The role of strategic behavior in enhancing content marketing an analytical study on a group of first-class Iraqi hotels

Abstract

This research aims to determine the role of strategic behavior, the independent variable, with its sub-patterns (prospectors, analyzers, defenders, and reactors) in enhancing content marketing, the dependent variable, with its dimensions (attractiveness, value, relevance, credibility) among a selected sample of customers and employees of the surveyed first-class Iraqi hotels. The research problem centers on the main question: What is the role of strategic behavior in enhancing content marketing in the surveyed service hotels? A hypothetical model for the study was adopted, through which the research objectives and hypotheses were identified. The researchers used the descriptive analytical method, as well as a questionnaire as the main tool for collecting information and data from the surveyed field. The first-class hotels surveyed in Baghdad and Sulaymaniyah were chosen as the research field and for testing its hypotheses. Opinions were surveyed from 294 customers and 270 employees of the surveyed hotels. The research resulted in several findings, the most important being that attention to the behaviors adopted by employees in the surveyed hotels to achieve adaptation and alignment with environmental changes and maintain customer satisfaction and loyalty contributed to enhancing the content marketing prepared and disseminated by the hotels, which includes all the characteristics that effective content should possess.