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Critical reflection on VUCA in tourism and hospitality marketing activities
International Journal of Contemporary Hospitality Management ( IF 11.1 ) Pub Date : 2023-01-27 , DOI: 10.1108/ijchm-04-2022-0479
Adrian Lubowiecki-Vikuk, Małgorzata Budzanowska-Drzewiecka, Jacek Borzyszkowski, Babak Taheri

Purpose

This paper aims to provide an interpretative synthesis and critical reflection on the concept of “volatility, uncertainty, complexity and ambiguity” (VUCA) and its implementation in tourism and hospitality marketing activities and explain why it is useful and necessary.

Design/methodology/approach

This paper is based on a critical reflection research methodology which allows for a synthesis of data from the traditional narrative review and on the authors’ experiences and observations.

Findings

The volatile environments in which entities from the tourism and hospitality industry (T&HI) operate necessitate a redefinition of the rules for designing marketing activities. The VUCA concept may serve as the basis for these changes. Its implementation requires specific managerial skills enabling T&HI entities to use an agile marketing strategy. The latter should be based on a flexible and customer-centric approach.

Practical implications

This paper provides a VUCA framework for adapting marketing mix instruments to the rapidly changing hospitality and tourism industry. This paper also offers several useful guides for practitioners on different aspects of VUCA within the industry.

Originality/value

To the best of the authors’ knowledge, this paper is one of the first attempts to reflect critically on the possibilities of using the VUCA concept in marketing by the T&HI and contributes to the discussion about the conditions for its implementation. This paper offers suggestions about the dynamic competencies of tourism and hospitality managers (enterprise and leader oriented), which are essential when designing marketing mix instruments in line with the VUCA concept, and indicates directions for future research.



中文翻译:

对 VUCA 在旅游和酒店营销活动中的批判性反思

目的

本文旨在对“波动性、不确定性、复杂性和模糊性”(VUCA)的概念及其在旅游和酒店营销活动中的实施进行解释性综合和批判性反思,并解释为什么它是有用和必要的。

设计/方法论/途径

本文基于批判性反思研究方法,该方法可以综合来自传统叙述性评论的数据以及作者的经验和观察。

发现

旅游和酒店业 (T&HI) 实体经营的不稳定环境需要重新定义营销活动设计规则。VUCA 概念可以作为这些变化的基础。其实施需要特定的管理技能,使 T&HI 实体能够使用敏捷的营销策略。后者应基于灵活且以客户为中心的方法。

实际影响

本文提供了一个 VUCA 框架,用于调整营销组合工具以适应快速变化的酒店和旅游业。本文还为业内 VUCA 不同方面的从业者提供了一些有用的指南。

原创性/价值

据作者所知,本文是批判性反思 T&HI 在营销中使用 VUCA 概念的可能性的首次尝试之一,并有助于对其实施条件的讨论。本文针对旅游和酒店管理者的动态能力(面向企业和领导者)提出了建议,这在设计符合 VUCA 概念的营销组合工具时至关重要,并指出了未来的研究方向。

更新日期:2023-01-27
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