qualitative methodology of interviews is adopted and it is supported with the meta-data analysis derived from the annual reports of Aeschylia. In this way, the need to use effectively the IMCSs is highlighted so as the institutional festival can meet the imminent global competitiveness mission of audience attraction and therefore they can be more extrovert to reach the national and international cultural tourism sector, starting being more lucrative.
Keywords: Integrated marketing communication strategies (IMCSs); Cultural communications; Institutional festivals; Local authorities (search for similar items in EconPapers)
References: Add references at CitEc
Citations: Track citations by RSS feed
There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-12453-3_27
Ordering information: This item can be ordered from
Access Statistics for this chapter
More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().