The Impact of Proactive Marketing on Achieving the Competitive Advantage of Egyptian Tourism Companies | ||||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||||
| Volume 27, Issue 2, December 2024, Page 350-372 PDF (1.16 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jaauth.2025.335997.1632 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Hala Ahmed Hashim 
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| Tourism and hotel management Suez Canal university | ||||
| Abstract | ||||
| A total of 411 forms were distributed among a sample of employees of Egyptian tourism companies. The study concluded that proactive marketing helps Egyptian tourism companies to remain in the competitive race and helps them to survive in the current and future markets and achieve competitive advantage. The research also found a positive correlation between the dimensions of proactive marketing (ability to innovate, risk tolerance, flexibility and predictability) and the competitive advantage of Egyptian tourism companies. The study recommended that the study of proactive marketing should be encouraged to have more creative ideas to read the future needs and desires of their customers, which will help to achieve a competitive advantage for Egyptian tourism companies. الكلمات المفتاحية: التسويق الإستباقي - الميزة التنافسية – القدرة على الإبتكار- الإنخراط في التغيير- شركات السياحة المصرية. | ||||
| Keywords | ||||
| Proactive Marketing; Competitive Advantage; Egyptian Tourism Companies; Engaging in Change; The Ability to Innovate | ||||
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