THE ANALYSIS OF DIRECTIONS FOR IMPROVEMENT OF COMPETITIVENESS IN DOMESTIC HOTEL ENTERPRISES ? STUDENTS ATTITUDES

Global market changes are forcing modern hotel enterprises to adjust their business in order to survive on the market by satisfying their end users. Serbian hotel enterprises have, in a certain extent, accepted new market trends. However, the biggest problems seem to be poor traffic infrastructure and the introduction of the ISO management standards which are necessary conditions for increasing competitiveness level of domestic hotel enterprises. Modern hotel industry cannot be imagined nowadays without big international hotel chains and the emergence of new market niches aimed at young customers born between 1980 and 2000, the so-called millennials, who represent the largest group of smart phone users. Beside these obvious challenges that Serbian hotel industry has to face there is also a good potential in the field of congress tourism which has become very popular in the world in recent years.