Directing Changes with the Aim of Improving Croatian Hotel Management Companies

Edna Mrnjavac, Christian Stipanovic and Nadia Pavia
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Edna Mrnjavac: University of Rijeka, Croatia
Christian Stipanovic: University of Rijeka, Croatia
Nadia Pavia: University of Rijeka, Croatia

Academica Turistica - Tourism and Innovation Journal, 2011, vol. 4, issue 2, 79-87

Abstract: When it comes to the re-conception of contemporary Croatian hotel management companies, the new business culture should be based on dynamic forces, change, transformation, perfection and qualitative innovation. The priority is to raise awareness about the importance of change, to encourage change, to actively proceed towards the future and to use one’s ingenuity to cross barriers. Changes are taking place right now, and will also take place in the future. Important tools in competition are inventions based on intellectual capital. Being competitive implies understanding one’s customers and anticipating their desires and needs (it does not suffice to adapt to contemporary taste, but a new offer and proactive marketing should be ahead of the curve). This paper defines tourism trends in the 21st century and assesses the competitiveness of Croatian tourism. Research in this particular case represents an innovation of offer in Croatian hotel and tourism management companies as a qualitative response to a globalized offer of foreign brands.

Keywords: change; innovation; intellectual capital; Croatian hotel management companies; reengineering (search for similar items in EconPapers)
Date: 2011
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