Naslov
Challenges of Strategic Rethinking of Development of Travel Intermediaries in Croatia in Terms of Dynamic Environment

Autori
Mihajlović, I.

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

Izvornik
Proceedings of the International Conference of Economics and Statistics (ES 2015) / Mastorakis, N.E. ; Rudas, I., Shitikova M.V. ; Shmaliy, Y.S. - Beč, 2015, 77-84

ISBN
978-1-61804-293-4

Skup
Recent Advances on Economics and Business Administration

Mjesto i datum
Beč, Austrija, 15.03.2015. - 17.03.2015

Vrsta sudjelovanja
Pozvano predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
SWOT analysis, vision, travel intermediaries, dinamic environment

Sažetak
This paper highlights the importance of strategic management in the business of travel intermediaries, based on a critical evaluation of potential and possibilities in order to adapt the business operations, according the dynamic changes in the environment. The firstpart of the paperemphasizes the necessityof directingresourcestowardactivitieswhich can ensurebetterstrategicposition. Strategic thinking in tourism is primarily related to the acceptance of the meaning of longer time frame for the implementation of long-term goals that guarantee a successful business, the active relation to environment through the cyclic relationship between tension andbalance and abilities to make decisions based on the methods, concepts, models shaping the development strategy that should be implemented. In the second part of the paper the empirical research has been conducted using the method of SWOT analysis, on a sample of 200 travel agencies in Croatia. Results of the survey on a sample of travel agencies show that managers recognize the importance of the vision as an guiding idea of business specialization, ICT and the market recognizability based on brand that makes strengths for marketing positioning of intermediaries. That are preconditions for successful operations of travel intermediaries in the future. Avoiding the threats and remedying of deficiencies in the business in accordance to requirements of demand and pointing out of an innovative approach in terms of motivation and education of employees, represent the important activities that should be implemented through development strategies of intermediaries

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA