ࡱ> (*%&'5@ 0bjbj22 4(XXbJ +BBB^***>nnn8no<>^2 rss(ssɍ& Rnu*ɍvvss3(vs*sneh*sq P( n՞ m %|.0^PlP@>>vvvvP*>>7?.a>>?Ines Cerovi-Milohni, Ph. D., Assistant Marin Juri evi, student Faculty of Tourism and Hospitality Management, Opatija, University of Rijeka SMALL HOTELS' FACILITIES' SPECIALITIES  FACTOR OF TOURIST OFFER ENRICHMENT This work researches the specialties and characteristics of small family hotels' offer. The research has been made on the basis of thorough interviews on 60 small hotels' managers in Croatia. The aim of this research is to state the manners and possibilities of small hotels repositioning, as the only choice which enables the possibilities of creation of better and more competitive position, according the changes and needs of modern market. Small accommodation objects' management bases its market position most commonly on the products of 'sun and sea', which do not fulfill the demands of a modern guest. Special features and recognizebility of these objects are neither stressed nor recognizable enough. The research has, in its first part, included the analysis of Croatian small hotel accommodation objects' specialties. Using the portfolio matrix of success in business research of small hotels, a grade of market position of products and facilities of the objects mentioned is given. The fact of lack of market profiliation and orientation towards target guest groups additionally confirm the unattractiveness of certain facilities. Theme orientation of accommodation objects is not stated significantly, other than on declarative level, and the research has shown that the present declarative level should be transformed into the highest possible level in reality. The results of offer specialties and market recognizebility of small hotels' facilities research could be used in management when making strategic decisions in order to improve competitive advantages in business. It would enable the defining of business orientation and new positioning of small hotels, according to new market needs, i.e. the guests themselves. New-changed approach adapted towards the needs of small entrepreneurs in tourism and hospitality would ensure greater competitiveness of small accommodation objects, together with tourism and hospitality in general. Accordingly, the conditions for tourists' destination development, as well as the global country's economy, would be created. Key words: offer, small hotels, competitive advantages, repositioning INTRODUCTION Constant changes in the environment, induced by social, economy, political and social market and other changes, enforce the imperative of bringing the competitiveness onto a higher level, not only as a tourist destination, but as well as the economy subjects themselves. The key role in strategic positioning of Croatia is played by small hospitality companies. One of the basic demands, which as a target have the increase of competitiveness, are innovations in the field of product and services content quality and marketing actions. This work explores special offer features, recognizebility on the market and the quality of small accommodation objects. The models of research are small accommodation objects from the group of hotels, mostly family type ones. Management, as the products strategy leader, is analyzed in the context of this environment, especially the demand which is put in front of it, in the conditions of economy openness and greater competitiveness. The demand which is set for management is its capability to lead the changes and its possibility to quickly adapt to new-changed demands of modern guest. The subjects of research are managerial strategies and their importance in quality creation of hospitality services of accommodation, food and beverage, as well as other hospitality services of small accommodation objects. 1. SPECIAL FEATURES OF SMALL ACCOMODATIONAL OBJECTS It is well known that the size of the object determines the size of accommodation units, which are its component units. Therefore, hotel accommodation in Republic of Croatia is most frequently classified in the following three groups: - Small hotels (from 5 to 50 rooms) - Medium hotels (from 51 to 200 rooms) - Large hotels (more than 200 rooms). Accommodation objects from the sample are in the category of small hotels, and they have less than 50 accommodation units. The basic group is defined by extracting the data from the base of Ministry of sea, tourism, traffic and development (on the day of December 3rd 2004). This base lists all categorized accommodation objects (companies and trades) in Republic of Croatia. The elements of the base have been chosen for the sample from each of the counties to get the best global proportionate picture on the level of Croatia. The number of elements in the sample was n= 60. Table 1 lists the number of small entrepreneurs in Croatia by counties, and the sample was extracted from this data. Table no. 1. Number of small entrepreneurs in Croatia by counties and in the chosen sample CountyNumber of business subjects (d.o.o. and trade) SampleHotels and other accommodationnumber%Istrian511016,7Primorsko-goranska531016,7Li ko-senjska511,7Zadarska3435,0`ibensko-kninska2635,0Splitsko-dalmatinska781728,3Dubrova ko-neretvanska2435,0City of Zagreb2123,3Continental691118,3TOTAL36160100Source: author, on the basis of data from  HYPERLINK "http://www.mmtpr.hr" www.mmtpr.hr - /Kategorizacija/ base and own research The research tried to determine and state the achieved differences and specialization of small entrepreneurs in hospitality, taking into account facilities improvement which understands the wide spectrum of specialties which small entrepreneurs can offer to their guests together with accommodation. Table no. 2. Special facilities of accommodation (themes) in small hotels f%FAMILY3863,3- family 18- family-resort5- family-business12- family-friendship3BUSINESS1220,0- business4- business-congerss3- business-sports4- team building1ROMANTIC11,7HEALTH35,0HERITAGE23,3ADVENTURE23,3ECO11,7THEME-(movie)11,7TOTAL:60100,0Source : author, based on analysis of data obtained by own research, July 2005 The results obtained by questionnaire research of small business subjects could be explained into more detail. They picture present thinking and attempts of small entrepreneurs in hospitality directioning, but do not comply with the real market needs because they are not recognized are special features and real thematic orientation. Odds and ends started to appear as an answer in search of business throughout the year. It is possible for small business subjects because they are highly flexible and can quickly adapt the guests demands and needs. A combination of different fields of work is noticeable, which adds to lack of special features and recognizebility of small accommodation objects. For example, there are numerous objects on the coastline which during summer months (only on declarative level) show on the market as relaxation, family, friendly (63,3%), and during winter become business, congress or even sports centers. On the other hand, objects in the continental part, which are mostly business-city objects, adapt the guests needs, including sports, health or congress services in that way trying to maintain their market position. This research tried to find out the answers of the possibilities of adaptation, i.e. market profiliation of small accommodation objects according to specific market segments (invalids, pets, kindergarten). It has been noticed that only a small number of objects (28,3 %) has the possibility of serving target groups in the market. Table no. 3. Special facilities for target group guests in small hotels Present%Not present%Invalids5490,0610,0Pets4981,71118,3Kindergarden60100,0--Source: author, based on analysis of data obtained by own research, July 2005 Theme orientation of accommodation objects with the purpose of recognizebility and emphasize special features in small entrepreneurship in hospitality, other than on declarative level, is not present. The fact that there is no market profiliation is confirmed by (non)use of special signs for accommodation objects and their facilities. 2. PORTFOLIO MATRIX OF SMALL HOTELS' PRODUCTS/CONTENT Portfolio matrix helps to grade the market position of each of the products, but also to help make strategic decisions on destiny of specific products on the market. The chosen analysis gives the opportunity of quality analysis of resources structure which creates the offer of accommodation objects and the possibility of understanding the structure of hotel services such as accommodation, food and beverages and other hospitality services and facilities. Portfolio matrix is mostly used in quality microeconomic analysis. Central place in the process of portfolio matrix refers to creating the contemporary portfolio, and reshaping it to desired portfolio thereafter. Contemporary portfolio diagnoses the existing number, types and structure of products and facilities as base units of portfolio analysis. The projection of development of each of the units, their dynamic structure, characteristics and future interactions with the surroundings is considered afterwards. The aim comes as a result of the portfolio matrix repositioning procedure, i. e. the products and facilities with the purpose of educing the need for managers creativity and imagination. Portfolio matrix of success is used in the analysis, as the base criterion for selecting the use of products attractiveness and competitiveness on the market with the purpose of market position improvement in a way that those portfolio units which slow down the growth are rejected and those which enable the growth of results of small accommodation objects are introduced. Vertical axis labels the competitiveness criterion and horizontal axis labels attractiveness of the product. Picture no. 1. Matrix of small hotels' products/content Attractiveness   SHAPE \* MERGEFORMAT  SHAPE \* MERGEFORMAT  SHAPE \* MERGEFORMAT   SHAPE \* MERGEFORMAT   SHAPE \* MERGEFORMAT  SHAPE \* MERGEFORMAT   SHAPE \* MERGEFORMAT  SHAPE \* MERGEFORMAT  SHAPE \* MERGEFORMAT  Large Medium Small Competitiveness Source: author, based on analysis of data obtained by own research, July 2005 Quality of products and facilities of small entrepreneurship mostly lye on the segment of accommodation and is connected to a small number of accommodation units, high comfort, quality and interior design. Besides the quality accommodation, there is an individual approach towards the guest and family atmosphere which determine and imply its strong personality. A great transformation and greater quality have been done with the constant activities in the accommodation field. The stress is put on more space in rooms, so all of them are bigger than 25 m, and quite often, more than 40 m. There are extra facilities in the rooms (satellite TV, air conditioning, Internet connection, mini bar etc.), a there are more and more specially decorated rooms for special guests categories (fitness room, relax room etc.). In business hotels, the system of intelligent room is a standard, and the object itself has meeting rooms, multimedially and modernly equipped, together with other facilities adapted to needs of this market segment. Also, by following the European and world market trends, small entrepreneurs take care of the interior and exterior decoration and almost every year use new details and make sure that the guest feels like home. Although there is a great interest in gastro offer and traditional products in the market, new steps can and should be taken. These new steps combine new programs (vegetarian, diabetic menus) which would involve the guest in meal preparation and that would be a special event. Great significance lies in so called creative kitchen which understands making traditional and autochthon meals in a new and modern way. There is still a certain number of objects which due to their size (garni hotels) cannot offer gastronomic pleasures of food to their guests; however, they can connect themselves with the competitors small entrepreneurs in the destination (outsourcing) and therefore, develop the partnership system. Ecological products are extremely attractive and already recognized, and gain on value day by day. Despite the urbanization and intense development in the past decade, we still have unique fields which are well preserved and treated and which should, in future, be more valorized and offered to guests (food from home-made gardens, bio-growth, natural springs of mineral water) Our country was well known for its health tourism more than hundred years ago. Today, unfortunately, independent of its attractiveness in the tourist market, health services offer is not formed quality enough, and the facilities which are offered to the guests are mostly only partial and cannot please demanding guest of this segment. However, most entrepreneurs have noticed this and more and more turn to installing new facilities in their objects (pools, saunas, fitness, relax, massage, Jacuzzi, wellness and SPA programs) There is more and more need for active holidays (activity break), which covers constant creation of extra facilities (bike rides, adventure program etc.). weaker competitiveness in field of sport should be transferred to high competitiveness and to create offer of sports facilities which would please the guests needs, and not as till now, to eventually offer them pool as the mail and the only sport facility. Small entrepreneurs please the guests needs for animation, fun, culture and folklore, as well as the children facilities (which have been almost completely neglected) by their strong flexibility and they try to adapt the guests demands by organizing extra activities - ad hoch. Tourism trends connected to traveling add the fact that the modern tourist decided about the vacation last minute. Therefore, the decision of the chosen destination is made in a short period of time. Time spent in their destination is getting shorter because people tend to travel more, but in shorter periods during one year. Guest often spends only few days on vacation and that is the reason why they want to get as many new experiences (gastronomic, enological, health, adventure; olives, grapes and fig picking) which would be offered in a completely new and special way. This is, with reason, permanent task put in front of the entrepreneurs and all employees in small entrepreneurship. It also needs continuous knowledge and skills improvement on: What to offer to a guest? How to do it? Picture no. 2. Changed matrix of small hotels' products/content Attractiveness   SHAPE \* MERGEFORMAT   SHAPE \* MERGEFORMAT  SHAPE \* MERGEFORMAT   SHAPE \* MERGEFORMAT   SHAPE \* MERGEFORMAT  SHAPE \* MERGEFORMAT   SHAPE \* MERGEFORMAT  SHAPE \* MERGEFORMAT  SHAPE \* MERGEFORMAT  Large Medium Small Competitiveness Source: author's proposition Strategy of portfolio should be based on those products which have the greatest potential for development, and which are graded by estimation of their ability of being competitive, together with the activity and attractiveness of each of the products. To stress the most important products, all products have been divided into sectors in the matrix, based on the relation of their competitiveness and attraction on the tourist market. The most important are those which have high attraction and high competitiveness, as stated in the Changed matrix of small hotels' products. (Picture no. 2). Changed matrix of products and facilities is based on the model which, taking into account market trends, and in that way, each facilitys attractiveness, pays special attention to strengthening the competitive advantages of each product in the sector. Analysis of each of the products and proposals for their repositioning should, in that sense, serve as the guiding light for the future. 3. CONCLUSION Repositioning of small hotels in tourism market is the only possible choice in small entrepreneurship segment. According the strategy of portfolio products of small business subjects, market repositioning should be directed towards segmentation of fields of vacation and theme facilities of small hotels. Specialty of small business subjects has been confirmed by the speed of products adaptation towards the expectation of guests who chose small accommodation objects. However, if the offer meets the temporary needs and demands, there will be no proactive approach towards offer and the new, special and not experienced. That is the reason why a new approach should be used and based on: specifics of small business subjects, destination and region trends in tourism and hospitality. 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Then map it., Harvard Business Review, Vol. 78., No.5/ 2000 Lieberskind, J. P., Knowledge, strategy and the theory of the firm, Strategic Management Journal 17., 1996 Master Plan razvoja turizma (2004.2012.) 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