A Model of Competitive Intelligence Attitudes and Competitive Advantage, Case Study of Shiraz Hotels

The purpose of this article is to investigate the relationship between five attitudes of competitive intelligence (warriors, assaults, actives, reactive and sleepers) and competitive advantage in hotels of Shiraz. The research is developmental- practical with quantitative approach and was done by use of Structural Equation Modeling. The society of this research were hotels managers of Shiraz in which by use of classified random sampling, 106 of them completed the questionnaire. The relationship between latent and observable variables was determined by confirmatory factor analysis. The results of model Goodness showed that the managers of Shiraz hotels have “warriors” and”assaults” attitudes. Thus, there is a significance relationship between these two attitudes and “cost reduction” and “differentiation” strategies. The findings can help the hotel managers to move toward competitive advantage by considering the importance of the above mentioned attitudes. other results shows in paper, also we indicate discussion and managerial conclusions for future studies and intereseted researchers.