Challenges of Managing and Marketing Small Accomodation Units - Evidence from a Greek Destination

• Autorzy: Eugenia Wickens , Marios Soteriades

Warianty tytułu

Wyznania marketingu i zarządzania w małych przedsiębiorstwach hotelarskich. Analiza przypadku Grecji

• Języki publikacji: EN

Abstrakty

EN

The purpose of this paper is to explore a number of marketing and management is-sues concerning the hospitality industry in Chalkidiki, a Greek destination. Tourism industry in Greece including Chalkidiki is dominated by a myriad of micro tourism and hospitality businesses. Seasonality, low pay, unsociable working hours are some of the key features of the accommodation sector in this destination. Another feature is that Small Accommodation Units (SAUs) in Chalkidiki rely on family members for labour. Employees often lack training and are expected to be "multi-skilled‟ in the delivery of the tourist product. Research also shows that SAUs are less likely to invest in marketing and prefer to adopt a "DIY approach‟ (Seaton and Bennett, 2001). The paper concludes that SAUs, such as self catering units, lack marketing knowledge that would allow them access to the global market and need institutional support if they are to continue to pro-vide a quality product and achieve a sustainable competitive advantage.(author's abstract)

Celem artykułu jest przedstawienie problemów marketingu i zarządzania ruchem turystycznym Chalkidiki (północna Grecja). W regionie dominują małe i średnie przedsiębiorstwa hotelarskie, a ruch turystyczny charakteryzuje się dużą sezonowością. Po-ziom zarobków w branży turystycznej jest bardzo niski, czas pracy jest długi, a znaczna część przedsiębiorstw opiera się głównie na pracy rodziny. W artykule dokonano analizy funkcjonowania reprezentatywnego przedsiębiorstwa Kalimeria. Jako metody badawcze wykorzystano obserwację oraz wywiady z pracownikami. W wyniku badań stwierdzono, że małe i średnie przedsiębiorstwa turystyczne korzystają z narzędzi marketingu jedynie w bardzo ograniczonym zakresie.(abstrakt autora)

Słowa kluczowe

EN

Marketing; Management; Enterprises; Hotel industry

PL

Marketing; Zarządzanie; Przedsiębiorstwo; Hotelarstwo

• Czasopismo: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Turystyki
• Rocznik: 2012
• Numer: nr 1(17)
• Strony: 100--108

Twórcy

autor

Eugenia Wickens

autor

Marios Soteriades

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