Abstract
This paper attempts to argue that proper and well-organized environmental scanning activities could result in accurate predictions of forces driving change within the hospitality industry. The key forces driving change identified in research conducted by the authors under the auspices of the International Hotel and Restaurant Association are reviewed and compared to contemporary headlines regarding the two key forces, safety and security and capacity control. The paper also uses citations of recent industry reports as evidence to support the earlier predicted forces. The authors conclude that the industry failed to react to timely information and is now struggling to overcome key challenges associated with this lack of action.
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