The consequences of the COVID-19 pandemic on marketing performance considering the role of technology (Case study: Iranian chain hotels)

The extant paper aims to explore the effects of the COVID-19 pandemic on marketing activities. In this respect, the study adopted Structural Equation Modeling (SEM) using SPSS26 and Smart PLS-3 to analyze the descriptive survey that was distributed among 200 hotel managers. The findings revealed that although the pandemic affected the technology application in the hospitality sector positively, it also has negative impacts on marketing performance. The results also illustrated the considerable effect of technology on marketing performance. Thus, by providing a comprehensive research model, the study calls on hotel managers and executives to reconsider their marketing activities.