Investigating the Impact of Ethical Attitudes on Digital Marketing Strategies On the performance of the hotel industry
Subject Areas : Ethics and Islamic EducationAli Nakhchian 1 , Ali Hosseinzadeh 2 , Hossein momenimahmouei 3 , Mohammad Ghasemi Namaghi 4
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Keywords: Digital Marketing Strategies, hotel industry, Network Marketing.,
Abstract :
Work ethic is the most important factor in the success of the hotel industry. The contemporary world is evolving at an Amazing speed Organizations, as one of the most prominent characteristics of today's societies, are rapidly changing and evolving, and in the current system, improving performance is one of the main goals of any living and active organization. So it is clear that examining the variables that affect it can be a guide for managers to improve the company. In this regard, in this study, we seek to investigate the effect of digital marketing strategies On the performance of the hotel industry. In terms of type and nature, this research is a descriptive-analytical research and in terms of purpose, it is a type of applied research. In this study, the introduced model was tested using 125 specimens and using paltial least squares (PLS) method. The findings show a positive and significant effect of email marketing and network marketing, content marketing on the dimensions of hotel performance (from all 4 financial perspectives, customer, internal and ethical processes). But the impact of viral marketing on performance was not confirmed. This research clarifies for managers the fact that by investing in digital marketing strategies, they not only do no harm, but also achieve a competitive advantage by improving performance.
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