The role of strategic innovation for sustainability of businesses during the covid-19 pandemic

Abstract

This study aimed to know the role of strategic creativity in the sustainability of business in the Jordanian tourism sector in the shadow of the Corona pandemic, in addition to knowing the impact of its growth and what is the level of strategic creativity in the Jordanian tourism sector. The study population may consist of all employees of tourism companies in Jordan with all their services, and a questionnaire was created in order to achieve the aim of the study. The study used the analytical, descriptive, quantitative approach, whereby a random sample (319) respondents were distributed. After analyzing the study, the results showed that the level of strategic creativity in the Jordanian tourism sector is high, and that strategic innovation has an impact on the sustainability of businesses in that sector. The study recommended the necessity of supporting the Research and Development Department as a strategy for tourism companies to get out of the Corona pandemic.