Content area
Full Text
The basic questions that interest the managers in the hotel companies are: what kind of offer or what product should the hotel present in the following period, what personal skills it owns or what can be created the following period that will enable to create a hotel product which will be superior in relation to the competition, which advantages and capabilities give the hotel the possibility to gain or to maintain a significant competitor advantage on the global tourist market. In order to answer these questions, the managers base on the analysis of distinctive capabilities that the hotels owns.
Distinctive capabilities are simply determined as internal skills or competencies which the hotel owns, that are differentiated from the competition. They represent a critical factor for successful planning of the hotel business because it's based for definition and choice of an effective strategy of the competitors advantage. If they are analyzed appropriately and used, the hotel can't determine an effective development strategy.
Taking into consideration such importance of the concept of distinctive capabilities, the aim of the effort is to point the content of distinctive capabilities and the most important techniques for its application in the process of strategic planning of the hotel offer with an aim to be more attractive over the competitive ones.
Key words: strategic planning, distinctive capabilities, competitor advantage, hotel product, innovations
INTRODUCTION
The success of every hotel company is conditioned by the capability of its managers to coordinate the business with the changes that characterize the modern international environment. Considering the strong influence of these changes on the tourist movements, the managers of hotel companies should strategically plan to direct the hotel working constantly searching and choosing ways to be competitive, to decide how to attract new tourists, how to keep the permanent tourists, how their product to be more attractive from the competitors ones, how to position themselves successfully on the competitive tourist market.
The concept of strategic planning has special significance in the hotel and wider, in the tourist industry. Many reasons can be given for which this planning in the hotel companies represent necessity. Among the most important is the complex character of the hotel product on one side and the elastic tourist demand on the...