الابتكار في المزيج التسويقي مصدر لتحقيق تميز المؤسسات الفندقية

Abstract EN

The study aims to determine the role of marketing innovation as a source to achieve excellence for hotel institutions, and this is done through innovation in the field of the traditional marketing mix as well as the expanded marketing mix and its ability to improve the operations of the institution through continuous improvement and product development, innovation in prices, innovation in distribution and promotion, as well as Innovation in the added (created) elements, innovation in processes, people, physical evidence, and this is so that the organization can achieve excellence.

The study concluded that innovation in the elements of the marketing mix contributes significantly to the success of hotel establishments and distinguishes them from other competitors, thus giving them an added value