engleski

Foreign direct investment in Istria country - case study: Melia Hotels International

The characteristic of the Croatia as a tourist country is a very small share of hotel capacities in relation to the total accommodation capacity. Croatia records a modest presence of established hotel brands. Given this untapped potential necessary for sustainable development of Croatian tourism, the aim is to investigate the effects that may occur by the presence of foreign hotel brand in the economy. Analysis was carried out on the Melia Hotels International, which operates in the Istria County. The purpose of this paper is to show the importance and the impact of foreign brand on domestic economy. Research on Melia Hotels International investment led to the understanding of the importance of these types of investments in the Croatian hotel industry. They bring a new kind of intangible value for guests, but also to the Croatian hoteliers who can learn a lot from foreign practices. The importance of the qualification structure of the employees who work in those facilities is also recognized.

FDI ; economic impact ; transfer of intangible assets ; sustainable development

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