Impact of Integrated Marketing Communication on Marketing Performance: A Case Study in the Hospitality Industry
Main Article Content
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.
Keywords:
Integrated marketing communication, marketing performance, hospitality sector.
References
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Duncan, T., & Caywood, C. (1996). The concept, process, and evolution of integrated marketing communication. Integrated communication: Synergy of persuasive voices, 13024, 13-34.
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Einwiller, S. A., & Boenigk, M. (2012). Examining the link between integrated communication management and communication effectiveness in medium-sized enterprises. Journal of Marketing Communications, 18(5), 335-361.
Hair, J. F. (2009). Multivariate data analysis.
Hoang Trong, & Chu Nguyen Mong Ngoc. (2008). Analyzing research data with SPSS. Ho Chi Minh City: Hong Duc Publishing House.
Jaworski, B. J., Stathakopoulos, V., & Krishnan, H. S. (1993). Control combinations in marketing: conceptual framework and empirical evidence. Journal of marketing, 57(1), 57-69.
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Kliatchko, J. (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), 7-34.
Lee, D. H., & Park, C. W. (2007). Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of advertising research, 47(3), 222-236.
Liang, X., & Frösén, J. (2020). Examining the link between marketing controls and firm performance: The mediating effect of market-focused learning capability. Journal of business research, 109, 545-556.
Low, G. S. (2000). Correlates of integrated marketing communications. Journal of advertising research, 40(3), 27-39.
Porcu, L., del Barrio-García, S., Alcántara-Pilar, J. M., & Crespo-Almendros, E. (2019). Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, 80, 13-24.
Reid, M. (2003). IMC–performance relationship: further insight and evidence from the Australian marketplace. International Journal of Advertising, 22(2), 227-248.
Reid, M. (2005). Performance auditing of integrated marketing communication (IMC) actions and outcomes. Journal of advertising, 34(4), 41-54.
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Schultz, D. E. (1992). Integrated marketing communications. Journal of Promotion Management, 1(1), 99-104.
Schultz, D. E. (2004). IMC receives more appropriate definition. Marketing News, Vol.38, No.15, pp.8–9.
Schultz, D. E., Kim, I., & Kang, K. (2014). Integrated marketing communication research. The handbook of international advertising research, 455-483.
Šerić, M., Gil-Saura, I., & Ruiz-Molina, M. E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156.
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Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2007). Using multivariate statistics (Vol. 5): Pearson Boston, MA.
Vantamay, S. (2011). Performances and Measurement of Integrated Marketing Communications (IMC) of Advertisers in Thailand. Journal of Global Management, 1(1).
Završnik, B., & Jerman, D. (2011). Implementation of integrated marketing communication on market performance of brands in the field of OTC products. Paper presented at the Proceedings of 8th International Conference Economic Integration, Competition and Cooperation.
Duncan, T., & Caywood, C. (1996). The concept, process, and evolution of integrated marketing communication. Integrated communication: Synergy of persuasive voices, 13024, 13-34.
Duncan, T., & Moriarty, S. (1998). A communication-based marketing model for managing relationships. Journal of marketing, 62(2), 1-13.
Einwiller, S. A., & Boenigk, M. (2012). Examining the link between integrated communication management and communication effectiveness in medium-sized enterprises. Journal of Marketing Communications, 18(5), 335-361.
Hair, J. F. (2009). Multivariate data analysis.
Hoang Trong, & Chu Nguyen Mong Ngoc. (2008). Analyzing research data with SPSS. Ho Chi Minh City: Hong Duc Publishing House.
Jaworski, B. J., Stathakopoulos, V., & Krishnan, H. S. (1993). Control combinations in marketing: conceptual framework and empirical evidence. Journal of marketing, 57(1), 57-69.
Jones Lang LaSalle Vietnam. (2020). Report on the hotel market in Hanoi and Ho Chi Minh City. Retrieved from https://www.joneslanglasalle.com.vn/vi
Kitchen, P. J., & Schultz, D. E. (1999). A multi-country comparison of the drive for IMC. Journal of advertising research, 39(1), 21-21.
Kliatchko, J. (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), 7-34.
Lee, D. H., & Park, C. W. (2007). Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of advertising research, 47(3), 222-236.
Liang, X., & Frösén, J. (2020). Examining the link between marketing controls and firm performance: The mediating effect of market-focused learning capability. Journal of business research, 109, 545-556.
Low, G. S. (2000). Correlates of integrated marketing communications. Journal of advertising research, 40(3), 27-39.
Porcu, L., del Barrio-García, S., Alcántara-Pilar, J. M., & Crespo-Almendros, E. (2019). Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, 80, 13-24.
Reid, M. (2003). IMC–performance relationship: further insight and evidence from the Australian marketplace. International Journal of Advertising, 22(2), 227-248.
Reid, M. (2005). Performance auditing of integrated marketing communication (IMC) actions and outcomes. Journal of advertising, 34(4), 41-54.
Savills. (2020). Hanoi Hotel Market Report Q1 2020. Retrieved from https://www.savills.com.vn/insight-and-opinion/savills-news/181762-0/bao-cao-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dng-khach-s%E1%BA%A1n-ha-n%E1%BB%99i-q1-2020
Schultz, D. E. (1992). Integrated marketing communications. Journal of Promotion Management, 1(1), 99-104.
Schultz, D. E. (2004). IMC receives more appropriate definition. Marketing News, Vol.38, No.15, pp.8–9.
Schultz, D. E., Kim, I., & Kang, K. (2014). Integrated marketing communication research. The handbook of international advertising research, 455-483.
Šerić, M., Gil-Saura, I., & Ruiz-Molina, M. E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156.
Hanoi Department of Tourism. (2020). Tourist accommodation establishments. Retrieved from https://sodulich.hanoi.gov.vn/quan-ly-co-so-luu-tru/co-so-luu-tru-du-lich-dat-chuan
Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2007). Using multivariate statistics (Vol. 5): Pearson Boston, MA.
Vantamay, S. (2011). Performances and Measurement of Integrated Marketing Communications (IMC) of Advertisers in Thailand. Journal of Global Management, 1(1).
Završnik, B., & Jerman, D. (2011). Implementation of integrated marketing communication on market performance of brands in the field of OTC products. Paper presented at the Proceedings of 8th International Conference Economic Integration, Competition and Cooperation.