The Impact of Using Marketing Information Systems on the Growth of Five-star Hotels Operating in Jordan

Abstract

            The study aims to identify the impact of using marketing information systems, represented in, internal records, marketing intelligence, marketing research, and systems to support marketing decisions, on the growth of five-star hotels operating in Jordan. Moreover, the research aims to comprehensively, recognize the topic of marketing information systems, as it is regarded as one of the modern concepts in the field of modern marketing. Furthermore, the research study seeks to find out if there are differences in the relationship of the growth of five-star hotels to demographic factors. To achieve the goal, a survey form has been designed and distributed to a random sample of workers in those hotels, taking into account its relative distribution depending on the percentage of employees in each hotel. The number of the distributed forms have reached 429 forms, and the valid forms for analysis reached 400 forms with a response rate of 93.2%. The results show that the second sub-hypothesis was proven incorrect, as there is an incorporeal effect, which is statistically significant, on the growth of these hotels and their relationship to the competitive advantage through marketing information systems and demographic variables in the Jordanian hotels which are the focus of the study. The study shows that one of the most influential elements of marketing information systems is decision support system, which comes first in marketing information systems, followed by marketing intelligence, marketing research, and eventually internal records. The study recommends to  enhance the use of marketing information systems, by relying on marketing research to find out information on marketing challenges.