The effect of promotional mix on hotel performance during the political crisis in the Middle East-Reference-Cited by-同舟云学术

The effect of promotional mix on hotel performance during the political crisis in the Middle East

Published:2018-03-12 Issue:1 Volume:9 Page:33-49
ISSN:1757-9880
Container-title:Journal of Hospitality and Tourism Technology
language:en
Short-container-title:JHTT

Author:

Masa’deh Ra’ed,Alananzeh Omar,Tarhini Ali,Algudah Oroub

Abstract

Purpose This paper aims to investigate the effects of promotional mix in terms of advertisement, website and direct sale on job performance during the political crisis in the Middle East. Design/methodology/approach Data were collected from 121 Jordanian employees working in hotels in Aqaba city, using a self-administrated questionnaire including 35 items. Multiple regression analysis was conducted to test the research hypotheses. Findings The results of the current study revealed that there is a significant impact of hotels’ advertisement and hotels’ direct sale on hotel performance, whereas hotels’ website has no significant impact. Originality/value This is the first study that examines the effect of promotional mix on hotel performance during the political and economical crises in the Middle East and clarifies the most important elements that affect the countries’ economy, especially those involved in political conflicts.

Publisher

Emerald

Subject

Computer Science Applications,Tourism, Leisure and Hospitality Management,Information Systems

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