Examining The Effect of Marketing Insight Building Strategic Differentiation for Tourism Service: an analytical survey of travel and tourism companies in the governorates of the Middle Euphrates

Abstract

Purpose: The current research aims to test the impact of marketing insight in building the strategic differentiation of tourism service through a sample of employees in travel and tourism companies in the Middle Euphrates region.

Methodology/Design: The problem of the study was identified by questions, the most important of which is whether there is an effect of marketing insight in building the strategic differentiation of the tourism service, and achieving the goal of the study. To determine the dimensions of the dependent variable, the strategic differentiation of the tourism service, the study relied on the model (Islami, 2020), consisting of four dimensions (customer service, technology leadership, service differentiation, and logistical differentiation). The questionnaire was used as a basic tool for data collection. (170) questionnaires were distributed, (160) were retrieved, (154) were subjected to statistical analysis, and (6) were excluded. The study used statistical programs (SPSS v.24) and (SMART PLS v.4.0.9.4).

Cognitive conclusions and results: Marketing insight forms a bridge between marketing research and markets by trying to understand the full picture of markets, and providing organizations with the evidence they need. The results showed that there is a significant effect of the variable (marketing insight) on the dependent variable (strategic differentiation of tourism service).