Open AccessThe Impact of Adopting Hybrid Strategies in Determining the Marketing Orientation, An Exploratory Study in a sample of Hotels in the Holy Cities of Karbala and Najaf
Author(s) -
Ahmed Majeed Hameed
Publication year - 2022
Publication title -
international journal of research in social sciences and humanities(online)/international journal of research in social sciences and humanities
Language(s) - English
Resource type - Journals
eISSN - 2454-4671
pISSN - 2249-4642
DOI - 10.37648/ijrssh.v12i02.005
Subject(s) - marketing , sample (material) , order (exchange) , service (business) , business , exploratory research , tourism , market orientation , productivity , process (computing) , sociology , computer science , political science , economics , social science , chemistry , finance , chromatography , macroeconomics , law , operating system
The aim of the research is to build an integrated structure of philosophical knowledge frameworks for the main and subsidiary variables of the study based on tracing the intellectual and conceptual paths and delving into the intellectual controversy raised around them by researchers in an attempt to find the scientific bases for the formation of these variables in order to facilitate determining the extent of the role that they can play to solve the main study problem and its questions Moreover, the research aims to determine the relationships of correlation and influence between the two variables, The research problem crystallizes in the following question (What is the nature of the theoretical relationship between hybrid strategies and marketing orientation? Within the work environment of tourism and hotel organizations?) The study sample included (124) views from among the departments operating in the hotels of the holy cities of Karbala and Najaf. One of the most important conclusions of the research is that the surveyed hotels relied on hybridization of the strategy adopted in close proportions for each of the cost leadership strategy, followed by the innovation-based differentiation strategy for most hotels, and the reliance was less on the marketing differentiation strategy, and this indicates their interest in the overall cost structure in service delivery operations and the optimal exploitation of process capabilities. Productivity in hotels, and one of the most prominent recommendations of the research is the need for hotels to adopt high-level mechanisms for the purpose of coordination between departments and people in order to benefit from the exchange of all private information about customers, and work to provide hotel services of high quality according to the exact needs of customers, as this is part of The culture of the organization, as well as the need for the organization to work on strengthening its external relations and increasing its dealings with external offices and external agents, and selecting them according to special advantages in order to improve the reality of services more