دور تسويق الخدمات الترفيهية في تحقيق التفوق التنافسي : دراسة حالة في عينة من المنظمات السياحية في نينوى

الملخص EN

The Competition is exerting its effects in all sectors is the entertainment services sector.

So the current subject is chosen in order to identify the aspects that the entertainment organizations has to excel it competitors and the aspects that make costumers choose an entertainment organization and not others, adding to that, the reasons for not choosing them, so the basic problem of the current research represented by the following: 1.

What is the attractive aspects that provided by the entertainment utilities and achieve competitive advantage through of it? 2.

What is the unavailable aspects, which is present a negative component and reduces the importance of the entertainment utilities? From here the research was derived its importance by creating an intellectual framework that establishes the concept of entertainment services marketing in one hand.

Creating another intellectual framework for competitive advantage on the other hand.

Through of which it become necessary for organizations to resort to good control of their marketing activities and use it in smart approach to be the first in its activity field.

The research aims to identifying the nature of the relation between the diminution's and variables of the research by analyzing (82) questionnaire sheets, which is represents the source for obtaining field information, the sample of the research is represented by a number of workers in an entertainment utility in Mosul City.

The research was adopted four hypotheses; the most important one is (The marketing of entertainment services contributes in achieving competitive advantage).

The hypotheses were tested by using different statistical tools, the most important one are Sensitivity & Specificity to measure the relation between entertainment services and competitive advantage.

The researchers have reached a number of conclusions, the most important of which are: It turns out that the recreational facilities are constantly studying the services that meet the customer's future requirements and expectations.