The Role of Diversity Management in Achieving Marketing Excellence

An analytical study of managers’ opinions in a sample of first-class hotels in Erbil city - Kurdistan Region

Abstract

The research seeks to know the role of the dimensions of diversity management and marketing differentiation in first-class hotels in the city of Erbil, from the point of view of the directors of departments and administrative units. To achieve the objectives of the research, a questionnaire was designed and then distributed to the research sample consisting of (22) twenty-two hotels; The first class, which originally represents his community, and thus the sample represents the entire community, and represents the respondents with managers of first-class hotels in the city of Erbil, where the researcher distributed (89) questionnaires to managers of first-class hotels in the city of Erbil. (85) Forms were returned and were valid for analysis That is: the response rate reached (95.5%),descriptive analytical method were applied and to measure the nature of the relationship and the influence of the two variables, a set of statistical analyzes and tests were relied on through the computer program (spss_v.24). Marketing differentiation at the macro and micro level One of the most important and necessary proposals that hotel management has worked on developing this sector through its attempts to have competent managers who have an academic background and who are compatible with the hotel sector, and it is necessary to use hotel management when providing services to its customers modern equipment and technologies to be in the best image.