The impact of competitive forces in the hotel service industry The concentration in the market ((Analytical study of the views of a sample of the excellent class hotel managers five-star in Baghdad)) | ||
| Journal of Administration and Economics | ||
| Article 1, Volume 0, Issue 101, September 2018, Pages 374-396 | ||
| Author | ||
| O.m.d. Zafer Abdul Mohammed inch | ||
| Abstract | ||
| The research deals with a problem that faces the managements of The luxurious big hotels of five stars in Baghdad which cowed be evident through the following questions: 1- Do the managements of the concerned hotels analyze the competitive forces of their industry services ? 2- On which level of hotel service the hotel management concentrate in the process of competing themselves? 3- Do the managements of the concerned hotels try to build a long-term marketing relationship with their guests through the force of salivating themselves in the market they work in? The research aims at achieving the following goals: 1- knowing the extent of applicability of Porter special model concerning the five competing forces and the possibility of applying it in the hotel industry in Iraq. 2- Limiting the level of the hotel service which is emphasized in the competition process more than the other level. 3- Evaluating the marketing situation of these hotels and their services and the status they have in the minds and conceptions of the guests. And in order to find a solution to the problem and to achieve their goals the research adopts eventual model by which it limits the independent and responsive variables. A group of main and minor hypotheses are chosen by using the statistical programme (SPSS) . The society of the study consists of the (Five stars) big hotels in Baghdad city . The sample consists of (45) managers and administrative and technical decision makers and it uses the questionnaire form as an instrument for collecting and analyzing data. The research reaches many conclusions the most important of which are: 1- the management of hotels subjected to study take in consideration the importance of analyzing the competitive forces and their impact on the hotel-service industry and the possibility of applying Porter model in the Iraq industrial environment. 2- the management of the concerned hotels focus on the second level of the hotel service in the process of competition. 3- the management of the hotels ,their services and their trade mark enjoy a good reputation and a good status in the minds and conceptions of their guests. The study ends with the following recommendations: 1- It is necessary that hotel focus on their competition on the three levels and give the third level the enhanced product-a superiority in the competition. 2- Management of hotels should adopt a philosophy in managing the customer relationship CRM because it is the one through which they can achieve the strategic objective of their hotels. | ||
| Keywords | ||
| Department of Tourism | ||
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