دور اليقظة الاستراتيجية في تحسين الأداء التسويقي لشركات السياحة المصرية : الإبداع الإداري كمتغير وسيط

Abstract EN

The study dealt with the role of Strategic Vigilance (technological – competitive – marketing – social – environmental – legal) in improving the Marketing Performance of Egyptian tourism companies, and how to create a new marketing patterns in light of the different styles of Strategic Vigilance, and providing an area of Innovation and administrative creativity, which strengthens the relationship between Strategic Vigilance and Marketing Performance.

The research aims to identify the role of Strategic Vigilance and administrative creativity - as important variables in the management of tourism companies - in improving and raising the rate of Marketing Performance and arriving at a realistic model for linking research variables in line with the field reality of tourism companies.

Questionnaire forms were distributed to workers in tourism companies category A within the Greater Cairo Governorate, as they are the most interested in the strategic dimension when managing their business, and the study sample consisted of 133 individuals, and the response rate was 54.7% .

It was concluded that the Strategic Vigilance of workers in Egyptian tourism companies helps in improving Marketing Performance, and this increases with the mediation of administrative creativity.

The research recommends the managers of Egyptian tourism companies, category A, to leave a space of creativity and innovation for employees to contribute to solving administrative problems and assisting in decision-making within the company.