Proposed framework for the management of resorts Mini Clubs: an ambidextrous approach

ABSTRACT

Drawing on ambidextrous approaches to management, this study has found that Mini Clubs, whilst predominantly adopting an exploitative approach, need to redesign their services to enhance children’s experiences but also to contribute to the resorts’ competitive edge. The study suggests that a two-step strategy needs to be implemented by leisure organisations, namely an increased complexity strategy and an increased divergence strategy, which would make a strategic shift to a more exploratory approach and therefore ambidextrous management and marketing practices. Management initiatives are proposed and discussed in relation to key global trends influencing the leisure and hospitality sector. The paper represents the first endeavour to examine the management of resort Mini Clubs, proposes to fill a gap in the literature aimed to recognise the increasing role of children activities in the leisure and hospitality sector, and contributes to the study of ambidextrous management in leisure research.