دور استراتيجية قيادة التكلفة في تعزيز القدرة التنافسية (دراسة ميدانية على فنادق الأربع نجوم في مدينة اللاذقية)

Abstract

he main objective of this research is to study the role of the cost leadership strategy in enhancing competitiveness in four-star hotels in the city of Latakia. To achieve the research objectives, the descriptive analytical approach was relied upon, and the questionnaire was used as a data collection tool. A total of 116 questionnaires were distributed to a simple random sample of managers and employees in four-star hotels in the city of Lattakia. The valid questionnaires for analysis were 107. The SPSS24 statistical program was used to analyze the data. Among the most important findings of the study is the existence of a statistically significant relationship between the cost leadership strategy and enhancing competitiveness by providing the same service with high quality at a lower price than competitors, and the sample agreed on the importance of optimal utilization of production capacity and the importance of reducing wage costs by employing qualified staff.