The Impact of Purchasing Behavior on the Relationship between Pink Marketing Practices and Women's Loyalty to Hotels

Document Type : Original Article

Authors

1 Hotels Studies Department, Faculty of Tourism and Hotels, Suez Canal University

2 College of Business Administration, Shaqra University, KSA

Abstract

This study aims to determine the effect of applying pink marketing practices (market research, pink marketing mix, feedback), on women’s purchasing behavior as a target market segment, and its impact on their loyalty. The research used a sample of women guests (416) in five-star hotels in Cairo and Sharm El-Sheikh. A questionnaire form was used to collect the research data. Data were analyzed using the statistical program Smart (PLS3) version (V.3.2.7). The study reached a number of results, the most important of which is the presence of a statistical significant positive effect between pink marketing with combined dimensions and purchasing behavior on women's loyalty to the hotel, The study recommends that marketers should take care of pink marketing practices in all dimensions by studying the characteristics of women and providing a marketing program that satisfies their needs and wants, and assessing the quality of the marketing mix program.

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