The Impact of Competitive Intelligence on Tourism Companies' Performance: The Mediating Role of Marketing Performance Excellence

The recent intensification of competition between tourism companies has led these companies to search for the best ways to improve performance to achieve the best possible profit. Among these ways are companies relying on competitive intelligence and trying to excel in their marketing performance. This study aims to identify the relationship between the dimensions of competitive intelligence (customer intelligence, competitor intelligence, strategic alliance intelligence, technological intelligence) and the distinctive marketing performance of tourism companies. The study also aims to explore the mediating role of marketing performance excellence in the relationship between the dimensions of competitive intelligence and the performance of tourism companies. To achieve these goals, the study relied on the descriptive analytical approach, where 245 questionnaires suitable for analysis were analyzed, obtained from a random sample that included workers in tourism companies (category A) in Greater Cairo. The study found a positive impact of the dimensions of competitive intelligence (customer intelligence, competitor intelligence, strategic alliance intelligence, technological intelligence) on excellence in marketing performance and improving the performance of Egyptian tourism companies. In addition, the study found that excellence in marketing performance plays a mediating role between the dimensions of competitive intelligence and the performance of tourism companies. The study's results also found a positive relationship between the excellence of marketing performance and the performance of Egyptian tourism companies. In light of these results, the study proposed a set of recommendations for tourism companies, the most prominent of which was the necessity of developing strategies that take into account the aspirations and desires of customers and enhance their loyalty, analyze competitors, identify their situation, try to differentiate from them in the tourism services provided by the company, and build alliances with other companies and institutions in the tourism sector that contribute Tourism companies provide distinguished tourism services, as well as benefiting from modern technology to keep pace with the rapid developments taking place in the tourism sector.