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Poslovanje Hotelskih Preduzeća

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Poslovanje Hotelskih Preduzeća UNIVERZITET SINGIDUNUM Fakultet za turistički i hotelijerski menadžment Krunoslav Čačić POSLOVANJE hotelskih preduzeća Četvrto izmenjeno izdanje Beograd, 2013. POSLOVaNJe hotelskih preduzeća Autor: dr Krunoslav Čačić Recenzenti: dr Momčilo Milisavljević dr Slobodan Unković, emeritus Izdavač: UNIVERZITET SINGIDUNUM Beograd, Danijelova 32 www.singidunum.ac.rs Za izdavača: dr Milovan Stanišić Priprema za štampu: Novak Njeguš Dizajn korica: Aleksandar Mihajlović Godina izdanja: 2013. Tiraž: 330 primeraka Štampa: Mladost Grup Loznica ISBN: 978-86-7912-498-2 Copyright: © 2013. Univerzitet Singidunum Izdavač zadržava sva prava. Reprodukcija pojedinih delova ili celine ove publikacije nije dozvoljena. SADRŽAJ Predgovor VII Uvod IX Glava I Savremene tendencije u uSlužnim delatnoStima 1. Razvoj i karakteristike uslužnih delatnosti 1 2. Uslužni sektor u privrednom razvoju 5 3. Poslovna orijentacija uslužnih preduzeća 8 4. Međunarodna razmena usluga 11 5. Turističke usluge u međunarodnoj razmeni 12 Glava II turiStičko tržište i njegov uticaj na poSlovanje hotelSkih i drugih preduzeća 1. Tržišni odnosi u turizmu i pozicija preduzeća 17 2. Elastičnost turističke tražnje 19 2.1. Faktori elastičnosti turističke tražnje 19 2.2. Oblici primarne elastičnosti turističke tražnje 21 3. Sezonska koncentracija turističke tražnje 26 4. Potrošačke karakteristike turističke tražnje 28 5. Neelastičnost ponude na turističkom tržištu 31 Glava III Savremene tendencije u poSlovnoj orijentaciji hotelSkih preduzeća 1. Promene u poslovnoj orijentaciji hotelskih preduzeća 35 2. Međunarodni hotelski lanci 39 3. Eksterni faktori nastanka međunarodnih hotelskih lanaca 42 4. Interni faktori nastanka međunarodnih hotelskih lanaca 48 5. Korporativni hotelski lanci 50 5.1. Marka (brend) u poslovanju korporativnih hotelskih lanaca 50 5.2. Portfolio korporativnih hotelskih lanaca 55 5.3. Prednosti poslovanja u korporativnom lancu – primeri Hilton International i InterContinental Hotels Group 60 6. Dobrovoljni lanci/udruženja 66 Sadržaj .................... III Glava IV raSt i razvoj hotelSkih preduzeća 1. Načini rasta i razvoja međunarodnih hotelskih lanaca 71 2. Prednosti i nedostaci ugovornih aranžmana i direktnog investiranja 75 3. Franšizing 83 4. Ugovor o menadžmentu 92 5. Spajanja i preuzimanja (merdžeri i akvizicije) 95 6. Zajednička ulaganja 101 7. Investicioni fondovi za nekretnine 102 8. Strategijske alijanse 104 Glava V prilagođavanje hotelSkog i oStalog Smeštaja Savremenim tržišnim tendencijamA 1. Hotelski klubovi i resort-i 107 2. Hoteli sa posebnim karakteristikama 110 3. Neobični hoteli 116 4. Timesharing (vremenski zakup smeštaja) 118 Glava VI reStoraterSko poSlovanje u Savremenim uSlovima 1. Restoraterska preduzeća u turističkoj i hotelskoj ponudi 123 2. Najvažniji faktori tražnje za restoraterskim uslugama 125 3. Koncept restoraterskog poslovanja u savremenim uslovima 129 4. Rast i razvoj restoraterskih lanaca 133 Glava VII poSlovno povezivanje hotelSkih i drugih preduzeća u turizmu 1. Pojam poslovnog povezivanja u hotelijerstvu i turizmu 141 2. Teorijske osnove poslovnog povezivanja hotelskih preduzeća 142 3. Horizontalno povezivanje hotelskih preduzeća 146 4. Vertikalno povezivanje u hotelijerstvu 151 4.1. Vertikalno povezivanje hotelskih poslova unapred (prodajni tip) 151 4.2. Vertikalno povezivanje hotelskih poslova unazad (proizvodni tip) 157 5. Konglomerati 159 Glava VIII pripremanje uSlužnog programa hotelSkih i reStoraterSkih preduzećA 1. Određujući elementi u pripremanju hotelskih usluga 163 2. Izbor vrste i kategorije hotelskog objekta 167 Poslovanje hotelskih preduzeća IV .................... 3. Kriterijumi za podelu hotelskih objekata 169 3.1. Hotelski objekti prema fizičkim karakteristikama 169 3.2. Hotelski objekti prema tržišnoj nameni 172 3.3. Podela hotela prema vrsti i načinu pružanja usluga 174 3.4. Podela hotela prema vremenu poslovanja 175 4. Kategorizacija hotelskih objekata 178 4.1. Značaj klasifikacije i kategorizacije hotelskih objekata 178 4.2. Klasifikacija i kategorizacija hotelskih objekata u svetu i u pojedinim zemljama 181 4.3. Klasifikacija i kategorizacija hotelskih i drugih objekata u našoj zemlji 189 5. Izbor lokacije hotelskog objekta 192 5.1. Značaj lokacije u hotelijerstvu 192 5.2. Najvažniji faktori za izbor lokacije hotelskih i restoraterskih objekata 193 5.3. Izbor lokacije objekta u dugoročnom poslovanju preduzeća 207 5.4. Metodološki osnovi izbora optimalne lokacije 209 Glava IX ljudSki reSurSi u hotelSkom preduzeću 1. Formiranje i funkcionisanje kolektiva u hotelskom preduzeću 213 2. Tehnološko-tehnički faktori ljudskih resursa u hotelskom preduzeću 216 3. Tržišni i organizacioni faktori ljudskih resursa u hotelskom preduzeću 226 4. Kvalitet radnih operacija 232 4.1. Pojam i determinante kvaliteta u hotelijerstvu 232 4.2. Testiranje i obuka zaposlenih u hotelskom preduzeću 233 4.3. Standardi radnih operacija u hotelskom poslovanju 237 4.4. Motivisanost za rad i stimulacije zaposlenih u hotelskom preduzeću 243 Glava X nabavka i prodaja u hotelSkom poSlovanju 1. Faktori nabavke u hotelskom preduzeću 249 2. Politika nabavke i zaliha u hotelskim i restoraterskim preduzećima 252 3. Prodaja hotelskih usluga 255 3.1. Specifičnosti prodaje usluga u hotelijerstvu i turizmu 255 3.2. Direktna prodaja hotelskih usluga 256 3.3. Indirektna prodaja hotelskih usluga 258 3.4. Odnosi hotelskih preduzeća i putničkih agencija u indirektnoj prodaji 260 3.5. Karakteristike prodaje hotelskih usluga u savremenim uslovima 262 3.6. Promocione aktivnosti kao podrška prodaji hotelskih usluga 263 Sadržaj .................... V Glava XI FinanSijSki eFekti poSlovnih operacija u hotelSkom i reStoraterSkom preduzeću 1. Uticaj tržišta na prihod hotelskih i restoraterskih preduzeća 267 2. Struktura troškova hotelskog preduzeća 269 3. Uticaj kolebanja tražnje na finansijske rezultate hotelskog i restoraterskog preduzeća 273 4. Intenzitet (snaga) kapitala u finansijskom poslovanju preduzeća 275 5. Odnos uslužnog programa i poslovnih rezultata preduzeća 277 6. Izbor konačne prodajne cene hotelskih i restoraterskih usluga 279 7. Metodološki osnovi formiranja prodajnih cena u hotelskom i restoraterskom preduzeću 282 Glava XII StrategijSko upravljanje hotelSkim preduzećem 1. Istraživanje tržišta i informacioni sistem u hotelskom preduzeću 287 2. Strategijsko upravljanje uslugama hotelskog preduzeća 290 3. Osnovne strategije razvoja hotelskog preduzeća 292 4. Strategijsko i taktičko upravljanje tražnjom u hotelijerstvu 295 4.1. Segmentacija tražnje u hotelijerstvu 295 4.2. Diferenciranje usluga i cena hotelskog preduzeća 298 5. Posebna područja strategijskog razvoja hotelskog preduzeća 300 5.1. Strategijske osnove razvoja hotelskog preduzeća 300 5.2. Uloga menadžera u razvoju hotelskog preduzeća 302 5.3. Investicione aktivnosti hotelskog preduzeća 303 5.4. Hotelsko preduzeće u strategijskom razvoju turističke destinacije 306 6. Upravljanje organizacionom strukturom hotelskog preduzeća 308 6.1. Strategija i struktura hotelskog preduzeća 308 6.2. Uloga operativnih jedinica hotelskog preduzeća 310 7. Kontrola poslovnih aktivnosti u hotelskom preduzeću 311 8. Strategijsko prilagođavanje hotelskih preduzeća tržišnim tendencijama 313 Literatura 317 Poslovanje hotelskih preduzeća VI .................... PREDGOVOR va knjiga je pisana kao udžbenik za predmet koji se izučava na osnovnim studijama u okviru studijskog programa Turizam i hotelijerstvo na Fakultetu zaO turistički i hotelijerski menadžment Univerziteta Singidunum u Beogradu. Njen sadržaj prilagođen je programu predmeta, a ona istovremeno može da posluži i kao učilo za studente drugih fakulteta i visokih škola na kojima se izučavaju discipline iz oblasti hotelijerstva i turizma. Prevashodno udžbenički karakter nije prepreka da se ovom knjigom posluže i drugi čitaoci, pre svega oni koji rade u ovoj oblasti. Podlogu udžbenika čini njegovo prethodno izdanje iz 1995. godine. S obzirom na protok vremena i promene koje su zabeležene u hotelskom poslovanju, bila je neophodna temeljna „rekonstrukcija“ prvog izdanja. Tako se pred čitaocima sada pojavljuje praktično nova knjiga, sa novim konceptom i neophodnim inovacijama. Recenzenti, prof. dr Momčilo Milisavljević i prof. dr Slobodan Unković, emeritus, bili su sa ovim radom od pravljenja koncepta, pa do početka štampanja knjige. Za to im dugujem iskrenu zahvalnost. Sa neposrednim uvidom u celokupnu pripremu i izradu ove knjige, prof. dr Slobodan Unković, emeritus, posebno je pružao izuzetnu podršku i pokazao veliko razumevanje u svim fazama njenog nastajanja. Istu takvu podršku i razumevanje imao sam i od prof. dr Milovana Stanišića, rektora Univerziteta Singidunum, kome sam takođe iskreno zahvalan. Nataša Sekulović, doktor ekonomskih nauka i Nikola Minić, master, bili su izuzetni saradnici u prikupljanju informacija i podataka i njihovom unosu u ovaj udžbenika. Na tome sam im posebno zahvalan. Zahvaljujem se i Novaku Njegušu i Aleksandru Mihajloviću na pokazanom profesionalnom entuzijazmu i želji da podrže objavljivanje ove knjige kroz njenu tehničku pripremu. Svima se zahvaljujem, a čitaoci će oceniti koliko su naši zajednički napori bili uspešni. Beograd, juna 2013. Autor Predgovor .................... VII UVOD 1. Pri koncipiranju ovog udžbenika pošlo se od sledećih najvažnijih osnova: da su hotelska preduzeća među najznačajnijim privrednim organizmima u oblasti turizma; da su njihove poslovne funkcije velikim delom vezane za celokupno poslovanje u turizmu i da se između njih i drugih preduzeća uspostavljaju odnosi bez kojih savremeno turističko
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