Environmental uncertainty: a case study of the European Tourism Industry

ABSTRACT

This study aims to examine and evaluate the significance of the contributors to the uncertainty currently faced by the European Tourism Industry. An analysis of the business environment has been made to identify if patterns of behaviour amongst consumers and organisations have changed and to identify which issues the Tourism Industry will face in both the short and long-term.

The focus of the study is on the application of business crisis theory and models to the Tourism Industry with material gathered both from secondary sources such as the business literature or the national press and from primary sources such as the Viaggiando S.p.A. (not real name) case study were the interviews were conducted.

In particular, the economic downturn occurring in 2001 and the consequences of the September 11th crisis have been considered and analysed. Some recommendations have been provided both to the tourism industry and to the Italian company.

Three questions guided the study:

 How organisations deal with uncertainties and changes in the environment, particularly when sudden crises or economic downturns occur?
 How can crisis theory and models be applied to the tourism industry?
 What can be learned from the September the 11th events?

By answering to both these questions and to the objectives of this dissertation the author lead the reader through a study built upon a time framework: before and after September 11th. This framework proved helpful to deeply analyse the events that have characterised the tourism business environment in 2001.


ACKNOWLEDGEMENTS


I would like to express sincere gratitude to Prof. Colin Gilligan who directed this dissertation and served as my adviser, and who was always available for guidance, suggestions and encouragement. I am also grateful to the academic and administrative staff in Sheffield Hallam University for their assistance during the whole degree program.

I wish also to thank all the staff of Viaggiando S.p.A. that allowed me to collect all the information for the case study.

I owe an immeasurable amount of gratitude to my family who has encouraged and supported me throughout all of my educational endeavours, and to Roberta Dovis who has been great instigators by encouraging and believing in me. A special thanks goes to Adam Prigg and Alessandro Silvestri for supporting me during difficult times.