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|Information And Communications Technology (ICT) and marketing communication in selected hotels in Kigali, Rwanda
|Information And Communications Technology (ICT)
|Kampala International University, College of Economics & Management
|The purpose of this study was to identify marketing techniques for various elements of marketing communication mix through ICT usage in order to seek whether ICY was really implemented for marketing communication purposes in selected hotels in Kigali, Rwanda. Four research objectives were formulated to guide the study, namely the determination of the respondents’ profile, to establish the level of ICY usage, to determine the level of marketing communication effectiveness and to explore the relationship between ICY usage and the effectiveness of marketing communication. The research design of the present study was descriptive and correlational. The research methodology behind this research was quantitative research approach and the population was 127 employees and 120 customers for 15 selected hotels. The sample of 109 employees and 104 customers was used. The empirical data were collected through questionnaires and observation of the hotels’ websites. The findings of this study indicated that in terms of respondents’ profile: male respondents outnumbered female respondents, the prevailing class age was 20-40, the previous working experience was between 1 and 5 years, the prevailing period using hotel services was between 6 and 15 years. The study revealed that the level of ICT usage was relatively low. Moreover, the study indicated that marketing communication is effective. Finally the study found out that there is a significant relationship between the level of ICT usage and the effectiveness of marketing communication but the level of ICY usage can not be used to reliably predict the effectiveness of marketing communication. The research results and analysis showed that the selected hotels used ICY in their marketing communication but not maximized in terms of the use of internet and mobile phones. The main recommendation for this study was to investigate the use of ICY in marketing communication in other industries and meticulously explore the additional or perhaps emerging marketing techniques.
|A Thesis presented to the School of Postgraduate Studies and Research Kampala International University Kampala, Uganda in partial fulfillment of the requirements for the Degree of Master of Business Administration
|Appears in Collections:
|Master of Business Administration - Main and Ishaka Campus
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