STRATEGIC TOURISM MANAGEMENT IN GLOBAL MARKETS: BUSINESS MODELS, MARKETING INNOVATION, AND COMPETITIVE ADVANTAGE
DOI:
https://doi.org/10.69980/ybg0fd47Keywords:
Strategic tourism management, Business models, Marketing innovation, Competitive advantage, Global tourism marketsAbstract
There is increased competition in global tourism because of the digital transformation, globalization of the market and evolving consumer behaviour. In this regard, strategic tourism management has come out as being decisive in realizing and sustaining competitive advantage. The paper has examined the relationship between strategic business models, marketing innovation and competitive advantage in global tourism markets. The qualitative research design is the study based on the strategic management and tourism competitiveness perspectives, where the survey data is used to conduct a quantitative research design on 75 tourism organizations active in the international sphere. Direct and indirect relationship of the variables in the study were tested using structural equation modeling. The results indicate that strategic business models have a great positive effect on competitive advantage and marketing innovation is a powerful factor. Contributing to the competitive advantage, marketing innovation in turn, in part mediates the correlation between business models and competitive results. These findings suggest that tourism organizations achieve superior competitiveness in case of effective diminishment of strong business models through innovative marketing practice. The article is useful to the global tourism management research as it provides empirical links between business model strategy and marketing innovation in the international market. In real life application, the findings have practical implications to tourism managers who are interested in enhancing competitiveness through strategic alignment and innovation-based strategies.
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