Integrated Marketing Strategies and Performance of Hospitality Firms Amidst the COVID-19 Pandemic

Glory Sunday Etim,Victor Olusegun Okeowo,Edim Eka James,Eyo Emmanuel Essien

doi:10.6007/ijarbss/v11-i11/11534

Glory Sunday Etim, Victor Olusegun Okeowo + Show 2 more

Open Access

https://doi.org/10.6007/ijarbss/v11-i11/11534

Copy DOI

Abstract

Introduction: This study centered on integrated marketing strategies and performance of hospitality firms amidst the COVID-19 Pandemic. Our specific focus was to determine the effects of advertising, sales promotion, social media, and public relations on the performance of hotels as survival strategies amidst the COVID-19 pandemic. Methodology: We adopted descriptive research design. Primary data were obtained from 226 customers of 15 hotels using a 5-point Likert scale questionnaire. Data analysis was done using descriptive statistics while hypotheses testing was carried out using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 23). Findings: The findings of the study revealed that advertising, sales promotion, social media and public relations had significant positive effects on performance of hotels. Conclusions/and Recommendations: The findings of the study have provided reliable empirical evidence to confirm that the adoption of integrated marketing strategies such as advertising, sales promotion, social media and public relations could potentially enable hotels improve their marketing performance amidst the COVID-19 pandemic. Consequently, practical recommendations and suggestions for further research were made accordingly.

Highlights

This study centered on integrated marketing strategies and performance of hospitality firms amidst the COVID-19 Pandemic
The findings of the study revealed that advertising, sales promotion, social media and public relations had significant positive effects on performance of hotels
The findings of the study revealed that advertising, social media, public relations, personal selling and sales promotion had significant positive influences on the performance of insurance companies in Nairobi

Summary

Introduction

This study centered on integrated marketing strategies and performance of hospitality firms amidst the COVID-19 Pandemic. Conclusions/and Recommendations: The findings of the study have provided reliable empirical evidence to confirm that the adoption of integrated marketing strategies such as advertising, sales promotion, social media and public relations could potentially enable hotels improve their marketing performance amidst the COVID-19 pandemic. Hospitality firms amidst the COVID-19 Pandemic apply various integrated marketing strategies in their daily marketing operations; but the focus of this study centered on advertising, sales promotion, social media and public relations. It has been established that hospitality firms, including hotels, apply the aforementioned and other integrated marketing strategies in their operations, to combat competition, encourage customer patronage, and enhance overall marketing performance (Obinwanne & Ukabuilu, 2019; Šeric et al, 2015; Nyambura, 2018; Ndizera, 2018). Public relations programmes such as event sponsorship, community involvement and media relations are implemented by hotels in an effort to build positive corporate image

Methods

Discussion

Conclusion