The Possibility of Improving the Marketing Performance of Tourism Organizations by Adopting the Dimensions of Marketing Ambidexterity
Keywords:
Marketing Performance, Marketing Ambidexterity, Tourism OrganizationsAbstract
This study seeks to analyze the dimensions of Marketing Ambidexterity and its impact on improving marketing performance. The problem of the study is about the role of the philosophy of Marketing Ambidexterity in the success of the work of tourism organizations in improving marketing performance and achieving their competitive advantage among competing organizations in the field of tourism. To achieve the goal of the study, a methodology was formulated that required building a hypothetical scheme that reflects the influence relationships between the dimensions of marketing prowess and improving marketing performance, which results in a set of main hypotheses that reflect the validity of those relationships. The study relied on a set of statistical tools and methods that were used to analyze the data obtained in the applied aspect of the study. The study reached a set of conclusions, the most important of which is that Marketing Ambidexterity in its dimensions is a concept that increases marketing efficiency and also works to reduce financial costs and other available resources by improving marketing performance, The study also presented a set of recommendations, including the need for contemporary tourism organizations to adopt the dimensions of Marketing Ambidexterity in order to maintain the site of the tourism organization and satisfy the needs and requirements of customers.
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