Tourism Management Strategies: Creating a Competitive Advantage through the Concept of Organizational Citizenship Behavior (OCB)

Abstract

Approaches to the tourism development strategy have always focused on non-human factors, such as an increase in various tourism facilities, the potential of an area’s attractions, tourism packages, and increased cooperation in tourism to the stakeholders. But however great a strategy is implemented without the support of the human factor as a driving force, the tourism strategy will not be able to create a competitive advantage. Therefore, a tourism strategy must consider all aspects of human behavior. The main purpose of this article is to provide a new paradigm that in the preparation of the tourism strategy is determined by the human factor involved. This involves human behavior as part of a system of tourism development. One of the concepts related to human behavior is Organizational Citizenship Behavior (OCB). The combination of Organizational Citizenship Behavior-Individual (OCB-I) and Organizational Citizenship Behavior-Organization (OCB-O) is not only going to give priority to the role of innovative, creative, cooperative and productive human beings in developing tourism, but also create a competitive advantage. Through a qualitative approach this article will provide conceptual information that is essential for academics and practitioners who are involved in the tourism sector.

DOI: 10.5901/mjss.2015.v6n5s5p104