Strategic Planning in Hotel Industry (Case Study: Parsian Evin Hotel)

In this research, we try to determine the strategic planning and the most appropriate strategic options for hotels through a case study, considering the current situation of hotel industry in Iran. For this purpose, Parsian Evan hotel, a four star located in Tehran was selected as a case study. Initially, the mission and vision of the hotel were expressed; then a questionnaire was prepared for investigating the internal and external environment of hotel and determining its strengths, threats and opportunities of the hotel and distributed among 5 senior managers in Evin Hotel. In the next step, the information of the questionnaires was extracted and the evaluation matrices of internal and external factors were formulated based on that information. Next, the related strategies were provided after comparing the weaknesses, strengths, opportunities and threats. The most important strategic options were identified based on the views and comments of the above-mentioned senior managers and consultations with two of the elites of the hotel industry in Iran, according to which the SWOT matrix and internal and external factors (IE) were prepared. Finally, the related strategies were introduced and the quantitative strategy planning matrix (QSPM) was formulated by identifying the hotel’ position in the IE matrix. The results of the matrices indicated that Evin Hotel is currently in an aggressive position and can use the most important strategies related to the comparison of strengths and opportunities (SO) to overcome the competitors. In addition to Evin hotel, the top managers of other hotels can also use the presented process for their strategic planning according to their capabilities.