Gordana Radosavljević, Katarina Borisavljević, Katarina Radaković
Faculty of Economy, University in Kragujevac, Serbia​
​​​​​​​DOI: https://doi.org/10.31410/EMAN.2018.674
2nd International Scientific Conference – EMAN 2018 – Economics and Management: How to Cope With Disrupted Times, Ljubljana – Slovenia, March 22, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Management Koper, Slovenia; Doba Business School – Maribor, Slovenia; Integrated Business Faculty –  Skopje, Macedonia; Faculty of Management – Zajecar, Serbia, ISBN 978-86-80194-11-0


In order to achieve the competitive advantage, the companies involved in tourism adopt a new marketing philosophy; they become direct towards meeting the needs and demands of the users and towards delivering the superior value to the targeted market segments. The application of this philosophy in hotel industry creates value for both guests and hotel companies that are oriented towards retaining their current guests and attracting new guests. Guests choose the hotel offer that gives them the highest value. The subject of special research in the work is the influence of elements of value on the level of satisfaction and loyalty of guests towards a particular hotel. The aim of the paper is to show the importance of creating the value of the offer in hotels in getting as many loyal guests as possible. The paper also analyzes the most important types of values and possibilities of their application in hotel business in Serbia. The importance of the paper is in analyzing the process of creating and delivering superior value to the guests and making recommendations to hotel managers to improve their position on the Serbian tourist market.

Key words

value, hotel management, customer satisfaction and loyalty


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