The Integrated Approach of Marketing Communications and its Impact on Tourism Marketing in Sulaimani Governorate

Abstract

Purpose: Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things. They can contribute to brand equity—by establishing the brand in memory and creating a brand image—as well as drive sales and even affect shareholder value. Methodology: This study aimed to investigate the integrated approach of marketing communications and its impact on tourism marketing in Sulaimani Governorate. For the current study, an analytical descriptive technique employed to match the nature and circumstances of gathering reliable academic descriptions of the phenomenon's status quo while making initial assumptions.The sample size used for the study was 252 employees from the population selected at tourism organizations.The researcher used a range of statistical methods using the SPSS program and Amos Program in order to analysis data.The study showed that integrated marketing communications have become one of the most important factors on which various tourism companies rely to attract tourists, in line with the development in the surrounding environment, the aspirations of tourists and changes in the ways they deal with tourism programs.Integrated Marketing Communications is the link between tourism institutions and their target audience of tourists. Where the tourism activity is based on the role of integrated marketing communications in introducing tourists to the tourism potentials and potentials that the region enjoys. Findings: The results showed that there are no significant statistically differences among the researched organizations towards the study variable according to the difference in all their personal characteristics: gender, age, academic qualification, and years of experience. Conclusion: The results of the statistical analysis of the field side showed that more than half of the respondents in the surveyed tourism companies in the city of Sulaymaniyah in the Kurdistan Region of Iraq are males compared to females.