How does Integrated Marketing Communication boost guest satisfaction? A proposal through ecological knowledge and value co-creation

The growing need to increase the effectiveness of hotel sector communication drives investigate ways on how intensify this effects. IMC approach based sustainability starts be increasingly important among other alternatives. present work aims examine relationships between for sustainability, ecological knowledge, co-creation value and satisfaction. A theoretical model is proposed that are studied. fieldwork was conducted 303 guests in Kyiv (Ukraine). results reveal has a significant influence satisfaction; furthermore, findings show satisfaction increases when knowledge mediate relationship, showing themselves as promote effect IMC. Finally, concerning trip purpose, it observed business guests, compared leisure greater level which turn leads higher degree with hotel.