Abstract
This study aims to identify the impact of strategies efficiency level of electronic marketing mix factors and electronic promotional mix factors on the enhancement of Jordanian and Saudi hotel establishments position in the consumer mind, and to achieve the objectives of the study researchers relied on the descriptive analytical approach and built a questionnaire as a tool to collect data from the study sample, where the researcher distributed (40) questionnaires on the customers of selected hotels at the Hashemite Kingdom of Jordan and (40) other questionnaires on the customers of selected hotels at Saudi Arabia, which conclude that the amount of distributed questionnaires is (80) in an appropriate and random way, (70) of those questionnaires were recovered and valid for analysis with (35) questionnaires were selected from the Jordan sample and the other (35) were selected from the Saudi Arabia sample. Results showed the existance of a statistically significant impact at (67%) for the role of e-marketing mix elements on the enhancement of hotel establishment's position at the Jordanian and Saudi hotel market, and results also showed that efficiency impact level of e-mix strategies on the enhancement of hotel establishments position in the Jordanian and Saudi hotel market came at high degree with an arithmetic mean of (3.85-4.39) for the responses of sample members from the hotels customers in Jordan and Saudi Arabia respectively. The study also made some recommendations where the most important was the continuous improvement of website which gives the consumer an impression about the quality level of electronic product and build a clear imagination of the real product, which contributes significantly to the consumer selection process. Keywords: consumer mind, e-distribution, e-marketing strategies, e-pricing, e-product, e-promotion, hotel establishments' position DOI : 10.7176/JMCR/62-05 Publication date : November 30th 2019
Highlights
The electronic marketing (e-marketing) consider one of the electronic business (EB) activities (Al-Altaiy, et al, 2007) and with the technological development and advancement in the world in general and in the markets in particular many institutions, whether its Arab or Western were forced to align with this development through the entry to electronic markets (Sarner, A, 2007) due to the fact that many consumer purchases in the international and local markets have become through the electronic markets and institutions
This part presents the study results to identify the impact of efficiency level of e-marketing strategies on the enhancement of hotel establishments' position in the consumers' minds during a comparison between the hotel establishments in Jordan and Saudi Arabia, and through testing the study hypotheses where the results are as follows: Results related to the arithmetic means of the study sample members responses on the efficiency level dimensions of e-marketing strategies: Table (8) arithmetic means and standard deviations of the study sample members' responses on the dimensions of independent variable represented by the efficiency level of e-marketing strategies (N1=35, N2=35)
Discussion: Responses to the study's first question: What is the efficiency impact level of e-marketing mix strategies elements? The results showed that efficiency impact level of e-mix strategies on the enhancement of hotel establishments' position in the Jordanian and Saudi hotel market came at high degree with an arithmetic mean of (3.85-4.39) for the responses of sample members from the hotels customers in Jordan and Saudi Arabia respectively
Summary
The electronic marketing (e-marketing) consider one of the electronic business (EB) activities (Al-Altaiy, et al, 2007) and with the technological development and advancement in the world in general and in the markets in particular many institutions, whether its Arab or Western were forced to align with this development through the entry to electronic markets (Sarner, A, 2007) due to the fact that many consumer purchases in the international and local markets have become through the electronic markets and institutions It wasn't enough for the decision makers to published their products, goods, and services on the web pages (Shafiq, Haddad & Nidam, Swedan, 2003) but it exceeded to the fact that marketing institutions are making progress by finding the best ways to achieve the competitive advantage and the market position of the organization (Abdul Hamid, Bassiouny, 2011) through the strategies' efficiency and the high efficiency of marketing activities on the web pages. Altan E, 2006) consider the border line between the net profit or net loss where the strategy is a double-edged sword that marketing institution fights through it the competitors in the market and achieve the rewards and profits at the same time (Hussein, Shamt, 2010), where the efficiency of electronic marketing depends on the objectives and capabilities of the institution in addition to the ability of the decision-maker to analyze the market and make the right decision and the development level of software and hardware that used in the implementation of strategies which push towards the ultimate goal as in the strategies of marketing mix elements where its effectiveness have increased in the electronic era (Carroll B & Siguaw J, 2003)
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