engleski

The Process of Adapting Croatian Tourism and Hospitality Companies to the System of New Market Values

Croatia’ s conventional tourism and hospitality companies need to transform into intelligent companies by asserting the learning organisation concept based on knowledge and intellectual capital. The imperative is to create a new value system and raise awareness of the need for change, adjustment and innovation. While it is easy to speak declaratively about innovation, it is a complex task shaking up a company’ s narrow-minded and static organisational culture and structure and bringing about a qualitative differentiation among rivals in a destination for the purpose of designing a new offering geared to twenty-first-century tourists in conditions of increasingly greater market change. To develop and gain leadership, it is no longer enough to merely manage change ; instead, it is necessary to create change as a means of achieving excellence.

Croatian tourism and hospitality companies; innovations; quality; value system; intellectual capital

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