The Extent to which Content Marketing Contributes to Promoting Entrepreneurship: The Mediating Role of the Positive Word-of-Mouth «An Analytical Study of the Opinions of a Sample of Egyptian Hotel Guests»
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- Content Marketing, Positive Word-of-Mouth, Entrepreneurship, Egyptian Hotels
Abstract
The current Study aimed to present a Scientific Addition related to Researching the Mediating Role of the Positive Word-of-Mouth on the Relationship between Content Marketing and Entrepreneurship in the Egyptian Hotels under Study. The Descriptive Analytical Method was used to Test the Study Hypotheses. The Data was collected through a Questionnaire designed for this Purpose, Where Data were collected from 384 Individuals within the Egyptian Hotel Guest Community (departures), especially Guests of Five-Star Hotels in Alexandria, The Data was analyzed by My Software IBM SPSS 26, IBM SPSS AMOS 20.The Results of the Study concluded that there is a Statistically Significant correlation between the Study Variables, There is a Significant and Statistically Significant Effect of Content Marketing on the Positive Word-of-Mouth in the Hotels under Study, There is a Significant and Statistically Significant Effect of content Marketing on Entrepreneurship, Positive Impact of the Positive Word-of-Mouth on Entrepreneurship, Mediator Effect of the Positive Word-of-Mouth on the Relationship between Content Marketing and Entrepreneurship in the Hotels under Study.There are Statistically Significant Differences in the Respondents’ Evaluation of the Level of Content Marketing in the Hotels under Study According to the Difference in the Hotel Content Marketing Technique and the Absence of those Differences According to the form of Marketing the Contents of the Hotel, the Positive Word-of-Mouth in the Hotels under Study According to the Different Determinants of Choosing the Hotel and the Absence of those Differences in Terms of the Type of the Spoken Word and the Decision-Maker to Choose the Hotel, There are Significant Statistically Significant Differences in the Respondents’ Evaluation of the Level of Entrepreneurship in the Hotels under Study According to Different Nationality, and the Absence of those Differences in Terms of Gender of the Respondents.
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