The role of integrated marketing communications (IMC) on heritage destination visitations

Abstract

This study was aimed at exploring the role of integrated marketing communications (IMC) on visitors' selection of a heritage destination. A survey was conducted in a popular heritage township in Taiwan in spring 2007. Results from the 197 usable questionnaires indicated that communication tools for message delivery can be placed into three types under the headings of "public relation (PR)," "advertisement (ADV)," and "direct sale & promotion (DS&P)." The relationship between the three IMC factors and heritage tourists' social and demographic characteristics were also explored. The findings are expected to help heritage administrators understand heritage visitors and formulate marketing strategies and quality management plans to cater effectively to target segments.