The Role of Strategic Improvisation in Enhancing the Quality of Tourism Services

This study aimed to examine the role of strategic improvisation in enhancing the quality of tourism services provided by travel agencies and Hajj and Umrah service companies in Yemen. Adopting a quantitative research methodology and a descriptive-analytical approach, data were collected using a structured questionnaire administered to the full population of 152 travel and tourism companies. A comprehensive survey targeted all administrative leaders within these companies, totaling 506 employees holding managerial and specialist positions. Of the 506 questionnaires distributed, 444 were returned and deemed valid for analysis, yielding a response rate of 87.74%. The data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) via SmartPLS software, through which both the measurement model (reflective and formative) and the structural model were evaluated. The findings demonstrated a strong and positive impact of strategic improvisation on tourism service quality, with micro-structuring, organizational memory, and resource utilization identified as significant and influential contributors. Conversely, strategic vigilance and agility were found to have limited impact in this context.