Evaluating the efficiency of implementing innovative marketing in the Egyptian five-star hotels

Document Type : Original Article

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Hotels Studies Department, Faculty of tourism and hotels, University of Sadat City

Abstract

Abstract
The study aims to clarify the role that innovative marketing plays in improving the marketing performance of hotels by evaluating the efficiency of implementing innovative marketing in the five and four-star hotels in Cairo, which seek to achieve excellence and leadership, innovate new services, satisfy the needs of their guests, and fulfill them from a marketing perspective until They can survive. Continuing the competitive momentum witnessed by the hotel sector in Cairo. Scientific questionnaires were used to obtain the study information, and to rely on the sample for the purpose due to the large size of the study sample. The results showed that innovative marketing is of great importance in that it offers new services in the market, which makes the organization distinct from its competitors and the first to offer new services in the market. Importance for developing and assembling the personal skills of innovative employees of the organization, as well as improving the quality of services provided and enhancing the competitiveness of the enterprise. Several recommendations were reached, including the need to develop a strategy and programs to provide new and continuous services to customers and to adopt new and innovative promotional and marketing campaigns to attract customers through the extensive use of promotional elements.

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