The Role of Strategic Improvisation in Enhancing the Quality of Tourism Services

The Role of Strategic Improvisation in Enhancing the Quality of Tourism Services | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article The Role of Strategic Improvisation in Enhancing the Quality of Tourism Services Prof.Dr.Zayed Ali AbdulKhaleq Al-Manzuoa, Mokhtar Mohammad Ahmad Subbin This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-8457657/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract This study aimed to examine the role of strategic improvisation in enhancing the quality of tourism services provided by travel agencies and Hajj and Umrah service companies in Yemen. Adopting a quantitative research methodology and a descriptive-analytical approach, data were collected using a structured questionnaire administered to the full population of 152 travel and tourism companies. A comprehensive survey targeted all administrative leaders within these companies, totaling 506 employees holding managerial and specialist positions. Of the 506 questionnaires distributed, 444 were returned and deemed valid for analysis, yielding a response rate of 87.74%. The data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) via SmartPLS software, through which both the measurement model (reflective and formative) and the structural model were evaluated. The findings demonstrated a strong and positive impact of strategic improvisation on tourism service quality, with micro-structuring, organizational memory, and resource utilization identified as significant and influential contributors. Conversely, strategic vigilance and agility were found to have limited impact in this context. Entrepreneurship Strategic Improvisation Quality of Tourism Services Full Text Additional Declarations The authors declare no competing interests. Ethics Approval Statement: This study was conducted in accordance with established ethical principles and standards for scientific research and received approval from the Institutional Review Board / Ethics Committee of the Business Administration Center – Sana’a University, Republic of Yemen. Participant Consent Statement: Informed consent was obtained from all participants prior to their involvement in the study. Participation was entirely voluntary, and all participants were informed of the objectives and nature of the research. Where applicable, the requirement for written consent was waived based on a decision by the approving ethics committee. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. 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