Tourism Seasonality and Adaptation Strategies of Managers/Owners of Tourism and Hospitality Businesses
Tourism Seasonality and Adaptation Strategies of Managers/Owners of Tourism and Hospitality Businesses

Summary/Abstract: Purpose: This study investigated tourism seasonality and adaptation strategies of managers and owners of tourism and hospitality businesses. The research aimed to deepen understanding of how seasonal fluctuations influence tourism operations and to identify managerial practices that enhance resilience and performance in seasonally affected destinations. Design/Method/Approach: Data for this study were collected from the Scopus database and analyzed using bibliometric and systematic review methods. A total of 867 publications from 2005–2025 were considered, and bibliometric analysis was conducted with Biblioshiny in RStudio. Additionally, a purposive set of tourism-focused articles was examined to gain insight into practical adaptation measures. Findings: Findings revealed that 2021 recorded the highest scientific outputs (98 articles), and the University of Granada emerged as the most productive institution in this field. Results confirmed that severe climate conditions act as push factors reducing tourism flows, while favorable weather conditions act as pull factors. Core managerial strategies identified include operational flexibility, cost-saving initiatives, workforce adjustments, and proactive planning to stabilize performance during low seasons. Theoretical Implications: Guided by contingency theory, the study demonstrates that effective managerial adaptation in tourism is contextdependent and requires proactive decision-making aligned with seasonal environmental conditions. Practical Implications: Proactiveness is crucial to mitigating seasonality’s effects. Tourism managers must implement flexible staffing, financial planning, demand stimulation measures, and diversified offerings. Policy support is recommended to assist businesses during low-demand periods. Originality/Value: The study maps scholarly trends in tourism seasonality and highlights strategic responses, combining bibliometric evidence with conceptual insights relevant to practitioners and researchers. Research Limitations/Future Research: The Scopus DOI search returned some non-tourism records, and author names occasionally appeared inconsistently. Future studies should refine filters and explore technology adoption and climate-resilient business models as responses to seasonality. Paper Type: Conceptual

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