The Conceptual Model for Achieving Competitive Advantage for Hospitality Industry: Role of Organizational Agility

Authors

  • Ibrahim Alsubaihi, Suraiyati binti Rahman, Diana Binti Mohamad, Muhammad Khaleel

Abstract

Purpose: This study proposes the effect of three factors that significantly contributes to the uncertain environment such as market changes, technological changes and competitiveness on competitive advantage and performance of hotel industry.

Methodology: The study reviewed the literature on competitive advantage, agility and environmental uncertainty from the reliable databases such as Scopus, ScienceDirect and ProQuest.

Findings: Based on the confusion theory and contingency theory, this study has constructed the relationship between environmental uncertainty and competitive advantage. Also, this study proposed the positive moderating role of Organizational agility. These relationships were found significant in various studies.

Conclusion & Recommendations: This study recommends academicians and scholars evaluate the previous knowledge on the impact of different type of environmental uncertainty (technological, competitive and market) on competitive advantage of the hospitality industry, and second environmental uncertainty is inability to predict external changes. Also, to test the moderating role of Organizational agility. The empirical findings from this study will help the researchers and practioners to make sustainable decisions in uncertain environment.

Published

2020-11-01

Issue

Section

Articles