A role of corporate image as a successful determinant of human resource management strategy and marketing strategy in the firm performance of hospitality industry In Indonesia
Improving the performance of the national hospitality industry is crucial, considering the ongoing rise in foreign and local tourist arrivals, which are estimated to be influenced by marketing strategies and the role of hotel employees. This study aims to investigate the influence of human resource...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2433163 |
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| author | Harianto Respati Boge Triatmanto Mokhamad Natsir Djoko Hanantijo |
| author_facet | Harianto Respati Boge Triatmanto Mokhamad Natsir Djoko Hanantijo |
| author_sort | Harianto Respati |
| collection | DOAJ |
| description | Improving the performance of the national hospitality industry is crucial, considering the ongoing rise in foreign and local tourist arrivals, which are estimated to be influenced by marketing strategies and the role of hotel employees. This study aims to investigate the influence of human resource management and marketing strategies on corporate image within a competitive market context, particularly in the hospitality sector. Moreover, it explores whether corporate image mediates between human resource management strategies, marketing strategies, and firm performance. Previous research overlooked the significance of corporate image for success in this industry. Data were collected through a questionnaire survey targeting 232 hotel managers in East Java, Indonesia. Structural equation modeling analysis reveals that marketing strategy positively impacts corporate image, thereby enhancing firm performance. The conclusion of this study emphasizes the direct effect of marketing strategy on firm performance, especially through pricing strategies that consider competitor prices, resulting in increased sales growth rates. These findings suggest that setting room occupancy prices positively influences market confidence. Hence, practitioners must carefully determine room prices in the current digital communication era, where potential buyers can access data swiftly through digital communication devices. Consequently, pricing has become a sensitive aspect and an opportunity for future researchers to elucidate the appropriate pricing strategy. |
| format | Article |
| id | doaj-art-3e66325501e64f9283760725f456fa2c |
| institution | DOAJ |
| issn | 2331-1975 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-3e66325501e64f9283760725f456fa2c2025-08-20T02:48:49ZengTaylor & Francis GroupCogent Business & Management2331-19752024-12-0111110.1080/23311975.2024.2433163A role of corporate image as a successful determinant of human resource management strategy and marketing strategy in the firm performance of hospitality industry In IndonesiaHarianto Respati0Boge Triatmanto1Mokhamad Natsir2Djoko Hanantijo3Faculty of Economics and Business, University of Merdeka Malang, Malang, IndonesiaFaculty of Economics and Business, University of Merdeka Malang, Malang, IndonesiaFaculty of Economics and Business, University of Merdeka Malang, Malang, IndonesiaFaculty of Economics and Business, Perbanas Institute, Jl. Perbanas Karet Kuningan Setiabudi Jakarta, Jakarta, IndonesiaImproving the performance of the national hospitality industry is crucial, considering the ongoing rise in foreign and local tourist arrivals, which are estimated to be influenced by marketing strategies and the role of hotel employees. This study aims to investigate the influence of human resource management and marketing strategies on corporate image within a competitive market context, particularly in the hospitality sector. Moreover, it explores whether corporate image mediates between human resource management strategies, marketing strategies, and firm performance. Previous research overlooked the significance of corporate image for success in this industry. Data were collected through a questionnaire survey targeting 232 hotel managers in East Java, Indonesia. Structural equation modeling analysis reveals that marketing strategy positively impacts corporate image, thereby enhancing firm performance. The conclusion of this study emphasizes the direct effect of marketing strategy on firm performance, especially through pricing strategies that consider competitor prices, resulting in increased sales growth rates. These findings suggest that setting room occupancy prices positively influences market confidence. Hence, practitioners must carefully determine room prices in the current digital communication era, where potential buyers can access data swiftly through digital communication devices. Consequently, pricing has become a sensitive aspect and an opportunity for future researchers to elucidate the appropriate pricing strategy.https://www.tandfonline.com/doi/10.1080/23311975.2024.2433163HRM strategymarketing strategycorporate imagefirm performancehospitality industryBusiness, Management and Accounting |
| spellingShingle | Harianto Respati Boge Triatmanto Mokhamad Natsir Djoko Hanantijo A role of corporate image as a successful determinant of human resource management strategy and marketing strategy in the firm performance of hospitality industry In Indonesia Cogent Business & Management HRM strategy marketing strategy corporate image firm performance hospitality industry Business, Management and Accounting |
| title | A role of corporate image as a successful determinant of human resource management strategy and marketing strategy in the firm performance of hospitality industry In Indonesia |
| title_full | A role of corporate image as a successful determinant of human resource management strategy and marketing strategy in the firm performance of hospitality industry In Indonesia |
| title_fullStr | A role of corporate image as a successful determinant of human resource management strategy and marketing strategy in the firm performance of hospitality industry In Indonesia |
| title_full_unstemmed | A role of corporate image as a successful determinant of human resource management strategy and marketing strategy in the firm performance of hospitality industry In Indonesia |
| title_short | A role of corporate image as a successful determinant of human resource management strategy and marketing strategy in the firm performance of hospitality industry In Indonesia |
| title_sort | role of corporate image as a successful determinant of human resource management strategy and marketing strategy in the firm performance of hospitality industry in indonesia |
| topic | HRM strategy marketing strategy corporate image firm performance hospitality industry Business, Management and Accounting |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2433163 |
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