Integrated Marketing Communication for Tourism and Hospitality: A Case of Selected Star and Non-star Category Rwandan Hotels.
Clicks: 249
ID: 15557
2018
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This
article has not been analysed, so there is no overall score —
reader engagement is measured and shown alongside.
Reader Engagement
Steady Performance
67.7
/100
249 views
205 readers
Trending
AI Quality Assessment
Not analyzed
Readership in this journal
SteadyRanked #16 of 40 articles by views in african journal of hospitality, tourism and leisure
Most read
Least read
Bar heights use a square-root scale.
Mint this article as an NFT
Not yet mintedCreate a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.
5
SUSD
one-off · no wallet required
Abstract
This study set out to analyse the contribution of integrated marketing communication strategies to the overall operational efficiency of hospitality services in Rwanda using Kigali Serena, Milles Collines, Le Petit Prince and Splendid hotels as case studies. The methodology used in this research consisted of documentary search, interviews and survey. Semi-structured interviews were conducted with the four hotels (marketing) managers and a questionnaire was administered to a sample of hotel customers. The findings of this study reveal that due to the nature of services offered and the competition existing in the industry, Rwandan hotels’ operations efficiency heavily
relies on the ability of the manager to spot and seize opportunities by creating and sustaining productive relationships with potential customers. There is also a noticeable need for marketing
communication planning and evaluation for hoteliers to know where to put more efforts and which most effective communication tools to use. For instance, it was noticed that most clients are
acquainted with and attracted to hotels by word-of-mouth that is friends, colleagues and peers’ recommendation. Word-of-mouth publicity is the most effective promotion tool in hospitality. Thus,
Rwandan hoteliers ought to put more efforts into service quality improvement and customer-care perfection; and devise other strategies to win free word-of-mouth publicity.
| Reference Key |
ndizera2018integratedafrican
Use this key to autocite in the manuscript while using
SciMatic Manuscript Manager or Thesis Manager
|
|---|---|
| Authors | Ndizera, Vedaste; |
| Journal | african journal of hospitality, tourism and leisure |
| Year | 2018 |
| DOI |
DOI not found
|
| URL | |
| Keywords | Keywords not found |
Citations
No citations found. To add a citation, contact the admin at info@scimatic.org
Comments
No comments yet. Be the first to comment on this article.