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To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Innovative accommodation facilities in tourism and hospitality industry – Integrated hotels Tamara Floricic Juraj Dobrila University of Pula, Faculty of economics and tourism, Croatia [email protected] hr, https: //www. fet. unipu. hr/ Nadia Pavia University of Rijeka, Faculty of tourism and hospitality Management Opatija, Croatia [email protected] hr, www. fthm. hr To. SEE 2017 Slide Number

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management The aim of this paper is to describe the concept and development of innovative accommodation facilities and to establish whether this is merely a new form of accommodation or whethere is a potential of the accommodation facilities becoming a significant form of tourist offer in interaction with tourist offer holders. Chosen category – integrated hotels To. SEE 2017 Slide Number 2

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management A combination of research methods have been adopted for this study. - The theoretical overview on innovative accommodation facilities as part of creating an offer in tourist destinations - Theoretical arguments are supported by case-based data obtained through open-ended interview questions addressed to innovative accommodation facility owners. - Proposition of new model - challenges and potentials To. SEE 2017 Slide Number 3

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Ministry of Tourism of Republic of Croatia recognises 7 types of accommodation units in hospitality industry – group Hotels 1. Hotels 2. Heritage hotels 3. Diffuse hotels 4. Aparthotels 5. Resorts 6. Tourist apartments 7. Integrated hotels 8. Spa hotels 9. Special stanadised hotels – specialised hotels To. SEE 2017 Slide Number 4

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management • The Ministry of Tourism of the Republic of Croatia recorded that Croatian tourism disposes with a total of • 840 categorised properties, of which (84, 62%): • 81. 5% refer to hotels, • 2% to heritage hotels, • 0. 12% to diffuse hotels and • 1% to integrated hotels. • 15, 38% other types of accommodation facilities To. SEE 2017 Slide Number 5

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Hotel industry in Croatia – Hotels To. SEE 2017 Slide Number 6

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management What is INTEGRATED Hotel • Integrated hotel is a facility can conduct its business in towns and other locations, where are provided services of accommodation and breakfast in common facilities ( owned or contracted) • Accommodation facilities are not located in the same building, they are located in vicinity and organisational belong to the same property. • Minimal number of properties is 3 different accommodation buildings To. SEE 2017 Slide Number 7

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management • Accommodation facilities in hotel categorised with the same category • As hotel - Min 5 accommodation units: - rooms, - apartments, - studio apartments, - holiday homes and other subjects (small businesses, companies, etc). To. SEE 2017 Slide Number 8

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management - The main point is that by virtue of a contractual relationship, Small owners put their accommodation facilities, restaurants, bars and premises with common entertainment facilities at the disposal of, i. e. for business, to the caterer who is in charge of the integrated hotel. • a) c) e) g) Common facilities: reception breakfast room (own or contract) maitenance and cleaning service Restaurants To. SEE 2017 b) sitting room / salon d ) gym / spa f) common marketing h) bars Slide Number 9

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management INTEGRATED HOTELS IN REPUBLIC OF CROTIA INTEGRALNI HOTELI ( 2016) County Grad Zagreb ( development plans ) Karlovačka županija Num 8626 8641 Property Zig. Zag Srce prirode Beds 37 35 2401 8755 8745 Kalmota Island Resort Hedera Estate Domino Dubrovačko-neretvanska Grad Zagreb 8804 Central Apartments Zadarska županija 24 8813 8823 Skalinada Casa Garzotto Splitsko-dalmatinska županija Istarska županija 37 10 8 integrated hotels Total 288 10 12 453 Source: Authors' research, Ministry of Tourism of Republic of Croatia To. SEE 2017 Slide Number 10

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management The advantages of the cluster linking are recongised, as well as the synergy for the purposes of realisation of new levels of quality and competitiveness. Development of integrated hotels supported by: - Ministry of Tourism of Republic of Croatia - Croatian Tourism Bord - Gild associations ( Entrepreneurs in private households) - Travel agencies To. SEE 2017 Slide Number 11

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management RESEARCH Attitudes of integrated hotels owners and management towards their development potential - Research of Croatian integrated hotels – data of Ministry of Tourism - Research of web promotion of integrated hotels - Research hotel owners – attitude towards development potential ( structured interview – personal communication ) Findings integrated into innovative model that reflect the positions To. SEE 2017 Slide Number 12

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Q 1 What motivated you to categorise your hotel as an integrated hotel and what advantages did you recognise in that particular organisational form? - The owners stated that they organised integrated hotel: It was market-wise They recognised stronger marketing potential They wanted to categorise property as heritage hotel but this way it was much easier Easier completion of standards To. SEE 2017 Slide Number 13

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Q 2 Did you take part in workshops and forums of family accommodation and how do you grade the efforts put into the formation of integrated hotels? There workshops but the issue was not well clarified - Problems with marketing of integrated hotel / better explanation - Guests expect actual hotel rooms in the same building not the self catering apartments distant from the reception - Dealing with complaining guests To. SEE 2017 Slide Number 14

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Q 3 In organisation of your own integrated hotel, did you research and communicate with integrated hotels abroad? Yes we investigated and are familiar with good Italian practice of diffuse hotels - They have good name and have develop identity which cannot be copied into Croatian practice - The name (IT) albergo difusso = scattered diffuse hotel (HR/ENG) - The name (IT) residence = integrated hotel ( HR ) (no international practice ) better choice of name To. SEE 2017 Slide Number 15

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Q 4 Compare the practice abroad with the Croatian legislative framework and organisatonal possibilities. Legislative framework abroad is very flexible and in Croatia very strict - Croatian framework limit the organisation of offer - When planned to organise integrated hotel, we had to plan construction works beside the whole investment - Incentives instead of sanctions would be more welcomed To. SEE 2017 Slide Number 16

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Q 5 Do you have only your own or also other owners' apartments in the organisation of your hotel? Our integrated hotel consists from our own apartments - We have contracts with some other apartments but we don’t want to integrate them in integrated hotel, for them we work as intermediator To. SEE 2017 Slide Number 17

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Q 6 Do you and with which service providers in the destination you have contractual relationship for the purposes of enrichment of your offer? Yes we offer full experience to our clients through our own services or through partner DMC companies - excursions, - active holidays - transfers - Wine tasting - restaurants - We give to our guests VPN mobile phone so they can contact us whenever they need. - We had some bad experience so we left integrated hotel concept and returned to category tourist apartments To. SEE 2017 Slide Number 18

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Q 7 As reorganisation of the family accommodation is one of the strategies of the Croatian tourism, are you of the opinion that the number of integrated hotels will rise, as an innovative form of accommodation? The owners don’t reply positive to that question - Skepticism regarding future development potential - Legal problem of strict regulative - To many grey economy – illegal services providers that pursue tax evasion - Only non-categorised properties tend to organise as integrated hotel To. SEE 2017 Slide Number 19

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Q 8 Has the level of competitiveness increased and do you achieve higher prices in placing your accommodation offer as opposed to the traditional family accommodation? Competitiveness has not increased - Our property was very competitive before re-categorisation - Competitiveness is dependent to the number of apartments, reviews, and marketing penetration strength - Guests complaints impact negative competitiveness To. SEE 2017 Slide Number 20

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management CONCLUSION - Findings presented through the innovative model Experience of other integrated hotel presented motivation for design of new product Legal regulation is very strict, need for flexibility There are ownership issues – willingness for new organisational structures Questionable cooperation with other services providers in destination Not possible to follow the international best practices Need for exact offer presentation and marketing To. SEE 2017 Slide Number 21

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management This paper is a valuable contribution to existing research on how the competitive offer of a tourist destination is influenced by innovative accommodation facilities. The research also points to the need of better promoting horizontal merging of innovative accommodation facilities and holders of tourist offer. To. SEE 2017 Slide Number 22

To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference To. SEE - Tourism in Southern and Eastern Europe 4 th International Scientific Conference Tourism and Creative Industries: Trends and Challenges University of Rijeka, Faculty of Tourism and Hospitality Management Thank you for your attention! § § § Tamara Floricic Juraj Dobrila University of Pula, Faculty of Economics and Tourism E-mail: [email protected] hr § § § Nadia Pavia University of Rijeka, Faculty of tourism and hospitality Management E-mail: [email protected] hr To. SEE 2017 Slide Number 23