The consequences of the COVID-19 pandemic on marketing performance considering the role of technology (Case study: Iranian chain hotels)

The consequences of the COVID-19 pandemic on marketing performance considering the role of technology (Case study: Iranian chain hotels)

The extant paper aims to explore the effects of the COVID-19 pandemic on marketing activities. In this respect, the study adopted Structural Equation Modeling (SEM) using SPSS26 and Smart PLS-3 to analyze the descriptive survey that was distributed among 200 hotel managers. The findings revealed tha...

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Bibliographic Details
Main Authors: Mahsa Akbari, Saeed Bagheri Anilu, Mostafa Bigdeli, Masoud Rezasoltany
Format: Article
Language:English
Published: Elsevier 2023-06-01
Series:Research in Globalization
Subjects:
Technology
Marketing performance
COVID-19
Pandemic
Hospitality industry
Online Access:http://www.sciencedirect.com/science/article/pii/S2590051X23000114

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