Tourism Business in a VUCA World: Marketing and Management Implications

  • Adrian LUBOWIECKI-VIKUK SGH Warsaw School of Economics, Poland
  • Bruno SOUSA CiTUR - Centro de Investigação, Desenvolvimento e Inovação em Turismo, Portugal Instituto Politécnico do Cávado e do Ave, Portugal

Abstract

In the context of modern management, we referred to the re-creation of tourism products, modification of segments, and directions of marketing tourism enterprises and destinations development. The COVID-19 crisis should thus be seen as an opportunity to critically reconsider tourism’s growth trajectory, and to question the logic of more arrivals implying greater benefits. As a result of the COVID-19 pandemic, the tourism industry went from over-tourism to ‘no tourism’. We paid attention to the implementation of the EFE concept (education, flexibility, empathy) and the necessary marketing segmentation. This manuscript aims to further develop the understanding of the marketing involvement for tourism business in a volatile, uncertain, complex, and ambiguous (VUCA) world. Implications for future research are also presented.

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Published
2021-06-22
How to Cite
LUBOWIECKI-VIKUK, Adrian; SOUSA, Bruno. Tourism Business in a VUCA World: Marketing and Management Implications. Journal of Environmental Management and Tourism, [S.l.], v. 12, n. 4, p. 867-876, june 2021. ISSN 2068-7729. Available at: <https://journals.aserspublishing.eu/jemt/article/view/6164>. Date accessed: 16 aug. 2022. doi: https://doi.org/10.14505//jemt.v12.4(52).01.