أثر التسويق الرابع في نية زيارة الفنادق بجمهورية مصر العربية: الدور الوسيط للقيمة المدركة في ظل السياحة الرقمية

Abstract EN

The current research aims to examine the relationship between the marketing 4.0 with its four dimensions represented in (brand identity, brand image, brand integrity, brand interaction) and the intention to visit, by examining the mediating role of perceived value.

The study was applied to (389) hotel customers in the Arab Republic of Egypt, and the survey method was relied on in collecting primary data for the study through the non-probable sampling method.

The structural equation modeling (PLS-SEM) method was used for statistical processing of the data.

The study concluded that there is a positive and significant impact of the marketing 4.0 in its four dimensions in both the customers' perceived value and their intention to visit hotels.

In addition, the study findings found a significant effect of the perceived value on the intention to visit; in addition to that, the perceived value mediates significantly the relationship between each of the marketing 4.0 dimensions and the intention to visit.

A set of theoretical and practical implications have been extracted.