Benefits of implementing strategic planning to development of small hotel companies in Osijek-Baranja County

Sanja Rasetina ()

Economy of eastern Croatia yesterday, today, tommorow, 2013, vol. 2, 223-229

Abstract: The competitiveness of tourism market forces hotel companies to adopt strategic management and smaller entities to opt market niches where they realize their personalized offer. Therefore, the purpose of this research is to point out advantages of using appropriate development strategies. Desk research methodwill be used for gathering information on business performance for hotels in Osijek-Baranja County and possibilities of strategic planning, case study method for hotel Waldinger and in-depth interview method for its employees. Also SWOT method and Porter's competitiveness model are used for the analysis of business environment. Results should provide an insight into possibilities and limitations of small hotel companies's market expansion, and the need for differentiated products and optimal market positioning. Hotel Waldinger is used as an example of good practice where a company successfully identified its strategic factors and focused business on profitable strategic units, applying social responsibility. Given that hotel companies represent an important component of tourism in eastern Croatia, the object of research is improving and increasing their competitiveness. This paper's focus is their organization and development strategies, and the contribution will be reflected in guidelines for appropriate strategies, implementation and controlling. While gathering information, restrictions were manifested in dividing small, medium and large hotel's performances data. Regarding hotel Waldinger and the questionnaire for its employees, there is a possibility of recent data absence because they were collected a year ago.The hotel industry represents an important determinant of tourism in Osijek-Baranja County and companies have recognized the need for business specialization. Stated is achievable with implementation of correct developmental strategies, generating increased business efficiency. Therefore, this study is about the possible use of the mentioned concept.

Keywords: Strategic planning; small hotel companies (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.efos.unios.hr/repec/osi/eecytt/PDF/Econ ... row02/eecytt0225.pdf

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:osi:eecytt:v:2:y:2013:p:223-229

Access Statistics for this article

More articles in Economy of eastern Croatia yesterday, today, tommorow from Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia Contact information at EDIRC.
Bibliographic data for series maintained by Hrvoje Serdarusic, PhD ( this e-mail address is bad, please contact ).