Use of Integrated Marketing Communication Tools for Sustainable Tourism Development

Research Methodologies
(Report: Analysing an ISI
paper)

Table of Contents
TITLE..............................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
Activity RW1...................................................................................................................................1
Reflection about the theme..........................................................................................................1
Background of the study.............................................................................................................2
Problem to study ........................................................................................................................2
Research time and space.............................................................................................................2
Questions of the research ...........................................................................................................3
Research hypotheses ..................................................................................................................3
Significance of study...................................................................................................................3
Activity RW2 ..................................................................................................................................5
Hypotheses with the questions of questionnaire ........................................................................6
.........................................................................................................................................................7

TITLE
To examine the use of integrated marketing communication tools to promote sustainable
tourism development. A study on Soleto Travel.
INTRODUCTION
Integrated marketing communication refers as a simple concept. This concept ensures
that entire forms of messages and communication are carefully linked together. In addition to
this, integrated marketing communication introduces to integrating entire methods of brand
promotion in order to advertise a specific service or product among target customers. Along with
this, tourism plays essential role in economic development at any regional, global, national levels
by applying natural resources (Camilleri, 2018). Sustainable tourism is an industry that
committed to making a less impact on the local culture and environment, while supporting to
create future employment for local people. This assist and ensures the cultural, social and
economic well being of the communities or societies in which tourism takes place. Therefore,
there are different tools of integrated marketing communication which helps an organisation in
promotion of sustainable tourism development. It includes advertising, public relation, social
media influencers etc. These are main tools of integrated marketing communication which are
more beneficial in sustainable tourism development. As it helps in increasing awareness and
increasing number of visitors. Soleto Travel is a chosen tour operator which is based in the island
of Malta. They give a wide range of touristic services to the visitors.
Activity RW1
Reflection about the theme
I am glad that I get an effective chance of of performing this research over an interesting
topic i.e. To examine the use of integrated marketing communication tools to promote
sustainable tourism development. A study on Soleto Travel. In order to promote sustainable
tourism development I will used different tools of integrated marketing communication. It
includes social media influencers, advertising personal selling and many others. These tools
support me in attraction of large customers and also help me in enhancement of brand awareness.
In order to achieve this research objectives, I will applied questionnaire and match hypotheses.
As it will support me by providing accurate and detailed information about the integrated
marketing communication tools and its relation with sustainable tourism development.
1

Background of the study
Tourism introduces to the travel for pleasure and also the theory of touring, business of
operating tours, attracting, entertaining tourist and accommodating. Development refers as the
process of enhancing and establishing something to a better point or place (Mihaela, 2015).
Along with this, sustainable tourism is the effective concept of visiting or travelling a place as a
visitor and trying to create only a favourable impact on the economy, society and environment.
Tourism can include direct transportation to the local transportation, general location,
entertainment, accommodations, shopping, nourishment and recreation.
Problem to study
Tourism has become the most lucrative and largest industry in all over the world in terms
of employment and also share of gross domestic product globally. At present, maximised
demands for ecotourism develop more pressure or force on carrying capacity. Larger number of
travellers creates it more likely that surrounds will be at risk and cultural heritage could be ruined
(Saenko and et. al., 2016). There are different issues in sustainable tourism such as carbon
emissions, energy consumption and water waste, working conditions, responsible sourcing,
health and wellness, food safety, e-security and many other. These are main issues faced by
tourism in sustainable development.
Objectives of the research
 To develop basis understanding about the integrated marketing communication tools in
context of tourism.
 To analyse the impact of Integrated marketing communication tools on sustainable
tourism development.
 To ascertain the advantage of getting involve in sustainable tourism development for
Soleto Travel.
Research time and space
Time is important part of research as it helps researcher in completion of research
activities easily. For this, Gantt chart refers to the effective and useful tool which will be used by
investigator to identify starting and ending data of research completion. In this chart, different
number of research activities included which support investigator top complete each tasks or
activities within allotted time period (Soava, 2015). This research has wide space because it is
2