Travel Agency Companies Under Environmental Uncertainty: Multiple Strategic Orientation and Performance
DOI:
https://doi.org/10.12695/jmt.2025.24.1.3Keywords:
Organizational Strategy Orientation, Environmental Uncertainty, Organizational PerformanceAbstract
Abstract. The tourism sector, the economy, and the industries that support it have all been severely damaged by the worldwide pandemic. Several of the tourism industry's market segments, such as lodging, dining, and travel agencies, are at saturation. To maintain a sustainable competitive advantage and achieve the intended results, companies need to have a well-defined plan of action to navigate the constantly shifting business landscape. This study will examine the mediating role of organizational strategic orientation in the performance of travel agency companies in the face of environmental uncertainty. The data is collected via a questionnaire and then PLS-SEM analysis is performed. The results show that the choice of an organization's strategic orientation, which includes market and entrepreneurial orientations that can impact learning orientation and organizational performance of travel agency companies, is influenced by technology uncertainty. As a component of a vibrant and alluring travel industry, travel agency businesses must be flexible and inventive in the face of ongoing technological advancements. This can be achieved through organizational strategy orientation, which emphasizes market and entrepreneurial orientations to boost the performance of travel agency businesses.
Keywords: Organizational Strategy Orientation, Environmental Uncertainty, Organizational Performance
Downloads
References
Avci, U., Madanoglu, M., & Okumus, F. (2011). Strategic orientation and performance of tourism firms: Evidence from a developing country. Tourism Management, 32(1), 147–157. https://doi.org/10.1016/j.tourman.2010.01.017
Chin, T. A., Hamid, A. B. A., Rasli, A., & Tat, H. H. (2014). A Literature Analysis on the Relationship between External Integration, Environmental Uncertainty and Firm Performance in Malaysian SMEs. Procedia - Social and Behavioral Sciences, 130, 75–84. https://doi.org/10.1016/j.sbspro.2014.04.010
Desarbo, W. S., Di Benedetto, C. A., Song, M., & Sinha, I. (2005). Revisiting the miles and snow strategic framework: Uncovering interrelationships between strategic types, capabilities, environmental uncertainty, and firm performance. Strategic Management Journal, 26(1), 47–74. https://doi.org/10.1002/smj.431
Deutscher, F., Zapkau, F. B., Schwens, C., Baum, M., & Kabst, R. (2016). Strategic orientations and performance: A configurational perspective. Journal of Business Research, 69(2), 849–861. https://doi.org/10.1016/j.jbusres.2015.07.005
Gnjidić, V. (2014). Researching the dynamics of Miles and Snow’s strategic typology. Management: Journal of Contemporary Management Issues, 19(1), 93–117.
Hacioglu, U. (2020). Digital Business Strategies in Ecosystems Blockchain. Contributions to Management Science, 3–29.
Hacioglu, U., Celik, I. E., & Dincer, H. (2012). Risky Business in Conflict Zones: Opportunities and Threats in Post Conflict Economies. American Journal of Business and Management, 1(2). https://doi.org/10.11634/ajbm.v1i2.121
Hacioǧlu, U., & Dinçer, H. (2013). Evaluation of conflict hazard and financial risk in the E7 economies’ capital markets | Procjena opasnosti konflikta i financijskog rizika na tržištima kapitala u E7 gospodarstvima. Zbornik Radova Ekonomskog Fakultet Au Rijeci, 31(1), 79–102.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hakala, H. (2011). Strategic Orientations in Management Literature: Three Approaches to Understanding the Interaction between Market, Technology, Entrepreneurial and Learning Orientations. International Journal of Management Reviews, 13(2), 199–217. https://doi.org/10.1111/j.1468-2370.2010.00292.x
Han, C., & Zhang, S. (2021). Multiple strategic orientations and strategic flexibility in product innovation. European Research on Management and Business Economics, 27(1), 100136. https://doi.org/10.1016/j.iedeen.2020.100136
Köseoglu, M. A., Topaloglu, C., Parnell, J. A., & Lester, D. L. (2013). Linkages among business strategy, uncertainty and performance in the hospitality industry: Evidence from an emerging economy. International Journal of Hospitality Management, 34(1), 81–91. https://doi.org/10.1016/j.ijhm.2013.03.001
Lo, Y.-H. (2012). Back to Hotel Strategic Management 101 : An examination of hotels ’ implementation of Porter ’ s generic strategy in China. The Journal of International Management Studies, 7(1), 56–70.
Morgan, T., & Anokhin, S. A. (2020). The joint impact of entrepreneurial orientation and market orientation in new product development: Studying firm and environmental contingencies. Journal of Business Research, 113(November 2017), 129–138. https://doi.org/10.1016/j.jbusres.2019.06.019
Parnell, J. A. (2011). Strategic capabilities, competitive strategy, and performance among retailers in Argentina, Peru and the United States. Management Decision, 49(1), 139–155. https://doi.org/10.1108/00251741111094482
Tanwar, R. (2013). Porter’s Generic Competitive Strategies. IOSR Journal of Business and Management, 15(1), 11–17. https://doi.org/10.9790/487x-1511117
Vesalainen, J., & Hakala, H. (2014). Strategic capability architecture: The role of network capability. Industrial Marketing Management, 43(6), 938–950. https://doi.org/10.1016/j.indmarman.2014.05.008
Wales, W., Beliaeva, T., Shirokova, G., Stettler, T. R., & Gupta, V. K. (2020). Orienting toward sales growth? Decomposing the variance attributed to three fundamental organizational strategic orientations. Journal of Business Research, 109(January 2017), 498–510. https://doi.org/10.1016/j.jbusres.2018.12.019
Zahra, S. A., & Covin, J. (1993). Business strategy, technology policy and firm performance. Strategic Management Journal. Strategic Management Journal., 14(February 1991), 451–478.
Zehir, C., Can, E., & Karaboga, T. (2015). Linking Entrepreneurial Orientation to Firm Performance: The Role of Differentiation Strategy and Innovation Performance. Procedia - Social and Behavioral Sciences, 210, 358–367. https://doi.org/10.1016/j.sbspro.2015.11.381
Zehir, C., Gurol, Y., Karaboga, T., & Kole, M. (2016). Strategic Human Resource Management and Firm Performance: The Mediating Role of Entrepreneurial Orientation. Procedia - Social and Behavioral Sciences, 235(October), 372–381. https://doi.org/10.1016/j.sbspro.2016.11.045
Downloads
Submitted
Accepted
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Manajemen Teknologi

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2023. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium.