The Mediating Role of Perceived Value in the Relationship between Marketing Mix and Guests' Word of Mouth in Hotels

Document Type : Original Article

Authors

1 Hotel Management Department, Faculty of Tourism and Hotels, Minia University

2 Hotel management department, the Higher Institute for Tourism and Hotels, Hurghada

Abstract

The purpose of this paper is to investigate the mediating role of perceived value between the relationships between marketing mix (7Ps) (MM) and guest word of mouth (WOM) at Red Sea, Sinai, Luxor, and Aswan governorates. Data were obtained from a pre-tested self-administrated questionnaire with 424 guests from five and four star hotels in Red Sea, Sinai, Luxor, and Aswan. This research uses smart PLS-SEM to test the model to examine how MM practices promote WOM among hotel guests and the mediation effect of perceived value. The results revealed that guests' perception of MM quality contribute, significantly to increasing guest levels of perceived value and WOM. This research proposes that the hotel sector should focus extensively on the importance of WOM and that the monitoring and evaluation of MM (7Ps) are essential. Findings assist hotel managers in developing a practical framework to enhance the levels of perceived value and WOM for the effective promotion of hotels. The research also highlights the significant managerial implications of optimizing marketing mix strategies to boost perceived value and subsequent WOM.

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