| Abstract | Pojam suradnje u suvremenom poslovanju poprima sve veći značaj, posebice kada se govori o malim i srednjim poduzećima. Vrijedi istaknuti male obiteljske hotele koji se na vrlo dinamičnom tržištu svakodnevno susreću s mnogim preprekama i poteškoćama, a često kao rezultat njihove veličine. Iako je njihova veličina, ili bolje rečeno „malenkost“, pozitivna osobina, u mnogim situacijama ona otežava poslovanje hotela. Upravo međusobna kolaboracija među malim obiteljskim hotelima može pridonijeti jačanju i prevladavanju vlastitih nedostataka te u konačnici suradnja dovodi do poboljšanja tržišne i konkurentske prednosti.
Uslijed osnaživanja konkurencije na turističkom tržištu, mali obiteljski hoteli postaju pokretači lokalnog gospodarstva i primjer su autentične usluge, a istovremeno pokretač tzv. soft turizma koji se javlja kao odgovor na masovnost i pretrpanost turističke ponude. Budući da se hotelijeri nalaze u „osjetljivoj“ situaciji, suprotstavljeni velikim poduzećima i snažnim organizacijama, često do izražaja dođu njihove slabosti vezane uz financijska ograničenja te razne neekonomske poteškoće. Upravo iz tog razloga, javlja se potreba za povezivanjem s drugim hotelima, sebi sličnima, koji će udružiti svoje snage i vještine te usmjeriti napor ka postizanju veće prepoznatljivosti na tržištu, ali ne kao pojedinac, već kao zajednica. Sve više malih hotelijera prepoznaje prednosti udruživanja i smatra da se udruženim poslovanjem može postići uspjeh na individualnoj razini, ali i u svrhu razvoja cjelokupne zajednice.
Veliki izazov predstavlja i segment promocije koja je od velike važnosti u području hotelijerstva. Uskladiti raspoložive medije i kanale promocije s ograničenim financijskim resursima, a istovremeno doprijeti do određenog broja potencijalnih gostiju, često stvara veliki problem hotelijerima. Suvremeno poslovanje i digitalizacija zahtijevaju dodatna ulaganja i znanja što u mnogim slučajevima nedostaje upravo iz nedovoljno financijskih sredstava. Kao rješenje za taj problem, javlja se zajednička promocija malih obiteljskih hotela kojom se može udruženim snagama i resursima postići bolje rezultate od onih koje bi hoteli postigli samostalno. Promocija u današnjem poslovanju okrenuta je ka online okruženju te se iz tog razloga i promotivne aktivnosti hotelijera usmjeravaju na takve kanale. Javlja se mnoštvo kanala i medija koje zahtijevaju posebnu pažnju i poznavanje te sve veći broj poduzeća angažira stručnjake na području online promocije.
Sve te činjenice stavljaju se pred hotelijere koji, svjesni ograničenja, traže rješenje u kolaborativnoj promociji putem koje će dosegnuti veći broj ljudi, a istovremeno kvalitetnije raspolagati budžetom za promociju. Upravo suradnjom malih obiteljskih hotela glede promotivnih aktivnosti, moguće je u konačnici postići veću prepoznatljivost, dosegnuti veću publiku te stvoriti snažniji identitet na turističkom tržištu. |
| Abstract (english) | The concept of cooperation in modern business is becoming increasingly important, especially for small and medium enterprises. It is essential to point out small family hotels. In a very dynamic market, they face many obstacles and difficulties daily, often resulting from their size. Although their size, or rather "smallness," is a positive feature, it makes it difficult for the hotel to operate in many situations. The mutual collaboration between small family hotels can contribute to strengthening and overcoming their shortcomings. Ultimately cooperation leads to an improvement in the market and competitive advantage.
Due to competition in the tourism market, small family hotels are becoming initiators of the local economy. They are an example of authentic services, and at the same time, they induce so-called, Soft tourism that occurs as a response to the mass tourism and large-scale tourist offer. Operating in a "sensitive" situation, opposed to large companies and strong organizations, small family hotels' weaknesses related to financial constraints and various non-economic difficulties often come as a great obstacle. Regarding this problem, there is a need to connect with other hotels similar to themselves. They can unite their forces and skills and focus their efforts on achieving greater market recognition, not as individuals but as a community. More and more small hoteliers recognize the benefits of association. They believe that joint business can achieve success, not only on an individual level, but also in developing the entire community.
It is also important to point out the segment of promotion, which is of great significance in hospitality. Aligning the available media and promotion channels with limited financial resources while reaching a certain number of potential guests often creates a severe problem for hoteliers. Due to modern business and digitalization, it is required to undertake additional investments and knowledge, which are often lacking because of insufficient financial resources. As a solution to this problem, there is a suggestion of joint promotion of small family hotels. By collaborative efforts and resources, they can achieve better results than those that hotels would achieve independently. Promotion in today's business is focused on the online environment, and for this reason, the promotional activities of hoteliers are focused on such channels. There are many channels and media that require special attention and knowledge, and an increasing number of
companies are hiring experts in the field of online promotion. All these facts are presented to hoteliers who, aware of the limitations, are looking for a solution in collaborative promotion through which they will reach a more significant number of people, and at the same time, have a better budget for their promotion. To sum up, the networking of small family hotels in terms of promotional activities can ultimately achieve greater recognition, reach a larger audience, and create a stronger identity in the tourism market. |
