%0 Journal Article
%T INTEGRATED MARKETING COMMUNICATIONS IN TOURISM EVENTS: A CASE STUDY ABOUT THE OKTOBERFEST FESTIVAL FROM BLUMENAU-SC DOI: 10.5585/remark.v9i3.2175 COMUNICA  O INTEGRADA DE MARKETING EM EVENTOS TUR¨ªSTICOS: UM ESTUDO DA OKTOBERFEST DE BLUMENAU-SC DOI: 10.5585/remark.v9i3.2175
%A Fabr¨ªcia Durieux Zucco
%A Clovis Reis
%J REMark : Revista Brasileira de Marketing
%D 2010
%I 
%R 10.5585/remark.v9i3.2175
%X 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 Germanica); 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. Para promover um destino tur¨ªstico com sucesso ¨¦ fundamental desenvolver canais de comunica  o com os potenciais visitantes, assim como, agentes tur¨ªsticos e outras partes interessadas. O presente estudo busca aprofundar tal discuss o e, tem o objetivo de analisar o processo de planejamento e implanta  o da comunica  o integrada de marketing (CIM) na Oktoberfest de Blumenau/SC, consagrada como a segunda maior festa alem  do mundo. Utilizou-se o m¨¦todo de estudo de caso com observa  o das instala  es da festa e foram entrevistados profissionais diretamente envolvidos no processo de gest o da CIM, inclusive o presidente do Parque Germanica, autarquia respons¨¢vel pela organiza  o do evento. As atividades relacionadas ¨¤ CIM demonstram adequa  o ¨¤s necessidades de manter o fluxo crescente de visitantes.
%K Integrated marketing communications
%K Tourism events
%K Oktoberfest
%K Blumenau.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2175