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

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 no...

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Published inTourism management (1982) Vol. 32; no. 1; pp. 147 - 157
Main Authors Avci, Umut, Madanoglu, Melih, Okumus, Fevzi
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 2011
Subjects
Developing countries
Firm performance
Hospitality
Strategic orientation
Tourism
Turkey
Tourism
Firm performance
Developing countries
Hospitality
Strategic orientation
Turkey
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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.
AbstractList 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.
Author Madanoglu, Melih
Avci, Umut
Okumus, Fevzi
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  organization: School of Tourism and Hospitality Management, Mugla University Kotekli Kampusu, 48170 Mugla, Turkey
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  givenname: Melih
  surname: Madanoglu
  fullname: Madanoglu, Melih
  email: melih.madanoglu@fau.edu
  organization: Department of Management Programs, Florida Atlantic University, 318 Fleming Hall, Boca Raton, FL 33431, USA
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  givenname: Fevzi
  surname: Okumus
  fullname: Okumus, Fevzi
  email: fokumus@mail.ucf.edu
  organization: Rosen College of Hospitality Management, The University of Central Florida, Universal Boulevard Orlando, FL 32819, USA
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Keywords Tourism
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Developing countries
Hospitality
Strategic orientation
Turkey
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Snippet This study investigates whether tourism firms in a developing country, namely Turkey, which adopt one of the four strategic orientations of Miles and Snow...
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Publisher
StartPage 147
SubjectTerms Developing countries
Firm performance
Hospitality
Strategic orientation
Tourism
Turkey
Title Strategic orientation and performance of tourism firms: Evidence from a developing country
URI https://dx.doi.org/10.1016/j.tourman.2010.01.017
Volume 32
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