The impact of strategic agility in enhancing competitive advantage in four-star resorts in Egypt

The research aims to determine the extent of the use of strategic agility components in resorts in Egypt and their relationship to competitive advantage. To achieve this goal, several sub-objectives emerged, including identifying the relationship between the dimensions of strategic agility and their relationship to the competitive advantage of resorts in Egypt. Additionally, a comparison was made between resorts to assess the availability of competitive advantage in each. To accomplish this, a survey form was designed for employees and distributed to a random sample from the research community in four-star resorts in Cairo, Gouna, Hurghada, and Sharm El-Sheikh, with an average of 10 forms per resort from the study sample, totaling 20 resorts. A total of 189 survey forms were analyzed from a random sample of employees in various resort departments under study, to understand the employees' opinions. The research results indicated a positive impact of the dimensions of strategic agility, and a statistically significant impact of the dimensions of strategic agility on the dimensions of competitive advantage at a significance level of (0.05) in the resorts of the study sample. The study recommended that hotels must rely on analyses that help generate a future vision for the market through good planning, as it is important for them to use these ideas to enhance organizational flexibility. The future market vision through business analytics can help managers understand the surrounding market environment, verify market fluctuations, reduce errors, improve operations, forecast outcomes, enhance efficiency, make better decisions, and innovate new products and services that help seize new market opportunities more efficiently than their competitors, thus enhancing their competitive advantage among other resorts. Moreover, resorts adopt a strategic agility approach to achieve organizational effectiveness through training programs to educate employees on the latest international developments in management fields. The researcher discovered that hotels practice agility as part of management methods without knowledge of the term as a new system in the administrative systems of institutions, resorts, and hotels worldwide.