Volume: 19 Issue-01 (January-June) 2024

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LEVERAGING MARKETING CAPABILITIES TO ENHANCE ORGANIZATIONAL REPUTATION IN THE HOTEL INDUSTRY

ABSTRACT

This article explores the critical role of marketing capabilities in enhancing the organizational reputation of hotels within the competitive hospitality industry. By leveraging various marketing strategies and tactics, hotels can effectively shape consumer perceptions, build trust, and differentiate themselves from competitors. Through a combination of theoretical insights and practical case studies, this paper examines the impact of marketing capabilities on organizational reputation and provides actionable strategies for hotels to strengthen their brand image and reputation. Additionally, the article discusses key metrics and tools for measuring the effectiveness of marketing initiatives in reputation enhancement, along with potential challenges and considerations in implementation.

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