Integrated Marketing Communication and Marketing Performance of Hotels in Calabar, Cross River State

N.E. Usani¹ , S.G. Etuk² , V. Ekpenyoung³

Section:Research Paper, Product Type: Journal-Paper
Vol.9 , Issue.4 , pp.33-38, Dec-2021

Online published on Dec 31, 2021

Copyright © N.E. Usani, S.G. Etuk, V. Ekpenyoung . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
The relationship between sales promotions, advertisement, personal selling and direct marketing jointly as integrated marketing communication underpinnings and marketing performance of hotels in Calabar, Cross River State was investigated using Transcorp hotel, Channel view hotel, Pyramid hotel, Cross road hotel and Uncial hotel. The method followed in this study was exploratory and quantitative in nature. The researcher adopted survey research design. The questionnaire responses from 148 employees of the five selected hotels in Calabar were used as data for the study. Multiple Regression Analysis was used to analyze the study data. The results of the study conducted showed that the underpinnings of integrated marketing communication jointly had a positive influence on marketing performance of hotels in Calabar. The researcher also revealed that advertisement was found to have the most significant influence on marketing performance. On the basis of the findings, the researchers recommended that firms within the hospitality industry (hotels) in Calabar wishing to enhance their marketing performance should endeavour to adopt sales promotions, advertisement, personal selling and direct marketing as underpinnings of integrated marketing communication either jointly or individually.

Key-Words / Index Term :
Integrated Marketing Communication, Marketing Performance, Hotels in Calabar

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