دور التسويق الفندقي في تطوير أداء العاملين و علاقته بتحقيق الميزة التنافسية

Abstract EN

In liglit of the increasing sever competition in service industry, hotel organizations are looking for generating a competitive advantage through many different and new ways, includbg people as key elements of services marketing mix, the service quality is affected by people and their ability to obtain analyze information and knowledge.

Marketing has an important role in this context, to make the employees aware of marketing needs and requirements and this can be considered tlie first stage in developing employees’ performance based on the marketing jErom outside to inside assumption.

The second stage is to consider employees as an intemal customer “internal marketing", as happy employees mean happy customers.

In both cases, the aim is to raise the employees’ capabilities and developing their performance continuously to achieve competitive advantage.

Tlie main research problem is in the presence of clear differences in previous studies on the impact of employees performance and marketing, on competitive advantage in hotels industry, therefore, this research aims to identify the role of hotel marketing in developmg employees performance, and the impact of developing employees performance in achieving competitive advantage.

The research resuhs concluded tliat there is an important role of marketing in hotels to develop the technical and functional aspects in employees’ performance, which would help in achieving competitive advantage