الفهرس 
Study Aim and ObjectivesOnly 14 pages are availabe for public view
 |  | from | 153 |  |  |
| | | from | 153 | | |
Abstract
Hotel marketing plays a paramount role in helping hotel managers attract bookings and optimize revenues. The most crucial part of marketing is how customers perceive your marketing messages and become acquainted with your hotel. Moreover, how they will fully understand your values and unique selling proposition. Indeed, hotels also grow by keeping up with the latest hotel marketing trends and using modern marketing tools like the golden square (IPSL)” image, positioning, satisfaction, and loyalty.
This study aims to identify the impact of golden square (IPSL) on customers purchasing decisions in five-star hotels in Cairo, and investigate the variables of each element of IPSL.
Quantitative analysis was used based on a survey of 400 questionnaires distributed to the customers of (22) five-star hotels in Cairo by using cluster sampling. Total of (380) usable replies were obtained after eliminating invalid and incomplete responses, the remaining representing an effective response rate of (95%). These data were analyzed using correlation and regression to investigate the golden square (IPSL) effect on hotel customers’ purchasing decisions.
The study revealed that the golden square IPSL explain 55.9 % of the hotel customers’ purchasing decision.
The recommended research areas are intended to enrich the knowledge related to how hotels manager and marketers fully understand the golden square of marketing IPSL and customer’s buying behavior and consequently improve their marketing campaigns according to that.
Keywords: - Golden square IPSL, Image, Positioning, Customer Satisfaction, customer Loyalty, Purchase-decision