The Rol of Electronic marketing Opportunity for advantage

Abstract:

The study aimed to analyze the relationship and impact of electronic tourism marketing represented by the dimensions (website, human resources skills, devices and equipment, procedures, interactive relationship) on the dimensions of competitive advantage represented by (distinction, cost or price, market share, flexibility, quality).

The outline framework of the study represented the problem of the study, which was identified by raising several questions about the nature of the correlation, impact, and variance between the independent variable (electronic tourism marketing) and the dependent variable (competitive advantage) for multiple tests, the study used questionnaires to collect data. The study used the descriptive analytical approach, as the main and sub-variables were described, as well as analyzing the relationships and influence between the variables. The number respondents reached (160) managers in Hamas Stars hotel, while the responding managers reached to (120) managers of departments in the hotels of the study sample. The hypotheses were tested through a set of analyzes and statistical tests using the computer program(SPSS V.26).

Conclusions and Suggestion: Websites can make a positive and specific impression that makes its impact direct and fast One of the most important factors for success in e-tourism marketing is the techniques that it has in terms of devices, equipment, skills of human resources and the procedures it follows, which enables to satisfy the customer’s desires in the best conditions, and the dimensions of marketing are considered tourist is a link between the tourist hotels and the current and expected customer in the future, and it is considered after the distinction in the competitive advantage of the basic dimensions of the five- star hotels in the city of Erbil for its important role in its survival in the competitive market. The dimensions of competitive advantage are market share, flexibility,

and quality that support hotels in their survival and raise the level of services they provide, and based on the previous results, the researcher recommends the following: Providing adequate legal protection and legal guarantees, especially for the electronic customer through the websites of five star hotels, in order to Eliminate obstacles to electronic tourism marketing, as well as the need to provide all requirements of cultural awareness and infrastructure. Keywords: e-tourism marketing, competitive advantage.