Naslov
The role of pr in small hospitality entrepreneurship's competitive advantages enlargement

Autori
Cerović-Milohnić, Ines

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
18th Biennial International Congress "Tourism & Hospitality Industry 2006 : New Trends in Tourism and Hospitality Management" : Proceedings / Ivanović, Zoran - Opatija : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2006

Skup
Biennial International Congress Tourism & Hospitality Industry 2006 : New Trends in Tourism and Hospitality Management (18 : 2006)

Mjesto i datum
Opatija, Hrvatska, 03.05.2006. - 05.05.2006

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
public relations; competitive advantages; small hospitality entrepreneurship

Sažetak
Competitive advantages are the base of each business subject's market advantage, and in practice, these are usually those who have the power and capacities to quickly reshape the production of each product, i.e. the manner of their services being delivered. Complete guest's satisfaction is a key to success and can be achieved through skills improvement, knowledge and processes which can be easily adapted to guest's changeable demands. Aim of this work is, by introducing and using PR in small hospitality business subjects, to state the possibilities of competitive advantages improvement. Model of research consists of 60 small entrepreneurs from hospitality industry who offer their services in hotels, mostly family ones. Author uses simple and multi-variant regression analysis to prove the thesis of PR's strong influence on competitive advantages enlargement in small hospitality entrepreneurship. The work has been divided into four sections. Structure of using PR, with a special view on advantages and lacks in small hospitality companies in Croatia, is brought in first section of the work. Second section explains and determines the characteristics of competitive advantages in small hospitality entrepreneurship. The model of multi-variant regression analysis is introduced in third section. Facts and suggestions of PR measures implementation into small hospitality entrepreneurs' business, with the purpose of competitive advantages enlargement, are given in the last section of the work.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA