Identifying the Resilient Economy Components Affecting Strategic Marketing in the Hotel Industry

Subject Areas : business management

Elham Kiyanmehr ¹ , soheil sarmadsaidy ² , Behrooz Ghasemi ³

1 - Department of business Management , Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Faculty of Management, ,Central Tehran Branch, Islamic Azad University, tehran, iran
3 - Department of business Management, Central Tehran Branch, Islamic Azad University, Tehran, iran.

Received: 2020-02-16 Accepted : 2020-05-19 Published : 2020-06-21

Keywords: "Resilient Economy", "Strategic Marketing", "Hotel Industry", "Sanction",

Abstract :

In today's competitive atmosphere of the hospitality industry, increasing hotel capacity is one of the main concerns of managers. The purpose of the research is to identify within the framework of the Resilient Economy Declaration Policies on Enabling Internal Capacities, Dimensions and Components Affecting the Strategic Marketing of Hotels to Increase the Hotel's Potential Capacity in the Face of the Special Economic Conditions of the Sanctions and Eventually, Develops the hotel industry and tourism industry. For this purpose, the basic dimensions of research were designed using qualitative content analysis method. Then the final components is extracted by sending questionnaire for experts , and Delphi method. The statistical population is related to the determinants of resilient economy, scientific and organizational experts. The results show that the components of the resilient economy affecting strategic hotel marketing in this study , are manpower productivity , leadership, cultural fit, structure fit and customer orientation.