Cultivating brand visibility and loyalty in Jordanian startup hotels: The role of e-marketing strategies and market competition intensity
Authors
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Abdullah Helalat
Department of Hotel Management, Petra College for Tourism and Archaeology, Al-Hussein Bin Talal University, Ma’an, Jordan.
https://orcid.org/0000-0002-9575-9778
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Zeyad Alkhazali
Department of Business Administration, Business School, Al-Ahliyya Amman University, Amman, Jordan.
https://orcid.org/0000-0001-8693-6253
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Ammar Mohammad Al-Ramadan
Hospitality and Culinary Arts, Faculty of Hospitality and Tourism Management, Al-Ahliyya Amman University, Amman, Jordan.
https://orcid.org/0000-0002-8281-3384
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Jebril Alhelalat
Department of Hotel Management, Petra College for Tourism and Archaeology, Al-Hussein Bin Talal University, Ma’an, Jordan.
https://orcid.org/0000-0001-5883-0881
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Lu’ay Al-Mu’ani
Department of e-Marketing and Digital Communications, Al-Ahliyya Amman University, Amman, Jordan.
https://orcid.org/0000-0002-3916-8033
DOI:
https://doi.org/10.18488/73.v14i1.4552Abstract
The purpose of this study was to better understand how these elements could cooperatively impact brand visibility by presenting how market competition strength forms a mentioned relationship within startup hotel businesses, focusing mainly on the Jordanian hotel industry. This study contained 260 employees at the managerial level with different roles within Jordanian startup hotels. SEM was utilized to analyze the collected data, enabling the investigation of direct, indirect, and moderating influences. The findings showed varied relations among the e-marketing capabilities, e-relationship management, e-marketing orientation, and brand visibility with market competition strength playing a critical role as a suitable moderator in forming these differences. This study examined the elaborate relationships among the abilities of e-marketing, e-relationship management, brand visibility, e-marketing orientation, and loyalty aligning with the main role of market competition intensity effects as a moderating variable. Startup hotels must always adjust their strategies for digital marketing to be competitive and perceptible in a changing market.
