Strategic Analysis of the External Environment and the Importance of the Information: Research on Perceptions of Hotel Managers

摘要

Information gathering from external environment is very important in order to create competitive advantage for hotels. Because of this, hotels are very sensitive to the external information and sustain the systems gathering, disseminating information and transforming it into the response. Furthermore the mean of information will change in parallel with the area which information related on. In this study different types of information based on different components of external environment were considered. Importance levels of different kind of information were determined. On the other hand, the sources of information were asked to rank by considering the level of importance. The most important types of information for hotels are information about computerization, automation systems and satisfaction levels of their customers. Thus, information based on technological environment, about tourists, about suppliers and legal environment were percept as relatively more important. As an information channel customers, internet, rivals working same location and employees were percept more important sources.