Naslov
Design of the Hotel Tourism Product in Croatia - Research in the SME Sector

Autori
Rocco, Sanja ; Hodak, Marina

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

Izvornik
22th CROMAR Congress "Marketing Challenges in New Economy" / Križman Pavlović, Danijela ; Benazić, Dragan - Pula : Hrvatska udruga za marketing (CROMAR) ; Fakultet ekonomije i turizma Dr. Mijo Mirković Sveučilišta Jurja Dobrile u Puli, 2011, 93-95

ISBN
978-953-7498-45-0

Skup
Cromar Congress

Mjesto i datum
Pula, Hrvatska, 06.10.2011. - 08.10.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
design; hotels; tourism product; SME sector; Croatia

Sažetak
The innovation policy in small and medium enterprises is a fundamental subject for their survival in today’s competitive environment. Design has proved its impact on product value improving its image, external appearance and its perceived quality. Also, design has great impact on the level of user satisfaction. Finally, design is viewed as a tool to create product differentiation. Applied to a tourism product, this means that the owner or manager of a hotel should think about design element from the beginning of a creative process. This paper describes results of the primary research undertaken in Croatian SME tourism sector concerning accommodation facilities offer. The focal point of this research is the way in which crucial elements of tourism products affect quality, originality and competitiveness, in terms of naming the product – hotel, the sign and logo design, the website design, choosing an architectural style, exterior and interior design. The research consisted of a survey by questionnaire conducted during 2009 and 2010. It involved small and medium-sized hotels and family-run estates (rural or agro-tourism), of which the largest number is not based on Croatian tradition or contemporary architecture and design. Thus, the architecture and materials often do not integrate well with their environment or the traditional architectural ambiance. Moreover, concerns the fact that many competitor countries such as Turkey, Greece, Italy, Spain or Portugal are in this sense on a much higher level of awareness. The main reason for this is the lack of knowledge of the entrepreneurs as well as vague laws and other legal regulations both on the state and local levels.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Book of Abstracts, CD-rom with full papers

POVEZANOST RADA