Exploring The Importance Of Internal And External Factors Related To Integrated Marketing Communication In Five Star Hotels Travel Agencies

Abstract

The importance of integrated marketing communications (IMC) has become a significant example of development in the marketing discipline. IMC is a simple concept that ensures that all forms of communications and messages are carefully linked together. Thus, IMC has two factors that drive or hinder the achievement of certain levels of integration in tourism and hospitality, which also allow dividing them into two large groups: internal and external factors. This paper examines the internal and external factors of IMC, specifically the success of travel agencies and hotels with the integrated communication strategy because the control of internal and external factors would lead hotels and travel agencies to benefit from using IMC. The findings of this study show the role of IMC in helping the marketing directors and managers foster the decision marketing process through examining the importance and value of the internal and external factors in a marketplace where IMC is apparently becoming more important for hotels and travel agencies.