INTEGRATED MARKETING COMMUNICATION (IMC) PRACTICE IN TOURISM: LESSONS LEARNED FROM BUKITTINGGI, INDONESIA
DOI:
https://doi.org/10.2298/IJGI2502285AKeywords:
integrated marketing communication (IMC), tourism management, communication, tourism development, Bukittingg (Indonesia)Abstract
Integrated Marketing Communication (IMC) is the strategic coordination of marketing activities to deliver clear and consistent messages across all forms of communication, including advertising, promotion, public relations, social media, and direct marketing. It is particularly important for supporting the recovery of the tourism sector during unexpected global disruptions such as the COVID-19 pandemic. This study investigates the practice of IMC in Bukittinggi (Indonesia) and provides insights for other places looking to rebound from a tourism downturn. Quantitative and explorative studies were used to explore how stakeholders implement IMC strategies to revitalize tourism. A total of 100 questionnaires were distributed, of which 86% met the specified criteria. The data were then analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). Four tourism organizations were also researched to ensure an IMC process. Four variables: sales promotion, advertising, direct selling, and public relations were evaluated using 24 indicators that were related, but did not contradict each other. The study discovered a significant correlation between IMC and aspects of sales promotion, advertising, and public relations in understanding tourism development strategies. The study's findings suggest a necessity to enhance the direct selling component. Consequently, it is essential to adjust external aspects to enhance the strategy for the IMC component within the tourism sector. It was assessed that integrating the assessment results with external elements would clarify the consistency of IMC in enhancing the effectiveness and efficiency of tourism sector administration.
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