Abstract

CASTILLO, Germán Gémar  and  QUINTERO, José A. Jiménez. Strategic challenges of the Spanish hotel industry for the 21^st century: year 2020 in emerging countries. TMStudies [online]. 2013, vol.9, n.2, pp.13-20. ISSN 2182-8458.

This paper analyses the evolution of the Spanish hotel industry at the international level, aiming at the identification of its challenges for the year 2020. Strategic management lies at the core of our analysis, and more specifically “Strategic Logic”, a tool that allows a prospective analysis in terms of investment returns. We specify different strategic groups within the hotel industry, and its global positioning. In addition, we pay special attention to emerging countries, taking into account variables such that quality and product and services innovation. We advocate the use of cluster analysis to better define the future strategic behaviour of hotel firms. This cluster analysis is based on technologies defining the strategic resources of firms. We find that the survival success of hotel firms is directly related to their presence in emerging countries as well as their integration in groups and alliances. Both aspects yield satisfactory return rates using strategic logic criteria.

Keywords : competitive advantage; hotel industry; innovation; strategic logic; foresight.

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