CONFRONTING UNCERTAINTY AND AMBIGUITY: THE POWER OF ORGANIZATIONAL IMMUNE SYSTEMS (AN EMPIRICAL STUDY ON MIDDLE EAST TOURISM COMPANIES)

Abstract

The contemporary tourism work environment faces several persistent challenges that limit its growth and competitiveness. This study examines the influence of organizational immune systems by focusing on three dimensions (organizational learning, organizational memory, and organizational DNA) on the ability of tourism companies in the Middle East to confront uncertainty and ambiguity in the tourism work environment. This study used a questionnaire and structural equation modeling (PLS-SEM) to analyze data from 438 employees in 68 tourism companies across nine countries. A comprehensive analysis of several important reports from international tourism organizations and related organizations was conducted for the sector from 2019 to the first quarter of 2024 to identify opportunities and threats. The discussions clarified the importance and impact of the dimensions of organizational immunity and their impact on enhancing the ability of tourism companies to face uncertainty, the challenges and rapid changes they face. The study also provides insights in to potential opportunities and threats for companies to capitalize on. By submitting a proposal, a practical strategic development model is developed as a major contribution to this study.

Keywords

• organizational immune system – ois
• organizational learning – ol
• organizational memory – om
• organizational dna – odna
• uncertainty
• ambiguity
• middle east – me
• tourism companies’ ability to confront uncertainty and ambiguity - tcacua