Abstract:

The company environment is an element of influence and an element influencing the organization, extensively analysed in the context of strategic management. The environment common for all organizations, namely macro-environment is perceived as more difficult since there is no possibility to influence this environment. The source literature defines macroenvironment as difficult to analyse due to the lack of framework indicating the conceptual scope and the degree of specificity of analyses indispensable to define the company external environment. From among the main four trends for the development of strategic management theory: hypercompetition and turbulent environment strategy, innovative management, complexity and chaos theory and organizational capabilities and competence, the most adequate trend for the development of issues related to the tourist and hotel company macro-environment seems to be the first trend hypercompetition and turbulent environment strategy. The aim of this article is to determine the new model of external environment which orders the elements of external environment in a different way than previously presented in the literature. In the article, the method of literature critical analysis was applied as well as the modelling method. The model of external environment indicated in this article orders, according to the author, the elements defining this environment, and may constitute an analytical instrument supporting the evaluation of opportunities and threats for a given company, originating from outside the organization.