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Strategic orientation and performance of tourism firms: Evidence from a developing country

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  • Avci, Umut
  • Madanoglu, Melih
  • Okumus, Fevzi

Abstract

This study investigates whether tourism firms in a developing country, namely Turkey, which adopt one of the four strategic orientations of Miles and Snow (1978), differ based on their financial and non-financial performance. The study results show that there is a difference in both financial and non-financial performance based on the strategic orientations followed by tourism enterprises. Generally, prospectors were found to outperform defenders, whereas analyzers showed a comparable performance to prospectors. The findings of this study imply that in developing countries, tourism businesses may be indifferent when choosing between these two strategies based on their internal characteristics since they yield similar financial results. Specific factors and developments in the macro environment and company-specific factors seem to affect tourism firms' strategic orientation as well as their performance. Better understanding and closer analysis of such factors can help improve the performance of tourism businesses in developing countries. Further research using both perceptual and objective measures is needed to confirm the present results to better assess possible differences in performance among strategic orientations in some other developing countries.

Suggested Citation

  • Avci, Umut & Madanoglu, Melih & Okumus, Fevzi, 2011. "Strategic orientation and performance of tourism firms: Evidence from a developing country," Tourism Management, Elsevier, vol. 32(1), pages 147-157.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:1:p:147-157
    DOI: 10.1016/j.tourman.2010.01.017
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    11. Stephen Oduro, 2019. "Impact of Innovation Types on SMEs’ Performance in the Cape Coast Metropolis of Ghana," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 5(2), pages 110-127, July.
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    13. Vincenza Odorici & Manuela Presutti & Marco Savioli, 2016. "Strategic orientation of hotels: evidence from a contingent approach," Working Paper series 16-06, Rimini Centre for Economic Analysis, revised May 2016.
    14. Pengfei Zhang & Hu Yu & Mingzhe Shen & Wei Guo, 2022. "Evaluation of Tourism Development Efficiency and Spatial Spillover Effect Based on EBM Model: The Case of Hainan Island, China," IJERPH, MDPI, vol. 19(7), pages 1-21, March.
    15. Claudia E. Tuclea & Dragos C. Vasile & Andreea F. Schiopu & Monica Marin, 2014. "Facets of Economic and Financial Crisis Impact on Strategic Planning of travel Agencies," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(Special 8), pages 1222-1222, August.
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    17. Tanner Monika Bandi & Pfammatter Adrian & Weber Romina & Friedli Therese Lehmann, 2018. "Förderung der Strategiefähigkeit touristischer Unternehmen durch nationale Tourismuspolitiken," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 10(2), pages 161-183, October.
    18. Tomás F. Espino-Rodríguez, 2016. "How hotels compete on the basis of competitive priorities and their relationship with infrastructural and structural decisions," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 737-773, December.
    19. Elbanna, Said, 2016. "Managers' autonomy, strategic control, organizational politics and strategic planning effectiveness: An empirical investigation into missing links in the hotel sector," Tourism Management, Elsevier, vol. 52(C), pages 210-220.
    20. Melián-González, Santiago & Bulchand-Gidumal, Jacques, 2016. "A model that connects information technology and hotel performance," Tourism Management, Elsevier, vol. 53(C), pages 30-37.
    21. repec:jso:coejss:v:8:y:2019:i:1:p:24.40 is not listed on IDEAS
    22. Niyi Israel Akeke & Peter Olatunji Olayiwola, 2019. "Strategic Orientation, Knowledge Management and Performance of Telecommunication Sector," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 22(72), pages 2-14, June.
    23. Kerstin Bremser & María del Mar Alonso-Almeida & Josep Llach, 2018. "Strategic alternatives for tourism companies to overcome times of crisis," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 229-251, June.
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    25. Sainaghi, Ruggero & Phillips, Paul & Zavarrone, Emma, 2017. "Performance measurement in tourism firms: A content analytical meta-approach," Tourism Management, Elsevier, vol. 59(C), pages 36-56.

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