The effect of entrepreneurial marketing model dimensions on the performance of Iran's hotel industry after Corona
Subject Areas : marketing
AliAsghar negahdary
1
,
Hossein Janatifar
2
,
Peyman Ghaffari Ashtiani
3
,
hossein shirazi
4
1 - Ph.D. student in business management, Qom Branch, Islamic Azad University, Qom, Iran
2 - Assistant Professor of Industrial Management Department, Qom branch, Islamic Azad University, Qom, Iran
3 - Associate Professor of Business Management Department, Arak Branch, Islamic Azad University, Arak, Iran
4 - Assistant Professor, Department of Technology Management, Qom Branch, Islamic Azad University, Qom, Iran
Keywords: entrepreneurial marketing, corona, hotel industry, iran,
Abstract :
The Covid-19 pandemic has affected economic and service sectors through quarantine measures, disruption of global supply chains, weaker domestic and foreign demand for goods and services, and reduced international tourism. Entrepreneurial marketing is very decisive and vital in the survival, performance and success of business. The current research was conducted with the aim of investigating the impact of entrepreneurial marketing model dimensions on the performance of Iran's hotel industry after Corona. The statistical population of the Iranian hotel industry managers is 1351 people. The sample size is 299 people using Cochran's formula. The statistical sample of the research was selected by simple random sampling. The tool for collecting information is a researcher-made questionnaire. The validity of the questionnaire was checked and confirmed based on construct, diagnostic and convergent validity and reliability of the questionnaire with Cronbach's alpha coefficient. The current study is a survey and applied type. In this research, structural equation method and pls software were used to test the hypotheses. Based on the final results of the research, the dimensions of entrepreneurial marketing including value creation, customer orientation, innovation, risk taking, health and safety, pioneering and technology have had an impact on the performance of Iran's hotel industry after Corona.
