Pregledni rad
PRICE ELASTICITY OF DEMAND FOR HOTEL SERVICES ON THE BUSINESS EXAMPLE OF TWO HOTELS IN THE REPUBLIC OF CROATIA
Tihana Baždar Gašljević
orcid.org/0000-0001-5053-0497
; HUP - Zagreb d.d.
Dario Maradin
orcid.org/0000-0001-9642-6038
; University of Rijeka, Faculty of Economics and Business, Rijeka
Ljerka Cerović
orcid.org/0000-0002-0492-7650
; University of Rijeka, Faculty of Economics and Business, Rijeka
Sažetak
The paper analyses the elasticity of demand for hotel services in two different destinations in the Republic of Croatia, Zagreb and Dubrovnik, using the Sheraton Zagreb Hotel and the Sheraton Dubrovnik Riviera Hotel as examples in 2019 before the pandemic. Through the analysis of statistical data from the relevant tourist offices
and based on the analysis of case studies of two hotels, it is found that the price elasticity of demand for hotel services depends on a number of different factors, such as the availability and type of hotel service for which there is a demand, the type of market, pricing policy, the specificity and diversity of destinations, seasonality and others.
From the analysis it appears that it is necessary to consider the elasticity of demand in all its sub-segments, taking into account the peculiarities of all types of demand, which differ significantly (leisure, “city breaks”, MICE tourists, etc.) in the destinations mentioned, despite some basic similarities of the hotels observed (identical brand business standards of the global hotel company, identical franchise agreements, etc.).
In summary, there is a relationship between low hotel occupancy (low season) and relatively high price elasticity of demand and high hotel occupancy (high season) and relatively high price inelasticity of tourism demand.
Ključne riječi
hotel industry; price elasticity of demand; pricing policy; destination specificity; seasonality
Hrčak ID:
309019
URI
Datum izdavanja:
31.7.2023.
Posjeta: 165 *