Promotion of Events and Festivals in the Digital Era

Abstract

Purpose / Research Significance: This chapter aims to discuss and analyse the role of Media in the promotion of various events and festivals using different tools of communication such as Newspaper, Local Television Channels and Online Websites, Social Media specifically. The study also offers practical and strategic advice for event planners, brand communicators, and destination marketer sin the major Asian tourism markets, such as India and its neighbours. Study Design/Methodology/Approach: The outcomes of the study were derived using aqualitative technique. The Prisma technique was used to examine prior literature. Prisma is a set of evidence-based reporting questions for systematic reviews and meta-analyses. There search takes a special review of social media plat forms available to promote an event online. Finding: The study’s findings provide insight for event/festival organizers and destination marketers interested in achieving success with destination marketing, branding, and promotion. Implications: The chapter suggests the challenges and opportunities lies in the promotion of an event / festival in the age of social media and making the best use of local media tools available.

Keywords

• destination branding
• convergence
• media promotional strategies