Meta-analytically linking the marketing mix to hospitality organizations’ performance

Dados Bibliográficos

ID21652844
AutoresSangGon Lim (0000-0002-3536-6614, Temple University, Philadelphia, autor correspondente), Chihyung Ok (0000-0002-9420-0569, Temple University, Philadelphia)
Ano2024
Volume48
Fascículo3
Páginas434-449
Data de publicação2024-03-01
Open AccessSim
TipoARTICLE
PeriódicoJournal of Hospitality & Tourism Research (JOURNAL)
Identificadores do periódicoISSN: 1096-3480 • E-ISSN: 1557-7554
EditoraSAGE Publications (PUBLISHER • US)
DOI10.1177/10963480221112052
OpenAlexW4285993142
IdiomaEN
Citações recebidas1
Referências citadas65

The body of work investigating marketing and strategic initiatives based on the marketing mix to enhance hospitality organizations’ performance has grown considerably over the last few decades. However, the literature has returned mixed findings that call into question the theoretical and practical effectiveness of the marketing mix. This study meta-analytically examines associations between multiple variables from the marketing mix and hospitality organizations’ performance through a synthesis of 185 relationships across 72 studies. The most impactful predictors were marketing expenses, franchising, and internationalization (objective measures), and quality control, strategic alliances, and market orientation (subjective measures). Marketing trends were also considered by assessing the moderating role of publication year in the respective relationships of brand image, internationalization, franchising, marketing expenses, and strategic alliances with performance. The identified antecedents offer insight into how hospitality managers strategically allocate organizational resources. Results offer compelling evidence for the hospitality marketing and strategic management literature

Business · Hospitality · Hospitality industry · Internationalization · Marketing effectiveness · Marketing management · Marketing mix · Marketing research · Marketing strategy · Relationship marketing · Return on marketing investment · Tourism · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Franchising Strategies and Performance · Marketing

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