Crisis Management in Hotel Business

Još od samih početaka ljudske povijesti, krize su konstanta koja se ponavlja čak i u današnje vrijeme kad bilježimo veliki napredak suvremenog društva. Upravo živimo u svijetu zahvaćenom krizom uzrokovanom pandemijom virusa COVID-19 koja utječe na sve aspekte života, a najviše se odražava na ekonomsku strukturu posebice na područje turizma i ugostiteljstva. Teško je dati odgovor na pitanje na koji način izvući svijet iz takve krize, posebice jer teorija nije u potpunosti spremna na takva zbivanja, no svakako treba analizirati tržište te na adekvatan način pokušati ublažiti posljedice krize. Najvažniju ulogu tu ima krizni menadžment koji se suočava s brojnim teorijskim i praktičnim problemima zbog nedovoljno definiranih i dvosmislenih pojmova oko koncepta krize. Osim toga, krizni menadžment traži donošenje kritičnih odluka u uvjetima nestabilnosti. Manjak informacija, vremena te velika količina stresa najčešće uzrokuju priklanjanje centralizaciji, no i to nije dugoročno rješenje. Najbitnija stavka pri izlasku iz krize je smirenost, stabilnost i proaktivnost kriznog menadžmenta koji će hotelsko poduzeće usmjeriti na načine kako na najlakši način prebroditi krize uz minimalne štetne posljedice. Isto tako, veoma je bitno usmjeriti komunikaciju spram javnosti na primjeren način prije, tijekom, ali i nakon krize jer jedino na taj način možemo spriječiti ponavljanje krize u istom intenzitetu.Crises are a constant of human history even in today's times when we are recording great progress in our modern society. Right now, we are living in a world affected by a crisis caused by the COVID-19 pandemic, which affects all aspects of life and it mostly reflects on the economy especially the tourism and hospitality field. It is difficult to give an answer to the question as to how can we save the world from such a crisis, especially because the theory is not especially clear on these kinds of events, but a market analysis must certainly be conducted adequately, as we must try to strive to alleviate consequences of this crisis. The most important role here is that of crisis management which confronts numerous theoretical and practical problems because of insufficiently defined and ambiguous terms around the concept of crises. In addition, crisis management often requires critical decisions to be made in conditions of instability. Lack of information, time, and large amount of stress usually cause attachment to centralization, but this also is not a long-term solution. The most important elements on the way out of a crisis are calmness, stability, and proactivity of crisis management that will direct the hotel company on ways to get out of a crisis with minimal detrimental consequences. It is also very important to direct communication to the public in an appropriate manner before, during, and after the crisis, because only in this way can we prevent a repeat of the crisis of the same intensity