The Impact of Digital Infrastructure on Marketing Performance: A Survey of the Opinions of a Sample of Administrative Leaders and Employees in Hotel Organizations/Baghdad

This study explores the impact of digital infrastructure on marketing performance in hotel organizations in Baghdad, Iraq. The study examined the views of a sample of administrative leaders and employees in these organizations to understand how technological advancements and digital systems affect marketing operations, including promotional strategies, customer interactions, marketing campaign effectiveness, and overall marketing performance. The study used a descriptive-analytical approach, collecting data through a questionnaire distributed to a random sample of administrative leaders and employees across the surveyed organizations. The data were analyzed using various statistical techniques to derive the relationships between digital infrastructure variables and marketing performance. The research question was, "Is there an effect of digital infrastructure on the marketing performance of hotel organizations in Baghdad?". The results indicated that the level of digital infrastructure availability in hotel organizations in Baghdad was good, reflecting an acceptable level of interest from hotel management in providing the necessary hardware, software, communication networks, and databases to support their operational and marketing activities. The study concluded with several recommendations, the most important of which was to increase attention to software, as it ranked relatively low. This could be achieved by expanding the application of modern systems and training employees to use them.