Journal of Tourism & Hospitality
Open Access

Abstract

Rethinking Strategic Business Performance in Hospitality Sector: Role of ICT, E-Marketing and Organizational Readiness

Asad Javed and Zahid Yousaf*

The purpose of this review is to summarize the article entitled “Towards Strategic Business Performance of the hospitality sector: Nexus of ICT, E-Marketing and Organizational Readiness”. In the article, the authors explain the importance of the Information and Communication Technology (ICT) and E-Marketing for achieving the strategic performance in the hospitality sector of Pakistan. According to author, in present era all the businesses which are developed based on the latest information technology are competing better than other organizations. ICT become an essential component for gaining market shares and competitive edge for hotels. Through E-marketing practice increases the overall cost of marketing however helps to achieve strategic business performance. The success of ICT and E-marketing relay on the degree of organizational readiness. For the said study, authors collected data from owners, operational mangers, middle managers, and top operational managers of the 5-star and 4-star hotels in Pakistan. Authors collected data from 476 employees of these hotels and evaluated from different statistical tools. For testing the relationship as proposed by authors in the form of hypothesis, correlation, regression analysis, and Preacher and Hayes test were used.

Published Date: 2021-10-11; Received Date: 2021-09-20