Abstract
This study aimed to know the role of strategic creativity in the sustainability of business in the Jordanian tourism sector in the shadow of the Corona pandemic, in addition to knowing the impact of its growth and what is the level of strategic creativity in the Jordanian tourism sector. The study population may consist of all employees of tourism companies in Jordan with all their services, and a questionnaire was created in order to achieve the aim of the study. The study used the analytical, descriptive, quantitative approach, whereby a random sample (319) respondents were distributed. After analyzing the study, the results showed that the level of strategic creativity in the Jordanian tourism sector is high, and that strategic innovation has an impact on the sustainability of businesses in that sector. The study recommended the necessity of supporting the Research and Development Department as a strategy for tourism companies to get out of the Corona pandemic.
Highlights
Any Organization is trying to sustain their business in order to keep up with the rapid developments heading towards globalization
Confirms the correctness of rejecting the hypothesis, which states: “There is no significant impact of strategic innovation on business sustainability in the Jordanian tourism sector at the significance level (0.05),” as the results showed the following: 1- There is a statistically significant impact of adopting the innovation creation strategy on business sustainability in the Jordanian tourism sector, where the value of T reached (18.13) and in statistical terms (0.00), which is a function of the level of significance (α≤0.05), and the value of the degree of impact (0.630) This means that a one-degree increase in the adoption of the innovation creation strategy leads to an increase in the level of business sustainability in the Jordanian tourism sector by a value of (0.630)
We know that the strategic performance of the Jordanian tourism sector before the Corona pandemic covered the local income of the state by 11%, and employed a large proportion of employment until the Corona pandemic came and the tourist bottom was affected, as is the case with other sectors
Summary
Any Organization is trying to sustain their business in order to keep up with the rapid developments heading towards globalization. The strategic innovation is characterized by the disciplined implementation that helps to develop and design technical products and services through prototypes and tests, as well as building effective communication, and developing new ideas successfully (Kim, 2014) Organizations can improve their innovation capabilities through innovative strategies that can benefit from the organization’s strengths and weaknesses, that helps to identify and analyze innovation trends and global best practices. This is necessary to create an environment conducive to comprehensive and sustainable economic growth. The tourism sector is one of the sectors most affected, and according to the World Tourism Organization, global tourism is expected to decline by 40%, causing losses of up to $ 500 billion, at risk of 52 million jobs (Al-Khudairi, 2020)
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