Naslov
Managing the cultural offering and guest spending in the hotel

Autori
Laškarin, Marina

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

Izvornik
Proceedings in Advanced Research in Scientific Areas / - Žilina, 2012, 898-906

ISBN
978-80-554-0606-0

Skup
1st Virtual International Conference "Advanced Research in Scientific Areas 2012.

Mjesto i datum
Žilina, Slovačka, 03.12.2012. - 07.12.2012

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
management, hotel, culture, guests, spending.

Sažetak
Recent data on the average daily spending of tourists in the Republic of Croatia reveal a minor share of spending in the sphere of culture (in 2010, out of the average daily spending amounting to 58 EUR, only 0.66 EUR were spent on culture), making it necessary to redefine the cultural offering in order to augment guest spending. The obvious inadequacy in the ability to strategically position certain attributes in the domain of the cultural offering of hotels determines the research subject of this paper, which focuses on the cultural offering in hotels. Although it is an illusion to expect that there can be any increase in guest spending in consuming the cultural offering without well- conceived marketing, this paper underscores the role of management that shoulders the greatest responsibility in designing a cultural offering and augmenting the spending of the offer’s consumers. The paper suggests potential areas in which the cultural offering could be introduced in a hotel, and it presents various forms of a special catering offer to match the cultural offering in the hotel. The scientific contribution of this paper is seen in the definition of a model encompassing the processes of planning, organizing, executing and controlling special catering within the context of the offering of a variety of cultural events suited to hotels of different types, sizes and categories. Ultimately, the application of the model will confirm the basic hypothesis of this paper: appropriate forms of the cultural offering in the hotel can create real preconditions to augmenting the occupancy rate of accommodation and consumption capacities, prolonging the tourist season, and increasing the basic and additional spending of hotel guests.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA