Marketing Communication Strategies and Performance of Hotels in Mombasa County, Kenya

Abstract

Companies in today's dynamic economic climate must respond to globalization, technological advancement, and intense rivalry if they want to retain their market leadership positions. Given these changes, companies need to make the most of available resources to secure their survival; thus, no forward-thinking company can afford to neglect marketing. The purpose of this research was to investigate the relationship between marketing communication techniques and the performance of hotels in Mombasa County, Kenya. Both the Relationship Marketing Theory and the Resource Based View were used in this research project. The research was conducted using a cross-sectional plan. A strategy that was cross-sectional and descriptive was used for the methodology of this investigation. During the research, there were a total of 56 hotels located within Mombasa County. A variety of studies were conducted, such as correlation analysis and multiple linear regression. Research has shown that advertising and public relations greatly affect the methods used in market communication. Additionally, it was shown that sales promotion and direct marketing have a minor impact on the tactics that are used for market communication. Findings suggest that hotels should put more money into hiring people with the right kind of training so that they can use marketing communication tools effectively, or at least contribute to them. In addition, hotels should implement programs that teach staff on the job so that they can adapt to the ever-changing demands of the industry. As a result, workers will be able to implement marketing plans that are specifically designed to fulfill those needs. Furthermore, the research concluded that public relations distributes damage restrictions of the hotel, and that trade shows generate stronger links with important suppliers and consumers via the establishment of stronger partnerships. According to the suggestions, hotel management should prioritize marketing communication tools like direct marketing, digital marketing, personal selling, and promotional tools like sales discounts, loyalty cards, and similar programs to pique customers' interest in their hotels.