Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry |
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| Institution: | 1. Department of Marketing and Market Research, Faculty of Business and Economics, University of Granada, Campus Universitario La Cartuja s/n, 18071, Granada, Spain;2. Department of Marketing and Market Research, Faculty of Education, Economy and Technology, University of Granada, Campus Universitario de Ceuta, Cortadura del Valle s/n, 51001, Ceuta, Spain;1. Faculty of Tourism, Istanbul Medeniyet University, Cevizli, ?stanbul, Turkey;2. Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, 295 West Campus Drive, Blacksburg, VA, USA;3. Faculty of Business Administration, University of Macau, Avenida da Universidade, Taipa, Macau, China;4. Tourism and Social Administration College, NanJing XiaoZhuang University, Nanjing, 211171, China;5. School of Hospitality Business Management, Carson College of Business, Washington State University, Pullman, WA, 99164-4742, USA;6. School of Business Administration, Anhui University of Finance and Economics, Bengbu, 233030, China;1. School of Business, State University of New York at New Paltz, United States;2. College of Business and Economics, Towson University, United States;3. College of Business, Lewis University, United States;4. School of Business and Management, Donghua University, China;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong;2. Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, United States;3. Business School, Yildirim Beyazit University, Ankara, Turkey;4. King''s Business School, King''s College London, United Kingdom;1. Department Tourism and Hospitality Management, Temple University, Philadelphia, PA, USA;2. School of Resort & Hospitality Management, Lutgert College of Business, Florida Gulf Coast University, Fort Myers, FL, USA;3. Alfred Lerner College of Business & Economics, University of Delaware, Newark, DE, USA;1. Henley Business School, University of Reading, Greenlands, Henley on Thames, Oxfordshire, RG9 3AU, United Kingdom;2. Department of Management, University of Bologna, P.le della Vittoria 15, 47121 Forlì, FC, Italy |
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| Abstract: | Over the last decade, scholars have recently emphasized the need for tourism marketers to orchestrate the wide range communication activities and forms via the adoption of Integrated Marketing Communication (IMC). However, prior research has almost neglected the role of IMC in hospitality management. This paper adopts a broad organizational approach conceiving IMC as a concept that involves the whole organizational entity and aims to analyze the effects of IMC on market performance, in terms of superior sales and financial results, greater brand advantage and customer-related outcomes for those businesses providing lodging services. To pursue this research purpose, a survey has been conducted among corporate-level senior managers of lodging businesses operating in Spain. The findings provided further and more compelling empirical proof of the positive influence of IMC on market performance, responding to the call for more rigorous empirical research to demonstrate the beneficial effects of firm-wide IMC on market performance. |
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| Keywords: | Hospitality Management IMC Market performance Sales-related performance Brand advantage Customer satisfaction Supply-side approach |
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