THE IMPACT OF STRATEGIC INTELLIGENCE ON ACHIEVING SUSTAINABLE COMPETITIVE ADVANTAGE: (AN EXPLORATORY STUDY OF THE OPINIONS OF A SAMPLE OF MANAGERS IN THE MINISTRY OF CULTURE, TOURISM AND ANTIQUITIES)

Abstract

This study seeks to identify impact of strategic intelligence on achieving sustainable competitive advantage (SCA) in Tourism Sector (TS)through an exploratory study of a sample of managers in the Ministry of Culture, Tourism & Antiquities. The study is based on assumption that effective integration among the dimensions of strategic intelligence represented by (foresight, systems thinking, future vision, motivation, partnership, stimulation, intuition) contributes significantly to achieving and sustaining competitive advantage of organizations within an environment characterized by change and complexity.Study adopted the exploratory approach and used a questionnaire as a tool for data collection from a purposive sample of managers of departments related to tourism and marketing activities within the Ministry. A total of (103) questionnaires were distributed, of which (96) valid questionnaires were retrieved for statistical analysis. Results revealed the existence of a statistically significant impact of strategic intelligence on enhancing (SCA). The findings also indicated that dimensions of partnership, intuition, stimulation were among most influential dimensions in supporting the Ministry’s competitive capability. Furthermore, results demonstrated adopting strategic intelligence practices contributes to enhancing the Ministry’s capability to adapt to environmental changes, improve service quality, and achieve effective responsiveness to beneficiaries’ requirements. It recommended the necessity of strengthening applications of strategic intelligence within the Ministry, particularly with regard to developing foresight capabilities future vision, in addition to supporting organizational partnerships adopting training programs that contribute to developing the leadership intellectual capabilities of employees in a manner that enhances the sustainability of (CD) in the tourism sector.