تأثير عناصر المزيج التسويقي التقليدي على الأداء التسويقي (دراسة ميدانية على الفنادق العاملة في محافظة اللاذقية)

Abstract

The research aimed to  study of the impact of traditional marketing mix elements on the marketing performance of hotels operating in Latakia Governorate. The researcher examined seven dimensions of the marketing mix (product, pricing, promotion, distribution, processes, people, and physical evidence) as independent variables, and three dimensions of marketing performance (market share, profitability, and customer retention) as dependent variables. The study adopted a descriptive–analytical methodology and employed a random sampling technique, distributing 460 questionnaires to employees of the surveyed hotels, of these, 415 were retrieved, and 391 valid responses were analyzed using the SPSS software package. To test the study hypotheses, the researcher applied the one-sample T-test and simple linear regression analysis.

The research reached a set of results, the most important of which are:

• A high level of availability of strategies related to product, promotion, distribution, processes, people, and physical evidence as elements of the marketing mix in hotels operating in Lattakia Governorate.
• A low level of availability of pricing strategy as one of the marketing mix elements, along with a low level of marketing performance dimensions (market share, profitability, and customer retention) in the surveyed hotels.
• A statistically significant impact of the marketing mix elements on marketing performance within the studied environment.

The research proposed several recommendations, including improving the quality of products and services, adopting a flexible pricing policy, expanding distribution channels, enhancing operational efficiency, and developing clear strategic plans to improve marketing performance dimensions and achieve customer satisfaction.