Strategic Planning of the Hotel Product – Necessity in uncertainly and Risk Conditions

Karadjova, Vera and Simoncheska, Lidija (2010) Strategic Planning of the Hotel Product – Necessity in uncertainly and Risk Conditions. In: 20-th Biennial International Congress, Tourism & Hospitality Industry 2010, "New Trends in Tourism and Hospitality Management", 06-08 May 2010, Opatija, Croatia.

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Strategic planning in tourism industry enterprises coordinate employee's efforts, the same as the efforts of all subjects which form tourist supply on local, regional and national level. Planning is important because it compel managers to think about risks nature, and qualify them to undertake those risks minimizing to the greatest range theirs unreasonable behavior. Planning also help managers in arranging and making optimal planning decisions in conditions of unstable environment; using examinations, analyses and predicting the dynamics and manifesting of the factors critical for success in the following period. Those moments have a special expression in strategic planning, having in mind its long time character, uncertainly and risk of some unpredictable circumstances can arise (such as inflation, recession, social tensions, natural disasters i.e.). Using strategic planning, every tourist enterprise and the whole tourist industry begin to take proactive position towards the environment, initiating new tourist requirements and new contents for theirs gratification. The essence of hotel product strategic planning is to determine that kind of services assortment and services quality in the following period, that will allow larger and equivalently utilization of disposal hotel capacities in accordance with tourist market demands. That is a result of marketing planning and of marketing policy and strategy. This paper starts from the complexity of the hotel product content and put the accent on its strategic planning in risk conditions, qualify hotels to maintain and extend their business in conditions of severe international competence.

Item Type: Conference or Workshop Item (Paper)
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions: Faculty of Tourism and Hospitality
Depositing User: Prof. d-r Vera Karadjova
Date Deposited: 27 May 2020 22:18
Last Modified: 27 May 2020 22:18

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