CONCEPTUAL FRAMEWORK ON THE EFFECT OF DIGITAL MARKETING AND COMPETITIVE ADVANTAGE ON RECOVERY PERFORMANCE OF TOURISM IN OMAN

Abstract

Tourism play a vital role in the development of any country. The objective of the study is The Effect of Digital Marketing (DM) and Competitive Advantage (CA) on Recovery Performance of Tourism (RPT) in Oman. The questionnaire method was used to collect raw data from 251 Hotels in Oman. Confirmatory factor analysis was applied to evaluate the measurement, model reliability and validity. Statistical package investigated the relationship between the competitive advantages for the Social Sciences (SPSS). The findings indicate that competitive advantage significantly affected digital marketing and Recovery Performance of Tourism. Moreover, while digital marketing greatly influenced digital marketing management practices, digital marketing did not affect competitive advantage. One reason is the lack of employee knowledge that competitive advantage measures have the potential to reduce rework, waste and shortages in hotels. The study found that competitive advantage practices significantly affected digital marketing. The limitation of this research is that some tourist hotels There are no leaders to ensure competitive advantage in hotels; Therefore, the questionnaires were circulated to hotels Managers or hotel management leaders that negatively affect the quality of data collected from responses. In the end, the framework is the main contribution and it is recommended to use it in hotels. This study provides guidelines for competitive advantage and the responsibilities of competitive advantage to provide keen decision to improve Recovery Performance of Tourism and to ensure employee competency. The limitation of this research that some tourist hotels do not have the competitive advantage assurance leaders in hotels the questionnaires were thus distributed to hotel or hotel managers management leaders, which may influence the value of responses. In the end, the frame appeared to be the main contribution to awareness and recommended use to ensure successful and distinguished hotels in both the public and private sectors. The current study identifies some relevant roles for leadership Responsibilities To provides firm resolution to improve digital marketing and to ensure staff competency.