The Role of Electronic Tourism Marketing in Enhancing Competitive Advantage

Abstract

The primary objective of the current study is to analyze the relationship and impact of electronic tourism marketing and competitive advantage. The general framework of the study represents the problem of the study, which was identified by raising several questions about the nature of the relationship, impact and covariance between the independent variable (e-tourism marketing) and the dependent variable (competitive advantage). For this purpose, a chart was designed. My hypothesis for the study expressed three main hypotheses. In order to verify the validity of the hypotheses, all of them were subjected to multiple tests. The study used a questionnaire form as a means of obtaining data. The study followed the descriptive analytical approach, as the main and sub-variables were described, as well as to analyze the relationships and influence between the variables, and represents a society The study included five-star hotels in the city of Erbil, the number of which was (16) and the study sample numbered (160) managers in Hamas-star hotels. As for the responding managers, the number was (120) department managers in the study sample hotels. The hypotheses were tested through a set of analyzes and statistical tests using the computer program (SPSS V.26). The study concluded with a number of conclusions and proposals.