The effect of the proactive marketing dimensions on achieving the competitive superiority in the Egyptian travel agents

In order to attain competitive superiority as a new administrative direction based on the organization's ability to outperform its competitors by providing superior value to customers, the current research attempts to determine the impact of proactive marketing dimensions as a tool for monitoring, detecting, and identifying variable changes in the business environment before they occur, and working to keep up with them. this research is applied to Greater Cairo's category (A) Egyptian travel agents. The descriptive-analytical method was employed to achieve the research goals. The study sample was selected from employees who worked in marketing, senior management, and tour program design. By applying the Robrt Mason formula, the sample size was calculated to be 382 people, who were chosen by simple random sampling. A survey questionnaire was used to gather data, and 322 fully completed questionnaires' worth of data were analyzed using SPSS 20 to test the study's hypotheses. The lack of a comprehensive understanding of proactive marketing, despite some travel agents applying some of its dimensions, and the statistically significant relationship between applying proactive marketing dimensions and attaining competitive superiority from the viewpoint of Egyptian travel agents' employees are two of the most significant findings of the research. The research also provided several recommendations, including the necessity for management in Egyptian travel agents to focus on developing a comprehensive understanding of proactive marketing and its application strategies, in order to achieve a competitive superiority.