THE EFFECTS OF INTEGRATING MARKETING COMMUNICATION ON PERFORMANCE OF HOTEL IN ETHIOPIA- THE CASE OF SELECTED HOTELS IN ADDIS ABABA

Abstract

The study focused on the effects of integrating marketing communication on performance of hotel in Ethiopia. The study was guided by four research questions. In order to achieve the desired outcome descriptive research designs have been applied and mixed research approach is adopted. the populations for the study were employees and managers in the hotel industry and the study population comprised of a total of 105 employees from various functions. Descriptive statistics including frequency tables and mean is used to present the results of the study. Correlations and regression among the variables were calculated using statistical package for social scientists) version 20. In conclusion, the study revealed that the correlation result reveals that there is high degree of association among the indicators of effects of integrating marketing variables and performance of hotel industry. the study showed that the regression analysis done to ascertain the extent to which the variables mentioned explain the variance in performance of hotel industry. The value of adjusted r2=.53.2 which indicates 53.2% of variance in performance of hotel industry is explained by the independents variables. The study further revealed that this research finding confirmed that advertising, sales promotion, direct marketing and personal selling are the major significant tools of integrated marketing communication for performance of hotel industry. recommendations for improvement at the hotel industry may attempt to co-ordinate the communication around a created or sponsored event as of going practices with an activity that gathers the target group in time and space.