Title: Internet use as a part of business strategy in small hotels in the Republic of Croatia
Abstract: In this paper a survey was conducted on how much owners/managers of small hotels in Croatia know about the strategic use of the Internet for marketing purposes and whether they are satisfied with the benefits of Internet use in their business. This study helps analyse the situation in the Croatian tourist market of small hotels, which skills and knowledge owners/managers of small hotels have, so that they could use the Internet as a strategic marketing tool and successfully implement it through Internet marketing. Additionally, the survey included the following potential sources of competitive advantage by using Internet tools in small hotels that are important to Internet marketing: improving the services that small hotels offer, the transfer of necessary information to guests, advertising and promotion, small hotel image, loyalty, marketing and Internet knowledge, business partners, associations - 'National association of family and small hotels' and informal networks. Namely, in order to create sustainable competitive advantage, high level of involvement of owners/managers in Internet implementation in the business strategy of small hotels is essential. Therefore, this study examines the facts about the benefits that owners/managers believe to have by using the Internet for marketing purposes, i.e. how much the Internet can influence on the improvement of running small hotels. .
Publication Year: 2012
Publication Date: 2012-01-01
Language: en
Type: article
Access and Citation
Cited By Count: 5
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