Impact of Integrated Marketing Communication on Marketing Performance: A Case Study in the Hospitality Industry

Abstract

Integrated marketing communication has received increasing research attention to clarify its role in business, especially in hospitality. This paper studies the effect of integrated communication on marketing results, through a survey with the participation of luxury hotel managers in Hanoi, thereby proposing and testing a scale and two research models. As a result, the research develops an integrated marketing communication scale that approaches the management process from a firm-wide approach, clarifying the positive effect of integrated marketing communication on marketing performance. The research then provides useful suggestions for managers to perfect integrated marketing communication and improve marketing performance.