Cultural Resilience and Strategic Adaptation: Organisational Change in Greek Hotels amidst Uncertainty

This study investigates the critical factors influencing successful organisational change within the Greek hospitality sector, with a focus on four- and five-star hotels. Employing a quantitative approach, data were collected from a sample of 513 hotel employees to examine the relationships amongst strategic change content, environmental uncertainty, and environmental hostility. The findings suggest that the content of strategic change is a key determinant of its success, underscoring the need for a clear understanding of both corporate- and business-level changes. Environmental uncertainty and hostility, however, are shown to constitute the principal obstacles to successful change, insofar as they engender negative forces that hinder its implementation. The paper examines the relationship amongst the stages of change — unfreezing, moving, and refreezing — and proposes several strategies to enhance the adaptability and resilience of tourism organisations operating in dynamic global environments.