Odrednice konkurentnosti hotela u Dubrovačko-neretvanskoj županiji u ovisnosti o njihovoj kategorizaciji

professional thesis

• Author: Darko Perojević
• Mentor: Darko Tipurić (mentor); MBZ: 206214
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2013-03-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Magistarski rad Odrednice konkurentnosti hotela u Dubrovačko-neretvanskoj županiji u ovisnosti o njihovoj kategorizaciji istražuje odrednice konkurentnosti između hotela različitih kategorija u Dubrovačko-neretvanskoj županiji. Rad se sastoji od pet poglavlja. Uvodom su prezentirani problemi, svrha, ciljevi i metode izrade rada, a u nastavku su definirani pojmovi konkurentnosti i strateškog menadžmenta. Objašnjeni su i mehanizmi odabira strategije te odnos globalizacije i turizma. Posebno je predstavljenja hrvatska i svjetska hotelijerska industrija. U zadnjem poglavlju su prezentirane formalne odrednice konkurentnosti hotela u Hrvatskoj, te rezultati empirijskog istraživanja o konkurentskoj dinamici hotela različite kategorizacije na području Dubrovačko-neretvanske županije. Temeljni cilj istraživanja bio je utvrditi kako je upravo cijena sobe poligon za borbu na hotelskom tržištu. Anketa turističkih djelatnika zaposlenih na relevantnim pozicijama u hotelskim poduzećima Dubrovačko-neretvanske županije pokazala je da 60% turističkih djelatnika smatra da im hoteli nižih kategorija nisu konkurenti, međutim, 75% smatra da su im hoteli više kategorije izravni konkurenti, što uz činjenicu da je 70% anketiranih hotelskih poduzeća u posljednje tri godine snižavalo cijene noćenja, potvrđuje temeljnu pretpostavku ovoga rada: konkurentnost hotela ne gradi se samo iz perspektive usporedbe s hotelima iste kategorije, a sama kategorizacija hotela nije nužno izvor konkurentske prednosti, već osnovni skup propisa koji gostu olakšava usporedbu dobivenog za određenu cijenu. U zaključku se potvrđuje da konkurentnost hotela ne proizlazi samo iz perspektive usporedbe s hotelima iste kategorije, a sama kategorizacija hotela nije nužno izvor konkurentske prednosti, već je to samo osnovni skup propisa koji gostu olakšava usporedbu dobivenog za određenu cijenu. Neminovno je da će glavni izvori konkurentnosti hotela u dogledno vrijeme postati rangiranje prema neposrednom iskustvu gosta, hoteli će se postupno posvetiti suštini, a ne normi, jer gosti ne procjenjuju sobu prema kvadraturi nego prema osobnom doživljaju.

Abstract (english)

The master thesis Determinants of competitiveness of hotels in the Dubrovnik-Neretva County, depending on their categorization studies the determinants of competitiveness among the different categories of hotels in the Dubrovnik-Neretva County. This master thesis consists of five chapters. Introduction presents problems, purpose, objectives and methods of the paper. Furthermore, definitions of competitiveness and strategic management are presented. Methods of strategy selection and the relationship between globalization and tourism are explanined. Croatian and World hospitality industry is presented in the paper. The last chapter presents formal determinants of competitiveness of hotels in Croatia, and the results of empirical research on the competitive dynamics of the different categorization of hotels in the Dubrovnik-Neretva County. The main objective of the empirical research for the purpose of this paper is recognizing the importance of hotel room price. Poll showed that 60% of tourism workers feel that the hotels of lower category are not their direct competition, but 75% thought that the hotels of higher category are their direct competitors. The fact that 70% of hotel companies in the last three years lowered their hotel room prices, confirms the underlying assumption of this work: hotel competitiveness is not built only from the perspective of comparison with hotels of the same category, and the categorization itself is not necessarily a source of competitive advantage but merely a basic set of regulations that makes the choice of the hotel easier by enabling comparison of value for a price. The conclusion states that the competitiveness of the hotel derives not only from the perspective of comparison with hotels of the same category, and the categorization itself is not necessarily a source of competitive advantage but a basic set of regulations that guests use for measuring value for a price. It is inevitable that the main sources of competitiveness of the hotels in the near future will be a ranking based on the guest’s personal experience; hotels will gradually focus on the essence instead of the form because guests do evaluate the room by its size, but by their personal experience.

• Keywords: hotel; hotelijerstvo; konkurentnost; Dubrovačko-neretvanska županija; Hrvatska
• Keywords (english): hotel; hospitality; competitiveness; Dubrovačko-neretvanska County; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:721083
• Study programme: Title: Business Administration- MBA; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA (sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-02-19 13:31:29