Studying and Ranking Marketing Appropriate Strategies to Achieve Competitive Advantage in Private Hotels of Mazandaran Province
الموضوعات :
A. Srayaei
1
(Assistant Professor in Management, Islamic Azad University, Firouzkooh Branch,Firouzkooh,
Iran,)
S. Mehrani
2
(MA in Management, Islamic Azad University, Firouzkooh Branch, Firouzkooh,
Iran,)
الکلمات المفتاحية: Marketing strategy, Private hotels, AHP-fussy,
ملخص المقالة :
The present study aims to evaluate and rank marketing appropriate strategies so as to capture sustainable competitive advantage in 3 to5-star Private hotels of Mazandaran province. Due to a comprehensive overview of literature related to marketing strategies, the features and capabilities available in the non-governmental hotels and a conceptual model based on 3and 5-star indicators (Capabilities and facilities), a questionnaire is set and then studied by 40 experts and specialists in the Mazandaran province. The data collected from 31experts were examined. The reliability of the survey instrument is approved by the results of inconsistency rate calculation for the questionnaires. AHP-fussy test will determine the priority of each indicator and strategy. Based on the results obtained,cost leadership strategy gained the first place of importance, and the strategy of segmentation and differentiation is ranked next respectively.
