Okumus Fevzi
School of Hotel and Tourism Management, The Hong Kong Polytechnic University Hung Hom, Kowloon, Hong Kong SAR, China.
School of Tourism and Hospitality Management, Mugla University, Mugla, Turkey.
Int J Hosp Manag. 2004 Jun;23(2):123-143. doi: 10.1016/j.ijhm.2003.09.002. Epub 2004 Jan 1.
Most previous studies on environmental scanning (ES) in the field of hospitality management suggest that hospitality organizations establish formal systematic ES procedures and have a freestanding ES unit to identify opportunities and threats in their external environment. However, some serious criticisms have been raised in the field of strategic management against the employment of such a formal and systematic approach to ES. These opposing views have rarely been discussed in the hospitality management literature. The aim of this paper, therefore, is to bring these views to the fore in the process of reviewing previous research into ES, and to discuss the major challenges involved for hospitality organizations in employing such a formal approach to ES. The discussion throughout this paper reveals that ES is essential for every organization; however, it is even more complex and difficult to accomplish than portrayed in most previous studies in the hospitality management field. The paper identifies and discusses major challenges and problems in employing a form ES approach in hospitality organizations. It also provides recommendations about how ES activities can best be carried out in complex and dynamic environments.
以往大多数关于酒店管理领域环境扫描（ES）的研究表明，酒店企业应建立正式的系统环境扫描程序，并设立独立的环境扫描部门，以识别外部环境中的机遇与威胁。然而，战略管理领域对采用这种正式且系统的环境扫描方法提出了一些严厉批评。酒店管理文献中很少讨论这些对立观点。因此，本文旨在回顾以往关于环境扫描的研究过程中突出这些观点，并探讨酒店企业采用这种正式的环境扫描方法所面临的主要挑战。本文的讨论表明，环境扫描对每个组织都至关重要；然而，它比酒店管理领域以往大多数研究中所描述的更为复杂和难以实现。本文识别并讨论了酒店企业采用正式环境扫描方法时面临的主要挑战和问题。它还就如何在复杂多变的环境中最佳地开展环境扫描活动提供了建议。
