عنوان مقاله [English]
In Today’s highly competitive era, maintaining a suitable position for hospitality businesses needs to adopt strategies that beside synergy of activities, Enhances their ability to use opportunities and cope with peripheral environmental threats. In this regard, the present research has been carried out to analyze the strategic position of the Yazd’s Mehr chain of hotels in its business environment. This study According to the objective is survey one and According to the audience is applied. Research methodology is based on the comprehensive framework for strategy formulation and Research population was the managers of Mehr chain hotels. Sampling was carried out in two steps: in the first step, questionnaire as data gathering tool was Distributed among the whole number of research population and in the second step, purposeful selection of skillful and experienced managers, as a part of sampling, helped to prioritize Coefficients and rank the factors. Results show considerable inside weaknesses and outside opportunities, and due to this facts, Conservative strategy can improve strategic position of Mehr chain hotels in the market. In this way, organizational structure improvement, more attention to human resource, enhancing functional technologies and considering research and development, can help to implement this strategy more efficiently.