Pivotal Roles of Marketing Flexibility and Proactive Orientation in Enhancing Hotel and Tourism Agency Establishment Reputation

Document Type : Original Article

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1 Tourist Studies Department – Faculty of Tourism and Hotels –Fayoum University

2 Hotel Management Department – Faculty of Tourism and Hotels –Suez Canal University

Abstract

This study sheds light on the pivotal roles of marketing flexibility and belief in proactive orientation in enhancing organizational reputation, by examining the mediating role of efforts directed toward organizational change. A quantitative approach was adopted, utilizing an online survey distributed to employees of Category A travel agencies and five-star hotels in Greater Cairo. A total of 411 valid responses were collected and subjected to statistical analysis. The findings revealed significant and positive effects of marketing flexibility and proactive orientation on the efforts exerted toward change. Furthermore, results demonstrated that these change-oriented efforts have a meaningful positive impact on the organization’s reputation. In addition, the analysis indicated that the relationship between organizational reputation and both marketing flexibility and proactive orientation is partially mediated by the degree of effort invested in pursuing change. These findings underscore the importance of investing in the transformative capabilities of hospitality employees and empowering them to contribute to shaping the organization’s image. Based on these insights, the existing study recommends that hospitality managers integrate marketing flexibility strategies and actively engage staff in development initiatives. It also calls on the Ministry of Tourism and Antiquities to establish performance standards that align with a culture of internal change, and to adopt administrative models that support institutional reputation.

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