Contents -- About the author -- Part I: Strategic Purpose -- 1 Introduction to Strategy -- Introduction -- The meaning of strategy -- The process of strategy -- The importance of strategy -- Contexts and uses of strategy in tourism -- Competing approaches to strategy -- 2 Mission and Purpose -- Introduction -- Vision, missions and objectives -- Types of mission -- Mission types and mission agenda -- Mission and reality -- Governance -- Social responsibility -- Stakeholders and stakeholder power -- 3 Culture and Strategy -- Introduction -- Culture, difference and reproduction -- Organisational culture -- The cultural environment -- Part II: Strategic Analysis -- 4 The External Environment: PEST -- Introduction -- The political environment -- The economic environment -- The socio-cultural environment -- The technological environment -- PEST analysis -- 5 The External Environment: Competition -- Introduction -- Industries, markets and strategic groups -- Porter's five forces analysis -- Competitor analysis -- Destination competitiveness -- 6 The Internal Environment: Capability -- Introduction -- Resources and competences -- Performance monitoring and control -- Comparative analysis -- Evaluation of products -- SWOT analysis -- Part III: Strategic Choice -- 7 Strategic Options -- Introduction -- Porter's generic strategies -- Porter adapted -- Elasticity and margins -- Sustaining competitive advantage -- Game theory -- 8 Strategic Directions and Methods -- Introduction -- Directions -- Methods: growth -- Methods: innovation -- 9 Strategic Evaluation -- Introduction -- Suitability -- Acceptability -- Feasibility -- Choosing between options -- Part IV: Strategic Implementation -- 10 Organising and Resourcing -- Introduction -- Resource planning -- Design of organisational structure -- 11 Managing and Monitoring -- Introduction.

Management of change -- Control mechanisms -- Effective implementation -- 12 Strategy in Action -- Introduction -- Preparation of a strategy -- Strategists -- Gender and strategy -- Strategy review -- Turnaround strategies -- Crisis management strategies -- Concluding remarks -- Index.