ABSTRACT
This chapter is integral to your understanding of marketing in tourism and hospitality as it identifies the key steps in the strategic decision-making process. It is important to understand the importance of a strategic approach, even for small- and medium-sized companies, with the forces for change in the external and internal environments necessitating the need for a clear sense of direction for all organizations. This chapter provides a comprehensive introduction to a range of different strategies and to a number of case study scenarios that explain how tourism and hospitality companies take long-, mid-, and short-term decisions.
