THE EFFECT OF COMPETITIVE ADVANTAGE ON THE RELATIONSHIP BETWEEN ENVIRONMENTAL UNCERTAINTY AND HOTEL PERFORMANCE IN SAUDI ARABIA

Abstract

The study explores the relationship between environmental uncertainty, competitive advantage, and hotel performance in the context of 1, 2, and 3-star hotels in Saudi Arabia. Quantitative methodology was chosen as the primary research approach. This approach systematically collects numerical data and statistical analysis to derive meaningful insights. The research collected comprehensive data from a specific target group, namely the 1, 2, and 3-star hotels in Saudi Arabia. The findings reveal a significant mediation effect of competitive advantage on the relationship between environmental uncertainty and hotel performance. This underscores the importance of developing and maintaining a competitive advantage to thrive in an uncertain environment by anticipating and adapting to market changes. This study emphasises the vital role of competitive advantage in bolstering hotel performance amidst environmental uncertainty. Future research should seek broader industry representation. Overall, it enhances our understanding of Saudi Arabia's hospitality sector, offering practical guidance for hotel owners and managers in navigating uncertainties.

Keywords

• tourism
• hospitality
• market uncertainty
• technology uncertainty
• competitive uncertainty
• saudi arabia
• hotels