Review article
https://doi.org/10.20867/thm.12.2.21
IMPORTANCE OF PUBLIC RELATIONS MANAGEMENT IN SMALL HOTELS
Ines Milohnić
orcid.org/0000-0001-7487-4286
; Faculty of tourism and hospitality management, University of Rijeka, Opatija, Croatia
Abstract
This work explores co-dependency of Public Relations and competitive advantage based on numerous interviews with 60 managers of small hotels in Croatia. Aim of this research is to state different ways and possibilities of public relations implementation as one of the modern, efficient leading functions which gives the opportunity of adapting to changes and needs of modern market.
In its first part the research covers the qualitative grading of public relations’ implementation within the limits of communication strategy in small hotels business in Croatia. Second part refers to determining the place and role of competitive advantages in small hotels’ business within the context of measuring the public relations’ influence on the increase of small hotels’ competitive advantages increase in Croatia.
The research has shown that the management of small hotels rarely applies public relations as a form of a continuous action with the aim of promoting vacation, without understanding that it is the way to improve its own type of business. The reasons for this could be found in the lack of possibility of each individual hotel's positioning as a result of insufficient funds, general and specific knowledge, as well as other possibilities.
Using simple and multivariate regression analysis, the thesis of strong influence of competitive advantages on the increase of competitive advantages in small hotels in Croatia has been proven and the facts and propositions of implementation of public relations in small hotels’ business with the aim of competitive advantages increase have been stated.
The research has shown that the management of public relations adds to the mastering of processes of creating specific strategies and shaping business politics to improve the competitive advantages in business objects in the market conditions.
Keywords
Public Relations Management; competitive advantages; small hotels; implementation
Hrčak ID:
181280
URI
Publication date:
30.12.2006.
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