hrvatski

ART INSPIRED HOTELS – COMPETITIVENESS CONTEXT AND MARKET POSITIONING

The aim of the paper is to research the importance of artwork in the hospitality industry, as well as the effect it has on hotel competitiveness, while the purpose puts the research into a wider context and gives recommendations for future forming, placement and evaluation. The methodology primarily includes qualitative research methods, supported by statistical quantitative processing. The attitudes of youth population as new consumers were researched by means of a questionnaire, using Likert Scale of agreement, following which they were processed using statistical methodology including Chi squared test of evaluation obtained vs. expected frequencies. The paper contribution is reflected in both, raising the awareness of consumers as well as hotel owners as key stakeholders about demand preferences and new hospitality competitiveness potential. Recognition of art as a segment of creative industries through which it is popularized, transformed and which achieves new form dimensions and perceptions by conceptualization, represents a factor of the new competitiveness of the hospitality industry. The statements are tested using the hypotheses set, the main one being: H1 “Affirmation of art in hotels impact their competitiveness and market positioning”, positive and accepted. The research results, as well as the obtained knowledge, could affect the perception of the decision maker, hotel managers and the owners about the importance of art in the hotel facility design and equipment, representing a platform for future research. This paper explores the problem of tourism demand and differentiation in innovative context, explored and analysed through the lens of the youth segment as consumers of the future.

Art hotels, Competitiveness, Special experience, Youth segment, Art perception

"This paper is a result of scientific project Tourism development and impact on destination supported by the Faculty of Economics and Tourism "Dr. Mijo Mirković", Juraj Dobrila University of Pula. Any opinions, findings, and conclusions or recommendations expressed in this paper are those of the author(s) and do not necessarily reflect the views of the Faculty of Economics and Tourism "Dr. Mijo Mirković" Pula."