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Tourism and hospitality management, Vol. 26 No. 2, 2020.

Case report

https://doi.org/10.20867/thm.26.2.10

TEACHING CASE STUDY: BUILDING THE CORPORATE IDENTITY – THE CASE OF ANNIKS HOTEL

Ana Čuić Tanković orcid id orcid.org/0000-0002-4383-684X ; University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, Croatia

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Abstract

This case describes the problem of building a strong corporate identity in the Anniks hotel
following the change of the general manager. After a short theoretical background about the
construct of corporate identity, the hotel is presented in its distinctive characteristics and type of
guests. The results of the interviews with the team manager are presented, as well as an analysis
of the actual, desired and ideal corporate identity in order to foster creativity, encourage critical
thinking and identify the elements of a new corporate identity.

Keywords

corporate identity, corporate marketing, marketing in hospitality, strategic management

Hrčak ID:

249103

URI

https://hrcak.srce.hr/249103

Publication date:

28.9.2020.

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