Towards Strategic Business Performance of the Hospitality Sector: Nexus of ICT, E-Marketing and Organizational Readiness

Muhammad Khalid Anser, Zahid Yousaf, Muhammad Usman and Seemab Yousaf
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Muhammad Khalid Anser: Xi’an University of Architecture and Technology, Xi’an 710055, China
Zahid Yousaf: Government College of Management Sciences, Abbottabad 22010, Pakistan
Muhammad Usman: COMSATS University Islamabad, Lahore Campus 1.5 KM Defense Road, off Raiwind Road, Lahore 54000, Pakistan
Seemab Yousaf: Government College of Management Sciences, Abbottabad 22010, Pakistan

Sustainability, 2020, vol. 12, issue 4, 1-17

Abstract: Purpose: This study aims to present a strategic business performance (SBP) model for firms operating in the hospitality industry by providing them guidance on how to use information and communication technologies (ICTs) and e-marketing to attain strategic performance. This paper also explores the moderating role of organizational readiness in the relationship between ICT and e-marketing. Methodology: Data were collected from the top, middle, and operational managers in 4-star and 5-star hotels. To test the mediating role of e-marketing in the relationship between ICT and SBP, Preacher and Hayes’s (2008) approach was used along with the bootstrap method. Regression analysis was carried out to examine the moderating role of organizational readiness. Findings: ICTs provide opportunities to execute e-marketing activities for achieving competitiveness. The empirical findings proved that the use of ICTs provides a basis for establishing a successful e-marketing mechanism that helps hotels to achieve SBP. Furthermore, ICTs’ influence on e-marketing is strengthened by organizational readiness. Originality/value: This paper adds to previous literature on ICTs, SBP, and e-marketing by examining the role of e-marketing and ICTs in positively contributing to the hotels’ SBP, which is a broader measure of firms’ business performance, as compared to the traditional financial or operational measures of a firm’s performance. Since previous studies on the links between ICTs, e-marketing, and firm performance are based on conventional measures of firm performance, this study offers new insights into the nexus of ICTs, e-marketing, and firm performance.

Keywords: strategic business performance; information and communication technology; e-marketing; organizational readiness; hospitality; Pakistan (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:4:p:1346-:d:319705

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