Application of innovative marketing in Egyptian five-star hotels : an exploratory study

الملخص EN

The study aims to clarify the role that innovative marketing plays in improving the marketing performance of the service organization and the need for it as one of the sources of excellence, through innovation in the service, methods of pricing, how to distribute it, and means of promoting it, and we will shed light in this study on five-star hotels that seek to achieve excellence and leadership, and to innovate new services, satisfy the needs of its guests, and fulfill them from a marketing standpoint so that they can stay and continue in the competitive momentum witnessed in the hotel sector in Cairo.

The study is based on a quantitive approach where a questionnaire was designed to collect data.

The results showed that innovative marketing is critical to developing and accumulating the personal skills of innovative workers in the organization, as well as improving the quality of the services provided and enhancing the competitiveness of the enterprise.

Finally, several recommendations were reached, including the need to pay attention to innovative marketing, create new market services and distinguish from competitors, and the need for heavy use of promotion elements to introduce hotel services and stimulate tourism.