THE IMPACT OF COMPETITIVE ADVANTAGE OF HOTEL PRODUCTS ON ATTRACTING CUSTOMERS

Abstract

Many studies indicate that the value of the company products is achieving by obtaining a competitive advantage of its products over its competitors, as a competitive advantage is important for any organization to survive in the fierce competition. This research was conducted with the purpose of determine the impact of hotel products competitive advantage (presented in, hotel products differentiation, hotel products efficiency, hotel products quality, and hotel products innovation) on attracting customers. As the problem of this research is summarized in the absence of the thorough understanding of the real meaning of the concept of product competitive advantage in Egyptian hotels, as well as the high cost of the hotel product competitive advantage creation, in addition the absence of the effective management of the hotel available resources and capabilities. For this propose an empirical study has been conducted on a sample of five-star hotel customers at Sharm El Shiekh City, to investigate the significant of the hotel product competitive advantage effect on attracting customers. Study findings reveal that there is significant effect of hotel product competitive advantage on attracting customers in the terms of hotel products differentiation, hotel products efficiency, and hotel products quality. Nevertheless, the study raises a number of recommendations which depend on give more interest to hotel products innovation items, as well as paying attention of keeping up with technology