Abstract

This study investigates the role of Integrated Marketing Communication (IMC) for sustainability in enhancing guest satisfaction within the Indonesian hotel industry. The research proposes a unique theoretical model intertwining IMC for sustainability, ecological knowledge, and co-creation of value. The findings demonstrate a significant positive relationship between IMC for sustainability and guest satisfaction, particularly when mediated by ecological knowledge and co-creation of value. The study also highlights that business guests exhibit higher satisfaction levels than leisure guests due to the impact of IMC on their ecological knowledge. The research offers valuable insights for both academia and industry practitioners, underscoring the importance of integrating sustainability principles into hotel marketing and guest engagement strategies.