The Trade-Off between Strategic Orientation Options to Achieving Sustainable Tourism Development - An Analytical Study on a Sample of Workers in First-Class Hotels in Baghdad Governorate

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Ali sahib flayyih alabachee


The current research seeks to know the nature of the relationship between strategic orientation (STO) and sustainable tourism development (SUSTD) Among a sample of employees in upscale hotels in the Baghdad region, as its importance is represented in addressing two very important variables in the regulatory environment, as well as laying the correct and appropriate foundations To address a real problem that directly affects the work environment in one of the most important Iraqi organizations, so the researchers used the random sample method and distributed (360) questionnaires to some male and female employees in the aforementioned organization. The number of questionnaires retrieved was (242), and those valid for statistical analysis were (232) with a response rate of (93%) of the retrieved questionnaires, and they were analyzed by the advanced statistical program (SPSS.26), as well as the statistical program (AMOS.24).). Theoretical results showed that there is a knowledge gap several staff in first-class hotels in the Baghdad city located in particular were studied to understand the relationship between strategic orientation (STO) and sustainable tourism development (SUSTD) in organizations in general. The results of the study show a favorable and significant relationship between organizational strategic orientation and SUSTD. (STO) and Sustainable Tourism Development (SUSTD), as the proactive orientation is commensurate with the environment of the hotels under study in achieving sustainable tourism development through development and creativity in the field of services provided to current and potential customers, and constantly searching for new opportunities associated with the current marketing operations, to continue searching for new markets.

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