Naslov
Selecting the target hospitality market for the launch of authentic Croatian food

Autori
Martinović, Maja ; Kraljević, Katarina ; Babić, Ana

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

Izvornik
Novi trendovi u turističkom i hotelskom menadžmentu New trends in tourism and hospitality management / Ivanović, Zoran - Rijeka : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2008, 737-750

ISBN
978-953-6198-64-1

Skup
19. bienalni međunarodni kongres Turizam i hotelska industrija 2008. 19th Biennial International Congress, New Trends in Tourism and Hospitality Management, Tourism & Hospitality Industry 2008

Mjesto i datum
Opatija, Hrvatska, 07-09. 05.1008

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
hotel-and-catering market, segmentation, target segments, gastronomic offer, Croatian autochthonous foods

Sažetak
In Croatia there are producers who produce high- quality autochthonous traditional foods that enrich the gastronomic offer, and enhance the recognizability and tourist appeal of the country. On the other hand, there are hoteliers and caterers who create their own gastronomic offer, taking into account the market orientation of their business. Successful cooperating and better connecting would bring those business subjects mutual benefits so that they would achieve a higher level of satisfaction of customers who visit tourist destinations in Croatia. Exchange of values and customers’ experiences that our autochthonous foods provide would increase market competition among hoteliers, caterers and producers, who would find the target market for their products depending on the guests that prevail. One of the ways to achieve this is going through the process of segmentation and choosing segments of clients who demand autochthonous foods traditionally prepared. This paper will introduce a basic segmentation model which is universally applicable to all producers of Croatian autochthonous foods. Firstly, the model recognises the problem and then the aim and the hypothesis of the research are set. After that the research is carried out regarding the data acquisition from secondary sources and the pilot study. Furthermore, the data analysis is related to the market segmentation into the corresponding number of various segments. Some specific characteristics of the segments are defined and one or more segments are chosen according to the defined criteria. After the target segment (or more of them) has been chosen, marketing activities are created and given direction.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA