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

Abstract

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 world’s second largest German party. As a method for our case study, we observed the party’s premises and interviewed professionals directly involved in IMC management, including: the president of the German Park (Parque Germânica); 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