Contents; About the author; Part I: Strategic Purpose; 1Introduction to Strategy; Introduction; The meaning of strategy; The process of strategy; The importance of strategy; Contexts and uses of strategy in tourism; Competing approaches to strategy; 2 Mission and Purpose; Introduction; Vision, missions and objectives; Types of mission; Mission types and mission agenda; Mission and reality; Governance; Social responsibility; Stakeholders and stakeholder power; 3 Culture and Strategy; Introduction; Culture, difference and reproduction; Organisational culture; The cultural environment

Part II: Strategic Analysis 4 The External Environment: PEST; Introduction; The political environment; The economic environment; The socio-cultural environment; The technological environment; PEST analysis; 5 The External Environment: Competition; Introduction; Industries, markets and strategic groups; Porter's five forces analysis; Competitor analysis; Destination competitiveness; 6 The Internal Environment: Capability; Introduction; Resources and competences; Performance monitoring and control; Comparative analysis; Evaluation of products; SWOT analysis; Part III: Strategic Choice

7 Strategic OptionsIntroduction; Porter's generic strategies; Porter adapted; Elasticity and margins; Sustaining competitive advantage; Game theory; 8 Strategic Directions and Methods; Introduction; Directions; Methods: growth; Methods: innovation; 9 Strategic Evaluation; Introduction; Suitability; Acceptability; Feasibility; Choosing between options; Part IV: Strategic Implementation; 10 Organising and Resourcing; Introduction; Resource planning; Design of organisational structure; 11 Managing and Monitoring; Introduction; Management of change; Control mechanisms; Effective implementation

12 Strategy in ActionIntroduction; Preparation of a strategy; Strategists; Gender and strategy; Strategy review; Turnaround strategies; Crisis management strategies; Concluding remarks; Index