Strategic Resilience and the Challenges of Change Management: A Comparative Analysis of the Tourism Performance of the Sopron–Fertő and Neusiedler See Regions

Abstract

 The tourism sector operates in a continuously changing and turbulent economic environment, striving to achieve sustainable growth and strategic resilience. This study examines the adaptive capacity of SME accommodation providers in the Sopron–Fertő (Hungary) and the Neusiedler See (Austria) tourism regions over the period 2018–2025. The aim of the study is to compare the tourism performance of these neighbouring regions. The comparative quantitative analysis investigates trends in guest arrivals, guest nights, and seasonality, identifying the main differences in strategic adaptation between the Hungarian and Austrian sides. Preliminary results indicate that the two regions exhibit different levels of tourism resilience. Recovery has been slower in Hungary, while Austria has experienced a faster recovery following the COVID-19 pandemic and the energy crisis. The findings highlight the importance of local management adaptability, as well as the roles of digitalisation, sustainability, and AI-supported data-driven decision-making in strengthening the long-term competitiveness of tourism SMEs.