The Impact of External Environmental Analysis in the Choosing Appropriate Competitive Strategies /on the Application of the Four-Star Hotels in the Capital Amman / Jordan

Abstract

The aim of this study is to identify the impact of external environmental analysis in the choosing of appropriate competitive strategies for the four-star hotel in the capital Amman.

 The most prominent perceptions which the study reached to ; by using statistical methods is : their perceptions for both ; the external environment dimensions (economic environment, technological environment, competitors, customers) within its creative dimension were in a  high level  .

While the perceptions toward the strategy of taking the risk were in a low level .Beside to what mentioned before ;the results showed there is an impact for the external environmental analysis in choosing a competitive strategic in those hotels and there are not relevant statistical differences for the environmental analysis due to the gender , education and position .

According to the study results, some recommendations are reached to like: Training the managers on the important of adapting of the external environment analysis with its various dimensions in order to be able to choose an appropriate strategy to suit the hotel organization.