THE ROLE OF INTEGRATED MARKETING STRATEGIES ON HOTEL PERFORMANCE DURING COVID-19 IN LEBANON

Abstract

This study explores the relationship between integrated marketing strategies and hotel firms’ performance during and after the COVID-19 pandemic. The specific goal was to look into how different marketing tactics, including public relations, social media, sales promotion, and advertising, influenced hotels’ performance and ability to survive the COVID-19 crisis. The research design for this study was descriptive in nature. Primary data were gathered from a sample of about 200 guests who stayed at five 5-star hotels in Lebanon. The data collection process included the use of a scale questionnaire, which enabled the measurement of customers' perspectives and experiences with the integrated marketing tactics adopted by these hotels. Based on the findings, numerous suggestions have been made for hotel companies wishing to increase their marketing effectiveness in challenging situations. These recommendations include investing in targeted advertising campaigns, using social media platforms to engage with customers and promote their offerings, providing appealing sales promotions to encourage bookings, and maintaining strong public relations to improve brand reputation and customer trust.