Author(s): Arian Alves*
This research explores the influence of digital marketing on innovative performance in five-star hotels, with a focus on the mediating role of knowledge sharing. Digital marketing has revolutionized the hospitality industry, providing tools and platforms that enhance the relationship between hotels and their customers. However, the full potential of digital marketing in boosting innovative performance remains an underexplored area. The study investigates how knowledge sharing practices among employees and management within hotels can facilitate the relationship between digital marketing strategies and enhanced innovation. Data was collected through surveys from key hotel managers and employees in five-star hotels, and analyzed using statistical methods. Results suggest that digital marketing has a significant positive impact on innovative performance, and knowledge sharing acts as a crucial mediator in this relationship. The study emphasizes the importance of fostering knowledgesharing environments to maximize the benefits of digital marketing
The Journal of International Social Research received 8982 citations as per Google Scholar report
