Effect of Integrated Marketing Communication on Brand Recognition of Upscale Hotels in Ghana

Research background: The scientific article examines a current and practically significant aspect of marketing communication, which is crucial for the success of hotel brands in a competitive market. It provides new insights into the use of communication channels within Ghana's specific environment, which may differ from established findings in developed countries, thereby enriching both theory and practice in the field of hotel marketing. Purpose of the article: The study investigates the role of integrated marketing communication and its effects on brand recognition among upscale hotels in Accra. Methods: An interpretive philosophy of research – a qualitative approach using a cross-sectional design was adopted for the study. An in-depth interview guide was used to elicit information from the participants. Thematic analysis was employed during the study's data analysis. Findings & Value added: The findings revealed two major categories of communication channels used by the upscale hotels. It was shown that managers of these hotels used quality services, and the facility to get recognized. Furthermore, the study revealed that content calendars and customer feedback helped them post the right message on their websites to monitor the communication channels. It was also concluded that participants used two major categories of communication channels to interact with the staff and guests. It was concluded again that quality services and loyalty programs were used to get recognition from the clients, as well as market impacts (KPIs) were used as a measure to know how well the hotel was doing. It is recommended that upscale hotels should invest more in digital communication infrastructure to enhance excellent guest service and feedback. Also, it is recommended that upscale hotels should continue providing more quality services and luxurious amenities to enhance guest recognition and retention. The research is significant as it highlights the crucial role of integrated marketing communication in enhancing brand recognition among upscale hotels in Accra, Ghana. Its insights provide practical implications for hotel managers aiming to strategically select and optimize communication channels to strengthen their brand presence in a competitive market.