دانلود رایگان مقاله مدل آمیخته بازرایابی جدید جهت نجات صنعت مهمان نوازی: شواهد پس از بهار عربی مصر

Abstract

After January 25th 2011 Egypt witnessed political, economic and social instability leading to drastic consequences in the hospitality and tourism industry. Thus unstable situation reflected on the deteriorated occupancy percentages that led to declined profit margins, higher employee layoffs and degraded quality of product and services. The objectives of this research is to examine how the Egyptian hospitality properties manage this dilemma through their marketing practices, and to propose a new marketing mix model that adds new layers of depth to the traditional marketing mix model. A methodological framework was designed to help in the assessment process of management practices pertaining to marketing initiatives during times of crisis. Results indicated the presence of tactical elements that assembled the traditional marketing mix model in the investigated hotels. However, these elements are not effectively used and the interaction between them not appears very clear. Results also indicated that the new proposed model would help in providing a framework for the Egyptian hospitality industry to maintain their competitive position during crisis time and avoiding undesired situations for labour force and decline of companies' revenues.

6. Conclusion

The MED countries are going through challenging situations during the transition process that requires an effective crisis management strategy to enhance the tourism and hospitality industry. The proposed new marketing mix model is tested and verified through the research methodology, which is supported with the literature review and the empirical study. The model validates the five objectives and showed firstly, significant positive linear relationships between the impact of management practices and the constructs of employee morale. Secondly, the relation between the level of employee awareness of marketing initiatives and the constructs of the effectiveness of the currently used marketing mix. Thirdly, the importance of coordination between the existences documented guidelines and the implementation of the marketing effort - especially during crisis time. Fourthly, the role of synchronization between the current used marketing mix and its impact on the desirable outcome. Fifthly, emphasizing on the relation between the ability of the proposed model to overcome customers’ concern's from non-marketing employees’ point of view. Finally, enhancing the relation between the proposed constructs and the existing marketing practitioners during crisis and this validates the sixth research objectives for all of the influential measures.