The effects of integrated marketing communication: the case study of three to four stars hotel.

Abstract

The research utilizes the qualitative approach using the in-depth interview. The interview was conducted in term of hotelier from who is the owner or sales manager of the hotel including Bangkok area, Southern Thailand and Northern Thailand with 13 respondents. As well as 13 respondents of the leisure travelers including Thais and foreigners who have been traveling in the accommodated in three and/or four stars hotel(s). The variables are brand awareness, perceive quality, purchasing behavior, brand loyalty and engagement and relationship. This study revealed that “purchase intention” was considered as the most effective result from applying integrated marketing communication. The accommodation knowledge and attitude (Perceive quality), brand awareness, brand loyalty and engagement and relationship are viewed as second, third, fourth and fifth rank accordingly. The leisure travelers emphasize on similar direction but different in detail. “Perceive quality” is the most consideration effect of integrated marketing communication followed by engagement, purchasing behavior and brand loyalty.