Ali assghar Tabavar Arash Aryanseresht
The purpose of this research was to measure the effect of Innovative marketing strategies in hotel booking apps towards user’s engagement and user’s loyalty which was mediating role of user’s engagement also examined. The data collection was done by a simple random sampling, It was done by distributing questionnaires among hotel booking apps users in Iran. The returned and valid questionnaire results were 384 samples. The data processing used was the SEM method with SmartPLS 3.0 software. The results of this research concluded that Innovative marketing strategies in hotel booking apps has a positive and significant impact on user’s engagement to these apps. On the other hand, Innovative marketing strategies in hotel booking apps has a positive and significant impact on user’s loyalty to these apps, both directly and through the user’s engagement. This new research proposed a model for increasing the user’s engagement and user’s loyalty through creative Innovative marketing strategies in hotel booking apps. This research can pave the way to Performance improvements in hotel booking apps.