The effect of promotional mix on hotel performance during the political crisis in the Middle East

Purpose This paper aims to investigate the effects of promotional mix in terms of advertisement, website and direct sale on job performance during the political crisis in the Middle East. Design/methodology/approach Data were collected from 121 Jordanian employees working in hotels in Aqaba city, using a self-administrated questionnaire including 35 items. Multiple regression analysis was conducted to test the research hypotheses. Findings The results of the current study revealed that there is a significant impact of hotels’ advertisement and hotels’ direct sale on hotel performance, whereas hotels’ website has no significant impact. Originality/value This is the first study that examines the effect of promotional mix on hotel performance during the political and economical crises in the Middle East and clarifies the most important elements that affect the countries’ economy, especially those involved in political conflicts.