Naslov
HOW TO INCREASE THE COMPETITIVE ADVANTAGES OF SMALL HOTELS: MEASURING THE EFFECTS OF PUBLIC RELATIONS

Autori
Milohnić, Ines

Izvornik
International Journal of Economic Perspectives (1307-1637) 6 (2012), 4; 5-17

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
competitive advantages; small hotels; public relations; Croatia

Sažetak
This paper explores the interdependence of public relations and competitive advantages on the model of small hotels in Croatia. The aim of this study was to determine the effect of using public relations on competitive advantages in this sector. The first part of the research was to determine the place and role of competitive advantages in small hotels. In this context, author researches the impact of public relations as a managerial control function to increase the competitive advantages of small hotels in Croatia. Research has shown that management of small hotels rarely uses public relations as a form of continuous actions in their business, not realizing that this is a way to a better and efficient business. Only 30% of managers of small hotels used public relations. Measuring through parametric and nonparametric tests prove the thesis of the strong influence of public relations on increase of competitive advantages of small hotels in Croatia, and presents the facts and proposals for implementation measures of public relations in small hotels in order to increase competitive advantages.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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