The role of Marketing Innovation in Achieving Hotel’s Business Excellence | ||||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||||
| Article 15, Volume 18, Issue 3 - Serial Number 42, June 2020, Page 259-284 PDF (939.21 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jaauth.2020.37042.1055 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Ali El sayed Shehata   1, 2
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| 1Hotels studies department, faculty of tourism and hotels, Suez Canal University. | ||||
| 2College of Business Administration, Shaqra University, KSA. | ||||
| Abstract | ||||
| This study aims to determine the effect of applying Marketing Innovation practices (Developing the marketing technology; creating value for customers; creative thinking of marketers and assessing the feasibility of marketing innovations) on hotels’ business excellence. The field study was applied to a simple random sample of marketing and sales managers in five – star hotels in Cairo and Sharm El Sheikh. A questionnaire form was used to collect the research data. Data were analyzed using the statistical program (SPSS.V.23). The research results concluded the impact of most dimensions of marketing innovation on a hotel’s business excellence while applying all dimensions together showed a high positive effect. The research recommended the importance of applying all dimensions of innovation marketing as one practice without fragmentation with the creative formulation of the hotel's marketing strategies. | ||||
| Keywords | ||||
| Marketing Innovation; Marketing technology; The feasibility of marketing innovations; Business Excellence | ||||
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