Journal of Tourism and Development

Journal of Tourism and Development

Designing a post-corona entrepreneurial marketing model in Iran's hotel industry

Document Type : Original Article

Authors
Aliasghar Negahdary 1
Peyman Ghafariashteyani 2
Hossein Jannatifar 3
Hossein Shirazi 4
1 Ph.D. student, Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran
2 Associate Professor, Department of Business Management, Arak Branch, Islamic Azad University, Arak, Iran
3 Assistant Professor, Department of Industrial Management, Qom Branch, Islamic Azad University, Qom, Iran
4 Assistant Professor, Department of Technology Management, Qom Branch, Islamic Azad University, Qom, Iran
10.22034/jtd.2024.424014.2849
Abstract
The COVID-19 pandemic has affected economic and service sectors through quarantines, disruptions to global supply chains, weaker domestic and foreign demand for goods and services, and reduced international tourism. Entrepreneurial marketing is decisive and vital in the survival and success of business. The current research was conducted with the aim of designing a post-corona entrepreneurial marketing model in Iran's hotel industry. The qualitative research method uses the foundation's data strategy and the Strauss and Corbin approach. In order to check the validity of research tools, the opinions of expert professors in this field were used. In this research, Maxqda software was used for data analysis and coding. Identified codes were placed in 6 categories: central phenomenon, causal conditions, background conditions, intervening conditions, strategies, and consequences. The dimensions of post-corona entrepreneurial marketing include being active, focusing on digital marketing, opportunism, technology, health, and safety, being proactive, customer experience, creativity, risk-taking, innovation, value creation, customer-oriented, and post-coronavirus entrepreneurial marketing mix. From the crisis, leveraging resources and networking were identified.
Keywords
Entrepreneurial marketing
Covid-19 crisis
Hotel industry
 
Abbas, J., Mubeen, R., Iorember, P. T., Raza, S., & Mamirkulova, G.  (2021). Exploring the impact of COVID-19 on tourism: transformational potential and implications for a sustainable recovery of the travel and leisure industry. Current Research in Behavioral Sciences, 2, 100033. https://doi.org/10.1016/j.crbeha.2021.100033
Alqahtani, N., & Uslay, C. (2020). Entrepreneurial marketing and firm performance: Synthesis and conceptual development. Journal of Business Research, 113, 62-71. https://doi.org/10.1016/j.jbusres.2018.12.035
Berger, E. S., & Kuckertz, A. (2017). Entrepreneurial opportunities and entrepreneurial marketing. University of Hohenheim: Entrepreneurship Research Group, Germany, 98-111.
Breier, M., Kallmuenzer, A., Clauss, T., Gast, J., Kraus, S., & Tiberius, V. (2021). The role of business model innovation in the hospitality industry during the COVID-19 crisis. International journal of hospitality management, 92, 102723.
https://doi.org/10.1016/j.ijhm.2020.102723
Carracedo, P., Puertas, R., & Marti, L. (2021). Research lines on the impact of the COVID-19 pandemic on business. A text mining analysis. Journal of Business Research, 132, 586-593. https://doi.org/10.1016/j.jbusres.2020.11.043
Crick, J. M., & Crick, D. (2020). Coopetition and COVID-19: Collaborative business-to-business marketing strategies in a pandemic crisis. Industrial Marketing Management, 88, 206-213. https://doi.org/10.1016/j.indmarman.2020.05.016
Ebersberger, B., & Kuckertz, A. (2021). Hop to it! The impact of organization type on innovation response time to the COVID-19 crisis. Journal of Business Research, 124, 126-135. https://doi.org/10.1016/j.jbusres.2020.11.051
Eggers, F. (2020). Masters of disasters? Challenges and opportunities for SMEs in times of crisis. Journal of Business Research, 116, 199-208. https://doi.org/10.1016/j.jbusres.2020.05.025
Fernández, J. A. S., Martínez, J. M. G., & Martín, J. M. M. (2022). An analysis of the competitiveness of the tourism industry in a context of economic recovery following the COVID19 pandemic. Technological Forecasting and Social Change, 174, 121301. https://doi.org/10.1016/j.techfore.2021.121301
Hassan Pour, M., Shahi, T., & Arjang Mehr, D. (2020). Structural Model of Crisis Management for Iran's Tourism Supply Sector; Case Study: COVID – 19 Pandemic. Tourism Management Studies, 15(0), 59-89. https://doi.org/10.22054/tms.2020.53917.2367 [In Persian]
Islam, M. T. (2021). Impact of Covid-19 on Tourism Industry in Bangladesh: A Narrative Review of the Period March 2020 to March 2021. The Indonesian Journal of Social Studies, 4 (1), 53-66. https://doi.org/10.26740/ijss.v4n1.p53-66
Jones, R., & Rowley, J. (2011). Entrepreneurial marketing in small businesses: A conceptual exploration. International Small Business Journal, 29 (1), 25-36. https://doi.org/10.1177/0266242610369743
Kaushal, V., & Srivastava, S. (2021). Hospitality and tourism industry amid COVID-19 pandemic: Perspectives on challenges and learnings from India. International journal of hospitality management, 92, 102707. https://doi.org/10.1016/j.ijhm.2020.102707
Mirtaghian Rudsari, S. M., Farokhian, F., & Naghavi, M. (2020). Investigation of Residents' Behavior towards Tourists during COVID-19 Outbreak. Tourism Management Studies, 15(0), 115-143. https://doi.org/10.22054/tms.2020.52929.2332 [In Persian]
Morgan, T., & Anokhin, S. A. (2020). The joint impact of entrepreneurial orientation and market orientation in new product development: Studying firm and environmental contingencies. Journal of Business Research, 113, 129-138. https://doi.org/10.1016/j.jbusres.2019.06.019
Morrish, S. C., & Jones, R. (2020). Post-disaster business recovery: An entrepreneurial marketing perspective. Journal of Business Research, 113, 83-92. https://doi.org/10.1016/j.jbusres.2019.03.041 https://doi.org/10.1016/j.jbusres.2019.03.041
OECD. (2021). OECD Economic Outlook, Interim Report March 2021. https://doi.org/10.1787/34bfd999-en
Pane Haden, S. S., Kernek, C. R., & Toombs, L. A. (2016). The entrepreneurial marketing of Trumpet Records. Journal of research in marketing and entrepreneurship, 18(1), 109-126. https://doi.org/10.1108/JRME-04-2015-0026
Rahman, M. K., Gazi, M. A. I., Bhuiyan, M. A., & Rahaman, M. A. (2021). Effect of Covid-19 pandemic on tourist travel risk and management perceptions. Plos one, 16(9), e0256486. https://doi.org/10.1371/journal.pone.0256486
Sadiku-Dushi, N., Dana, L.-P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86-99. https://doi.org/10.1016/j.jbusres.2019.03.025
Scheidgen, K., Gümüsay, A. A., Günzel-Jensen, F., Krlev, G., & Wolf, M. (2021). Crises and entrepreneurial opportunities: Digital social innovation in response to physical distancing. Journal of Business Venturing Insights, 15, e00222. https://doi.org/10.1016/j.jbvi.2020.e00222
Sheth, J. (2020). Business of business is more than business: Managing during the Covid crisis. Industrial Marketing Management, 88, 261-264. https://doi.org/10.1016/j.indmarman.2020.05.028
Whalen, P. S., & Akaka, M. A. (2016). A dynamic market conceptualization for entrepreneurial marketing: the co-creation of opportunities. Journal of Strategic Marketing, 24(1), 61-75. https://doi.org/10.1080/0965254X.2015.1035040
Yang, M. (2019). Entrepreneurial marketing of international new ventures: a decision-making perspective and propositions. International Journal of Export Marketing, 2(3), 231-248. https://doi.org/10.1504/IJEXPORTM.2018.098942
Yang, M. (2018). Entrepreneurial marketing of international new ventures: A decision-making perspective and propositions. International Journal of Export Marketing, 2 (3), 231-248.  https://doi.org/10.1504/IJEXPORTM.2018.098942