The Effect of Applying Price Discrimination Strategy on the Marketing Performance of Five Stars Hotels Located in Amman – Jordan

摘要

This study aims to investigate the effect of applying price discrimination strategy on the marketing performance of the five stars’ hotels. The study investigates the impact of independent variables price discrimination types: first degree, second degree, third degree and combination of price discrimination, on the dependent variable: marketing performance. To achieve the objective of the study, (78) questioners were distributed to marketing decision makers in all the five stars hotels located in Amman- Jordan. The findings clearly show that applying price discrimination strategy: second degree and combination of price discrimination affected the marketing performance of the five stars hotels subject of the study. However there is no influence by first degree and third degree of price discrimination. The study recommends the need for marketing decision makers to adopt price discrimination strategies to influence their marketing performance. Keywords: Price discrimination strategy, marketing performance.