دور الصورة الذهنية في تحقيق ميزة تنافسية ((دراسة حالة فندق برج شاهين في محافظة طرطوس))

Abstract

The research aim is to study the relationship between (mental imagery) and a competitive advantage in the Shaheen Tower Hotel in Tartous Governorate, and the analytical descriptive approach was relied upon, and in order to analyze the data and test hypotheses, the researcher designed and distributed 35 questionnaires to the research sample consisting of hotel workers, and relied on SPSS statistical program in analyzing data and testing research hypotheses.

Among the most important findings of the research is the existence of a statistically significant relationship between mental imagery and achieving a competitive advantage in the Shaheen Tower Hotel in Tartous Governorate.

One of the most important recommendations of the research was to motivate Motivating the management to be keen on enhancing the hotel’s mental image, given its great importance in increasing the hotel’s competitiveness, by maintaining the hotel’s image in front of external parties that deal with it.