engleski

Marketing Characteristics of the Hotel- and Tourism- Industry Offer of the Republic of Croatia in Globalization Conditions

Nowadays, the tourism-industry development is faced with a series of challenges, ranging from the change of market characteristics to the change of processing mode with regard to multiple products and services. That structural-change process in tourism industry is caused by numerous socioeconomic, technical-technological, and environmental changes in the society. Therefore, the demands made for the tourism industry are causal-consecutive reasons of tourism industry' s inclusion in the complex globalization processes, which undoubtedly represent its most relevant market framework. In such circumstances, necessary are the adaptations of subjects of a hotel- and tourism-industry offer, being predominantly of a technical-technological nature, implying changes in organization and processing of both integral and partial hotel products. Due to these changes, marketing characteristics of a hotel- and tourism-industry offer are also changed, necessitating their adaptation to constant changes and increasing guests' demands. In the new circumstances, the subjects of a hotel- and tourism-industry offer have to use also the new promotion and distribution forms. Since the Croatian hotel- and tourism-industry product, pursuant to the opinion of many tourism-industry experts, has experienced a stagnation phase already in the late 1990s, it is necessary to consider what its current marketing characteristics are. The paper also discusses the actual characteristics of the hotel- and tourism-industry offer of the Republic of Croatia with regard to the chosen competitive tourist countries in light of actual changes on the supply side, denoting the recognizable trends of a possible further development.

marketing characteristics; hotel- and tourism-industry; structural-change process; globalization; catering facilities

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