ROLE OF PHYSICAL ELEMENTS AND HUMAN INTERACTION IN MARKETING SERVICES: A CASE STUDY OF THE HOSPITALITY SECTOR IN JORDAN

Abstract

Physical aspects constitute an essential component of the hotel product. This study was performed to determine the significance of physical aspects (interior and exterior design, location, services) and human interaction in hotel marketing. The study took a novel approach by focusing on staff' perceptions of key aspects of hotel marketing, whereas earlier research had focused on tourists' perceptions and satisfaction. Therefore, the study aimed to measure the impact of physical elements and human interaction on marketing services from the perspective of employees in classified hotels in Jordan. The study followed a descriptive and analytical approach to achieve its objectives. A questionnaire was designed and distributed to a random sample of employees in five-star hotels in Jordan. The study adopted a set of hypotheses to measure the dimensions of physical aspects and added demographic factors as a mediating factor to study the differences. The study results showed a positive impact of physical elements: interior and exterior design, location, and services, on hotel marketing in Jordan. Human interaction also showed a positive impact on hotel marketing. The study distinguished itself by examining hotels in Jordan and providing stakeholders with clarifications regarding the relationship between physical aspects and human interaction, and the need to increase and improve interest in these aspects. According to the findings of the descriptive study, the variable "Interior and Exterior Design" is the most important variable in hotel marketing in Jordan from the perspective of hotel employees, followed by "Human Interaction", "Location", and finally "Services". This necessitates that hotel management pay close attention to the hotel's outside and interior design, hotel rooms, lighting, colors, spaces, and luxury furnishings. In addition to the great interest in human interaction, which means a direct focus on the employee, training and qualifying her/him, and that the employee acquires a "Moment of Truth," or that she/he is skilled in optimally exploiting the "Service encounter," which is the moment in which the employee communicates with the customer or the so-called direct points of sale. According to the current research, staff understand the importance of human interaction in hotel marketing, including a smile, a clean and attractive appearance, communication etiquette, and body language. Future research could investigate the utilization of physical features and human interaction in areas other than Jordan.