A Conceptual Framework of Role of Integrated Marketing Communication in the Promotion of Cultural Tourism

The Study establishes a conceptual framework and fully evaluates the concepts of cultural tourism, tourist and integrated marketing communication (IMC) both from a conceptual view and technical view. Extensive literature survey is done to discover the concepts of cultural tourism, tourist and (IMC) right from their origin, definitions, aspects and contexts. A special effort has been made to look at them from the point of view of the cultural tourist. The significance of these concepts to the economy, society and environment of a place is also studied. The study also tries to trace the origin and implementation of these concepts in the Indian context. Definitions which are suitable to establish a suitable integrated framework or link between cultural tourism and IMC have been identified. Importances have been given to those definitions which can be put to quantitative assessment, measured and evaluated. The relations between cultural tourism and IMC concepts and their interdependences have also been a focal point of the study.