The Role of Performance Marketing in Achieving Sustainable Competitive Advantage for Hotels

Abstract

This study aims to investigate the role of performance marketing in achieving a sustainable competitive advantage for hotels. The study focused on performance marketing as an independent variable and sustainable competitive advantage as a dependent variable through its dimensions (innovation, quality, flexibility, and differentiation). The study was based on the quantitative method. Data was collected using a questionnaire to test the hypothesis of the study. Data was collected from (392) managers, supervisors, and employees working in these hotels in the greater Cairo governorate. Results and hypothesis have been analyzed and tested through SPSS V.16.0 and the partial least squares (PLS.3). The results indicated that there is a significant effect of performance marketing on sustainable competitive advantage. Furthermore, these results hold important implications theoretically and practically for hotels. The study also made some recommendations, including the importance of maintaining the level achieved by the adoption of performance marketing, and further improving the sustainable competitive advantage of surveyed hotels.