Marketing effectiveness of the hotel industry in Croatia

Abstract

Despite the scarcity of empirical investigation, marketing effectiveness is recognised as an important prerequisite of the overall market effectiveness of the hotel industry. The purpose of this empirical study was to examine the influence of effective marketing practices on business performance in the Croatian hotel industry. Our findings indicate that the marketing effectiveness is positively associated with the performance level, the scope of marketing activities, the way marketing information is used in strategic and operational management and also with the status of the marketing department within the hotel company. The managerial implications of the findings are presented along with future research directions.