Mapping environmental change in tourism: A study of the incentive travel industry

Like other travel sectors, the incentive travel industry operates in a complex and dynamic environment and is now facing escalating challenges. Within this context, it is important to understand how managers perceive environmental forces that are driving their decision making and strategy formulation. This study uses cognitive mapping techniques to represent and interpret incentive travel managers’ perceptions of their business environments. The results suggest that managers are frustrated by the challenges and threats posed by the fast-changing environment in which they operate and find it increasingly difficult to identify business opportunities. This study offers important implications for knowledge management and strategic management for incentive travel businesses.