Integrated marketing communications and information and communication technology in the hotel sector: An analysis of their use and development in Dalmatian first-class and luxury hotels

Abstract

The concept of integrated marketing communications (IMC) has been recognized as a key factor in the marketing literature. Boosted by advancements in information and communication technology (ICT), IMC has received considerable attention during the past decade. The purpose of this research is to study in greater detail the IMC and ICT concepts in the tourism sector, specifically in hotels. The empirical study was conducted in 17 high-class hotels in Dalmatia, the largest region on the coast of Croatia. Descriptive statistics analysis showed a high degree of IMC and ICT implementation in Dalmatian first-class and luxury hotels. Moreover, the ICT application increased with the hotel category, whereas the IMC implementation decreased. The findings are expected to provide useful information to hotel managers regarding the degree of IMC and ICT adoption, in order to provide new management possibilities and gain competitive advantages. © 2011 Macmillan Publishers Ltd.