Hotel image as an important prerequisite for creating a competitive advantage

Abstract

Tourism and hotel industry are showing the tendency of continuous and rapid growth on a global scale. The improvement of the working process is quite remarkable, i.e. the quality of service, but also the construction of numerous new facilities, which together affect the competition in the international tourism market, where the Republic of Macedonia also gives its national tourism product. This paper pays special attention to the hotel service, as its inevitable and irreplaceable factor determining guest satisfaction. In this paper, hotel image is particularly highlighted. Building and strengthening of the hotel image becomes one of the basic strategies for the consumers achieving greater value and better positioning in the market. The key question imposes as to how to build a good image of a hotel and identify the components that affect the hotel image. This paper analyses important components that affect the hotel image. To that end, research has been performed which confirms that the hotel image is created by products of services, location, clients, atmosphere, after-sales services and promotional activities.

Resources Confirmation for Tourism Destinations Marketing Efforts Using PLS-MGA: The Moderating Impact of Semirural and Rural Tourism Destination

“…Notably, the quality of tangible elements alone will not build up a tourism destination, as the integration of intangible aspects are essential for destination marketing efforts and will be advantageous to the development of destination marketing effort initiatives. For instance, service quality in a hotel setting is dependent on the expertise and kindness of the staff [123]. Considering that tourists place a very high emphasis on the experiences gained during their visits [100] and want to ensure that their stay is worth the expenditure they spend, it can be surmised that the provision of better service quality would lead to a better destination marketing effort.…”