Environmental change, strategic choice and enterpreneurial orientation: The case of the travel services industry

The travel services industry serves as a recent and relatively complete illustration of how dramatic changes, both from within and without an industry, can lead competitors within that industry to rethink the ways in which they compete. This paper first explores some of the changes that have caused the travel industry to become so turbulent and uncertain, including supplier pressures, changing technology, and changing habits and decisions of customers. Second, the paper focuses on some of the strategic means by which travel agents might proactively attempt to manage these uncertain environments, especially as these strategic choices might be shaped by the manager's degree of entrepreneurial orientation.