Naslov
The small hotel’s survival and profitability requires the responsibility for sales and marketing

Autori
Vrkljan, Sanela

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

Izvornik
1st International OFEL Conference on Corporate Governance: Organizational, financial, ethical and legal issues of corporate governance / - , 2013, 953-962

Skup
1st International OFEL Conference on Corporate Governance: Organizational, financial, ethical and legal issues of corporate governance

Mjesto i datum
Dubrovnik, Hrvatska, 12.04.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
family hotel, marketing, sales, small hotel, tourism

Sažetak
Most researches on sales and marketing in the hotel industry are focused on big hotels and hotel chains, while small hotels are considered as too small to have even an employed person responsible for sales and marketing. Big hotels have a sales and marketing department. In small hotels, mostly family owned, sales and marketing activities are mainly carried out by the owner or manager who often lack the required complex and specific sales and marketing knowledge. The primary research was conducted on a sample of small hotels in Ličko- Senjska Region, as one of the fastest growing Croatian regions in the number of arrivals and overnights according to the Ministry of Tourism, but the one still in search of a clear image. The research results show that small hotels insufficiently use available sales and marketing tools, as well as the environmental potential to enrich their offer and to attract the guests out of the high season and gain higher occupancy on the annual basis which is prerequisite for their survival and profitability. Based on the results this paper proposes the hiring of the sales and marketing professionals and entering strategic sales and marketing alliances among small hotels in microregion.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA