The Efficiency Level of E-Marketing Strategies and its Impact on the Enhancement of Hotel Establishments Position in Consumer Mind (Comparative study between the hotel establishments in Jordan and Saudi Arabia)

摘要

This study aims to identify the impact of strategies efficiency level of electronic marketing mix factors and electronic promotional mix factors on the enhancement of Jordanian and Saudi hotel establishments position in the consumer mind, and to achieve the objectives of the study researchers relied on the descriptive analytical approach and built a questionnaire as a tool to collect data from the study sample, where the researcher distributed (40) questionnaires on the customers of selected hotels at the Hashemite Kingdom of Jordan and (40) other questionnaires on the customers of selected hotels at Saudi Arabia, which conclude that the amount of distributed questionnaires is (80) in an appropriate and random way, (70) of those questionnaires were recovered and valid for analysis with (35) questionnaires were selected from the Jordan sample and the other (35) were selected from the Saudi Arabia sample. Results showed the existance of a statistically significant impact at (67%) for the role of e-marketing mix elements on the enhancement of hotel establishment's position at the Jordanian and Saudi hotel market, and results also showed that efficiency impact level of e-mix strategies on the enhancement of hotel establishments position in the Jordanian and Saudi hotel market came at high degree with an arithmetic mean of (3.85-4.39) for the responses of sample members from the hotels customers in Jordan and Saudi Arabia respectively. The study also made some recommendations where the most important was the continuous improvement of website which gives the consumer an impression about the quality level of electronic product and build a clear imagination of the real product, which contributes significantly to the consumer selection process.