4. Consider the applicability of these definitions in light of the operations in small travel organizations. To what extent is strategy important for small as well as large travel organizations? Strategy is the long-term direction of the organization (Johnson et al., 2014).

Corporate strategy can be described as the identification of the purpose of the organization and the plans and actions to achieve this purpose (Lynch, 2011).

Strategies are means to ends, and these ends concern the purpose and objectives of the organization. They are the things that businesses do, the paths they follow, and the decisions they take, in order to reach certain points and levels of success (Thompson and Martin, 2010).