Promoting Events and Festivals through Digital Marketing Tools: A Conceptual Framework

Abstract

In the digitalization of marketing, digital marketing tools are the best way to advertise and promote the products and services. In the context of events and festival, digital media is better than traditional media to promote the events using digital marketing tools such as social media networks, content marketing, search engine optimization, search engine marketing, web portal, mobile marketing, e-wom marketing, etc. To illustrate, event’s organizers use the social media applications like Facebook, Instagram, and YouTube to advertise and promote events they organized at the stage of pre and during events. Parallel to advent of information and communication technology, every destination must adopt their management and marketing practices to the changed world and changed consumer behavior. In this context, tourism destination try to look for new communication way and new marketing approaches in order that they could satisfy their consumers, advertise, and promote their product. Digital marketing tools are appropriate way to reach targeted audience to announce and marketing the events by creating effective promotional strategies. Thus, the aim of this chapter to present the usage of digital marketing tools for event and festival promotions conceptually