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Exploring The Importance Of Internal And External Factors Related To Integrated Marketing Communication In Five Star Hotels Travel Agencies

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Last updated: 04 Jan 2025

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Abstract

The importance of integrated marketing communications (IMC) has become a significant example of development in the marketing discipline. IMC is a simple concept that ensures that all forms of communications and messages are carefully linked together. Thus, IMC has two factors that drive or hinder the achievement of certain levels of integration in tourism and hospitality, which also allow dividing them into two large groups: internal and external factors. This paper examines the internal and external factors of IMC, specifically the success of travel agencies and hotels with the integrated communication strategy because the control of internal and external factors would lead hotels and travel agencies to benefit from using IMC. The findings of this study show the role of IMC in helping the marketing directors and managers foster the decision marketing process through examining the importance and value of the internal and external factors in a marketplace where IMC is apparently becoming more important for hotels and travel agencies. 

DOI

10.21608/ijaf.2015.95623

Keywords

Integrated marketing, Benefits, communication, internal factors, external factors

Authors

First Name

Maher

Last Name

Hossny

MiddleName

-

Affiliation

Faculty of Tourism and Hotel Management, Hotel Management Department, Pharos University in Alexandria.

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City

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Orcid

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First Name

Nehal

Last Name

ELtayeb

MiddleName

-

Affiliation

Faculty of Tourism and Hotel Management, Tourism Department, Pharos University in Alexandria

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City

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Orcid

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Volume

1

Article Issue

1

Related Issue

14421

Issue Date

2015-10-01

Receive Date

2020-06-13

Publish Date

2015-10-01

Page Start

67

Page End

93

Print ISSN

2636-4255

Online ISSN

2636-4263

Article File

IJAF_Volume 1_Issue 1_Pages 67-93.pdf

PDF . 507.3kB

Link

https://ijaf.journals.ekb.eg/article_95623.html

Detail API

https://ijaf.journals.ekb.eg/service?article_code=95623

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4

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Original Article

Type Code

1,319

Publication Type

Journal

Publication Title

International Academic Journal Faculty of Tourism and Hotel Management

Publication Link

https://ijaf.journals.ekb.eg/

MainTitle

Exploring The Importance Of Internal And External Factors Related To Integrated Marketing Communication In Five Star Hotels Travel Agencies

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Article

Created At

23 Jan 2023