Innovation as a Marketing Product in the Hotel Industry – Case Study of the Pčinja District
Innovation as a Marketing Product in the Hotel Industry – Case Study of the Pčinja District

Author(s): Svetlana Mihić, Adriana Jović-Bogdanović, Milan Mihajlović
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Marketing product; Innovation; Tourism; Hotel industry
Summary/Abstract: The aim of the chapter is to examine the impact of individual organizational factors crucial for encouraging innovation in hotels. Transformational and transactional leadership styles, organizational climate dimensions, organizational learning are particularly important organizational factors influencing the innovativeness of the organization. The authors started from the hypothesis that the hospitality industry and the hotel industry management is still dominated by conventional management styles, which lead to poor business results. By introducing innovative management based on marketing and management innovation, these industries can become more successful. The chapter will present research that was conducted using appropriate questionnaires as well as statistical processing of the obtained results The results of the research in this chapter can be useful to decision makers for improving business in the hospitality industry, but also to a wider interested reading audience.

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