Systems thinking for service operations design: facilitating double loop learning in Vietnamese tourism companies during COVID-19

This study attempts to examine the impact of applying systems thinking approach for service operations design on operationalizing “double loop” learning in Vietnamese tourism companies as COVID-19 exit strategy. A case study was conducted in a leading cruise group company in Vietnam. Data were collected through in-depth interviews with 27 key informants and through archival documents collection. Results confirmed that systems thinking activated double loop learning by promoting three different drivers: systematic judges and acts, problem-based task force teams, and service innovation. This study provides several new insights and contributions to tourism research on how to deal with uncertain environments.