The role of administrative creativity in improving the performance of tourism establishments (an applied study of a sample tourism companies and agencies in the capital of Yemen)

Abstract

The study aimed to identify the role of administrative creativity in improving the performance of tourism establishments in Yemen. To achieve the study objectives, the descriptive analytical approach was adopted to analyze the results. The community was represented by members of the Yemeni Tourism Federation in the capital, and the sample was selected through a comprehensive inventory method for all general and executive managers of companies and agencies in the capital, numbering (300) individuals. The questionnaire was used as a tool for the study, and the data were analyzed using the (smart, spss) program. The results of the study showed the existence of a statistically significant role for administrative creativity in improving the performance of tourism establishments. The study also recommended the need for tourism establishments to pay attention to the process of development and training for their employees on a permanent and continuous basis, and the importance of supporting the tourism sector and tourism establishments with ideas and alternatives that help in the continuity and diversity of their activities.