International Journal of Cultural and Digital Tourism
Volume 9, Autumn 2023 (Special Issue), ISSN (Online): 2241-9705, ISSN (Print): 241-973X
CONTENTS
RESEARCH PAPERS
Christos Kakarougkas The severe negative impact of the Covid-19 pandemic has forced hotels to adapt their processes, in accordance with the principles of the “Resource-Based Theory”. “Resource-Based Theory” supports that the organizational design of an enterprise facilitates the transformation of resources into “organizational capabilities” that can lead to a competitive advantage. The organizational design of an enterprise is determined by: Organizational Structure and Organizational Coordination. Kamal Loux With the arrival of internet, business rivalry has become increasingly violent. The use of information technologies has become a strategic alternative for small business companies. Adopting websites and social media is considered as the perfect step for the survival of small companies working in tourism. In addition to this, technology has an impact on the management system of the organisation, guaranteeing the improvement of productivity, performance and competitiveness of small companies. The literature review demonstrates that the appropriation of technologies based on intentions and perceptions makes companies more competent. Our paper aims to verify the level of use and appropriation of the technology by the rural tourist companies owners affiliated to the Rural Tourism Development Network (RDTR) located in the south of Morocco. We look at how the owners of these small rural tourist companies, based in this area, perceive the technology, to understand the sense of ownership of Information and Communication Technologies within these companies and to analyse the integration of the web strategy in their organisation. We have selected a mixed analysis method on a sample of 30 companies’ members of RDTR, south of Morocco. Marta Guedes, Dália Liberato, Fernanda Ferreira, Pedro Liberato, Elga Costa In recent years we have observed the intensification of phenomena associated with climate change in several destinations in the world, causing drastic and sudden changes that deteriorate ecosystems and local communities. This phenomenon has contributed to a greater environmental awareness, with consumers, leaders, and businessmen more aware and concerned about sustainability and associated strategies. The Tourism and Hospitality sector cannot remain indifferent to this issue, giving rise to the debate around the emergence of Sustainable Tourism and the need for an agile contribution to the sustainable development of regions, at environmental, social, and economic levels, encompassing the various stakeholders (tourists, business leaders, marketeers, employees, partners, government organizations, DMOs, local community, among other entities). To this end, several Corporate Social Responsibility practices are adopted in tourist accommodations and Marketing strategies, to attract potential responsible tourists, which encourage the dynamism, growth and sustainable innovation of a destination.
This research aims using the Delphi method in the light of resource-based theory: a) to assess the impact of the Covid-19 pandemic on the Organizational Structure and Organizational Coordination of hotels and b) to propose strategic level policies that will facilitate the development of “organizational capabilities” that will help hotel managers overcome the impact of the pandemic.
It has been found that the Organizational Structure of hotels has become formal, standardized, and specialized. This led to an Organizational Coordination that is characterized by bureaucracy, strict rules, procedures, and formal relationships among employees. To overcome the impact of the pandemic, hotel managers should focus on human resources which through training and appropriate incentives must be empowered and to hotel processes which must be standardized and simplified for the benefit of guests.
On a scientific level this research fills a knowledge gap, while on a practical level, the findings of this research will help hotel managers to move forward and make strategic decisions suitable to overcome the impact of the pandemic.
In the development of this study a qualitative methodology was selected, consisting of an exploratory study, based on semi-structured interviews. The sample is composed of directors and/or managers of hotel units distinguished with the “Green Key” certification, in 2022, in the Northern region of Portugal. Additionally, some partner entities associated with the certification of these properties were included, namely ABAE and consulting companies in the Sustainable Tourism sector.
As main results, several motivations for tourists to seek certified hotels are highlighted, such as the involvement with the community, the preservation of natural resources, contact with nature, digital communication, the necessary travel to the destination and the hospitality of the locals. We also analyzed the socio-demographic characteristics of this segment of tourists, concluding that they are mostly female, in young age groups, from Nordic countries, with high purchasing power and level of education.