Information And Communications Technology (ICT) and marketing communication in selected hotels in Kigali, Rwanda
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Date
2011-09
Authors
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Journal ISSN
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Publisher
Kampala International University, College of Economics & Management
Abstract
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.
Description
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
Keywords
Information And Communications Technology (ICT), Marketing communication, Hotels, Kigali, Rwanda