Developing a successful business strategy for an organization involves the formulation of an effective competitive strategy as an integral component of its strategic planning process. The strategic planning process guides the successful implementation of the business strategy and is instrumental in helping the organization gain a sustainable competitive advantage and create value for all its stakeholders. The Annual International Conference on Tourism and Hospitality Research (THoR) provides an opportunity for academicians, researchers, experienced professionals and business practitioners from across the world to share the findings of their latest research on these topics with the community.