engleski

Marketing planning: A key to successful business performance in the hospitality industry

In contemporary business conditions marketing planning should be the basis of marketing management process in the hospitality industry. Nowadays, all hotel companies, regardless of their size should be marketing-oriented and apply the principles of marketing planning. The aim of this paper is to investigate the level of adoption of marketing planning of hotel companies in two developed Croatian counties. The purpose of this paper is to confirm that marketing planning determines business performance of hotel companies. Empirical research proved that there is a statistically significant relationship between marketing planning and business performance of hotel companies. The obtained results are indicative for marketing managers of hotel companies who strive to improve their own operation in order to contribute to the quality of the hotel product and thus to respond to the contemporary market demands.

marketing planning ; business performance ; hospitality industry ; Croatia

Energy, Environmental and Structural Engineering Series ; 45