Pregled bibliografske jedinice broj: 454752
ROLE OF INTERNAL MARKETING AND LOGISTIC PROCESS MANAGEMENT IN THE HOSPITALITY INDUSTRY
ROLE OF INTERNAL MARKETING AND LOGISTIC PROCESS MANAGEMENT IN THE HOSPITALITY INDUSTRY // 29th International Conference on Organizational Science Development: People and Organization / Kern, Tomaž et al. (ur.).
Portorož: Faculty of Organizational Sciences, 2010. (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 454752 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
ROLE OF INTERNAL MARKETING AND LOGISTIC PROCESS MANAGEMENT IN THE HOSPITALITY INDUSTRY
Autori
Perišić, Marina ; Kovačić, Nataša
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
29th International Conference on Organizational Science Development: People and Organization
/ Kern, Tomaž et al. - Portorož : Faculty of Organizational Sciences, 2010
ISBN
978-961-232-237-3
Skup
29th International Conference on Organizational Science Development: People and Organization
Mjesto i datum
Portorož, Slovenija, 24.03.2010. - 26.03.2010
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
hotel product; internal marketing; interactive marketing; logistic processes; supply chain management; demand chain management
Sažetak
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 SCM is considered to be outdated while product creation should not precede tourist demand appreciation.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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
116-1352598-2487 - Upravljanje logističkim procesima u turističkoj destinaciji (Mrnjavac, Edna, MZOS ) ( CroRIS)
Ustanove:
Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija
