Fonte: Revista Encontros Científicos - Tourism & Management Studies; Vol 9, No 2 (2013); 13-20
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Resumo: This paper analyses the evolution of the Spanish hotel industry at theinternational level, aiming at the identification of its challenges for theyear 2020. Strategic management lies at the core of our analysis, andmore specifically “Strategic Logic”, a tool that allows a prospectiveanalysis in terms of investment returns. We specify different strategicgroups within the hotel industry, and its global positioning. Inaddition, we pay special attention to emerging countries, taking intoaccount variables such that quality and product and servicesinnovation. We advocate the use of cluster analysis to better define thefuture strategic behaviour of hotel firms. This cluster analysis is basedon technologies defining the strategic resources of firms. We find thatthe survival success of hotel firms is directly related to their presencein emerging countries as well as their integration in groups andalliances. Both aspects yield satisfactory return rates using strategiclogic criteria.
