The role of e-tourism marketing in the competitiveness of Iraqi tourism companies (analytical study)

Abstract

    This study aimed to assess the competitiveness of Iraqi tourism companies and their role in achieving competitive advantage by focusing on e-tourism services as one of the areas of modern mraketing knowledge. Given the highly standardized nature of tourism services in terms of their content and content, it has become essential for tourism management to search for innovative means and strategies that ensure achieving superiority and providing better results. If the form of the tourism service is not the engine of competition or the key to competitive advantage, then the quality of the service and the way it is presented may be the most effective way to create opportunities for excellence. The study analyzed the situation of some tourism companies in Iraq, and the researcher concluded that the majority of these companies use special electronic engines for the company on the Internet to present their creative personality, while providing simple traditional and electronic services that are still in their initial stages. These services include providing limited electronic cards, and services such as: Cellular banking, ATMs, and quick transfers. The researcher came up with a set of recommendations, the most prominent of which was the need to enhance competition among Iraqi tourism companies by fully utilizing their competitive advantage by expanding the use of electronic means to improve customer service. He also recommended that Iraqi tourism companies should combine their efforts to compete regionally by focusing on their comparative advantage and providing integrated tourism services. In light of the great developments in the communications revolution, e-tourism services have become an inevitable challenge that will greatly control the future of these companies and their future growth.