KNOWLEDGE MANAGEMENT AS A NEW MANAGERIAL PARADIGM

Knowledge management research in Croatian hotels shows that it has become a new pattern of management, but only in cases of managements that handle the hotel product that is a brand (a protected hotel product with a trademark). Knowledge management as the property of a hotel organization entails the management of a series of processes associated with knowledge, such as: the advancement of the organization\u27s knowledge, protecting the organization\u27s knowledge, utilizing knowledge and sharing knowledge among everyone in the organization. Although the percentage of branded hotels in Croatia has significantly increased, from 2% in 2003 to 5% in 2007, the number of unbranded hotels still remains very high and adds up to 499 hotels. These are mainly hotels that still fall short of wholly using their knowledge and experience (know-how) as a license or franchise of the hotel product with a brand