JEFMS Journal

ABSTRACT:

The present study used the quantitative research approach to examine the mediating effect of Competitive Advantage (CA) on the relationship between digital marketing dimensions of content marketing (CM) and Recovery Performance Tourism (RTP) in Oman. The present study will be used of descriptive analysis is presenting demographic variables, such as gender, age, education level, income through using frequency or percentage, mean, standard deviation, variance, etc. The present study will be applied the structural equation modeling (SEM) for examining of the casual model due to the fact that it is describing the casual mechanism of the mediating effect of competitive advantage on the relationship between digital marketing dimensions especially content marketing (CM) and recovery performance tourism. (RTP) in Oman. The study result identified that the three are significant mediating effect of Competitive Advantage (CA) on the relationship between digital marketing dimensions of content marketing (CM) and Recovery Performance Tourism (RTP) in Oman. The study recommends as the policy guideline for ensuring that the Omani Tourism industry has to focus more on Competitive Advantage (CA) to recovery of tourism sectors and for Recovery Performance Tourism (RTP) in Oman.

KEYWORDS:

Content Marketing (CM), Competitive Advantage and Recovery Performance Tourism (RTP), Oman

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