ABSTRACT
This chapter explains the concept of crowdsourcing and the different ways that this concept can be applied in destination integrated marketing communications (IMC). It describes the elements of the basic model of communications. The chapter also explains the importance and roles of advertising in promoting a destination. It reviews why public relations and publicity are required for destination management organizations (DMO) to build and maintain relationships with its multiple publics. The chapter outlines the different sales promotion and merchandising techniques. It presents the steps involved in the planning, implementation and evaluation of an IMC campaign. The chapter also reviews all the IMC components, their roles and functions, and how their effectiveness is measured. It highlights the usefulness of IMC in overcoming some of the challenges of communications. The IMC components vary in their use of text, visuals and spoken narratives, and so when used together by the DMO, they will accommodate all the different consumer learning styles.
