The moderating role of competitive intelligence on the effect of perceived environmental uncertainty on the choice of competitive strategies: A case study in hospitality businesses

The purpose of this research is to investigate the role of competitive intelligence in the impact of perceived environmental uncertainty on the selection of competitive strategies. A comprehensive review of relevant literature has been conducted, leading to the development of a theoretical model in alignment with the established research objectives, accompanied by the formulation of research hypotheses. The research encompasses senior executives working in 4 and 5-star hotels, as well as boutique/cave hotels located in the Nevşehir province. Purposeful sampling, a non-random sampling technique, was employed in the research methodology. Data collection was executed through the utilization of survey questionnaires administered to 149 hotel managers. The KEKK-YEM model was employed in the analysis of the data. As a result of the research, it was found that the dimensions of perceived environmental uncertainty negatively and significantly influenced the differentiation strategy in relation to heterogeneity, negatively and significantly impacted the cost leadership strategy in relation to complexity, and positively and significantly affected the focus strategy in relation to heterogeneity. Moreover, it was concluded that within the relationships between competitive intelligence sub-dimensions, information gathering played a moderating role between heterogeneity and the focus strategy, between complexity and the focus strategy, between complexity and the cost leadership strategy, and between complexity and the differentiation strategy. Additionally, it was determined that planning, a sub-dimension of competitive intelligence, played a moderating role in the relationship between heterogeneity and the focus strategy. Finally, within the relationships between competitive intelligence sub-dimensions, both formal infrastructure and employee participation were found to have moderating roles in the relationship between heterogeneity and the focus strategy, as well as between heterogeneity and the differentiation strategy. The findings obtained were discussed in the conclusion section, and recommendations were provided for businesses and future researchers