IMC and Digital Marketing in Event Tourism to Enhance Tourist Visits: A Systematic Review

This study explores the integration of Integrated Marketing Communication (IMC) and digital marketing strategies within the context of event tourism to enhance tourist visits. Utilizing a systematic literature review (SLR) approach, the study synthesizes findings from 87 peer-reviewed articles obtained from reputable academic databases. The research examines key theoretical foundations, empirical evidence, and the practical use of digital tools and strategic communication to attract and engage tourists in event-based tourism. Theoretical frameworks underpinning the study include communication theory, the marketing mix, and audience engagement models, complemented by middle and applied theories related to IMC, digital marketing, and event tourism. The results highlight IMC as a central theme in the literature, with growing emphasis on tourist engagement, experience personalization, and authentic messaging. Social media and data-driven marketing are found to play significant roles in influencing tourist decision-making and increasing destination appeal. This review contributes to the academic discourse by identifying gaps in research and suggesting future empirical directions, especially regarding the application of advanced technologies like artificial intelligence and virtual reality in promoting event tourism. Practically, the study offers strategic insights for tourism stakeholders to design integrated marketing efforts that effectively boost tourist attendance and support sustainable growth in event destinations.