Use of Integrated Marketing Communication Tools for Sustainable Tourism Development

This research focuses on the use of integrated marketing communication tools to promote sustainable tourism development. It examines the impact of these tools on sustainable tourism and explores the advantages for Soleto Travel. The study aims to provide a basis understanding of integrated marketing communication in the context of tourism.

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.
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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
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based on the relationship between integrated marketing communication tools and sustainable
tourism development.
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Questions of the research
 Explain about the integrated marketing communication tools in context of tourism.
 What are the impact of Integrated marketing communication tools on sustainable tourism
development.
 What are the advantage of getting involve in sustainable tourism development for Soleto
Travel.
Research hypotheses
Hypothesis 1:
Null hypothesis: μ =Integrated marketing communication tools in context of tourism.
Alternative hypothesis: μ ≠ Integrated marketing communication tools in context of tourism.
Hypothesis 2:
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Null hypothesis: μ = There is impact of Integrated marketing communication tools on
sustainable tourism development.
Alternative hypothesis: μ ≠ There is impact of Integrated marketing communication tools on
sustainable tourism development.
Hypothesis 3:
Null hypothesis: μ = There is advantage of getting involve in sustainable tourism development
for Soleto Travel.
Alternative hypothesis: μ ≠ There is advantage of getting involve in sustainable tourism
development for Soleto Travel.
Significance of study
This research highlights on the significance of integrated marketing communication tools
in promotion of sustainable tourism development. It is believed that the research findings should
give detailed data on the how to manage or handle tourist centers for a long term survival and
sustainable development. This research is important and significance which helps researcher by
enhancing its understanding, knowledge and experience on integrated marketing communication
tools for a sustainable development. Along with this, this research also support investigator by
increasing its research skills such as literature review, time management, data collection and data
analysis. All these are main skills which helps researcher in completion of research activities in
systematic and effective manner (Yılmaz and Coşkun, 2016).
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Activity RW2
Questionnaire: This introduces as an effective instrument of primary data collection
which is used by researcher to gather information about the research questions and hypotheses.
This tool of data collection helps investigator to collect reliable and accurate data about the
selected theme. With the use of probability sampling method 70 respondents will be recruited.
Along with this, there are some questions which will be shown as below:
Questionnaire
Q1) Do you have any idea about the integrated marketing communication tools in context of
tourism?
a) Yes
b) No
Q2) What are the tools of integrated marketing communication used by Soleto Travel?
a) Direct marketing
b) Social media influencers
c) Advertising
Q3) Does integrated marketing communication helps Soleto Travel in promotion of sustainable
tourism development?
a) Yes
b) No
Q4) What is the impact of Integrated marketing communication tools on sustainable tourism
development?
a) Positive
b) Negative
c) Neutral
Q5) How Integrated marketing communication tools helps in sustainable tourism development?
a) Influencing visitors
b) Increase awareness
Q6) What is the main role of sustainable tourism development?
a) Gives tourists a more honest look into the local area
b) Help avoid the displacement and resettlement of local communities
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C) Helps to conserve precious natural resources
Q7) What is the most essential advantage of getting involve in sustainable tourism development
for Soleto Travel?
a) Increase perspective values of customers
b) Improving brand image
c) Increasing number of customers
Q8) Which role Soleto Travel plays in sustainable tourism development?
a) Serving sustainable food
b) Recycling and composting
c) Promoting environmental awareness
Q9) What is the relationship between integrated marketing communication and sustainable
tourism development?
a) Positive relationship
b) Negative relationship
Q10) Provide any recommendation to Soleto Travel in sustainable tourism development.
Hypotheses with the questions of questionnaire
H1: Q1. Explain about the integrated marketing
communication tools in context of tourism.
Q2. What are the tools of integrated marketing
communication used by Soleto Travel?
Q3. Does integrated marketing communication
helps Soleto Travel in promotion of sustainable
tourism development?
H2: Q4) What is the impact of Integrated marketing
communication tools on sustainable tourism
development?
Q5) How Integrated marketing communication
tools helps in sustainable tourism
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development?
Q6) What is the main role of sustainable
tourism development?
H3: Q7) What is the most essential advantage of
getting involve in sustainable tourism
development for Soleto Travel?
Q8) Which role Soleto Travel plays in
sustainable tourism development?
Q9) What is the relationship between
integrated marketing communication and
sustainable tourism development?
Activity RW 3
I- Conceptual phase
1. Formulation of the problem
2. Literature Review
Literature review refers to the important part of study as it support investigator in
gathering of detailed information regarding the use of integrated marketing communication tools
to promote sustainable tourism development. Main aim of literature review is to examine
consequence in previous study. Under this part of study, objectives, questions or hypotheses will
be address systematically. In literature review, various number of authors have to provide their
opinion and view regarding the selected topic. Along with this, different sources such as
magazines, books, articles, publication research, journals etc. These sources will be used by
investigator to collect in-depth and detailed data about the field of study.
The integrated marketing communication tools in context of tourism.
Integrated marketing communication is the concept which includes the sue of different
type of communication tools that help to disburse the information in market. The different
number of that can be used for the purpose of effective and speedy disbursement of information
includes advertising, campaign, social marketing, television, radio etc. All these have the
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common purpose in respect to the communication. This will provides an opportunity to the
organisation to use this tool for the purpose of disbursement of common information to wider
number of people at a time. The advantage of this is that it help in removal of incumbencies
present in between the employees to align their operations along with the achievement of goals
in accordance to the pre determined targets. The importance of this is in respect to all the
industries irrespective of their work and nature. Tourism is one of the biggest industry that have
huge contribution in all over the world. This includes the providence of number of offers to the
different type of individuals for travel in accordance to their requirements. There are many large
number of organisations are working under this sector. It is important fort all these organisations
to adopt the concept of integrated marketing communication as this will help to attract all the
different number of consumers irrespective of their nature and requirements. The different kind
of information which are provided with the help of these tools includes offers, products,
discounts, travel options etc. The importance of this is in the form that this will help to grab the
attention of the potential consumers too. The attraction of the large number of tourists have direct
impact over the revenue of organisation. This will also allows the organisations ton expand their
operations at wide level and attain sustainability in market.
The impact of Integrated marketing communication tools on sustainable tourism
development.
The advantage of getting involve in sustainable tourism development for Soleto Travel.
3. Objectives, research questions or hypotheses
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.
Questions of the research
 Explain about the integrated marketing communication tools in context of tourism.
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 What are the impact of Integrated marketing communication tools on sustainable tourism
development. What are the advantage of getting involve in sustainable tourism development for Soleto
Travel.
Research hypotheses
Hypothesis 1:
Null hypothesis: μ =Integrated marketing communication tools in context of tourism.
Alternative hypothesis: μ ≠ Integrated marketing communication tools in context of tourism.
Hypothesis 2:
Null hypothesis: μ = There is impact of Integrated marketing communication tools on
sustainable tourism development.
Alternative hypothesis: μ ≠ There is impact of Integrated marketing communication tools on
sustainable tourism development.
Hypothesis 3:
Null hypothesis: μ = There is advantage of getting involve in sustainable tourism development
for Soleto Travel.
Alternative hypothesis: μ ≠ There is advantage of getting involve in sustainable tourism
development for Soleto Travel.
II- Methodological phase
This is an important section of research as it support research when they require information
in qualitative or quantitative form. Research methodology is a systematic process who’s is
followed by investigator to gather appropriate data about the specific area of study. Under this
phase different methods will be covered which support investigator to complete study in
systematic and effective manner.
1. Type of study and design
Type of study:
There are basically two types of study which will be used for collection of qualitative and
quantitative information. Qualitative and quantitative are introduced two essential types of study.
According to the current investigation quantitative type of study is more appropriate beacuse it
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will help an investigator in collection of numerical information. For gathering quantitative data
questionnaire is more suitable source as it support in gathering of data from large number of
population. On the other hand qualitative is another type of study but according to this research it
is not much appropriate beacuse it consume more time of researcher.
Justification of selecting qualitative research method: In order to identify importance of
integrated marketing communication tool on sustainable tourism development, quantitative type
of research will be going to used by researcher. Main reason behind selecting of quantitative
study as it will help researcher to collect data in form of numbers. This will further support the
researcher by saving it’s time and resources. For example: While collection of qualitative
information different number of sources will be require by researcher such as books, magazine,
articles, publication research and many other sources relevant to the study.
Research Design
This is essential part of the research methodology as it assist investigator in identification of
research impact. Along with this entire activity of study id completely depend on research
design. This section of the research methodology will be classified into three sub pars which
named are exploratory, experimental and descriptive. These are most effective research design
within an investigation but according to the current study exploratory design is more suitable. As
it will help researcher to identify the impact of integrated marketing communication tool on
sustainable tourism development. Main purpose behind selecting exploratory research design is it
will assist in completion of research methodology phase.
2. Sample
Sampling introduce as an effective and main part of the research methodology as it assist in
selection of sample out of total population. In order to select sample size there are two
techniques of sampling which are probability and non-probability. Both are considered effective
techniques or methods of sampling. Within an investigation non-probability sampling will be
going to followed by investigator. Under non-probability sampling convenience sampling will be
used because this will help in selection of sample size convincely.
Justification of choosing probability sampling: Convenience sampling is an effective type of
non-probability sampling. This type of sampling will be applied by researcher beacuse it save
time and money. With the use of this sampling research can easily select appropriate number of
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sample in total population. As compared to probability sampling, non-probability sampling is
much useful as it not require maximum amount of capital, additional time and excess resources.
This technique also give better output for further study. Therefore by using convince technique
of sampling 40 respondents will be recruited or selected.
3. Measurement instruments
This is an important part of the research as it will support in collection of information
from the respondents. There are two methods of data collection which are primary and
secondary. Both types of data sources are useful for gathering of information regarding the
selected topic. Under primary source of data collection various methods will be included. These
instruments and tools of measurement are survey, interviews, informal observations scales,
indexes and questionnaire. These are consider important method for collection and gathering of
information. In case of secondary method of data collection books, magazines etc. are consider
useful sources. Along with this, for this report both method of data collection will be going to
used. In order to collect data or information regarding the use of integrated marketing
communication tools in promotion of sustainable tourism development, questionnaire will be
going to applied by investigator.
Justification of selecting questionnaire as a measurement instrument: Questionnaire is more
suitable and useful instrument of measurement. This is an effective source of primary data
collection as it will help investigator by giving reliable as well as valid information regarding the
effect of integrated marketing communication tool on sustainable tourism development. Under
this instrument different number of close ended question will be prepared by research. These
question match with the research hypothesis as it will help researcher in collection of prior
information from the selected sample size. There are different reasons for using questionnaire as
a measurement instrument such as, it provide valid and reliable information, save time and
money, and help in gathering of appropriate results.
Therefore above mentioned all methods are important and useful for researcher in gathering
of information about the impact of integrated marketing communication tool on sustainable
tourism development. This methods will also support them in completion of research
methodology and investigation in proper manner. This methods will also provide valid and
appropriate output for research.
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REFERENCES
Books and journals
Camilleri, M. A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product(pp. 85-103). Springer, Cham.
Mihaela, O. O. E., 2015. The influence of the integrated marketing communication on the
consumer buying behaviour. Procedia economics and finance. 23. pp.1446-1450.
Saenko, N. R. and et. al., 2016. Research in action integrated marketing communications as the
elements of information and virtualization market relations. International review of
management and marketing. 6(1S). pp.267-272.
Soava, G., 2015. Development prospects of the tourism industry in the digital age. Revista
tinerilor economişti, (25). pp.101-116.
Yılmaz, H. and Coşkun, İ. O., 2016. New toy of marketing communication in tourism:
Gamification. In e-Consumers in the era of new tourism (pp. 53-71). Springer,
Singapore.
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