The Role of Integrated Marketing Communication Tools on the Hotels Performance in Kinondoni District : Dar Es Salaam Region in Tanzania.

Lauwo, Neema H. (2024) The Role of Integrated Marketing Communication Tools on the Hotels Performance in Kinondoni District : Dar Es Salaam Region in Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The study assessed the role of Integrated Marketing Communication Tools (IMCT) on the hotel performance in Kinondoni Municipal in Dar es Salaam, Tanzania. The study objectives were; to evaluate factors influencing the use of IMCT in the hotels, to determine the IMCT used in hotels, to determine the relationship between the IMCT and hotels performance, and to assess challenges experienced in the use of IMCT in the hotels. The target population was 468 and the selected hotels for this study were 8 hotels. Kinondoni Municipality was selected for this study because hotels are strategically located along the coastal areas where tourist prefers such an environment. This study adopted a cross-sectional research design and mixed research approach. The data were collected using interviews and questionnaire. The data were analyzed using SPSS version 22.0. The study sample size was 139 obtained through purposive and stratified sampling techniques. The sample included hotel managers, marketing managers, IT staff, reservation, staff and sales and marketing staff. The findings revealed that IMCT plays great role on increasing hotel revenue and facilitating the increase of hotel sales and revenue. The study also found that all the IMCT are used in hotel, but advertisement played the leading role in hotels in Dar es Salaam; however, they were limited by low budget for IMCT, employees limited skill, and inadequate IT service. The study concluded that there is a direct and close relationship between IMCT and hotel performance as regression analysis indicates a statistically significant positive relationship. The study also recommends that Hotel owners should use IMCT to enhance their hotel's performance. Keywords: Integrated Marketing Communication Tools, Hotel Performance, Hotel, Industry.

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