Travel Agency Companies Under Environmental Uncertainty: Multiple Strategic Orientation and Performance

Muhadjir Anwar; Ayundha Evanthi; Eko Purwanto

doi:10.55927/ijba.v4i5.11624

Authors

Muhadjir Anwar Universitas Pembangunan Nasional Veteran Jawa Timur
Ayundha Evanthi Universitas Pembangunan Nasional Veteran Jawa Timur
Eko Purwanto Universitas Pembangunan Nasional Veteran Jawa Timur

DOI:

https://doi.org/10.55927/ijba.v4i5.11624

Keywords:

Organizational Strategy Orientation, Environment Uncertainty, Organizational Performance

Abstract

The global pandemic has significantly impacted the economy, tourism industry, and its supporting industries. Many market areas of the tourism industry, including hotels, restaurants, and travel agents, have reached a point of saturation. To better understand how environmental uncertainty affects travel agency performance, this research will investigate the organizational strategic orientation's mediating impact. A questionnaire is used to gather the data, which is subsequently subjected to PLS-SEM analysis. The population consisted of travel agent’s manager across Indonesia, from which 75 were selected using purposive sampling. According to the findings, technology uncertainty affects the strategic orientation that organizations choose, and this includes entrepreneurial and market orientations, which might affect the learning orientation and organizational performance of travel agency organizations

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