engleski

Restructuring and Repositioning – the only Choice of SE in Croatian Hospitality

Objectives: Nowadays, in a more and more open and integrated world economy, competitiveness takes up the central position, both in transitional and developed countries. It is generally known that small hospitality enterprises are the foundations of development, backbone of new working places, and export strength of the country. Moreover, they are extremely flexible on the market and they open space for solutions that strengthen the productivity of work in this sector and increase its competitiveness. Prior Work: Foundations to the work are two researches that preceded the development of The model of small entrepreneurship in hospitality development, and are based on field work research and the worldwide accepted theoretical frame – IQM. These researches, which form basic guidelines and orientation for further research, were used as a foundation to the Model. Approach: Research was done using the interview method, on a representative model of sixty managers/owners of small hospitality companies in Republic of Croatia. The scenario of small entrepreneurship in hospitality restructuring and repositioning has been chosen as a starting point of the model, and is empirically set as the foundation of positioning strategy, competitiveness and development strategy on levels of enterprise, tourist destination, region and the national level. Results: Empirically set model of partnership implies creation and maintenance of competitive advantages with an up-to-date model of small entrepreneurship in hospitality as a system that raises the total quality of tourist offer and increases competitive advantage of Croatian tourism offer by promoting tourism development management on all management levels. Implications: Wide usage of the Model includes accepting and putting into effect measures and activities of all private and public subjects, interconnected through the system of different services’ preparation and offering and targeted towards tourism market. A concept, which is the most appropriate for Croatian small hospitality enterprises, is proposed. It is possible to create better competitiveness of this sector and overall tourism using and implementing integrated approach of strategic management, horizontal and vertical elements connecting and quality partner relations. Value: Expected value of the work, upon implementing the Model, is tightly connected to its practical use at all levels that are supposed to understand the model and put it into practice. Therefore, a framework Model of partnership is set for strategic management development of small entrepreneurship on micro level, that is, in model small hospitality enterprises, also as a platform for vertical integration of strategic management on regional and national level.

strategic management; development scenario; partnership model; entrepreneurship; hospitality

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