Analysing the Level of Competitor Orientation in a Hospitality Concern: A Case Study of Zimbabwe Parks Authority (Zimparks) Lodges.

Abstract

The study aimed at measuring the level of competitor orientation in Zimbabwe Parks Authority (Zimparks) Lodges. Competition is so intense that Zimparks lodges are experience very low profit margins. A cross sectional survey was used for the research. A quota sample of 207 composed of Zimparks visitors, employees and management was taken for the study. Competitor orientation culture of Zimparks was unimpressive since their products and services did not surpass their competitors and their pricing structure was not linked to competitors.