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The Impact Of Innovation Marketing Orientation In Achieving The Competitive Advantage In Hotel Establishments In Saudi Arabia "Case Study-Al Baha City-KSA”
[Full Text]
AUTHOR(S)
Dr. Mahmoud Abdel Muhsen Irsheid Alafeef
KEYWORDS
Index Terms: Innovation, Marketing, Market Orientation, Competitive Advantage, Infrastructure, Responding Advantage, Distinction advantage, Al Baha City, Saudi Arabia.
ABSTRACT
Abstract: This study was based on a sample taken from Saudi Arabia Hotels that operates their services in the city of Al-Baha, and this study adopted five key variables, including three variables describing the independent aspect, and two variables describing the aspect, where the independent variable was the Innovation Marketing Orientation (infrastructure for innovation, Impact of Innovation and Implementation of Innovation) and the dependent variable was competitive advantage (Responding & Distinction advantage ). This study found the presence of the impact of each of (infrastructure for innovation, Impact of Innovation and Implementation of Innovation on Responding & Distinction advantage.
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