engleski

Small hotels 'facilities' specialities– factor of tourist offer enrichment

This work researches the specialties and characteristics of small family hotels' offer. The research has been made on the basis of thorough interviews on 60 small hotels' managers in Croatia. The aim of this research is to state the manners and possibilities of small hotels repositioning, as the only choice which enables the possibilities of creation of better and more competitive position, according the changes and needs of modern market. Small accommodation objects' management bases its market position most commonly on the products of 'sun and sea', which do not fulfill the demands of a modern guest. Special features and recognizebility of these objects are neither stressed nor recognizable enough. The research has, in its first part, included the analysis of Croatian small hotel accommodation objects' specialties. Using the portfolio matrix of success in business research of small hotels, a grade of market position of products and facilities of the objects mentioned is given. The fact of lack of market profiliation and orientation towards target guest groups additionally confirm the unattractiveness of certain facilities. Theme orientation of accommodation objects is not stated significantly, other than on declarative level, and the research has shown that the present ‘ declarative’ level should be transformed into the highest possible level in reality. The results of offer specialties and market recognizebility of small hotels' facilities research could be used in management when making strategic decisions in order to improve competitive advantages in business. It would enable the defining of business orientation and new positioning of small hotels, according to new market needs, i.e. the guests themselves. New-changed approach adapted towards the needs of small entrepreneurs in tourism and hospitality would ensure greater competitiveness of small accommodation objects, together with tourism and hospitality in general. Accordingly, the conditions for tourists' destination development, as well as the global country's economy, would be created.

offer; small hotels; competitive advantages; repositioning

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