Insights on integrated marketing communications: implementation and impact in hotel companies. Issue 5 (13th July 2015)

• Record Type: Journal Article
• Authors: Šeric, Maja; Gil-Saura, Irene; Ozretić-Došen, Đurđana
• Is Part Of: International journal of contemporary hospitality management. Volume 27:Issue 5(2015)
• Page Start: 958
• Page End: 979
• Publication Date: 2015-07-13
• Subjects: Hospitality industry -- Management -- Periodicals; 647.94068
• DOI: 10.1108/IJCHM-12-2013-0568
• Languages: English
• ISSNs: 0959-6119

Abstract

<abstract> <title> <x content-type="archive" xml:space="preserve">Abstract</x> </title> <sec> <title content-type="abstract-heading">Purpose</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Design/methodology/approach</title> <p> – The study uses survey methodology to assess IMC, approaching managers and guests in high-quality hotels. </p> </sec> <sec> <title content-type="abstract-heading">Findings</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Research limitations/implications</title> <p> – 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. </p> </sec> <sec> <title content-type="abstract-heading">Practical implications</title> <p> – Managers need to adopt a holistic vision of marketing communications and regularly analyze consumers' opinions to understand if their campaign works. </p> </sec> <sec> <title content-type="abstract-heading">Originality/value</title> <p> – 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.</p> </sec> </abstract>