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

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.

研究目的

本论文主要研究中东地区政治危机时期的促销组合对酒店绩效的各种影响, 其中促销组合是指广告、网站、和直接销售。

研究设计

本论文采用35个问题的自助问卷形式采集数据。数据样本取自亚喀巴城的121名约旦员工。本研究采用多元回归分析法以测量研究假设。

研究结果

本研究结果表明酒店的广告和直接销售对酒店绩效有显著作用, 但是酒店网站对于酒店绩效的作用并不显著。

研究原创性

本论文是首篇研究中东地区政治危机时期的促销组合对酒店绩效影响的文章。

Citation

Masa’deh, R., Alananzeh, O., Tarhini, A. and Algudah, O. (2018), "The effect of promotional mix on hotel performance during the political crisis in the Middle East", Journal of Hospitality and Tourism Technology, Vol. 9 No. 1, pp. 33-49. https://doi.org/10.1108/JHTT-02-2017-0010