Innovation features in the hotel industry: Croatian hotel websites

Abstract The hotel industry undeniably holds strong market power. Its economic impact can affect the infrastructural, economic, and digital development of a particular region. In addition to numerous advantages, has also posed certain challenges for industry, such as fierce competition struggle power, which in turn lead constant searching new beneficial solutions. Hotel websites need be good quality have positive on profitability. Quality are functional useful, innovation is common factor observed when testing quality. aim this paper provide an overview activity Croatian websites. Two methods were used research purposes: e-MICA framework content analysis. Descriptive statistics significance Chi-squared tests analyse results. Research findings suggest that hotels adopted innovative features their modestly: mostly, 5-star hotels, chains, foreign-owned well focused strategically direct sales channels. obtained results important future should issue more depth. Furthermore, hoteliers could benefit from these results, use them advantage order revise improve existing strategies.