The impact of strategic agility on improving tourism services. An exploratory study by the Iraqi Tourism Authority in Baghdad))

Abstract

This research aims to analyze the impact of agility on improving tourism services through a case study. The research population consists of employees working at the Iraqi Tourism Authority in Baghdad. To this end, the dimensions of strategic agility (Strategic Sensitivity, Core Competencies, Clarity of Vision, And Shared Responsibility) were adopted as the independent variable, followed by the dependent variable (improvement of tourism services) with its dimensions of (reliability, responsiveness, trust and security, empathy, and tangibility). Since the research population comprises employees of the Iraqi Tourism Authority, the researcher randomly distributed 54 questionnaires to the population, all of which were returned, to measure the correlation between the independent variables and the dependent variable. One of the most important findings of the research is that the Iraqi Tourism Authority should develop a clear strategic plan that defines its objectives, vision, and values, and outlines strategies to achieve these objectives. The correlation values ​​between the dimensions of strategic agility and the improvement of tourism services reached (0.701**, 0.643**, 0.623**, 0.724**). The research indicates a significant effect of strategic agility on improving tourism services, as evidenced by the Adj R2 value. This shows that the agility (β) effect of the dimensions of strategic sensitivity and shared responsibility is real, since increasing the effect by one unit leads to an increase in the improvement of tourism services by (29% and 32%), respectively. However, the effect of the dimensions of clarity of vision and core capabilities showed that they have no significant effect on improving .