Chapter 1: Introduction: Tourism in a VUCA World

Business environment has had a considerable influence on the strategic and operational choices of organisations since the beginning of industrialisation. The faster pace of change in the environment and unpredictability was observed in the advancement of the industrial ages. Strategic management thinkers studied the organisational context of turbulent environments including volatile, uncertain, complex, and ambiguous (VUCA). Ambiguity in a volatile, uncertain, and complex environment changed the rules of business altogether from structured organisations to flexible ones with living entity-like responsiveness. Strategic leadership has emerged as the radar to see solutions in unpredictable environments. The inherent vulnerability of tourism to the vagaries of outside forces makes it imperative to accept and prepare for VUCA. The future of tourism will rest in flexible, agile, innovative, and resilient business models.