Strategic Analysis of Sustainable Tourism in Baja California against COVID-19

Blanca Estela Bernal Escoto, Nancy Imelda Montero Delgado and Flavio Abel Rivera Aguirre
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Blanca Estela Bernal Escoto: Faculty of Accounting and Administration, Autonomous University of Baja California, Tijuana, B.C. 22390, Mexico
Nancy Imelda Montero Delgado: Faculty of Accounting and Administration, Autonomous University of Baja California, Tijuana, B.C. 22390, Mexico
Flavio Abel Rivera Aguirre: Faculty of Accounting and Administration, Autonomous University of Baja California, Tijuana, B.C. 22390, Mexico

Sustainability, 2021, vol. 13, issue 7, 1-16

Abstract: As a result of the health contingency caused by COVID-19, a large number of companies worldwide have been forced to drastically change their work processes in order to adapt to the current situation; however, the strategies proposed by governments around the world to deal with this crisis have been classified as seasonal by health specialists, implying that at some point it will return to normal. To this end, this study is developed through the implementation of four strategic models (strengths, opportunities, weaknesses, and threats (SWOT) method, competitive advantage matrix, Boston Consulting Group (BCG) matrix, and the ERIC matrix: Eliminate—Reduce—Increase—Create)) that allow entrepreneurs in the tourism sector of the State of Baja California to face the consequences that the pandemic has generated in detriment of its competitiveness, which, in turn, will allow them to design competitive strategies that directly support the tourism sector of the entity, facilitating decision making to achieve the sustainable development of regional tourism. Observing that the main competitive advantage of the entrepreneurs in the studied sector is the fact that they are mostly part of the gastro-tourism cluster of Baja California since they receive support and joint promotion that allows them to generate a unique and inimitable competitive advantage.

Keywords: competitiveness; sustainable tourism; COVID-19 health contingency (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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