SUSTAINABILITY AS A FACTOR OF COMPETITIVE ADVANTAGE IN TOURISM INDUSTRY

This study aims at the role that sustainability in general and sustainable marketing (SM) in particular plays in improving competitive advantage (CA) that help hotels its continuity and survival in the market. The purpose of this article is to study the impact of SM on achieving the CA of classified hotels in the capital of Jordan- Amman. The descriptive and analytical approaches were employed in the study to classify and analyze data. A total of 94 valid questionnaires were collected, and the data were analyzed using the descriptive analytical approach. The major findings suggest that SM affects CA in general and hotel revenues and economic success in particular.