ذكاء المنافسين ودوره في رسم الاستراتيجيات التنافسية: دراسة استطلاعية لآراء عينة من شركات السفر والسياحة في بغداد

الملخص EN

The research aims to identify the nature of the relationship between competitors’ intelligence and competitive strategies, and the research problem arises in answering the question: do tourism companies rely on competitors’ intelligence in collecting data on the external environment and revealing competitors’ movements and the services they provide? do tourism companies rely on the research sample on the intelligence of competitors in drawing competitive strategies? a sample of the 123 travel and tourism companies operating in Baghdad was selected.

the questionnaire was used as a measurement tool.

the descriptive analytical approach was adopted in analyzing the answers of the sample members, which numbered 146 managers and officials in the travel and tourism companies in question.

the data was processed using the analysis program.

the statistician (SPSS v.25) the research reached a number of conclusions, the most important of which is the existence of an impact and correlation between competitor intelligence in drawing competitive strategies for travel and tourism companies operating in Baghdad.

information about customers, their tastes and market developments, in addition to monitoring competitors' movements in order to provide the necessary marketing information to help managers take the right decision and draw up the appropriate competitive strategy for survival and continuity in the tourism market.