TOURISM VALUE CHAIN, QUALITY TOURISM EXPERIENCE AND COMPETITIVE ADVANTAGE: EVIDENCE FROM STAR-RATED HOTELS IN ETHIOPIA

Abstract

The tourism value chain has been identified as a basic analytical tool in the tourism industry. The study aims to explore the relationship between quality tourism experience, tourism value chain, and competitive advantage in star-rated hotels. Three hundred twenty-eight (328) general managers and marketing managers of hotels in Addis Ababa, Ethiopia, filled out questionnaires as part of a quantitative procedure, and Smart PLS was applied. The findings reveal a robust relationship between the tourism value chain and quality tourism experience, with the mediating role of quality tourism experience on competitive advantages. The developed model demonstrated high predictive relevance, estimates the relationships between quality tourism experience and competitive advantage, and makes accurate predictions.

Keywords

• value chain
• tourism value chain
• quality tourism experience
• competitive advantage
• star-rated hotels
• ethiopia