Strengthening Competitive Position: Strategic Orientation in Lithuanian Travel Trade Industry

Abstract

Strategic orientation in the market becomes one of the most important aspects enabling companies to strive for a better result of activity. The end of mass tourism epoch, constantly changing needs of customers, integration of new technologies into business processes become constant challenges of tourism business, especially in the sector of travel trade. Only innovative organizations can survive in the dynamic business environment by developing business abilities and making strategic decisions, which would allow acquiring the competitive advantage in the context of new tourism tendencies.The article presents a framework which shows how competitive position is strengthened. The framework was approved in Lithuanian travel trade companies. The results of the empirical research revealed the expression of the consolidation of strategic positions of Lithuanian travel trade companies when striving for the competitive advantage in the market. Theoretical insights and empirical applicability are beneficial for tourism business companies to improve strategic positions and support for similar tourism research all around the world.

http://dx.doi.org/10.5755/j01.ss.71.1.380