Acta turistica, Vol. 26 No. 1, 2014.
Original scientific paper
STRATEGIC ALLIANCES IN THE FUNCTION OF INCREASING COMPETITIVENESS OF SMALL AND FAMILY-RUN HOTELS IN CROATIA
Antonio Vlahov
orcid.org/0000-0002-8400-6308
; Faculty of Economics & Business Univeristy of Zagreb, Zagreb, Croatia
Abstract
Cooperation processes and strategic alliances have become an unavoidable and dominant economic trend affecting almost all businesses in the particularly dynamic tourism market. The case of small and family hotels offers a precise framework for identifying the benefi ts of alliances for the purpose of increasing competitiveness and the overall performance within the tourism system. The paper analyses the growth and development of small and family hotels in Croatia and their cooperation as a necessary prerequisite for creating a competitive and branded product in the global tourism market. The National Association of Small and Family-Run Hotels of Croatia (NASFH) plays the key role in this development by facilitating the establishment of strategic alliances with its advantages and opportunities. The paper is based on the results of the survey carried out in small and family hotels in Croatia to examine the relevance of alliances in increasing their competitiveness and realising other advantages, as well as the motives for their memberships in strategic alliances.
Keywords
small and family hotels; strategic alliances; hotel industry; competitiveness; Croatia
Hrčak ID:
135190
URI
Publication date:
1.6.2014.
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