THE ROLE OF STRATEGIC AWARENESS IN
REDUCING STRATEGIC AMBIGUITY - ACCORDING
TO THE VIEWS OF A SAMPLE OF EMPLOYEES IN
SOME TOURISM AND TRAVEL COMPANIES IN THE
HOLY NAJAF GOVERNORATE
الباحث الأول:
Dr. Zaid Abdulzahra Jaffar
الباحثين الآخرين:
Lect. Ali Sahib Flayyih Alabachee
Mohammed Hussein Alali
المجلة:
Journal of Economy, Tourism and Service
تاريخ النشر:
28 مارس، 2024
مختصر البحث:
This study's overarching goal is to determine how different levels of strategic awareness—internal, external, and future—influence the degree to which strategic ambiguity persists. To do this, a questionnaire was administered to a cross-section of w…
This study's overarching goal is to determine how different levels of strategic awareness—internal, external, and future—influence the degree to which strategic ambiguity persists. To do this, a questionnaire was administered to a cross-section of workers at three travel and tourism companies in Najaf Governorate: Tariq Al-ofuq Company, Al-Kamal Company, and Al-Dhakra Company. Out of a total of 200 questionnaires, 192 were returned; a retrieval rate of 96% was achieved with this method. The results were analyzed using the statistical software packages SPSS.28 and AMOS.25. The theoretical findings revealed a lack of understanding regarding the significant function of strategic awareness in mitigating strategic ambiguity inside businesses and, more specifically, among a portion of the workforce at a handful of travel and tourism firms operating within the Holy Najaf Governorate. According to the applied results, there was a high-quality relationship between strategic ambiguity and strategic awareness. Additionally, this suggests that there is a positive correlation between focusing on the components of strategic awareness and a decrease in strategic ambiguity among the organizations investigated. According to the research, businesses should prioritize strategic awareness by keeping an eye on how their competitors are changing the market quickly, considering societal changes in terms of economic and political climate and social norms, and attempting to adjust to them. Another critical step is to clarify job roles to alleviate the hardships faced by job cadres in the companies that were part of the study