The Role of Organizational Learning in Enhancing Marketing Agility: An Analytical Study of the Opinions of Managerial Staff in a Sample of Hotels in Duhok Governorate
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Abstract
The research aims to identify the role of organizational learning in enhancing marketing agility. Considering that Duhok Governorate is one of the most important tourist destinations in the Kurdistan Region of Iraq, hotels in this governorate witness a significant tourist momentum during holidays, occasions, and travel seasons. The hotel sector faces challenges in keeping pace with the increasing demands of tourists and achieving competitive excellence, which may be attributed to the weak ability to adapt to rapid changes in the market and provide innovative services with added value. The current research relied on the descriptive-analytical approach, as its problem revolved around a set of questions, including: What is the nature of the correlation between organizational learning and marketing agility in the hotels studied? Is there a significant impact of organizational learning on marketing agility in the hotels studied? The data were collected using a questionnaire distributed to a random sample of (170) hotel workers in Duhok Governorate. (153) valid questionnaires were retrieved for analysis, with a response rate of (90%). The statistical package SPSS V.26 was used. The results showed a significant correlation between organizational learning and marketing prowess among the researched sample, and a significant impact of organizational learning on marketing prowess among the responding sample. In light of these results, the research presented a number of proposals, the most prominent of which is the need to encourage hotels to develop organizational learning processes and give them priority. This can be achieved by creating an environment that supports continuous learning and encourages professional development and knowledge exchange among employees. Hotels should focus on learning and development goals within their strategic plans and allocate resources for continuous training, workshops and educational programs, as hotels can enhance their marketing prowess by supporting organizational learning processes.
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