Naslov
Specialized SMEs in the Hotel Industry and Market Positioning in Croatia

Autori
Floričić, Tamara

Izvornik
Journal Problemy Zarzadzania – Management Issues (1644-9584) 14 (2016), 3(62); 151-171

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

Ključne riječi
hotel industry, small and medium-sized hotels, market positioning, competitiveness, specialisation

Sažetak
The aim of this paper is to research the positioning of small and medium‐sized hotel companies as entrepreneurship in the tourism business competitive environment, as well as to consider further development potentials. Potentials for future activities and possibilities of valorisation of SME companies in the international tourism market will be presented by means of their consideration and the obtained knowledge. By using scientific quantitative, statistic and qualitative, interview methods, the positions of the Croatian hotel industry have been considered followed by the research of opinion of Italian hotel managers as Italian tourism and hotel industry are recognised as leaders in SME hotel entrepreneurship and present best practice that developing markets could learn from. On the other side, the survey research of tourists’ attitudes is researched by using the statistical methodology. The research results point to the importance of specialisation of small and medium-sized hotels with implementation of an adequate marketing mix. This includes all the components that valorise a hotel product adapted to the modern trends of tourist demand. The research also affirms the purpose of the paper, opening new questions directed to continuous activities of market positioning optimisation in the hotel industry. In an innovative way, the paper puts specialised SME entrepreneurship into the developmental context.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Paper indexed in: EBSCO, ProQuest

POVEZANOST RADA