The Impact of Strategic Thinking in Achieving Excellence Tourism Institutions Mediating Role of Organisational Loyalty

Abstract

The study aims to elucidate the relationship between strategic thinking and organisational excellence in tourism, mediated by organisational loyalty. It seeks to understand the extent of implementation of organisational excellence dimensions by the surveyed sample. The study specifically aims to determine the relationship and impact between strategic thinking as an independent variable, organisational loyalty as a mediating variable, and their effect on tourism organisational excellence as a dependent variable. The first variable includes three dimensions (systematic thinking, innovation, and vision), while the second variable encompasses three dimensions (affective loyalty, continuous loyalty, and ethical loyalty). The third variable comprises four dimensions (information technology, creativity, service quality, and motivation), all of which interact with each other. Several primary and subsidiary hypotheses were formulated, and an analytical descriptive approach was adopted as the scientific methodology for this study. This study found that the indirect influence of strategic thinking on tourism organizational excellence via organizational loyalty is significant, suggesting that organizational loyalty partially mediates between strategic thinking and tourism organisational excellence. Therefore, it recommends the establishment of research centres under the Iraqi Tourism Authority to focus on studying and enhancing administrative leaders' strategic thinking capabilities to utilise their potential in achieving planned objectives.