Presenting a Conceptual Model of Competitive Intelligence in Accommodation Units and the Hotel Industry (Case Study: Hotels in East Azerbaijan Province(
Subject Areas :Omid Rouhani 1 , Sirus Fakhimiazar 2 * , Manije dizaji 3
1 -
2 -
3 - Associate Professor, Department of Economics, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
Keywords: Keywords: Consequences of competitive intelligence, Drivers of competitive intelligence, Strategies, Grounded theory approach, Hotel industry.,
Abstract :
Omid Rouhani Sirus FakhimiAzar Monireh Dizaji Abstract Background/Objective: competitive intelligence, by collecting and using information about competitors, customers, suppliers and competing industries, has the ability to support the decision-making process to increase organizational competitiveness. The purpose of the research is to design and compile a conceptual model of competitive intelligence in accommodation units and the hotel industry. Method: The current research is developmental-applicative in terms of its purpose and was conducted using the foundation data method with the Strauss-Corbin approach. The participants of this research were all the managers of 5, 4 and 3 star hotels in East Azarbaijan province and university faculty members. The method of data collection was semi-structured interview. MaXQDA software was used for data analysis. Findings: The conceptual model showed that the causal factors affecting the creation of competitive intelligence in the hotel industry are hotel monitoring, customer relationship management, and needs assessment. The results of the selective coding showed that the factor of creating a systematic process in hotel management and reducing confrontation and creating synergy are the central categories. Conclusion: The implementation and use of competitive intelligence in the tourism industry causes growth in the competitive position of business, which requires attention to the identified effective factors.