Mired in a predicament of complicated competitive environment, practitioners must pay increased attention to creativity in generating strategic directions, rigor in the evaluation of strategic option on multiple and interdependent objective, and vision and focus to assure effective utilization of resources. Grounded in the resource-based view (RBV) of the firm to competitive advantage, the current study attempts to identify specific resources and capabilities of tourist hotel by focusing on the tourist hotels and by doing so develops an evaluation framework of marketing strategy in a service industry within its unique conditions. Given the complexity and difficulty of allocated specific and limited resources of marketing strategy toward competitive advantage for tourist hotels, hence, the purpose of the current study is to employ the analytic network process (ANP) method to select competitive marketing strategy for tourist hotels. After reviewing theory and research on competitive advantage in general and in service industries in particular, the resources and capabilities identified as managerial capabilities, customer linking capabilities, market innovation capabilities, human resource assets, and reputational assets. And, the marketing strategy included cost leadership strategy, differentiation strategy, and focus strategy. The study emphasizes the importance of allocating specific and limited resources and capabilities to evaluate and select appropriate marketing strategy so as to capture sustainable competitive advantage for tourist hotels. Finally, the findings indicate that the differentiation strategy is the best strategy for the tourist hotel to pursue sustainable competitive advantage. The study emphasizes the importance of allocating specific and limited resources and capabilities to evaluate and select appropriate marketing strategy so as to capture sustainable competitive advantage.
Keywords: Marketing Strategy, Tourist Hotel, ANP.
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