سید یعقوب حسینی

Context: Technology changes and improvements have been changed the organizations competitive environment at the present time and these changes have been faced the organizations with new apportunities and challenges. Neglect of strategic management and relationship marketing in hotel industry may face them with problem to continue living and achieve competitive advantage and cause failure or degradation of the performance. Consequently, it is essential to study the level of applying strategic management processes, relationship marketing strategies in hotel industry and to measure their impact on organizational performance. Purpose:The purpose of this study is measuring the impact of the strategic management processes and relationship marketing on organizational performance and also assessing the impact of strategic management procsseson relationship marketing levels. Methods: Statistical sample of the present research includes 402 hotel customers and 22 top and internal management of four and five star hotels in Shiraz. The questionnaires is used to gather information and structural equation modeling was used with the Smart PLS software for data analysis. Findings and Conclusion: research findings show that four and five star hotels in Shiraz have above average situation in applying the strategic management process and the relationship marketing levels but there is a gap between Current and Optimal situation. Other findings show that levels of relationship marketing has a positive impact on organizational performance however strategic management process implementation would not impact on performance directly but strategic management process will impact on relationship marketing levels and then impacts on performance indirectly.