Entrepreneurial strategy making in tourism organisations: a systematic review and future research agenda

Purpose: Using a state of the art CIMO literature review the paper develops a framework of the relationship between strategy making in the small tourism firm context and four performance outcomes. Design/methodology/approach: The paper uses the CIMO literature review method, adapted from the wider management literature to structure and integrate the existing fragmented literature base. Findings: Premised on the literature review, a framework of the relationship between strategy making and firm performance in context is posited. Emerging from a dominant owner/manager in a deeply embedded context strategy making influences firm performance across four dimensions. The influence is dynamic, continually subject to modification in a changing environment often mediated through emerging technology. Research limitations/implications: The CIMO method provides an integrated framework of the relationship between strategy making and small firm performance in context hence overcoming limitations of the fragmented nature of the research landscape. Emerging from the review key future research trajectories is posited. Practical implications: While highlighting the relationship between strategy making and performance, the proposed framework implies owner/managers play the key role in strategy making with opportunities and challenges in modifying existing strategy making emerging from owner/manager embeddedness. Opportunities for improved policy interventions are posited. Originality/value: The paper applies the systematic review to the relationship between strategy making and the small tourism firm.