Integrated marketing communications in the hospitality and tourism industry

Authored by: Chuhan (Renee) Wang , Ercan Sirakaya-Turk

The Routledge Handbook of Hospitality Marketing

Print publication date:  October  2017
Online publication date:  October  2017

Print ISBN: 9781138214668
eBook ISBN: 9781315445526
Adobe ISBN:

10.4324/9781315445526.ch37

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Abstract

This chapter defines and discusses integrated marketing communications in the hospitality and tourism (IMCHT) industry by synthesizing various academic and professional conceptualizations since the 1990s. Focusing on the various media tools used in IMCHT, within the chapter we introduce primary forms of IMCHT. In particular, the role of advertising in IMCHT along with effective advertising strategies are depicted. This chapter then illustrates the steps involved in the planning and implementation of IMCHT strategies and demonstrates applications and steps followed in hotel marketing campaigns. As a controversial topic since its inception that has caused much controversy and a great deal of debate, IMCHT has advantages and disadvantages. Accordingly, the chapter also includes a discussion about the benefits and challenges of implementing IMCHT. In the era of digital age and knowledge economy, it is important to realize and outline how IMCHT has been enhanced by the availability of new information technologies and online advertising. Therefore, in the last section, we integrate the emergence of technology in IMCHT and address the importance of IMCHT in luxury hotels’ marketing campaigns. Case studies and examples from the hospitality and tourism industry are provided to better understand and analyze the developments in IMCHT.

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