أثر التسويق الوردي على الميزة التنافسية للمطاعم السياحية الأردنية

الملخص EN

This study aimed to identify the effect of pink marketing on the competitive advantage of Jordanian tourist restaurants (four-star / three-star).

The study used the descriptive inference method, and the study community is made up of all the pioneers of tourist restaurants (four and three stars) of women in the capital Amman, according to the Association of Jordanian Tourist Restaurants (155) restaurants.

The resolution was distributed electronically due to the exceptional circumstances and the health crisis that led to the closure of all restaurants in the Kingdom under the Jordanian Defense Act during the field study period, where the researcher received (506) electronic questionnaires answered fully.

The statistical treatment of all the surveys received was carried out.

The validity of these surveys has been confirmed for the statistical analysis process.

The study concluded many of the most important results: the presence of a statistically significant effect at the level of significance (α=0.05) for pink marketing in its dimensions (product, distribution, operations, physical environment, and workers) on the competitive advantage in Jordanian tourist restaurants.

And all the dimensions of pink marketing achieved high levels of approval from the point of view of the ladies pioneers of the four and three-star Jordanian tourist restaurants, and the dimension of the physical environment was the highest and ranged after distribution in the lowest range between (79.6% - 82.8%) The study also recommended a set of recommendations including: the need to work for future studies as the study of the impact of marketing pink in the achievement of competitive advantage in other sectors from the point of view of ladies to be tributary to the stores of knowledge to students and universities access jurisdiction add to that the restaurant owners maintain the high level they had reached, where the achieved dimensions of marketing pink score high, indicating a marked competitive advantage for restaurants, tourist Jordan in the minds of customers of ladies.