ENTREPRENEURIAL MANAGEMENT OF PRIVATE ACCOMMODATION IN TIMES OF CRISIS: A COMPARATIVE APPROACH

Purpose - The purpose of this paper is to assess competitiveness of private accommodation, and to offer the necessary measures which would improve the quality of this segment of tourism that would later provide additional opportunities for the creation of a new market position as well as increasing quality of life and standard of local population. Design and methodology - A study of attitudes and opinions of private accommodation providers was conducted, in conjunction with assessing the current state and possibilities of further development of this sector. The study was carried out from January to June 2012 in Primorsko-goranska County. A questionnaire survey was used for gathering data and a specially structured questionnaire consisting of three parts was formed. For the purposes of this paper, the first two parts of the questionnaire were analysed in detail. A total of 432 questionnaires were found usable for the study. The collected data analysis included descriptive statistics. Approach - The special focus is given to obtaining relevant results by using comparative analysis with the findings of previously conducted researches of private accommodation in Primorskogoranska County. Findings - The research results indicate the changes in the demographic structure of the private accommodation providers, their motives for the provision of accommodation in the households as well as total revenues from the provision of accommodation services in the households. Qualitative shifts in the structure of accommodation capacity are also identified. Specifically, socio-demographic changes include: increasing the share of younger and highly-educated private accommodation providers. Significant increase is noticeable in the number of private accommodation providers whose basic motive of providing services is connected with increasing the basic household income. The increase in total revenue from the provision of accommodation services in the household is also evident. Research results which are related to changes in the type and form of accommodation, suggest a qualitative shift in terms of reducing the number of rooms and suites, and increasing number of holiday homes as a form of quality accommodation in the households. Originality of research - Since there has not been any systematic research conducted on private accommodation, this research opens enough space for further theoretical and applicative improvement. Special emphasis is put on the importance of raising the level of quality and restructuring of private accommodation.