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Strategic alternatives for tourism companies to overcome times of crisis

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Abstract

This research investigates the success of strategies following the Miles and Snow typology during an economic downturn in the Spanish tourism industry. A survey was conducted to find strategies and measure the impacts suffered by tourism companies during the last financial crisis. Regarding strategies, apart from analyzers, the sample included all three other archetypes. Prospectors were the best prepared to withstand an economic downturn, with defenders scoring second. Reactors were the worst performers. The conclusions highlight that it is wise for owners/managers of tourism companies to select a strategy that suits the environmental situation.

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Authors and Affiliations

  1. Department of International Business, Pforzheim University of Applied Sciences, Tiefenbronner Str. 65, 75175, Pforzheim, Germany

    Kerstin Bremser

  2. Faculty of Economic and Business Administration, Autonóma University, Module 8 office 313, Madrid, Spain

    María del Mar Alonso-Almeida

  3. Escola Politècnica Superior, C/Mª Aurèlia Capmany, 61, Campus de Montilivi, 17003, Girona, Spain

    Josep Llach

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  1. Kerstin Bremser
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  2. María del Mar Alonso-Almeida
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  3. Josep Llach
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Correspondence to Kerstin Bremser.

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Bremser, K., Alonso-Almeida, M. & Llach, J. Strategic alternatives for tourism companies to overcome times of crisis. Serv Bus 12, 229–251 (2018). https://doi.org/10.1007/s11628-017-0344-7

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