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 tha...

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Autores principales: Akbari, Mahsa, Bagheri Anilu, Saeed, Bigdeli, Mostafa, Rezasoltany, Masoud
Formato: Online Artículo Texto
Lenguaje:English
Publicado: The Author(s). Published by Elsevier Ltd. 2023
Materias:
Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9979634/
http://dx.doi.org/10.1016/j.resglo.2023.100121
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author Akbari, Mahsa
Bagheri Anilu, Saeed
Bigdeli, Mostafa
Rezasoltany, Masoud
author_facet Akbari, Mahsa
Bagheri Anilu, Saeed
Bigdeli, Mostafa
Rezasoltany, Masoud
author_sort Akbari, Mahsa
collection PubMed
description 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.
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spelling pubmed-99796342023-03-03 The consequences of the COVID-19 pandemic on marketing performance considering the role of technology (Case study: Iranian chain hotels) Akbari, Mahsa Bagheri Anilu, Saeed Bigdeli, Mostafa Rezasoltany, Masoud Research in Globalization Article 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. The Author(s). Published by Elsevier Ltd. 2023-06 2023-03-02 /pmc/articles/PMC9979634/ http://dx.doi.org/10.1016/j.resglo.2023.100121 Text en © 2023 The Author(s) Since January 2020 Elsevier has created a COVID-19 resource centre with free information in English and Mandarin on the novel coronavirus COVID-19. The COVID-19 resource centre is hosted on Elsevier Connect, the company's public news and information website. Elsevier hereby grants permission to make all its COVID-19-related research that is available on the COVID-19 resource centre - including this research content - immediately available in PubMed Central and other publicly funded repositories, such as the WHO COVID database with rights for unrestricted research re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for free by Elsevier for as long as the COVID-19 resource centre remains active.
spellingShingle Article
Akbari, Mahsa
Bagheri Anilu, Saeed
Bigdeli, Mostafa
Rezasoltany, Masoud
The consequences of the COVID-19 pandemic on marketing performance considering the role of technology (Case study: Iranian chain hotels)
title The consequences of the COVID-19 pandemic on marketing performance considering the role of technology (Case study: Iranian chain hotels)
title_full The consequences of the COVID-19 pandemic on marketing performance considering the role of technology (Case study: Iranian chain hotels)
title_fullStr The consequences of the COVID-19 pandemic on marketing performance considering the role of technology (Case study: Iranian chain hotels)
title_full_unstemmed The consequences of the COVID-19 pandemic on marketing performance considering the role of technology (Case study: Iranian chain hotels)
title_short The consequences of the COVID-19 pandemic on marketing performance considering the role of technology (Case study: Iranian chain hotels)
title_sort consequences of the covid-19 pandemic on marketing performance considering the role of technology (case study: iranian chain hotels)
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9979634/
http://dx.doi.org/10.1016/j.resglo.2023.100121
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