The application of a service-dominant logic in the hotel industry is a current topic due to the characteristics of the complex market, growing competition and pronounced susceptibility to the external environment, due to which hoteliers face many challenges in business. The aforementioned statement also applies to the hotel industry in the Republic of Croatia, where the field of application of service-dominant logic is an unexplored concept. The aim of the paper is to analyze managers' views on service-dominant logic, their understanding of it and its possible application in the business of hoteliers in the Republic of Croatia. Through in-depth interviews, managers' views on the application of service-dominant logic in the hotel industry of the Republic of Croatia were analysed, based on which the conclusion was reached that managers understand, approve and try to operate according to the aforementioned logic in their operations. Although in theory they confirm the correctness of the service-dominant logic, they admit that in practice it is sometimes difficult to comply with the business conditions that the theory of the service-dominant logic dictates, and due to the complexity of the business, the dependence on other organizations involved in the business, there is a lack of an adequate supply of workers on the labor market, and all more demanding users.