The role of Marketing Innovation in Achieving Hotel’s Business Excellence

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.