Paper Title
PURPLE COW MARKETING WITHIN 5 STARS HOTEL AS AN ATTRACTION TO A LUXURIOUS STAYCATIONS IN JORDAN

Abstract
Abstract - With the COVID 19 hit and the ban of traveling to control the spread of the disease, people started making indoor vacations in their country of residence and not leaving abroad. So, this study was carried out to examine this type of vacation in a certain frame of interest. Current study aimed at examining the influence of purple cow marketing strategy (attention, acceptance, positive emotions and negative emotions) in attracting customers to luxurious staycations in 5 stars hotels in Jordan. Quantitative methodology was adopted, and an online questionnaire was employed to collect primary data from (413) adult customers in Jordan. SPSS was employed to process collected primary data and included multiple regression and collinearity statistics test.It was seen that the main hypothesis was accepted, and "Purple cow marketing has a statistically significant influence on attracting customers to Luxurious Staycations" with an R= 0.815 and a high degree of correlation reaching 66.5%. Regarding variables of study, it was seen that color thepurple ignites positive emotions among individuals in terms of giving them feelings of luxury and nobility; alsocustomers indicated that the color purple for them is connected to wealth and luxury with a beta= .328 for "positive emotions" as the highest, and beta = .124 for "acceptance" as the lowest. The study concluded that purple cow marketing could be of great positive influence when used within five stars hotels due to its ability to frame positive emotions of luxury, wealth, wisdom and royalty among individuals.The study recommended the necessity to employ colors in patterns related to the nature and orientation of the product or services. Keywords - Purple Cow, Acceptance, Positive/Negative Emotions, Staycation, Hotels, Luxury, Wealth, Advertisements