ABSTRACT

The hospitality industry is changing rapidly, prompting hotels to find new ways to attract and retain customers. This study evaluates marketing 4.0's impact on Egyptian hotel customer behavior—the study tests marketing 4.0's relationship with satisfaction, engagement, and satisfaction’s mediating role. The study compares their effects as brand interaction distinguishes marketing 4.0 from marketing 3.0. The study surveyed 340 Egyptian hotel guests and performed a hierarchical regression analysis. Findings showed that marketing 4.0 is linked to satisfaction and engagement, and satisfaction mediates the relationship. Brand interaction was also found to be a distinct component of marketing 4.0. The study combines expectations, social exchange, and uses and gratification theories to offer theoretical and practical contributions to help understand digital marketing strategies and open new research avenues.

摘要

酒店业瞬息万变，促使酒店寻找新的方式来吸引和留住客户。本研究评估了营销 4.0 对埃及酒店客户行为的影响——该研究测试了营销 4.0 与满意度、参与度和满意度的中介作用之间的关系。该研究比较了它们的效果，因为品牌互动将营销 4.0 与营销 3.0 区分开来。该研究调查了 340 名埃及酒店客人，并进行了层次回归分析。调查结果表明，营销 4.0 与满意度和参与度相关，而满意度在这种关系中起中介作用。品牌互动也被发现是营销 4.0 的一个独特组成部分。该研究结合了期望、社会交流、