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MARKETING COMMUNICATIONS MIX IN THE PROMOTION OF AGRITOURISM SERVICES
Abstract
Marketing communications mix consists of eight major modes of communication – advertising, direct marketing, events and experiences, interactive marketing, personal selling, public relations and publicity, sales promotion, and word-of-mouth marketing – but a fully integrated communications mix also includes email marketing, partnerships / promotions, and social media. The most powerful touch-points are Internet, mobile phones, social media, and TV. Innovative media such as interactive video, mobile developments, social media, viral and augmented reality, wearable devices, etc. play an important role in the tourism industry. The 66 agritourism services inventoried rely on 8 modes of communication in marketing communications mix, and 6 of these modes of communications rely on ICTs. Of the 69 platforms of communication used in marketing communication mix, only 26 (about 39.13%) are common to the promotion of agritourism services: they are characterised by such features as audience, communication type, content, regularity, technology, timeliness, and use type.
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