The impact of marketing agility on crisis management stages at five and four-star hotels in Jordan

  • Received November 8, 2021;
    Accepted December 17, 2021;
    Published December 28, 2021
  • Author(s)
  • DOI
  • Article Info
    Volume 19 2021, Issue #4, pp. 470-481
  • Cited by
    2 articles

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This work is licensed under a Creative Commons Attribution 4.0 International License

This paper aims to examine the impact of marketing agility on decision-making during crisis management stages in five-star and four-star hotels in Jordan. The study included 71 top management staff members from Jordan’s five- and four-star hotels. A questionnaire was designed and utilized to collect the data on marketing agility and crisis management at four and five-star hotels in Jordan. A total of 213 questionnaires were distributed, and 187 useable responses were returned, which resulted in an 86% response rate. Results show that marketing agility plays a significant role in decision-making during crisis management stages. The analysis revealed that marketing agility affected the five stages of crisis management with mixed levels. The findings show that accessibility, decisiveness, swiftness, and flexibility have an immense impact on crisis management stages, while the alertness dimension result shows a weak impact on crisis management stages except for containment. Hotel managers are recommended to emphasize enhancing coordination and integration internally with different managerial levels and units and with external partners to boost information exchange. In addition, it will help promote learning orientation amongst hotel staff to handle the fast-changing environment.

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    • Figure 1. Theoretical framework
    • Table 1. Frameworks for crisis management stages
    • Table 2. Number of five and four-star hotels in main cities in Jordan 2019
    • Table 3. Demographic profile
    • Table 4. Factor analysis
    • Table 5. Regression analysis
    • Conceptualization
      Hamza Khraim
    • Data curation
      Hamza Khraim
    • Formal Analysis
      Hamza Khraim
    • Methodology
      Hamza Khraim
    • Writing – original draft
      Hamza Khraim
    • Project administration
      Tayseer AL Afaishat
    • Resources
      Tayseer AL Afaishat
    • Software
      Tayseer AL Afaishat
    • Validation
      Tayseer AL Afaishat
    • Writing – review & editing
      Tayseer AL Afaishat