Organizational, Financial and Marketing Aspects of Using Adaptive Management in Tourism Enterprises’ Operations During Times of Crisis

The relevance of the research is to develop a scientifically sound methodology for assessing and improving adaptive management, which is critical for the development of the tourism sector in conditions of uncertainty. A system-structural approach, which considers strategic planning as a multi-level management system, and a hierarchy analysis method are applied in the research to decompose management tasks and assess the priority of strategic dominants. The matrices of pairwise comparisons were used to determine local and integral components, for a generalized assessment of the implementation of adaptive management. It has been substantiated that adaptive management has the potential to stabilize the activities of tourism enterprises in multi-vector crisis conditions and is able to provide managerial flexibility and market stability. The research models the introduction of adaptive management for tourism enterprises using a systematic approach and the hierarchy analysis method. The study of a sample of 15 tourism enterprises showed that the combination of local and integral components of dominants (marketing, organization, economics, planning) allowed to accurately identify managerial flexibility and formulate conditions for determining the development strategy. The research is aimed at creating quantitative tools for diagnosing the level of adaptability, which makes it possible to identify key factors of managerial efficiency and directions for its improvement. Further studies can be aimed at developing automated systems for monitoring adaptability and considering a wider range of external factors, which will increase the accuracy of forecasting and the sustainability of tourism enterprises in a crisis.