An Exploration of the Effect of Integrated Marketing Communications on Consumer Motivation for Heritage Tourism in Wales: a case study of CADW

Abstract

AIM: EVALUATE AND EXPLORE THE EFFECTIVENESS OF INTEGRATED MARKETING COMMUNICATIONS IN MOTIVATING CONSUMERS TO VISIT MONUMENTS WITHIN CADW’S HERITAGE PORTFOLIO. OBJECTIVES O1. To explore the development of Integrated Marketing Communications and its use within Tourism. O2. To examine Consumer Motivation and its role in Tourism. O3. To evaluate the effectiveness of Integrated Marketing Communications against Consumer Motivation for visiting a Cadw monument. The following dissertation has covered the above aims by carrying out and using a Literature Review and qualitative methods (Focus Group and Semi-Structured Interview) to evaluate and explore how integrated marketing communications can be effective in motivating consumers to visit Cadw monuments. From this, 10 results have been found after exploring how potential Welsh visitors perceive some of Cadw’s marketing methods and the reasons why Cadw chose to use the methods in the first place. As a result, the main themes that have been found to influence consumer motivation and the effectiveness of Cadw Integrated Marketing Communication methods are; image, hedonic motivation, an integrated approach and relationship. In light of this a range of future research has been discussed that can help to build upon the results and findings of this thesis. Word Count: 12, 566 words 4 BACKGROUND TO CADW Cadw is the historic environment service of the Welsh Government. Its role is to promote, maintain and make accessible the historic environment and heritage sites across Wales. Cadw is responsible for nearly 200 sites which include historic buildings, ancient monuments, historic parks, gardens and landscapes (Cadw, 2014). The sites are open to the public and a series of events are held at various sites throughout the year. In 2012/13 there were just over 1.2m visits to Cadw staffed sites (Cadw Visitor Survey). At present the organisation, with 250 employees based on and offsite, use various marketing communication channels to interact with the general public; these include a website, e-newsletter, leaflets, Social Media and videos.