INTRODUCTION OF NEW BUSINESS STRATEGIES BASED ON SUSTAINABLE DEVELOPMENT IN THE FAMILY HOTEL INDUSTRY SEGMENT IN CROATIA

A small family hotel in Croatia is a segment of the national tourist offer with great potential which is currently not adequately used. New development strategies that will not only be based on realistic potential but will also successfully implement the concept of sustainable development are needed. Considering the fact that small family hotels, compared to larger hotels, in both the national and global market, are the most recognizable by a personalized approach, the proposed strategy is the implementation of the concept of heritage interpretation, a relatively new trend in European and world tourism. It is not only an innovative concept that will raise the quality of the offer, but it is also a way of solving one of the biggest family hotel problems in Croatia, which is a remarkable seasonality of business.