Entrepreneurial Marketing in Hospitality in the Islamic Republic of Iran - A Practical Model

Khazaei Pool, Morteza; Tajzadehnamin, Abolfazl; Zargham Boroujeni, Hamid; Karoubi, Mehdi

doi:10.22054/tms.2019.10424

Document Type : Research Paper

Authors

¹ Ph.D. Student in Tourism Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

² Associate Professor in Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

³ Associate Professor (retired), Department of Tourism Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

⁴ Associate Professor in Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.

https://doi.org/10.22054/tms.2019.10424

Abstract

This research has two main objectives, the first goal is to provide an entrepreneurial marketing model for the hotel industry in the Islamic Republic of Iran and the second goal is to measure entrepreneurial marketing and its effects on hotel performance. To do this research an exploratory mixed method (qualitative-quantitative) have been used. In the qualitative section, the researcher used qualitative content analysis to develop an entrepreneurial marketing scale and a model. To gather data; in-depth interviews have been used with 20 directors of 3, 4 and 5-star hotels in Tehran. In the quantitative sector, in order to collect data, three questionnaires of entrepreneurial marketing, financial and non-financial performance was used. Accordingly, 48 questionnaires of entrepreneurial marketing and financial performance and 384 questionnaires of non-financial have been gathered. For the validity of the questionnaires, Corrected Item-Total Correlation, content validity ratio, face validity, and confirmatory factor analysis were used and for reliability Cronbach's alpha and composite reliability (Dillon-Goldstein's rho coefficient) were calculated by using the Smart PLS software. The results showed that everything was appropriate. Structural equation modeling was also used to test the hypotheses of the research using Smart PLS software. The results confirm the direct impact of entrepreneurial marketing on financial performance and rejecting the mediating role of non-financial performance in transferring the effect of entrepreneurial marketing on financial performance

Keywords

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Entrepreneurial Marketing in Hospitality in the Islamic Republic of Iran - A Practical Model

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Volume 14, Issue 46 - Serial Number 46December 2019Pages 1-46

Volume 14, Issue 46 - Serial Number 46
December 2019
Pages 1-46