Original scientific paper
https://doi.org/10.20867/thm.1.1.20
Marketing strategy of the hospitality industry
Šime Šunić
; Hotelijerski fakultet Opatija, Sveučilište u Rijeci, Hrvatska
Abstract
Considering the current growth of the hospitality industry, the marketing managers, experts and entrepreneurs should become aware of the growing importance of various hospitality services for the overall industry of each country including the Republic of Croatia.
The services rendered in the hospitality sphere are intangible and unsteady in nature so that each domain necessarily requires a separate marketing strategy. Namely, hospitality services render it possible for the production to span the space, i.e. the different market segments between the supply and demand and meet the consumers needs as well as to achieve the set objectives. In the past years the hospitality industry was considerably falling behind other business enterprises and organizations in the adoption and application of appropriate marketing concepts. It seems, however, that the situation has turned for the better. The hospitality services clearly demand not only an exterior marketing strategy but also a proper marketing technique inside individual establishments in order to achieve a higher level of motivation among the hospitality staff as well as a better quality of service.
Keywords
economy; service activities; services; production; consumers; area; marketing concept; marketing strategy; motivation; activities; economic subjects; developed countries
Hrčak ID:
182702
URI
Publication date:
30.6.1995.
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