Role of innovation orientation in building a competitive advantage in the Egyptian hotels

الملخص EN

Innovative orientation is one of the most important catalysts for the marketing and production development of the hotel establishment by increasing sales and market shares and raising levels of customer satisfaction and perceived quality from the customer's point of view.

the research aims to identify the most critical challenges of achieving the innovative vision.

the diversity of innovative orientation between "marketing, organizational, technological, operations, products and services" and its determinants were represented in the financing, human capital, organizational cooperation, degree of competition, and characteristics of the organization.

the dimensions of the competitive advantage were the cost of the product, the level of quality, flexibility, and time.

the field research was conducted by means of questionnaires distributed to the employees of the rooms, food, and beverage sectors in some five-star hotels in Sharm el-Sheikh, and the data were analyzed using the SPSS program.

the study found a set of results, the most important of which is that fear of risks, poor funding, the inefficiency of human resources.

the study recommends that the hotel management recommends allocating an annual financial budget to promote innovation in accordance with changing customer requirements.

and support the innovative trend by developing policies and strategies to encourage innovation.