The Evaluation of Competitive Intelligence Maturity Level in Hotels (Study on Yazd 3 and 4 star Hotels)

• Main Authors: Zohreh Mohammadi, Mehdi Karroubi, Mehdi Ebrahimi
• Format: Article
• Language: fas
• Published: Allameh Tabataba'i University Press 2014-07-01
• Series: Muṭāli̒āt-i Mudīriyyat-i Gardishgarī
• Subjects: Competitive Intelligence; CI factors maturity; Yazd hotels
• Online Access: http://tms.atu.ac.ir/article_1359_60fa8dfcca9b8a1c534860d8e6ee8cf0.pdf

within hotels. This paper aims to estimate the competitive intelligence maturity within Yazd hotels based on its final function. The project is empirically based and is characterized by exploratory approach. A questionnaire-oriented survey covering 56 managers of Yazd 3 and 4 star hotels as samples was conducted to collect data for the study .The findings revealed that CI factors in hotel can be best examined by technology intelligence, social and strategic intelligence, marketing and commerce intelligence and competitors intelligence. The findings indicate that Yazd hotels CI maturity is above the average and in a good condition. Also all of the CI factors maturity was estimated above the average. The study provides empirical evidence that CI activities in 4 star hotels rather than 3 star hotels got better scores. Finally it was shown that in these hotels the focus of the management is more on inside CI activities than outside one. There are some limitations; first, the hotels chosen for the study were mainly 3 and 4 star hotels; second, this survey was limited to one city of Iran. Thus, the results may not be applicable to all hotels