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Specialized SMEs in the Hotel Industry and Market Positioning in Croatia (Wyspecjalizowane MSP w przemysle hotelowym oraz pozycjonowanie rynkowe w Chorwacji)

Author

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  • Tamara Floricic

    (Juraj Dobrila University of Pula)

Abstract

The aim of this paper is to research the positioning of small- and medium-sized hotel companies as entrepreneurships in the tourism business competitive environment as well as to consider further development potential. Potential for future activities and possibilities of valorization of SME companies on the international tourism market are presented through examination and the knowledge gained. The positions of the Croatian hotel industry have been looked at using scientific quantitative, statistical, and qualitative interview methods. This was followed by research into the opinions of Italian hotel managers, where Italian tourism and its hotel industry are recognized as a leader in SME hotel entrepreneurship – a source of best practice that developing markets could learn from. On the other hand, the survey research of tourist attitudes was investigated using statistical methodology. Research results point to the importance of specialization on the part of small- and medium-sized hotels with the implementation of an adequate marketing mix. This includes all the components that valorize a hotel product adapted to modern trends dictated by tourist demand. This research also affirmed the purpose of the paper, opening new questions directed at the continuous activities of market positioning optimization in the hotel industry. The paper puts specialized SME entrepreneurship into the developmental context in an innovative way.

Suggested Citation

  • Tamara Floricic, 2016. "Specialized SMEs in the Hotel Industry and Market Positioning in Croatia (Wyspecjalizowane MSP w przemysle hotelowym oraz pozycjonowanie rynkowe w Chorwacji)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(62), pages 151-171.
    • Handle: RePEc:sgm:pzwzuw:v:14:i:62:y:2016:p:151-171
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    References listed on IDEAS

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    3. Roland Schegg & Brigitte Stangl & Michael Fux & Alessandro Inversini, 2013. "Distribution Channels and Management in the Swiss Hotel Sector," Springer Books, in: Lorenzo Cantoni & Zheng (Phil) Xiang (ed.), Information and Communication Technologies in Tourism 2013, edition 127, pages 554-565, Springer.
    4. Domingo Soriano & Gary Castrogiovanni, 2012. "The impact of education, experience and inner circle advisors on SME performance: insights from a study of public development centers," Small Business Economics, Springer, vol. 38(3), pages 333-349, April.
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    More about this item

    Keywords

    hotel industry; small- and medium-sized hotels; market positioning; competitiveness; specialization;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • L2 - Industrial Organization - - Firm Objectives, Organization, and Behavior

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