Investigating the impact of entrepreneurial marketing on innovation capability and economic performance in the hotel industry of Qom

Subject Areas : Entrepreneurship

Peyman  Ghafari Ashtiani ¹ (Associate Prof., Faculty of Business Management, Arak Branch, Islamic Azad University, Arak, Iran)
Maryam  Ghiasabadi Farahani ² (PhD student in Business Management, Young and Elite Researchers Club, Arak Branch, Islamic Azad University, Arak, Iran.)

Received: 2022-07-16 Accepted : 2023-02-26 Published : 2023-05-22

Keywords: Entrepreneurship, hospitality industry, marketing, Innovation capability, economic performance,

Abstract :

Purpose: The purpose of this research was to investigate the entrepreneurial marketing model on innovation capability and economic performance in the hotel industry.Method: This research is descriptive-survey in terms of method and practical in terms of purpose. The statistical population of this research consisted of 302 managers and experts in the hotel industry of Qom city. Using stratified random sampling method, 170 people were selected as a statistical sample based on Karjesi and Morgan's sampling table. The research data collection tool was a standard questionnaire. In order to test hypotheses and evaluate research models, SPS and Lisrel software were used. Findings: The findings showed that networking does not have a significant effect on innovation ability and economic performance; Also, activation variables, opportunity focus, value creation have a positive and significant impact on innovation capability; Activation variables, opportunity focus, value creation have a positive and significant effect on economic performance, and finally innovation ability has a positive and significant effect on economic performance. Entrepreneurial marketing can be considered as one of the strategies for growth and development in economic performance in the hotel industry. Conclusion: Therefore, special attention should be paid to entrepreneurs in the hotel industry, and by strengthening marketing in entrepreneurship and creating a suitable platform for its development, it will provide the economic progress of the hotel industry in Qom city and then in the country.