Title Komercijalna diplomacija kao čimbenik internacionalizacije i rasta vrijednosti malih i srednje velikih hotelskih poduzeća Title (english) Commercial diplomacy as a factor of internationalisation and value growth of small and medium-sized hotel enterprises Author Ivana Licul Mentor Ljerka Cerović (mentor)Committee member Vinko Zaninović (predsjednik povjerenstva)Committee member Ivo Kunst (član povjerenstva)Granter University of Rijeka Defense date and country 2023-12-14, Croatia Scientific / art field, SOCIAL SCIENCES Universal decimal classificationUDC ) 330 - Economics. Economic science Abstract U eri globalne konkurencije, komercijalna diplomacija postaje važan čimbenik razvoja
međunarodnog poslovanja i rasta vrijednosti malih i srednje velikih poduzeća. No, iako znanost
sugerira važnost institucionalne podrške u procesu internacionalizacije, međuodnos državnih
institucija i poslovnoga sektora u prilikama jačanja međunarodne vidljivosti i razvoja
međunarodnoga poslovanja nije jasno definiran, dok se vrijednost, kao produkt njihove
interakcije, obrađuje fragmentarno i bez
... More integrirajućeg koncepta. Pritom su istraživački
problemi postavljeni daleko iznad i znatno šire od razine stvarnog poslovanja poduzeća, dok
se specifičnosti pojedinih djelatnosti rijetko uzimaju u obzir.
Doktorski rad je navedenom problemu pristupio izravno iz (poslovne) perspektive poduzeća,
fokusirajući istraživanje na mala i srednje velika poduzeća iz hotelijerske djelatnosti.
Istraživački cilj bio je utvrditi čimbenike i procese stvaranja vrijednosti te načine mjerenja
vrijednosti kao rezultata internacionalizacije malih i srednje velikih hotelskih poduzeća,
realizirane alatima i mehanizmima komercijalne diplomacije, uvažavajući pretpostavke
zadanih ekonomskih i institucionalnih uvjeta na mikro i makroekonomskoj razini. U tu svrhu,
provedeno je empirijsko istraživanje kojim su utvrđeni oblici i razina suradnje državnih
institucija i hotelskih poduzeća u kontekstu pozicioniranja na međunarodno turističko tržište.
Istraživačkim uzorkom obuhvaćeno je 103 hotela koji djeluju u okvirima malih i srednje velikih
hotelskih poduzeća u Republici Hrvatskoj. Najveći udio hotela djeluje u okvirima mikro
poduzeća (66%), smješteno je u Jadranskoj regiji - uz more (53,4%) te pripada generaciji
mladih hotela, osnovanih nakon 2015. godine (36,9%).
Primjenom metode analize puta utvrđen je međuodnos između komercijalne diplomacije,
internacionalizacije i vrijednosti malih i srednje velikih hotelskih poduzeća. Raznovrsni aspekti
doprinosa komercijalne diplomacije istraženi su kroz njezinu formalnu i neformalnu dimenziju,
pri čemu je utvrđen njihov suprotan, ali statistički značajan efekt na internacionalizaciju i
vrijednost. I dok hoteli s većim angažmanom na formalnoj dimenziji prijavljuju veću
internacionalizaciju i vrijednost za poduzeće, hoteli s većim angažmanom na neformalnoj
dimenziji prijavljuju manju internacionalizaciju i vrijednost. Rezultati provedenog istraživanja
čine važan izvor informacija te znanstveno utemeljenu podlogu pri donošenju odluka u sektoru
hotelskog menadžmenta. Osim što oblikuju, nadograđuju i upotpunjuju teorijske pojmove i
fenomene ovog područja znanja, rezultati istraživanja doktorskog rada nude nove spoznaje o
ulozi i važnosti formalnih i neformalnih alata komercijalne diplomacije u praksi gospodarske
zbilje procesa internacionalizacije i stvaranja vrijednosti u sektoru malog hotelskog
poduzetništva. Less Abstract (english) In the age of global competition, commercial diplomacy is becoming an important factor in the
development of the international business and in increasing the value of small and mediumsized enterprises. Although scholars point out the importance of institutional support in the internationalisation process, the relationship between state institutions and the business sector in the context of strengthening international visibility and developing international business is not clearly
... More defined, while value as a product of their interaction is treated fragmentarily and
without an integrating concept. At the same time, the research problems are defined far beyond
the level of actual business activity and much more broadly, while the specificities of individual
industries are hardly taken into account.
The doctoral thesis approached the aforementioned problem directly from the (business
management) perspective of the enterprise, with the research focussing on small and mediumsized enterprises in the hotel industry. The research goal was to determine the factors and
processes of value creation and the possibilities of value measurement as a result of the
internationalisation of small and medium-sized hotel enterprises, which is realised with the
instruments and mechanisms of commercial diplomacy, taking into account the given
economic and institutional conditions at micro- and macroeconomic levels. To this end, an
empirical study was conducted to determine the forms and levels of co-operation between state
institutions and hotel enterprises in relation to positioning in the international tourism market.
The research sample comprised 103 hotels operating within the framework of small and
medium-sized hotel enterprises in the Republic of Croatia. The largest proportion of hotels
operate as micro-enterprises (66%), are located in the Adriatic region - by the sea (53.4%) and
belong to the generation of young hotels established after 2015 (36.9%).
By applying the Path analysis method, the relationship between commercial diplomacy,
internationalisation and the value of the enterprises mentioned was established. Different
aspects of the contribution of commercial diplomacy were examined based on their formal and
informal dimensions and their contrasting but statistically significant effect on
internationalisation and value was identified. While hotels with greater engagement in the
formal dimension report greater internationalisation and value for the enterprise, hotels with
greater engagement in the informal dimension report lower internationalisation and value. The
findings of this research are an important source of information and a scientifically sound basis
for decision-making in the hotel management sector. In addition to shaping, building and
completing the theoretical concepts and phenomena of this field of knowledge, the results of
the research offer new insights into the role and importance of formal and informal commercial
diplomacy instruments in the practical economic reality of the internationalisation and value
creation process in the small hotel industry. Less Keywords
komercijalna diplomacija
internacionalizacija
vrijednost poduzeća
hotelska poduzeća
analiza puta
Keywords (english)
commercial diplomacy
internationalisation
enterprise value
hotel enterprises
Path analysis
Language croatian URN:NBN urn:nbn:hr:192:768143 Promotion 2024 Study programme Title: Economics and Business Economics Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2024-01-12 12:12:50
