engleski

Some issues in hospitality industry communication strategies

The paper describes a communication from strategic aspect and possibilities of improvement of Croatian hospitality industry. After an overview of concepts and issues associated with communication strategies, the paper describes integrating communication, aspects of the communication with the media, and finally current Croatian hospitality industry and its position on the international market. Hospitality industry communication is the images it projects of itself on the world market to its various audiences. Croatian hospitality industry organizations have to pay attention to communication strategies or in other words missed opportunities and potentially serious risks to efficient and profit are rather costly alternatives. The main characteristics of Croatian hospitality industry are inadequate quality of services level, unfavorable structure and low utilization level. For the modern hospitality business, neither the rate of capacity exploitation, nor the profit itself adequately indicates the management and organizational successfulness. A satisfied customer should be the ultimate result of enterprise well managed. Furthermore, the paper noticed that a vision of Croatian hospitality industry should be a source of inspiration for internal and external constituencies and a point of distinction among others. The Croatian hospitality industry’ s image is a reflection of its identity. The last part of the paper is based on conclusion that to bring about change, apply of the communication strategies will be needed, together with the innovative forms of investments, the improvement of infrastructure facilities and the modern management practices.

Communication strategies; Identity; Image; Croatian hospitality industry

ISBN 953-6198-45-2 (vol. 1).