Examining the relationship between adaptive leadership behaviors and strategic differentiation for tourism service: The mediating role of marketing insight.

The purpose of this study is to investigate the influence of Adaptive Leadership Behaviors (BAL) in building strategic differentiation for tourism service (SSD) through mediation role of Marketing Insight (MIT) in travel and tourism companies in the Middle Euphrates provinces. The study seeks to enable leaders to build a sustainable competitive advantage based on strategic differentiation in the tourism service industry. A total of 170 questionnaires were distributed to employees working in a group of travel and tourism companies, and 160 questionnaires were returned. After statistical analysis, 154 questionnaires were considered valid for analysis. Various statistical tools, using SPSS V.24 and SMART PLS v.4.0.9.4 software were used for statistical analysis. The results revealed strong support for the mediating role of Marketing Insight on the relationship between Adaptive Leadership Behaviors and strategic differentiation for tourism service. This emphasizes the need for additional attention in adopting marketing insight by travel and tourism companies as the bridge between companies and their customers, which helps the leaders of organizations to understand the full market landscape (markets, industry, customer). [ABSTRACT FROM AUTHOR]