The Impact of Pink Marketing on Egyptian Women's Buying Behavior in the Hospitality Industry | ||
| International Journal of Tourism, Archaeology and Hospitality | ||
| Article 8, Volume 4, Issue 1, January 2024, Pages 147-163 PDF (911.4 K) | ||
| Document Type: Research Articles | ||
| DOI: 10.21608/ijtah.2024.254279.1110 | ||
| Author | ||
| Taha Ramadan Gabr* | ||
| Faculty of Tourism and Hotels Helwan university, Hotel Management Department, Cairo, Egypt | ||
| Abstract | ||
| One of the new marketing terms that have appeared in the twenty-first century is "pink marketing," which describes marketing initiatives that target females; women constitute a large segment of customers that must be appreciated. This study explores the impact of pink marketing on Egyptian women's buying behavior in the hospitality industry. To achieve the aim and objectives of the study, a quantitative research approach was adopted in this research using a questionnaire survey with female customers of five-star hotels (288 valid questionnaire forms), measuring the effect of pink marketing on the buying behavior of Egyptian women using AMOS 4 was tested using structural equation modeling (SEM). The research results show that pink products, prices, promotion, and physical evidence are the main variables in women's buying behavior toward hotels. The problem revolves around the importance of addressing the needs of women and considering them as a target segment so that marketing efforts are directed towards their study, as they emphasize the influential role of women in the purchasing decision and the speed of response in achieving their loyalty to the brand. | ||
| Keywords | ||
| Pink marketing; Pink marketing mix; Women buying behavior | ||
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