Marina Perišić Prodan – University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 42, P.P. 97, 51410 Opatija,


4th International Scientific Conference – EMAN 2020 – Economics and Management: How to Cope With Disrupted Times, Online/Virtual, September 3, 2020, SELECTED PAPERS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-31-8, ISSN 2683-4510


The purpose of this paper is to examine whether there is a relationship between customer
orientation and successful hotel business performance. An empirical study was conducted by examining
the marketing management of hotel companies in Primorje-Gorski Kotar County and Istria County.
The study found that there is a statistically significant relationship between customer orientation and
hotel business performance. The results of the research can be used in practice by the marketing management
of hotel companies to determine long-term directions of action. In order to take into account,
the wants and needs of the guest and to achieve a competitive advantage, the implementation of customer
orientation should be a fundamental postulate in the future business operations of all providers
of the hotel offering.


Customer orientation, Hotel business performance, Croatia.


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