Original scientific paper
https://doi.org/10.1080/1331677X.2017.1383173
Return on strategic effectiveness – the need for synchronising growth and development strategies in the hotel industry using revenue management
Sonja Brlečić Valčić
; Faculty of Economics, University of Rijeka, Rijeka, Croatia
Lidija Bagarić
; Faculty of Tourism & Hospitality Management, Department of Marketing, University of Rijeka, Opatija, Croatia
Abstract
The purpose of this paper is to identify the essential determinants,
and highlight the importance, of synchronising the growth and
development strategies of hotel companies. The paper aims to analyse
preconditions to successful and stable business performance and
customer loyalty. The paper is based on the hypothesis that strategic
and organisational effectiveness helps to create preconditions
to stable business in the future, which is reflected in satisfactory
growth, financial strength and solvency, and results in creating
added value. The five-year financial data of three hotel companies
with similar business orientation from Istria County (Croatia) were
used to test the model for synchronising growth and development
strategies in the hotel industry and the fuzzy logic-based growthdevelopment
synchronisation coefficient. The model was tested on
multi-annual results (the period 2010–2014), and conclusions and
recommendations were made for a future work.
Keywords
Revenue management; strategic effectiveness; fuzzy model; pricing; hotel management
Hrčak ID:
193203
URI
Publication date:
1.12.2017.
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