engleski

The Eco-friendly Tourism Product of the Destination: Interaction with Small Family Hotels

The development of environmentally sensitive tourist destinations responds to the fast growing ecotourism markets and the general public’ s awareness of environmental preservation and sustainability. Ecotourism is one of the fastest growing type of tourism. Trends indicate that the growth of ecotourism coupled with the larger market segment of nature tourism far surpasses that of tourism in general. This paper is based on the results of the interviews on 60 small hotels' managers in Croatia. The aim of this research is to state the manners and possibilities of small hotels repositioning, as the only choice which enables the possibilities of creation of better and more competitive position, according the changes and needs of modern market. The research will include the analysis of Croatian small hotel accommodation objects' specialties, with special accent on eco-friendly way of business. Using the portfolio matrix of success in business research of small hotels, a grade of market position of products and facilities of the objects mentioned is given. New-changed approach adapted towards the needs of small entrepreneurs in tourism and hospitality would ensure greater competitiveness of small accommodation objects, together with tourism and hospitality in general.

tourism offer ; small hotels ; repositioning ; competitive advantages ; ecotourism

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