The Effect of Using E-marketing Tools in Activating Sales in Hotels: A Field Study in Five-Star Hotels in the Jordanian Capital – Amman
Alanoud Amer Saleem Abu Rokbeh 1
1 PhD student, Charisma University, Jorden
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ABSTRACT |
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The purpose of this study is to look at the effect of employing E-Marketing techniques on activating sales in Amman city hotels. The quantitative technique was utilized in the investigation, with data collected using questionnaires. (500) questionnaires were delivered to guests at (13) Jordanian five-star hotels in Amman. (484) of the (500) questionnaires were recovered, while (16) were eliminated due to excessive missing data. According to the study, adopting E-Marketing tools such as: (the hotel website, hotel blog, hotel social media, and hotel e-mail) has a substantial influence on sales promotion such as: (trade contest, coupons, and rebates). Finally, the study suggests that hotels in Amman continue to implement an E-Marketing policy, activate trade promotion electronically, and promote their services through all electronic channels, particularly social media sites. |
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Received 19 September 2022 Accepted 20 October 2022 Published 07 November 2022 Corresponding Author Alanoud
Amer Saleem Abu Rokbeh, al_anood_amer@yahoo.com
DOI10.29121/granthaalayah.v10.i10.2022.4824 Funding: This research
received no specific grant from any funding agency in the public, commercial,
or not-for-profit sectors. Copyright: © 2022 The
Author(s). This work is licensed under a Creative Commons
Attribution 4.0 International License. With the
license CC-BY, authors retain the copyright, allowing anyone to download,
reuse, re-print, modify, distribute, and/or copy their contribution. The work
must be properly attributed to its author. |
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Keywords: E-Marketing Tools, Activating Sales, Five
Stars Jordanian Hotels, Amman |
1. INTRODUCTION
Today, the world is seeing a massive revolution in information and communication technology, which has resulted in major shifts and transformations in the economic sector. One of the most recent developments in information and communication technology is that marketing has gone electronic via the Internet, and as the number of Internet users grows by the day, organisations are competing seriously and eagerly to achieve their goals through electronic marketing, through a wider spread and higher sales; to attract the greatest number of customers for their brands.
The increased
reality of the information technology revolution has a significant impact on
the marketing industry, as firms of all sizes rush to reengineer old marketing
operations and aspects to meet the demands and pressures of technological
innovation. There is no doubt that the usage of e-marketing is expanding
drastically; thus, firms must include promotion in their marketing strategy in
order to attract the greatest number of customers in the face of such fierce
competition Nasereddin (2011).
The Internet is an
essential tool for all business classes in the marketing process. This digital
revolution has expanded to every institution and house, and it should be
highlighted that this dissemination has had an influence on the character and
levels of performance of institutions in general Kotler and Armstrong (2009). The current study is concerned with highly rated hotel businesses that
are regarded among those that use the Internet not only for communication and
communication with their clients, but also to market their name, services, and
reputation.
E-marketing is the
ideal use of digitalization, including technologies for information and
communication to activate the productivity of marketing and its operations,
which are represented in organisational functions and activities aimed at
identifying target market demands and offering goods and services to the firm's
clients Chaffey (2006).
Furthermore,
e-marketing is a novel and relatively new notion in the realm of Internet
marketing. E-marketing expresses a new business philosophy that is primarily
based on the marketing of goods, services, information, and innovations via the
Internet Lončarić and
Radetić (2015), whereby e-marketing contributes to the rapid
dissemination of the brand and maintains communication between customers and
potential customers both inside and outside the hotel Salem (2013).
It is necessary to
clarify that the evaluation of the use of e-marketing includes all marketing
departments, whether production or administrative, so all departments are
subject to evaluation, including those related to marketing and public
relations that affect and are affected by customer and customer satisfaction. It
should also be mentioned that marketing strategies are an inherent and crucial
element of any organization's strategy, as they aim to fulfil its vision, goal,
and objectives while adhering to and integrating with their rules, regulations,
and procedures Wheelen and Hunger (2004).
The marketing
process is in dire need of promotional activities to persuade consumers to buy,
as sales activation is a form of communication in marketing, and the
communication process enables the marketing department to carry out its
functions effectively and efficiently. Sales promotion is also an essential and
indispensable activity, as no company can sell its products and services,
regardless of their quality, without adequate information about those products
or services reaching customers Dubois (2000).
The process of activating sales is to attract the attention of customers
to use the organization's Internet pages by supporting them with useful
information according to the interests of customers, as the open lines of
communication between advertisers and Internet users (customers) helped
advertisers to provide better and more efficient ads to promote their products
and services Debono (2013).
In addition, the
activation of sales through its various means has become of great importance to
customers and clients; because he has overcome the problem of their ignorance
of the information about the good or service, as he works to provide them with
all the information related to it in order to convince them to accept it and
buy it Michael and Ogwo (2013).
This study is
consistent with global economic sector developments and the expanding
prominence of services in many nations, including Jordan. As a result, there is
a need to investigate the reality of e-marketing as a marketing tool for hotel
hospitality services in the Hashemite Kingdom of Jordan, as well as to
determine the effectiveness of programmes implemented in five-star hotels in
the Jordanian capital, Amman, and to contribute to providing recommendations to
raise the level of e-marketing in various ways that support the tourism sector
as one of the tributaries of the national economy in the country in general and
hotel hospitality services in particular. This is done by studying the impact
of e-marketing tools and its dimensions on activating sales and its dimensions
in five-star hotels in the Jordanian capital, Amman.
The significance of
this study is embodied in knowing the main points related to sales activation
in hotels and the impact of e-marketing tools on them to ensure their quality,
in addition to assisting hotels in acquiring the attention of customers and
customers, and attracting them to deal with them, through their awareness of
the impact of e-marketing on sales activation; to raise the level of hotel
services, link them to the personal and functional factors of customers, and to
ensure their quality.
From this point of
view, this study aimed to clarify the effect of using e-marketing tools, which
include: the website, the chatting site, social networking sites, and e-mail in
stimulating sales, which include competitions, coupons, and discounts in
five-star hotels in the Jordanian capital - Amman. The study also sought to
reveal the problems that hotels are expected to face when using these
technologies and their impact on stimulating sales.
2. LITRATURE REVIEW
The Internet is one
of the most modern methods for marketing products, services, and information in
the business sector. The individual or organization's owner must recognise the
critical role that the Internet plays in the world of marketing, as interest in
the Internet has grown for a variety of reasons, including time and effort
savings, ease of communication, low cost, and reduced work procedures and
paperwork volume Nasereddin (2011).
The Internet has
opened up new opportunities for business organisations and resulted in an
increase in the size of target markets, as it was able to break down time and
geographical barriers, and resulted in an increase in the efficiency and
effectiveness of production and marketing, and the Internet is considered one
of the most important communication and interactive means in terms of its
ability to provide many facilities for users such as: images, dimensional
shapes, co-location, and co-location Smith (2011).
The Internet has
evolved into its own worldwide social phenomenon. Among its benefits is that it
has broken time and space barriers, making it easier to access information,
make decisions, and achieve contact between sender and receiver via various
sites such as social networks. Customers were also able to select the ideal
hotel that suited their preferences thanks to the Internet Dragan (2017).
2.1. E-Marketing
E-marketing is among
the most essential topics included in e-commerce, where e-marketing is the
heart of e-business, the most important of which is e-commerce, where the
development of e-commerce and e-marketing coincided with technological
advancements in information technology and the development of the Internet Starkor and Safer (2015).
Also, E-marketing is
the use of information technology in the process of communicating and providing
services and products to customers and managing relationships between them in a
way that benefits the company and stakeholders, according to Chaffey (2006), e-marketing meets marketing objectives
through communicating with clients via electronic communication technologies.
Furthermore,
E-marketing expresses the optimal use of digital technologies, including
information and communication technologies, to activate the productivity of
marketing and its operations, which are represented in organisational functions
and activities aimed at identifying the needs of target markets and providing goods
and services to customers Zhang et al. (2011).
Additionally,
e-marketing emphasises the marketing side of the digital and institutional
economy, which encompasses activities connected to product and service
introduction, promotion, and sale via the Internet. Nasereddin (2011) describes e-marketing as a subset of
e-business that use electronic media to carry out marketing operations and meet
the organization's marketing objectives, with Internet marketing, interactive
marketing, and mobile marketing are being examples of e-marketing.
2.2. Activating Sales
Activating sales by
its various means has become of great importance to customers and clients,
because it helps them to overcome the problem of their ignorance of the
information about the good or service, as it works to provide them with all the
information related to it in order to convince them to accept it and buy it.
The sales activation process is one of the promotional activities that aim to
increase demand and improve marketing, and it is one of the short-term tools
and techniques designed to motivate customers and consumers to buy and motivate
distributors and salesmen Michael and Ogwo (2013).
Sales activation
aims to arouse the interest and motivation of the consumer to buy through many
means, that is, it activates and increases the company's sales and supports the
efforts of the sellers, which leads to an increase in their effectiveness. It
also motivates customers to try the product, increases sales, and encourages
purchase during the off-season Dilip and Qing (2010).
Sales activating is
defined as a group of techniques directed at stimulating demand in the short
term, in order to increase the level of purchase of a particular product or
service by the consumer and commercial intermediaries. It also represents the
process of attracting customers' attention to using Internet pages and
supporting them with useful information according to customers' interests and
desires Debono (2013).
The opportunities
for companies, especially the hotel sector, are increasing with the increasing
openness of countries around the world to each other, this is followed by
liberalization and an increase in the movement of capital between countries in
search of better investment opportunities, as the movement of individuals
enhances the size of the target hotel markets, which leads to an increase in
sales of various hotel services, there is no doubt activating sales for hotels
achieves the competitive advantage to reach the target marketing segments in
the fastest time and at the lowest cost in the future Dubois (2000).
3. METHODLOGY
To achieve the
objectives of the research, the researcher used the descriptive analytical
approach, which is based on describing the phenomenon, answering questions and
hypotheses, analysing the collected data, and interpreting them to reach conclusions
that contribute to determining the impact of e-marketing tools in activating
sales in five-star hotels in the Jordanian capital, Amman.
3.1. study population and sample
The study community
consists of all clients of five-star hotels in the Jordanian capital, Amman,
which number (16) hotels, and include: Bristol Amman, Grand Hyatt Amman,
Holiday Inn, Marriott Amman, Kempinski Amman, Le Royal Amman, Sheraton, Regency
Palace, Rotana Amman, Intercontinental Jordan, Le Meridien, Landmark Amman, Grand
Millennium Amman, Crowne Plaza Amman, Four Seasons Amman, Golden Tulip Amman.
The study sample
consisted of (500) individuals from the clients of five-star hotels in the
Jordanian capital, Amman, it was selected in a simple random way, then the
questionnaire was distributed to clients dealing with hotels, where (484) valid
questionnaires were retrieved for statistical analysis, and (16) questionnaires
were excluded because they were not suitable for statistical analysis. Table 1 shows the distribution of the study sample
according to its demographic variables.
Table
1
Table 1 Study Sample According to its Demographic Variables |
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Variable |
Categories |
Frequency |
Percentage % |
Gender |
Male |
310 |
64.0% |
|
Female |
174 |
36.0% |
|
28 years and
less |
100 |
20.6% |
|
29-38 years |
186 |
38.4% |
Age |
39-48 years |
146 |
30.2% |
|
49-58 years |
41 |
8.5% |
|
59 years and
above |
11 |
2.3% |
Qualification |
Diploma |
29 |
6.0% |
|
Bachelor |
203 |
42.0% |
|
Master |
76 |
15.7% |
|
PhD |
176 |
36.3% |
Job |
Employee |
150 |
31.0% |
|
Student |
76 |
16.0% |
|
Free Business |
202 |
41.7% |
|
Unemployed |
30 |
6.0% |
|
Retired |
26 |
5.3% |
Monthly Income |
Less than 500
JD |
17 |
3.5% |
|
500 – 1000 JD |
75 |
15.5% |
|
1001 – 1500 JD |
129 |
27.0% |
|
More than 1500
JD |
263 |
54.0% |
Total |
484 |
100% |
3.2. study tool
The researcher
developed a questionnaire as a tool for the study, and the questionnaire was
worked on to suit the variables of the study by looking at previous studies
related to the subject of the study, which consisted of two main sections:
The first section:
is the part related to the demographic variables of the study sample members of
the clients in the five-star hotels in the Jordanian capital Amman, represented
by: gender, age, occupational status, educational qualification, month, and
income.
The second section:
The second section included paragraphs and dimensions that measure the
variables of the independent and dependent study as follows:
First: The part
related to the independent variable (electronic marketing tools), which
consisted of (21) paragraphs distributed into (4) main dimensions related to
the subject of the study, which is:
1)
The first
dimension: the hotel's website, and it consists of (6) paragraphs.
2)
The second
dimension: a conversation site for the hotel, and it consists of (5)
paragraphs.
3)
The third
dimension: the hotel's social networking site, and it consists of (5)
paragraphs.
4)
The fourth
dimension: the hotel's email, and it consists of (5) paragraphs.
Second: The second
part is related to the dependent variable (sales activation), which consisted
of (15) paragraphs distributed over 3 main dimensions related to the subject of
the study, which is:
1)
The first
dimension: competitions, and it consists of (5) paragraphs.
2)
The second
dimension: the coupons, and it consists of (5) paragraphs.
3)
The third
dimension: discounts, and it consists of (5) paragraphs.
A five-point Likert scale was used for approval, arranged in descending order (strongly agree, agree, neutral, disagree, and strongly disagree).
The criteria for
judging the averages of the study tool were determined as follows:
Category Length =
(Maximum Ranking - Minimum Ranking) / Number of Levels = (5-1)/3= 1.33.
Accordingly, the
criterion for judging the degree of use of e-marketing and sales promotion on
the results of the quantitative study, according to the following criterion:
Low degree of use: 1
– 2.33
Medium degree of
use: 2.34 – 3.67
High degree of use: 3.68
- 5.
3.2.1. Validity of the study tool
The study tool (the
questionnaire) was presented in its initial form to (11) professors in business
administration, e-business and scientific research at the Middle East
University and Jordanian universities. They were asked to express their
opinions on the degree of structural clarity of the tool’s paragraphs, the
degree of validity of each paragraph, the degree to which each paragraph
belongs to the field to which it belongs, and the degree of accuracy and
integrity of the linguistic formulation. The arbitrators made some linguistic
modifications to some paragraphs of the study tool.
3.2.2. Reliability of the study instrument
To verify the reliability of the study tool, the application and
re-application were carried out, by applying the questionnaire to an exploratory
sample of (50) respondents, from the same study community but from outside its
sample, and then re-application after two weeks of the first application on the
same sample, and a Pearson correlation coefficient was calculated between the
two times of application, and Pearson's correlation coefficient ranged on the
dimensions of the study (0.79 - 0.80).
The internal consistency test of the study tool items was also conducted
by calculating the Cronbach's alpha equation, as the values of the stability
coefficients ranged for the dimensions of the resolution (0.90 – 0.97), which
are acceptable values for scientific research purposes.
3.3. Statistical processing
The following statistical methods were used to analyse the study data
and reach the results and recommendations the study:
1)
Frequencies and percentages to represent the
characteristics of the sample.
2)
Alpha Cronbach's coefficient test to verify the normal
distribution of the sample.
3)
Arithmetic means and standard deviation.
4)
Multiple regression analysis to test the effect of the
independent variables on the dependent variable.
5)
Simple regression analysis to test the sub-hypotheses.
6)
Factor Inflation Variance-VIF to verify the absence of
multicollinearity.
7)
Tolerance and Skewnes coefficient to test the strength
of the multiple correlation between the independent variables.
4. STUDY RESULTS
This section explains the results of the study, the study sample’s estimates of the independent
variable (electronic marketing tools) and its dimensions and the dependent
variable (sales activation) and its dimensions were described by calculating
the arithmetic averages, standard deviations, degree, and rank, describing, and
arranging them according to their degree, as follows:
4.1. Independent Variable (electronic marketing tools)
Table
2
Table 2 Means and Standard Deviations of the Estimates of the Study Sample Members on the First Dimension, The Hotel's Website |
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No |
Items |
Mean |
SD |
Rank |
Level |
1.
|
The hotel’s website helps in following
up on customers’ requirements. |
3.96 |
.98 |
1 |
High |
2.
|
The hotel’s website helps with customer
reviews. |
2.72 |
.97 |
5 |
Medium |
3.
|
The service is marketed electronically
via the website. |
3.75 |
.93 |
3 |
High |
4.
|
The hotel has an attractive website. |
2.22 |
.91 |
6 |
Low |
5.
|
The hotel’s website handles
reservations efficiently. |
3.76 |
1.01 |
2 |
High |
6.
|
The hotel is committed to providing the
service displayed on its website. |
3.73 |
.90 |
4 |
High |
Total Degree |
3.35 |
.83 |
Low |
Table 2 shows the results of the descriptive analysis for the hotel's website
variable; the respondents indicate a low level of agreement for hotel's website
with mean (3.35) and standard deviation (.83), while at the items level the
item (1) which states (I The
hotel’s website helps in following up on customers’ requirements) came at first
rank with mean (3.96), standard deviation (.98), and at high level, while item
(4) which states (The hotel has an attractive website) came at last rank with
mean (2.22), standard deviation (.91), and at low level.
Table
3
Table 3 Means and Standard Deviations of the Estimates of the Study Sample Members on the Second Dimension, The Hotel Chat Blog |
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No |
Items |
Mean |
SD |
Rank |
Level |
7. |
The hotel's chat blog
contributes to the rapid marketing of the service electronically. |
4.00 |
.88 |
1 |
High |
8. |
Reservation
transactions are efficiently processed through the hotel's chat blog. |
3.88 |
.91 |
4 |
High |
9. |
The hotel's chat site
achieves direct communication with customers worldwide. |
3.99 |
.90 |
2 |
High |
10. |
The service can be
marketed to customers through the hotel's chat blog without an intermediary. |
3.95 |
.86 |
3 |
High |
11. |
Transactions/operations
are completed through the hotel's chat blog. |
3.87 |
.93 |
5 |
High |
Total Degree |
3.94 |
.78 |
High |
Table 3 shows the results of the descriptive analysis
for the hotel chat blog variable; the respondents indicate a low level of
agreement for hotel chat blog with mean (3.94) and standard deviation (.78),
while at the items level the item (7) which states (The hotel's chat blog
contributes to the rapid marketing of the service electronically) came at first
rank with mean (4.00), standard deviation (.88), and at high level, while item
(11) which states (Transactions/operations are completed through the hotel's
chat blog) came at last rank with mean (3.87), standard deviation (.93), and at
high level.
Table
4
Table 4 Means and Standard Deviations of the Estimates of the Study Sample Members on the Third Dimension, The Hotel social media Pages |
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No |
Items |
Mean |
SD |
Rank |
Level |
12. |
The hotel's social media contributes to decreasing the time for
posting hotel advertisements. |
3.85 |
.91 |
3 |
High |
13. |
Social networking sites help in increasing the quality of service |
3.89 |
.91 |
2 |
High |
14. |
Hotel social media helps influence customers |
3.20 |
1.06 |
4 |
Medium |
15. |
Social media lowers advertising costs. |
3.10 |
.97 |
5 |
Medium |
16. |
Social networking sites contribute to achieving continuous communication
with customers. |
4.00 |
.90 |
1 |
High |
Total Degree |
3.60 |
.83 |
Medium |
Table 4 shows the results of the descriptive analysis
for the hotel social media pages variable; the respondents indicate a medium
level of agreement for hotel social media pages with mean (3.60) and standard
deviation (.83), while at the items level the item (16) which states Social
networking sites contribute to achieving continuous communication with
customers) came at first rank with mean (4.00), standard deviation (.88), and
at high level, while item (15) which states (Social media lowers advertising
costs) came at last rank with mean (3.10), standard deviation (.97), and at medium
level.
Table
5
Table 5 Means and Standard Deviations of the Estimates of the Study Sample Members on the Fourth Dimension, The Hotel Email |
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No |
Items |
Mean |
SD |
Rank |
Level |
17. |
Customers are contacted by e-mail. |
3.78 |
.95 |
3 |
High |
18. |
The e-mail provides the service at a high speed |
3.93 |
.91 |
1 |
High |
19. |
Reservations can be confirmed via the hotel's email |
3.88 |
.93 |
2 |
High |
20. |
The hotel is committed to the ethics of dealing with email |
3.72 |
1.00 |
5 |
High |
21. |
The hotel's e-mail contributes to effectively marketing the service
electronically. |
3.78 |
.93 |
4 |
High |
Total Degree |
3.82 |
.85 |
High |
Table 5 shows the results of the descriptive analysis for the email variable;
the respondents indicate a high level of agreement for email with mean (3.82)
and standard deviation (.85), while at the items level the item (18) which
states (The e-mail provides the service at a high speed) came at first rank
with mean (3.93), standard deviation (.91), and at high level, while item (20)
which states (The hotel is committed to the ethics of dealing with email) came
at last rank with mean (3.72), standard deviation (1.00), and at high level.
4.2. Dependent Variable (Activation Sales)
Table 6
Table 6 Means and Standard Deviations of the Estimates of the Study Sample Members on the First Dimension, The Competitions |
|||||
No |
Items |
Mean |
SD |
Rank |
Level |
1. |
Customers are quick to take advantage of the temporary offers offered
by the hotel |
3.22 |
.72 |
4 |
Medium |
2. |
Customers participate in competitions held by the hotel in the hope of
benefiting from various offers |
3.31 |
.75 |
2 |
Medium |
3. |
The hotel offers its eyes prizes through competitions to activate
sales for the hotel |
3.21 |
.75 |
5 |
Medium |
4. |
The hotel’s adoption of the competition method has a positive impact
on its marketing performance |
3.33 |
.73 |
1 |
Medium |
5. |
Contests contribute to attracting customers to the hotel. |
3.25 |
.72 |
3 |
Medium |
Total Degree |
3.22 |
.61 |
Medium |
Table 6 shows the results of the descriptive analysis
for the competitions variable; the respondents indicate a medium level of
agreement for competitions with mean (3.22) and standard deviation (.61), while
at the items level the item (4) which states (The hotel’s adoption of the
competition method has a positive impact on its marketing performance) came at
first rank with mean (3.93), standard deviation (.91), and at medium level,
while item (3) which states (The hotel offers its eyes prizes through
competitions to activate sales for the hotel) came at last rank with mean (3.21),
standard deviation (.75), and at medium level.
Table
7
Table 7 Means and Standard Deviations of the Estimates of the Study Sample Members on the Second Dimension, The Coupons |
|||||
No |
Items |
Mean |
SD |
Rank |
Level |
6. |
The hotel offers coupons to activate sales for the hotel. |
2.22 |
1.15 |
5 |
Low |
7. |
The hotel's adoption of electronic promotional methods (coupons) has a
positive impact on increasing customers. |
2.80 |
.92 |
4 |
Medium |
8. |
Sales promotion tools such as coupons contribute to building a good
image of the hotel. |
2.03 |
.87 |
3 |
Low |
9. |
Online promotion through coupons is more attractive to customers than
traditional methods. |
3.17 |
.77 |
1 |
Medium |
10. |
Online promotion through coupons is credible |
3.14 |
.76 |
2 |
Medium |
Total Degree |
2.88 |
.65 |
Medium |
Table 7 shows the results of the descriptive analysis
for the coupons variable; the respondents indicate a medium level of agreement
for coupons with mean (2.88) and standard deviation (.65), while at the items
level the item (9) which states (Online promotion through coupons is more
attractive to customers than traditional methods) came at first rank with mean
(3.17), standard deviation (.77), and at medium level, while item (6) which
states (The hotel offers coupons to activate sales for the hotel) came at last
rank with mean (2.22), standard deviation (1.15), and at low level.
Table
8
Table 8 Means and Standard Deviations of the Estimates of the Study Sample Members on the Second Dimension, The Discounts |
|||||
No |
Items |
Mean |
SD |
Rank |
Level |
11. |
Discounts contribute to attracting new customers. |
4.14 |
.78 |
2 |
High |
12. |
The hotel offers special discounts on special occasions to stimulate
the demand for the hotel. |
4.24 |
.74 |
1 |
High |
13. |
The discount affects the increased demand for hotel services. |
4.13 |
.80 |
3 |
High |
14. |
The customer benefits from temporary discounts offered by the hotel. |
3.67 |
1.11 |
5 |
High |
15. |
Discounts contribute to increased frequency of service. |
4.01 |
.75 |
4 |
High |
Total Degree |
4.04 |
.66 |
High |
Table 8 shows the results of the descriptive analysis
for the discounts variable; the respondents indicate a medium level of
agreement for discounts with mean (4.04) and standard deviation (.66), while at
the items level the item (12) which states (The hotel offers special discounts
on special occasions to stimulate the demand for the hotel) came at first rank
with mean (4.24), standard deviation (.74), and at high level, while item (14)
which states (The customer benefits from temporary discounts offered by the
hotel) came at last rank with mean (3.67), standard deviation (1.11), and at high
level.
4.3. Study hypotheses test
Before starting the
application of regression analysis to test the hypotheses of the study, some
tests were performed, in order to ensure that the data fit the assumptions of
the regression analysis, as it was confirmed that there was no high correlation
between the independent variables (Multicollinearity) using the Variance
Inflation Factory (VIF) test, and the test of tolerance (Tolerance) for each of
the variables of the study, taking into consideration that the variance
inflation factor (VIF) did not exceed the value (10) and the value of the
Tolerance test was greater than (0.05), and it was also made sure that the data
followed the normal distribution by calculating the skewness coefficient,
bearing in mind that the data follow a normal distribution if the skewness
coefficient is close to (0). Table 9 shows the results of these tests.
Table 9
Table 9 Results of VIF, Tolerance, and Skewness Tests |
|||
Variables |
VIF |
Tolerance |
Skewness |
Hotel Website |
2.270 |
.440 |
.852 |
Hotel Chat Blog |
2.508 |
.399 |
.934 |
Hotel social media
Pages |
1.084 |
.922 |
.689 |
Hotel E-mail |
2.207 |
.453 |
.821 |
The data in the Table 9 showed that, the value of VIF for all
variables less than (10) and arranged between (1.084-2.508), and the tolerance
values arranged between (.399-.922) and greater than (0.05), this is an indication
that there is no high correlation between the independent variables. It was
confirmed that the data follow the normal distribution by calculating the
Skewness coefficient, where the values were close to the value (0) means less
than (1), so it can be said that there is no real problem related to the normal
distribution of the study data. Accordingly, we can test the hypotheses of the
study as follows:
The main hypothesis
(H01): There is no statistically significant effect for the use of electronic marketing
(the hotel website, the hotel chat blog, the hotel social media pages, and the
hotel email) on activating sales (contests, coupons, discounts) in five-star
hotels in the Jordanian capital, Amman, at the level of statistical
significance (α≤0.05).
Table
10
Table 10 Results of Multiple Regression Analysis to Test the Effect of the Independent Variable on Dependent Variable |
||||||||
Independent
Variables |
T |
Beta |
Sig |
R |
R2 |
F |
Sig |
Adjusted R2 |
hotel website |
29.013 |
0.274 |
0.03 |
|
|
|
|
|
hotel chat blog |
46.918 |
0.429 |
0.00 |
0.981 |
0.89 |
2318.05 |
0.00 |
0.901 |
hotel social
media pages |
30.064 |
0.275 |
0.05 |
|
|
|
|
|
hotel email |
46.223 |
0.431 |
0.00 |
|
|
|
|
|
Table 10 indicates that there is a statistically
significant effect at the significance level (α≤0.05) for the use of
electronic marketing in all its dimensions on sales activation, where the value
of F (2318.05), which is a statistically significant value at the level of
significance (α≤0.05), and the value of (R= 0.981), and reached the
value of (R2 = 0.89), and this means that the independent variables
(electronic shopping with its dimensions) affect by (89%) the dependent
variable, sales activation. Accordingly, the null hypothesis is rejected, and
the alternative hypothesis is accepted (There is statistically significant
effect for the use of electronic marketing (the hotel website, the hotel chat blog,
the hotel social media pages, and the hotel email) on activating sales
(contests, coupons, discounts) in five-star hotels in the Jordanian capital,
Amman, at the level of statistical significance (α≤0.05)).
The First sub-hypothesis
(H01-1): There is no statistically significant effect for the hotel website on
activating sales (contests, coupons, discounts) in five-star hotels in the
Jordanian capital, Amman, at the level of statistical significance
(α≤0.05).
Table
11
Table 11 Results of Simple Regression Analysis to Test the Effect of the Hotel Website on Dependent Variable |
|||||||
Independent Variables |
T |
Beta |
Sig |
R |
R2 |
F |
Sig |
hotel website |
14.101 |
0.412 |
0.00 |
0.412 |
0.28 |
188.70 |
0.00 |
Table 11 indicates that there is a statistically
significant effect at the significance level (α≤0.05) for the hotel
website on sales activation, where the value of F (188.70), which is a
statistically significant value at the level of significance (α≤0.05),
and the value of (R= 0.412), and reached the value of (R2 = 0.28),
and this means that the independent variables (hotel website) affect by (28%)
the dependent variable, sales activation. Accordingly, the null hypothesis is rejected,
and the alternative hypothesis is accepted (There is statistically significant
effect for the hotel website on activating sales (contests, coupons, discounts)
in five-star hotels in the Jordanian capital, Amman, at the level of
statistical significance (α≤0.05)).
The Second sub-hypothesis
(H01-2): There is no statistically significant effect for the hotel chat blog on
activating sales (contests, coupons, discounts) in five-star hotels in the
Jordanian capital, Amman, at the level of statistical significance
(α≤0.05).
Table
12
Table 12 Results of Simple Regression Analysis to Test the Effect of the Hotel Chat Blog on Dependent Variable |
|||||||
Independent Variables |
T |
Beta |
Sig |
R |
R2 |
F |
Sig |
hotel chat blog |
8.131 |
0.299 |
0.00 |
0.299 |
0.21 |
70.98 |
0.00 |
Table 12 indicates that there is a statistically significant effect at the
significance level (α≤0.05) for the hotel website on sales
activation, where the value of F (70.98), which is a statistically significant
value at the level of significance (α≤0.05), and the value of (R=
0.299), and reached the value of (R2 = 0.21), and this means that
the independent variables (hotel chat blog) affect by (21%) the dependent
variable, sales activation. Accordingly, the null hypothesis is rejected, and
the alternative hypothesis is accepted (There is statistically significant
effect for the hotel chat blog on activating sales (contests, coupons,
discounts) in five-star hotels in the Jordanian capital, Amman, at the level of
statistical significance (α≤0.05)).
The Third sub-hypothesis
(H01-3): There is no statistically significant effect for the hotel social
media pages on activating sales (contests, coupons, discounts) in five-star
hotels in the Jordanian capital, Amman, at the level of statistical
significance (α≤0.05).
Table
13
Table 13 Results of Simple Regression Analysis to Test the Effect of the Hotel social media Pages on Dependent Variable |
|||||||
Independent Variables |
T |
Beta |
Sig |
R |
R2 |
F |
Sig |
hotel social media pages |
19.182 |
0.309 |
0.00 |
0.309 |
0.30 |
26.96 |
0.06 |
Table 12 indicates that there is a statistically
significant effect at the significance level (α≤0.05) for the hotel
website on sales activation, where the value of F (26.96), which is a
statistically significant value at the level of significance (α≤0.05),
and the value of (R= 0.309), and reached the value of (R2 = 0.30),
and this means that the independent variables (hotel social media pages) affect
by (30%) the dependent variable, sales activation. Accordingly, the null
hypothesis is rejected, and the alternative hypothesis is accepted (There is
statistically significant effect for the hotel social media pages on activating
sales (contests, coupons, discounts) in five-star hotels in the Jordanian capital,
Amman, at the level of statistical significance (α≤0.05)).
The Fourth sub-hypothesis
(H01-4): There is no statistically significant effect for the hotel social
media pages on activating sales (contests, coupons, discounts) in five-star
hotels in the Jordanian capital, Amman, at the level of statistical
significance (α≤0.05).
Table
14
Table 14 Results of Simple Regression Analysis to Test the Effect of the Hotel Email on Dependent Variable |
|||||||
Independent Variables |
T |
Beta |
Sig |
R |
R2 |
F |
Sig |
hotel email |
10.981 |
0.399 |
0.00 |
0.399 |
0.44 |
101.90 |
0.00 |
Table 12 indicates that there is a statistically
significant effect at the Table significance level (α≤0.05) for the hotel
website on sales activation, where the value of F (101.90), which is a statistically
significant value at the level of significance (α≤0.05), and the
value of (R= 0.399), and reached the value of (R2 = 0.44), and this
means that the independent variables (hotel email) affect by (44%) the
dependent variable, sales activation. Accordingly, the null hypothesis is rejected,
and the alternative hypothesis is accepted (There is statistically significant
effect for the hotel email on activating sales (contests, coupons, discounts)
in five-star hotels in the Jordanian capital, Amman, at the level of
statistical significance (α≤0.05)).
4.4. Results Discussion
The estimates of the
study sample members on the first dimension (the hotel's website) as a whole
came to an average degree. The result came in this way from the researcher's
point of view, because the hotel's website enables customers to obtain complete
information about the types of services provided, and the level of their
provision and pricing, and knowledge of the level of services provided and
expected from the hotel management, thus enabling hotel managements to take
appropriate measures to meet it, improve the level of service provided, and
cater to clients, and cater to clients.
The researcher also
attributes this result to the hotels' failure to update the website system to
be more attractive to customers, or the lack of quick and immediate responses
from hotel management or customer service agents.
The estimates of the
study sample members on the second dimension (conversational site of the hotel)
as a whole came to a high degree. The researcher attributes this result to the
fact that respondents responded to a high degree due to the positive aspects of
the communication that took place between them and other clients on the hotel’s
chat website, and that the dialogues, inquiries, responses, and responses are
accurate and responsive to their goals, and that their opinions are correct
regarding the quality of services provided at the hotel.
As for the estimates
of the study sample members on the third dimension (the social networking pages
of the hotel) as a whole, they came to a medium degree, and the researcher
attributes the result to the huge number of individuals who use social
networking sites, where the latest offers and services provided by the hotel
are displayed. It is also updated on a daily basis or through daylight hours.
With the hotel’s ability to see the posts by customers and comment, whether
accepting or rejecting, and taking these comments seriously in order to avoid
and improve the negatives, and raise the quality of the positive ones, to gain
admiration and attract customers.
The estimates of the
study sample on the fourth dimension (e-mail of the hotel) as a whole came to a
high degree, but it came with a lower effect than the rest of the dimensions. The
researcher attributes this result to the fact that e-mail is mostly used by
businessmen, and that customers and ordinary customers communicate through
social media to a greater extent, to a greater extent, while there are other
methods and other electronic tools that facilitate the process of reservation
and payment, we do not cancel the effect of this dimension in the promotion and
dissemination of advertisements and hotel services provided via e-mail and
e-mail.
The estimates of the
study sample from hotel customers on the first dimension (the competitions)
came to an average degree. The researcher attributes this result to the fact
that the presence of competitions attracts large numbers of clients who compete
to win hotel services, but these competitions may be directed or concerned with
clients, especially those who are not interested in some Jordanian clients.
The degree of
estimates of the study sample members on the second dimension (coupons) came in
a medium degree. According to the researcher’s opinion, there may be no
confidence among ordinary customers who did not get experience with these
coupons before. Mostly, trust here is related to the experience and expertise
that the client is exposed to with the hotel. If it is positive, he prefers
coupons and vice versa.
The estimates of the
study sample on the fourth dimension (discounts) came to a high degree. The
researcher believes that the presence of discounts is a very important factor
in the process of activating sales, as customers are looking for savings in all
material services in any field, especially in the five hotels with the same
prices. The existence of discounts makes the customer feel the desire and
attraction towards the service, especially if he continues to receive the same
level service from the hotel.
The results of the
study indicated that there was a statistically significant effect on the use of
electronic marketing (hotel website, hotel chat website, hotel social media
pages, and hotel e-mail) on the activation of sales agents, hotel emails, and
hotel sales. The researcher
attributes this result to the fact that the meeting of the dimensions of
e-marketing gives integration in the marketing process. In the event of a defect in a particular tool,
another tool will compensate for it in the delivery of services and offers to
customers through various electronic tools. Through these tools, the hotel
ensures the delivery of its services to all parts of the world in a very short
time, and around the clock. Interaction with promotional methods is ensured by
all members of societies, as the Internet has become a haven for millions of
community members.
Also, the hotel's
website works to attract currency, and thus increase the profitable
proportional, and the easiest and fastest way is to make the services, and that
the channel of communication is considered with the artist’s management and the
sales and marketing section, and the sacredness is easy for Therefore, the
process of activating sales becomes of high value without costing the hotel a
lot of effort and money. In addition, the chat site allows access to customer
experiences, the client benefits from it in turning to or refraining from a
service, and based on the hotel's confidence in its services, this site is made
available to clients, so that they can accept the service and come to it with
confidence and reassurance from a party other than the hotel itself.
4.5. Recommendations
Based on the results
and conclusions reached in the field study, the researcher made the following
recommendations:
1)
Hotels in
the Jordanian capital, Amman, need to continue to use electronic marketing and
activate it in all their dealings to maintain their customers.
2)
The
keenness of five-star hotels to activate the sales activity continuously
electronically in order to present the products and services in an attractive
way to the clients and customers in order to attract the largest number of them
at the local and international levels.
3)
Taking the
foundations of building websites when building a hotel website on web pages.
4)
Using
social networking sites in a more effective and attractive marketing way for
customers.
5)
Conducting
more future research on the impact of social networking sites on stimulating
sales.
6) Conducting more research on the impact of e-marketing dimensions on attracting and attracting customers in five-star hotels.
CONFLICT OF INTERESTS
None.
ACKNOWLEDGMENTS
None.
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