The digital business model and a course in enhancing marketing creativity An analytical study of the opinions of workers in a sample of four- and five-star hotels in the Kurdistan Region of Iraq

Abstract

The current study sought to identify the extent of the impact of the digital business model in enhancing marketing creativity in a sample of four-and five-star hotels in the Kurdistan region.In its conceptual framework, the study dealt with the topic of the digital business model as an independent variable, based on the importance of rapidly expanding the scope of business operations using information technology and artificial intelligence. The study also dealt with the topic of marketing creativity on the basis that it is a marketing philosophy based on the concept of generating ideas for new services or improving the features of current services. Continuously to meet customers’ needs, desires, and expectations as independent variables, and from this standpoint, the problem of the study was defined by several questions related to the possibility of adopting the digital business model in enhancing marketing creativity. After crystallizing, the theoretical framework and reviewing previous research efforts related to the variables of the study, a hypothetical chart was developed to reflect the nature of the relationship of correlation and influence. Three main hypotheses were formulated to be tested in samples of four-and five-star hotels in the Kurdistan Region. The SPSS and Excel programs were used to analyze the relationship between the dimensions of the digital business model represented by digital entrepreneurship, transaction costs, digital technology, and social capital via the Internet with marketing creativity and its dimensionsrepresented by fluency and flexibility .