Linking Entrepreneurial Marketing and Performance Indicators in Jordanian Hotel Industry

Abstract

The purpose of this paper is to explore the relationship between entrepreneurial marketing (EM) and performance indicators namely; service quality, competition, costs reduction and customer satisfaction in Jordanian hotels. A stratified sample of 28 hotels which are located in the most touristic cities in Jordan: Amman, Petra, Aqaba and Dead Sea are selected to answer a questionnaire by their marketing managers. The results showed that there is a strong positive relationship between the entrepreneurial marketing and the performance indicators in Jordanian hotels.