The new strategic orientation in innovating hospitality logistics system

Purpose – This paper investigates ways how to innovate logistics processes in the hospitality industry aimed at achieving spatio - temporal transformation of resource base into competitive advantages based on innovation and quality. Economic goal of modern logistics based on knowledge is to provide a unique experience for tourists at minimum cost in order to multiply operational profit. Operational profit has to be largely reinvested in the new strategic orientations as well as in new intangible resources generating excellence and recognizability of hospitality services. Design – The paper defines current and future ways of logistics processes optimization as well as strategies in the hospitality industry aimed at generating excellence both for tourists and sustainable development. It analyzes the role of knowledge management in the reconception of logistics processes based on the new strategic orientations in synergy with other business processes involved in the transformation of a classical company into a learning organization Methodology –Recent scientific literature is critically analyzed in the paper (hospitality logistics systems, new strategic orientations) and practical examples (various forms of Croatian hotels and hospitality companies) and determines the views of the authors referring to the new qualitative trends of modern logistics and sustainable value chain and excellence as a prerequisite for the development of a hospitality company. The causal loop model is used for generating significance of new strategic orientations aimed at innovation of logistics processes in the hospitality industry in a dynamic environment. Findings – The paper emphasizes the importance of intangible resources and new strategic orientations in new qualitative trends used in logistics management processes. It presents a starting point for the future research works to solve specific problem situations in practice. Originality – The paper suggests and provides arguments for concrete proposals applied in optimization of logistics processes based on knowledge and information (risk management in generating business decisions) and new strategic orientations and it also raises questions to anticipate future changes in the development of logistics processes and strategies.