Insights on integrated marketing communications: implementation and impact in hotel companies
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 13 July 2015
Abstract
Purpose
The purpose of this paper is to provide insights on integrated marketing communications (IMC) by empirically examining the concept in a new context, that is hotel companies, and comparing its implementation and impact in Italian and Croatian hotels.
Design/methodology/approach
The study uses survey methodology to assess IMC, approaching managers and guests in high-quality hotels.
Findings
From the manager’s point of view, both Italian and Croatian hotels show a high level of IMC implementation and significant differences regarding some items. From the guest’s point of view, significant differences are obtained between the two hotel groups. In addition, IMC is found to influence positively and significantly customer satisfaction.
Research limitations/implications
This research is limited to the Italian and Croatian hotel context. Future studies should approach a greater number of hotels to obtain more representative results.
Practical implications
Managers need to adopt a holistic vision of marketing communications and regularly analyze consumers’ opinions to understand if their campaign works.
Originality/value
This paper makes several original contributions, thus filling the existing gap in the literature. First, IMC is analyzed in a new environment, that is high-quality hotels. Second, the study is conducted in Italy and Croatia, where research on IMC is rather neglected. Third, in addition to managers’ opinions, guests’ perceptions are assessed, thus highlighting that consumers need to be considered as true “co-managers” of business strategies.
Keywords
Acknowledgements
The authors are very grateful for the support of the projects ECO2010/17475 and ECO2013-43353-R of the Spanish Ministry of Economy and Competitiveness.
Citation
Šeric, M., Gil-Saura, I. and Ozretić-Došen, Đ. (2015), "Insights on integrated marketing communications: implementation and impact in hotel companies", International Journal of Contemporary Hospitality Management, Vol. 27 No. 5, pp. 958-979. https://doi.org/10.1108/IJCHM-12-2013-0568
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited