engleski

ROLE OF INTERNAL MARKETING AND LOGISTIC PROCESS MANAGEMENT IN THE HOSPITALITY INDUSTRY

Balancing dynamics and diversity of tourism market demand hotels are encouraged to surpass the supply chain management (SCM) and recognize the demand chain management (DCM) as the model of achieving business optimization. Product generation in contemporary hospitality industry implies logistic principles incorporated in procurement, production and sales function. Developing internal marketing, a hotel aims to achieve effective interaction between employees and hotel guest by expanding knowledge and upgrading competences of its personnel, thus transforming restructured human resources to a factor of success. SCM is considered to be outdated while product creation should not precede tourist demand appreciation. Hotel needs to recognize the guest as a starting point of the logistic chain and found product generation on meeting demand-side requirements. DCM, representing logistic concept and internal marketing correlation in hotel product creation, results in customer satisfaction, which is the main purpose of all business activities. Implementing contemporary marketing concept based on employee satisfaction, hotel fulfils guests’ requirements more effectively and more efficiently, improving business results and obtaining competitive edge. DCM is a business model of creating value for guest, while combining internal marketing strengths and SCM competencies in attracting potential guest with the quality-based hotel product.

hotel product; internal marketing; interactive marketing; logistic processes; supply chain management; demand chain management

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