دور التسويق الابتكاري في تحقيق تميز الأعمال الفندقية

الملخص EN

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.