Influence of Integrated Marketing Communication Strategies on Patronage of Hospitality Organisations in Akwa Ibom State, Nigeria
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This study examines the influence of Integrated Marketing Communication (IMC) strategies on customer patronage in selected hospitality organisations in Akwa Ibom State, Nigeria. Increasing competition within the hospitality sector has necessitated the adoption of coordinated communication strategies that ensure consistency and effectiveness in reaching target audiences. A quantitative survey research design was adopted, and data were collected from customers across the three senatorial districts of the state (Uyo, Eket, and Ikot Ekpene), with 128 questionnaires administered per district. Of the 384 questionnaires administered, 375 valid responses were retrieved, representing a 97.6% response rate. Instrument reliability was established using the split-half technique adjusted with the Spearman-Brown prophecy formula, yielding a coefficient of 0.72. Data were analyzed using descriptive and inferential statistics, including regression analysis. Findings reveal that advertising, sales promotion, and public relations significantly influence customer patronage, with advertising emerging as the strongest predictor (β = 0.45, p < 0.05). Sales promotion (β = 0.38, p < 0.05) and public relations (β = 0.29, p < 0.05). The regression model was statistically significant, F (3,371) = 134.25, p < 0.001, with the three IMC strategies jointly explaining 52.0% of the variance in customer patronage (R² = 0.520). The study concludes that IMC is a critical strategic tool for enhancing patronage in the hospitality industry and recommends a data-driven and integrated approach to communication management.
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