Analyzing the Marketing Role in the Hotel Industry Brand by Combining Fuzzy Cognitive Mapping and Social Network Analysis

The use of marketing is essential for organizations looking for an informed presence in the market. The goal of marketing is to meet the needs and wants of customers better than their competitors. Different customer needs from one industry to another have led to a different approach. The hotel industry is one of the most luxurious sectors of the tourism industry, and despite its importance in increasing profitability, it has received less attention. In this research, a qualitative research has been conducted on the impact of marketing on the hotel brand. This study is applied in terms of purpose and descriptive in terms of data collection. For this purpose, after explaining the topic and reviewing the research background, the conceptual framework of the specific model and data were analyzed using fuzzy cognitive mapping tools and social network analysis techniques. The findings indicate that product factors, physical evidence, and manpower should be considered more than other factors. To increase customer loyalty, commitment and engagement, they must promote marketing techniques and provide a variety of physical evidence to create a positive brand mentality for customers.