Ricerc@Sapienza

This research examines the inter-relationships between integrated marketing communications (IMC), destination reputation and consumer brand engagement (CBE) in tourism. For that purpose, two dimensions of IMC are considered: consistency and interactivity, and three components of CBE: cognitive, emotional and behavioural. Data collection will take place among tourists visiting Rome, Italy. Expected results will show the presence and the valence of the following hypothesised relationships: 1) the influence of the IMC's dimensions on destination reputation; 2) the influence of destination reputation on all the components of CBE; 3) the impact of the IMC's dimensions on CBE. Data will be analysed through Partial Least Squares (PLS), a suitable technique for examining relationships that are still unexplored and when the studied construct is relatively new or changing as in this case. This study will contribute to the understanding of the potential of integrated marketing communications in tourism, a completely neglected research area, by examining its impact on reputation and consumer brand engagement, which received far too little attention in the marketing literature.