The Contribution of Holistic Marketing in Achieving Sustainable Competitive Advantage

Authors

1 University of Sadat City

2 Department of Hotel Management, Faculty of Tourism and Hotels, University of Sadat City, Egypt

Abstract

This study aims to investigate the role of holistic marketing in achieving sustainable competitive advantage in the hotel industry. Holistic marketing is treated as the independent variable, and sustainable competitive advantage as the dependent variable. Employing quantitative methodology to gather and analyze data. For data collection, a questionnaire was administered to 392 individuals, including managers, supervisors, and employees from hotels in the greater Cairo governorate. Statistical analysis was conducted using SPSS V.23.0 and the partial least squares (PLS.3) method to assess the study's hypotheses. The study's findings revealed a significant correlation between holistic marketing practices and the attainment of sustainable competitive advantage among hotels. This underscores the significance of sustaining existing holistic marketing practices and pursuing enhancements for greater competitive advantage. The findings underscore the dual importance of holistic marketing strategies and improved competitive advantage, emphasizing their role in conferring a competitive edge to hotels within the hospitality sector.

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International Journal of Tourism, Hospitality and Civilization
Volume 1, Issue 1 - Serial Number 1
December 2024
Pages 74-93

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