Abstract
Competitive advantage occurs when an organization acquires an attribute or combination of attributes that allows it to outperform its competitors. These attributes can access through tangible, non-tangible assess and new technologies such as information technology as a competitive strategy in the business process can provide competitive advantage. Preble, Reichel, and Hoffman (2000) and Pine and Philips (2005) focused on the role of strategic alliances in the hospitality industry competitions. In this cross-sectional analytical study, aim was to test if there is an association between the variables of utilization of social media and competitive advantage in Sri Lankan hotel industry. Study subjects consisted of executive levels officers in thirty-four Sri Lankan hotel industries. Variables in utilization of social media and competitive advantage of the study were positively correlated (r = 0.6) and very high means. Also, Working capabilities of social media high significantly and positively correlated with competitive advantage (r = 0.70, p<.05), while it was (r = 0.50, p< .05) in personal experience of social media.
Keywords: Utilization of social media, competitive advantages, Sri Lankan hotel industry.