ICT, IMC, and Brand Equity in High-Quality Hotels of Dalmatia: An Analysis From Guest Perceptions

Abstract

The concept of integrated marketing communications (IMC) has received considerable attention in the marketing literature over the past decade. Boosted by advancements in information and communication technology (ICT), IMC is starting to be considered as an element that contributes to creation of brand equity. This research studies, in greater detail, the IMC, ICT, and brand-equity concepts in the hotel sector, while adopting a consumer-centric approach. In particular, it intends to describe the relationships that exist between these variables through the causal model of investigation. A total of 101 guests were interviewed in 13 hotels in Dalmatia, the largest region on the coast of Croatia. The analysis of guest perceptions, using the partial least square technique, confirms a positive influence of ICT on IMC implementation as well as a positive impact of IMC on dimensions of hotel brand equity: (a) brand image, (b) perceived quality, and (c) brand loyalty.

Keywords:

• integrated marketing communications
• information and communication technology
• brand equity
• brand image
• perceived quality
• brand loyalty

Acknowledgments

The authors are very grateful for the support of the project SEJ2007-66054/ECON and ECO2010/17475 of the Spanish Ministry of Science and Innovation.

Notes