Proceedings of the 24th International Academic Conference, Barcelona

A METHODOLOGY FOR DETERMINING THE IMPACT OF THE POLITICAL ENVIRONMENT ON MARKETING AND TOURISM

NEVIANA KRASTEVA

Abstract:

A method for the quantitative measurement of the political environment is developed, allowing for a reasonably accurate evaluation of the risk factors and their impact on the competitiveness of the companies in view. The quantitative part of the analysis is based on expert evaluations. The model is an adaptation of the foundation laid by Michael Porter – which is a classification of the factors of international competitiveness; for the purposes of the analysis the determinants of national competitiveness are decomposed into separate components-turned-variables (as per Shafael). From the derived results, a reasonably clear picture can be drawn about the true condition of the political factors and their impact. On that basis, conclusions can be drawn about the intensity of impact of each outside factor for the period of analysis. Revealed are those factors and determinants of the political environment which are conducive to business and competitiveness, and those who are not. Comparison between different companies in tourism becomes possible. A case study which is offered is the impact of the recent international events in and around Russia on the Spanish tourism market.

Keywords: political environment, risk factors

DOI: 10.20472/IAC.2016.024.051

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