How do hotels test their strategies? An approach from the strategic planning process

Köseoglu, M.A.Arici, H.E.Yesiltas, M.Altinay, L.2024-08-122024-08-122024.01.011303-2917https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=dspace_ku&SrcAuth=WosAPI&KeyUT=WOS:001282762400001&DestLinkType=FullRecord&DestApp=WOS_CPLhttps://hdl.handle.net/20.500.12597/33504This study examines how managers test strategies, focusing on their understanding of the strategic planning process, and aims to develop a framework for integrating cutting-edge technologies in strategy testing. We used elite interviews with top hotel managers in Turkey and a hermeneutic approach to establish this framework. Results indicate that managers have limited knowledge of strategy testing, which is not yet recognized as a distinct phase in strategy development. Scenario planning and AI-driven methods are only minimally adopted in the industry. We introduced a "techno-human" model that integrates AI and human-oriented decision-making for strategy testing. Our paper contributes significantly by analysing top managers' use of testing methods in strategic management and highlighting an overlooked area in the literature.eninfo:eu-repo/semantics/openAccessStrategic managementtesting strategiesscenario planningbusiness war gameartificial intelligencehospitality industryHow do hotels test their strategies? An approach from the strategic planning processArticle10.1080/13032917.2024.23861730012827624000012156-6909