Review article

COMMUNICATION MANAGEMENT: EVIDENCE FROM THE CROATIAN SMALL HOTELS

Ines Milohnić ; Faculty of Tourism and Hospitality Management, University of Rijeka, Opatija, Croatia

Abstract

This paper examines the implementation of management strategies in terms of communication management on the model of small hotels in Croatia. In its first part, the research included defining of the research sample and scientific methodology. The second part of the research includes analysis of using ‘Sale Strategy' in the business of small hotels in Croatia and a comparison with the present trends with the framework of the European Union and refers to the determination of the place and role of communication in the business of small hotels in the context of the implementation of 'Communications Strategy ' with special emphasis on the use of public relations in small hotels and the impact on increasing the competitive advantages of small hotels in Croatia. Research has shown that management of small hotels uses oral communication, through which direct contact with guests most often occurs, as the most common form of business communication. Public relations are not recognized as a continuous form of business communication in small hotels. At the end, with the purpose of increasing competitive advantages, facts and proposals of implementation strategies' measures for business communication in the business of small hotels are presented.

Keywords

sale strategy; communications strategy; small hotels; competitive advantage

Hrčak ID:

84809

URI

https://hrcak.srce.hr/84809

Publication date:

28.6.2012.

Article data in other languages: croatian

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