Wyspecjalizowane MŚP w przemyśle hotelowym oraz pozycjonowanie rynkowe w Chorwacji

• Authors: Tamara Floričić

Title variants

EN

Specialized SMEs in the Hotel Industry and Market Positioning in Croatia

Abstracts

EN

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.

PL

Celem artykułu jest badanie pozycjonowania małych i średnich firm hotelowych – przedsiębiorstw branży turystycznej – w konkurencyjnym środowisku, jak również zastanowienie się nad możliwościami dalszego rozwoju ich potencjału. Wykorzystując badania i uzyskaną wiedzę, przedstawiono potencjał przyszłej działalności oraz możliwości promowania MŚP na międzynarodowych rynkach turystycznych.Pozycjonowanie chorwackiego przemysłu hotelarskiego zostało zbadane za pomocą ilościowych i jakościowych metod naukowych oraz wywiadów. Następnie zbadano opinie kierowników włoskich hoteli, gdzie turystyka i przemysł hotelarski są uznawane za przodujące w MŚP i źródło najlepszych praktyk oraz mogące stanowić przykład dla rozwijających się rynków. Jednocześnie przeprowadzono badania kwestionariuszowe postaw turystów, posługując się metodologiami statystycznymi.Wyniki tych badań wskazują na istotność specjalizacji małych i średnich hoteli stosujących odpowiedni marketing, w tym wszystkie składniki służące do promowania produktu hotelowego przystosowanego do współczesnych trendów dyktowanych wymaganiami turystów. Badania potwierdzają celowość pracy i sugerują nowe pytania skierowane na ciągłą działalność mającą na celu optymalizację pozycjonowania rynkowego w przemyśle hotelarskim. Praca ta innowacyjnie lokuje wyspecjalizowane MŚP w kontekście rozwoju.

Keywords

PL

przemysł hotelarski; małe i średnie hotele; pozycjonowanie rynkowe; konkurencyjność; specjalizacja

EN

hotel industry; small- and medium-sized hotels; market positioning; competitiveness; specialization

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Problemy Zarządzania
• Year: 2016
• Issue: 3/2016 (62), t.2
• Pages: 151-171

Dates

published

2016

Contributors

author

Tamara Floričić

• Juraj Dobrila University of Pula, The Dr. Mijo Mirkovi Ê Faculty of Economics and Touris

References

• Beaver, G. (2002). Small Business, Entrepreneurship and Enterprise Development. Pearson Education.
• Bell, J., Crick, D. and Young, S., (2004). Small Firm Internationalization and Business Strategy. International Small Business Journal, 22(1), SAGE Publications, 23–56.
• Bosworth, D.L. (2005). Determinants of Enterprise Performance. Manchester University Press.
• Carter, S. and Jones-Evans, D. (Eds.). (2000). Enterprise and Small Business: Principles, Practice and Policy. Gosport: Ashford Colour Press Ltd.
• El-Gohary, H., Edwards, D., Eid, R. and Huang, J., (2013). Choice of Export Entry Mode by Developing Economies – SMEs: An Empirical Investigation of Egyptian SMEs. Journal of Economic and Administrative Sciences, 29(2), 113–133.
• Floričić, T. (2013). Master Plan and Destination Positioning: Tourism Clusters in Istria. CIT2013 – Papers and Proceedings, a special monograph, online issue of Papers de Turisme, No. 54, July–December, 50–69.
• Galičić, V. (2010). Upoznajmo svoje goste. Ugostiteljstvo i turizam – stručna revija za turizam, 9, 95–102.
• Gratzler, M. and Winiwarter, W. (2003). The Role of the Internet in the SME Hotel Sector in Austria. Web and Communication Technologies and Internet Related Social Issues – HSI 2003, Volume 2713 from the Lecture Notes in Computer Science series, 85–95.
• Henderson, J.C. (2013). Hip Heritage: The Boutique Hotel Business in Singapore. Tourism and Hospitality Research, 11(3), 217–223.
• Henderson, J.C., (2013). Selling the Past: Heritage Hotels. Tourism, 61(4), 451–454.
• Ifko, S. (2010). Trendovi razvoja industrijskog turizma u Europi: The 2nd Scientific Conference on Management, Education, and Tourism. Portorož, October 21–22, 706–714.
• Ivandić, N. and Kunst, I. (2014). Nacionalni program razvoja malog i srednjeg poduzetništva u turizmu. Zagreb: Institut za turizam.
• Jaafar, M., Abdul-Aziz, A.R., Maideen, S.A. and Mohd, S.Z. (2011). Entrepreneurship in the Tourism Industry: Issues in Developing Countries. International Journal of Hospitality Management, 30(4), 827–835.
• Jantan, M., Ndubisi, O.N. and Yean, O.B. (2003). Viability of e-Commerce as an Alternative Distribution Channel. Logistics Information Management, 16(6),427.
• Jekanyika Matandam, M. (2012). Internationalization of Established Small Manufacturers in a Developing Economy: A Case Study of Kenyan SMEs. Thunderbird International Business Review, Special Issue: Renascent Africa, 54(4), 509–519.
• Jones, E. and Haven, C., (2005). Tourism SMEs: Service Quality and Destination Competitiveness. CABI Publishing.
• Koncul, N. (2012). Wellness, a New Mode of Tourism. Ekonomska istraživanja, 25(2), 525–534.
• Koryak, O., Mole, K., Lockett, A, Hayton, J., Ucbasaran, D. and Hodgkinson, G. (2015). Entrepreneurial Leadership, Capabilities and Firm Growth. International Small Business Journal, 33, 89–105.
• Kreichbaumer, K. and Christodoulidou N. (2014). SME Website Implementation Factors in the Hospitality Industry: Groundwork for a Digital Marketing Roadmap. Worldwide Hospitality and Tourism Themes, 6(4), 328–351.
• Kušen, E., (2002). Turistička atrakcijska osnova. Zagreb: Institut za turizam.
• Lee-Ross, D. and Johns, N. (1997). Yield Management in Hospitality SMEs. International Journal of Contemporary Hospitality Management, 9(2), 66–69.
• Lee-Ross, D. and Lashley, C. (2009). Entrepreneurship and Small Business Management in the Hospitality Industry. Butterworth Heinemann/Elsevier Publishing.
• Marshall, P. and Todd, B. (2009). Kako doprijeti do milijuna klijenata u 20 sekundi. Masmedia, Zagreb. Ministarstvo Turizma. (2013). Nacionalni program razvitka 2014–2020. Zagreb, Croatia.
• Morrison, A. and Thomas, R. (1999). The Future of Small Firms in the Hospitality Industry. International Journal of Contemporary Hospitality Management, 11(4), 148–154.
• Mura, L. and Buleca, J. (2013). Trends in International Business of the Slovak Small and Medium Food Enterprises. The “Contemporary Issues in Business, Management and Education 2013” 2nd International Scientific Conference. Procedia – Social and Behavioral Sciences, 110, January 24, 905–912.
• Pavia N., Gržinić J. and Floričić T. (2014). Specialisation as a Trend in Modern Hotel Industry. Trends in Tourism and Hospitality Management. Opatija, Croatia: Faculty of Tourism and Hospitality Management, pp. 256–272.
• Personal communication with hotel managers: Nebrodi Albergho Difusso, Byblos Art Hotel, Etruscan Chocohotel, March 4, 2015.
• Phillips, P. and Louvieris, P. (2005). Performance Measurement Systems in Tourism, Hospitality, and Leisure Small Medium-Sized Enterprises: A Balanced Scorecard Perspective. Journal of Travel Research, 44(2), 201–211.
• Proebstl, U. and Mueller, F. (2013). Hotel Certification and its Relevance for Sustainable Development: Examples from the European Alps. F.D. Pineda and C.A. Brebbia (Editors), Sustainable Tourism V. WiT Press.
• Ruzzier, M. and Konečnik, M. (2006). The Internationalization Strategies of SMEs: The Case of Slovenian Hotel Industry. Management, 11(1), 17–35.
• Schegg, R., Stangl, B., Fux, M. and Inversini, A. (2013). Distribution Channels and Management in the Swiss Hotel Sector. Springer Berlin Heidelberg, pp. 554–565.
• Soriano, D.R. and Castrogiovanni, G.J. (2012). The Impact of Education, Experience and Inner Circle Advisors on SME Performance: Insights from a Study of Public Development Centres. Small Business Economics, 38(3), 333–349.
• UNWTO. (2011). Hotel Energy Solution Project. HES, http://www.unwto.org/conferences/ec/en/pdf/089_04a.pdf, (accessible on December 27, 2015).
• Westhead, P., Wright, M. and Ucbasaran, D. (2002). International Market Selection Strategies by “Micro” and “Small” Firms. The International Journal of Management Science, 30, 51–68.

Identifiers

DOI

10.7172/1644-9584.62.9

Biblioteka Nauki

525422