Integrated Marketing Strategies and Performance of Hospitality Firms Amidst the COVID-19 Pandemic

Abstract

Introduction: This study centered on integrated marketing strategies and performance of hospitality firms amidst the COVID-19 Pandemic. Our specific focus was to determine the effects of advertising, sales promotion, social media, and public relations on the performance of hotels as survival strategies amidst the COVID-19 pandemic. Methodology: We adopted descriptive research design. Primary data were obtained from 226 customers of 15 hotels using a 5-point Likert scale questionnaire. Data analysis was done using descriptive statistics while hypotheses testing was carried out using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 23). Findings: The findings of the study revealed that advertising, sales promotion, social media and public relations had significant positive effects on performance of hotels. Conclusions/and Recommendations: The findings of the study have provided reliable empirical evidence to confirm that the adoption of integrated marketing strategies such as advertising, sales promotion, social media and public relations could potentially enable hotels improve their marketing performance amidst the COVID-19 pandemic. Consequently, practical recommendations and suggestions for further research were made accordingly.