Preliminary communication
https://doi.org/10.20867/thm.1.2.12
Hotel image and branding and characteristics of Croatia's hotel industry
Tonka Pančić Kombol
; Hotelijerski fakultet Opatija, Sveučilište u Rijeci, Hrvatska
Abstract
On the World and European market, and in scientific and trade publications marketing principles for creating the hotel product, as well as quality hotel management have been developed, confirmed and defined, and form firm foundations for hotel image and branding development.
An understanding for the hotel as a product whose name is connected with quality of services and offer in the customer’s mind is not made use in the development of Croatia’s hotel industry.
The paper emphasises the importance of representing the hotel as a product. The development characteristics of Croatia’s hotel industry for which hotels were not developed using branding, instead as a single hotel offer for mass tourism, are underlined. The education of managers and marketing experts will play a major role in solving the development problems of Croatia’s hotel industry.
Keywords
Brand; image; quality; Croatia’s hotel industry
Hrčak ID:
182628
URI
Publication date:
30.12.1995.
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