Abstract
Exploring tourism strategy-making in the light of complexity theory, this research examines the interactions that take place between stakeholders as strategy is developed and codified. It focuses on York, a significant UK tourist destination. Taking a strategy-as-narrative approach, it seeks to identify the plurality of stakeholder voices as the embodiment of the authentic voice of strategy. Key research themes are identified concerning how discourses, as manifestations of socially embedded networks of power, surface in narrative within strategy-making; what power relations govern which come to the fore and which are silenced. A heuristic device explains the power relations at work as the interplay of performative, attributed, and contextual power. The study points to the need for further work to understand how all stakeholders might be enabled to contribute equally to strategy-making, addressing the power differentials between actors through the allocation of appropriate resources.
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