Marketing review in the hotel industry with structural modeling approach

The aim of this study was to investigate and fit the model of ethical marketing norm in the hotel industry with the structural equation modeling approach. This research is applied in terms of purpose, exploratory in terms of approach, and structural equation modeling in terms of data analysis. In the quantitative method, the managers and senior staff of Parsian Hotels Group were considered as a community and among them, 210 people were selected as a statistical sample based on random stratified sampling method with proportional sharing. In the quantitative phase of the research, the main tool of data collection was a closed and researcher-made questionnaire consisting of 42 items that was designed based on the initial conceptual model. In the quantitative phase of the research, SPSS, Lisrel and smartPLS software were used for descriptive and inferential analysis. Finally, the research results led to the design of a model of ethical marketing norms in the hotel industry (based on the paradigm model structure) and the hypothetical relationships of the model in a large community were tested and confirmed.