Маркетингово проучване на стратегическото управление на хотелски комплекс
Marketing Research on Strategic Management of a Hotel Complex

Summary/Abstract: The goals of a business organization, particularly in the sphere of hotel keeping, of its customers, suppliers, collaborators and the society as a whole may be different and be in conflict. Achieving a balance between different interests, with maximum satisfaction of all parties, depends primarily on its management. The main purpose of the paper is to justify the necessity of introducing a concept for improvement of the strategic management of a hotel complex on the basis of a survey and a qualitative analysis of the hotel product. In order to achieve the goal, several research tasks should be solved: 1.Specifying the basic role of the concepts “management” and “hotel product”; 2.Performing market and product analyzes needed for formulating the main issues; 3.Showing the possibilities of supply updating and formation of a correspondence between the quality of a real hotel product and the one related to desires and interests of real and potential consumers.

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