Tourism Management Strategies: Creating a Competitive Advantage through the Concept of Organizational Citizenship Behavior (OCB)
Approaches to the tourism development strategy have always focused on non-human factors, such as an increase in various tourism facilities, the potential of an area’s attractions, tourism packages, and increased cooperation in tourism to the stakeholders. But however great a strategy is implemented without the support of the human factor as a driving force, the tourism strategy will not be able to create a competitive advantage. Therefore, a tourism strategy must consider all aspects of human behavior. The main purpose of this article is to provide a new paradigm that in the preparation of the tourism strategy is determined by the human factor involved. This involves human behavior as part of a system of tourism development. One of the concepts related to human behavior is Organizational Citizenship Behavior (OCB). The combination of Organizational Citizenship Behavior-Individual (OCB-I) and Organizational Citizenship Behavior-Organization (OCB-O) is not only going to give priority to the role of innovative, creative, cooperative and productive human beings in developing tourism, but also create a competitive advantage. Through a qualitative approach this article will provide conceptual information that is essential for academics and practitioners who are involved in the tourism sector.
This work is licensed under Creative Commons Attribution 3.0 License.
Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)
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