STRATEGIC BEHAVIOR AND ITS IMPACT ON LEAN MARKETING PRACTICES, A FIELD STUDY IN THE 5 & 4 STARS HOTELS IN THE CITY OF BAGHDAD

Abstract

The research aims to the extent to which hotel administrations can avoid cases of discrepancies between guests’ expectations and the level of hotel service provided by relying on predictive and proactive strategic behaviors, which are reflected in the employment of many productive and research tools, and the research problem crystallizes in a state of chaos or lack of The regularity in the hotel management’s strategic behavior, which is reflected in decisions, values, and an organizational culture that is marred by a lot of regression, irregularity and stability. Hotel and tourism, and one of the most important of these mechanisms and concepts is to work according to the thought and the lean approach in production and supply, specifically marketing, and the research sample was represented by five hotels in Baghdad that operate within the classification of (5 and 4) stars and are considered the most prominent in the hotel work scene today, as opinions were surveyed ( 120) from the departments operating in it, and the statistical treatment of the questionnaire prepared for this purpose and in order to determine the most important opinions related to the research variables was completed. One of the results of the research is that if the authorities responsible for the tourism sector, in its official and private forms, adopt the lean marketing approach, it will contribute to a qualitative leap in the life of business organizations, as it paints the image of creativity as an effective tool in its maintenance and programming through the use of its tools, reducing waste and loss and adapting His human resources are in line with the organization’s ability to excel and regenerate in its environment. One of the recommendations of the research is that in order to reach a distinguished level of hotel performance adopters in accordance with graceful international standards, hotel administrations must work to identify places and places of waste and loss in all activities that burden the organization and pay attention to Lean marketing that achieves the optimal use of all marketing activities, and focus on activities capable of adding value so that the surveyed organizations can exclude all surplus activities and thus reduce marketing costs to achieve the required goals and enhance the competitive position of hotels