أثر الذكاء الاستراتيجي في تحسين الأداء التسويقي للفنادق الجزائرية

Abstract

This study aimed to clarify the impact of strategic intelligence in its various dimensions in improving the marketing performance of a group of hotels under study in the state of Biskra. Data were collected and analysed, and hypotheses were tested using the statistical program for social sciences (SPSS.V18). Many statistical methods were used to achieve the objectives of the study, including descriptive statistics measures (arithmetic mean, standard deviation), simple linear regression...etc. The study reached several results, most notably: the reliance of these institutions on strategic intelligence as intelligence based on a clear vision and specific goals and standards to be achieved, as well as the basic tool that they adopt to confront the state of uncertainty, as it enables them to carry out their work in a timely manner according to the requirements of the business environment. The current complex or uncertainty and dynamism. To achieve this, it requires it to have a set of foundations that it uses as a pillar to keep pace with changes in the competitive environment, and these foundations are: clear vision, strategic planning, adaptability, developing the necessary skills, innovation and creativity. The study also showed the existence of a statistically significant effect of the strategic intelligence variable in its various dimensions in improving the marketing performance of the hotel establishments under study, where the strategic intelligence variable explained 30.2% of the changes in the marketing performance of the institutions under study, which is a relatively high explanatory power. It indicates that there is a positive effect of strategic intelligence on marketing performance. In light of the results reached, the study suggested several recommendations, the most important of which are: paying attention to the human resource and establishing a special department for it, adopting effective methods in selecting employees, using training programs to build skills on a regular basis, and relying on incentives to raise the efficiency of employees. Focusing on the quality of service and the need to educate all individuals in the hotel establishment of its importance, striving towards achieving customer satisfaction, which contributes to increasing the profitability of the hotel establishment, its survival and stability, the need to pay attention to the division of marketing performance in order to detect errors and attempt correction.