Effects of integrated marketing communication for sustainability and ecological knowledge: A cross-cultural approach in hospitality

Sustainability challenges have been recognised as research priorities in marketing and services. This work seeks to observe how Integrated Marketing Communications (IMC) for sustainability affects satisfaction loyalty, both directly indirectly, i.e., through the ecological knowledge of guest. In addition, it attempts analyse whether sequence modelled effects changes according country origin, retaining two different nation/culture contexts: Spain Ukraine. To test hypotheses proposed theoretical model, PLS- SEM technique was used based on 611 responses from consumers staying hotels (254 Ukraine 357 Spain). The results reveal IMC exerts a positive impact guest knowledge, satisfaction, loyalty. Finally, origin hotel guests cultural traits associated with moderate direct IMC, These findings lead important implications management tourism companies.