Title Organiziranje marketinških aktivnosti u hotelskim poduzećima
Title (english) Organisation of marketing activities in hotels companies
Author Sanja Tili
Mentor Danijela Križman Pavlović (mentor)
Committee member Aljoša Vitasović (predsjednik povjerenstva)
Committee member Danijela Križman Pavlović (član povjerenstva)
Committee member Tamara Floričić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2017-09-25, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Trade and Tourism
Abstract Kreiranje efikasne strategije marketinga za receptivni turistički subjekt predstavlja
pretpostavku uspješnom pozicioniranju na globalnom emitivnom turističkom tržištu. Iz
tog je razloga vrlo važno kontinuirano praćenje ciljnih emitivnih tržišta. Polazište
efikasne strategije marketinga postiže se utvrđivanjem karakteristika, specifičnosti i
potreba ciljnog tržišta. Poduzeće se mora shvaćati kao marketinška organizacija
kako bi se ostvarilo dosljedno vođenje poduzeća s tržišnom orijentacijom. Opisane su
marketinške aktivnosti, u koje se ubrajaju elementi marketinškog miksa koji su
obrađeni kroz dva odabrana poduzeća. Primjena strategije marketinga u hotelskom
poslovanju nije usmjerena tek realizaciji postavljenih poslovnih ciljeva, već
predstavlja i konstantu poticanja poboljšanja i proširenja ponude temeljene na
praćenju aktualnih trendova, ali i zahtjeva postojeće i potencijalne klijentele.
Strategija razvoja koju poduzeće „Zlatni rat“ d.d. provodi podrazumijeva da se
postojeći kapaciteti ne povećavaju, već da se poboljšava kvaliteta i iskorištenost,
snižava zavisne troškove poslovanja i održava stabilne cijene, poboljšava strukturu
ponude, potiče inozemnu i domaću potražnju na odabir hotela te potiče stručnost i
gostoljubivost zaposlenog kadra. Poduzeće „Maistra“ d.d. poznato je kao vodeće
hotelijersko poduzeće, koje u budućnosti želi stvoriti savršene doživljaje za svoje
goste i osigurati vrhunski smještaj i osobnu uslugu s osmijehom u Rovinju i Vrsaru.
Snažan investicijski ciklus, uz dodatni naglasak na direktne kanale prodaje, rezultirao
je rastom prosječnih cijena i blagim produljenjem sezone. Do 2020. godine planirana
su nova ulaganja koja će omogućiti da cjelokupna ponuda bude na razini 4 i 5
zvjezdica.
Abstract (english) Creating an effective marketing strategy for a receptive tourist subject is a
prerequisite for a successful positioning on the global emitting tourist market. For this
reason, it is highly important to continuously monitor targeted emission markets. The
starting point for an efficient marketing strategy is to identify the characteristics, the
specifics and the changing needs of the targeted market. In order to achieve
consistent management leardership with market orientation, companies need to be
concidered as maketing organisation. Marketing activities are described, including
the marketing mix elements which are processed through two selected companies.
The application of the marketing strategy in hotel business is not only focused on the
realization of the set business goals, but also represents the constant stimulation of
the improvement and expansion of the offer based on the current trends, as well as
the demands of existing and potential clients. The development strategy which the
Hotel "Zlatni rat" d.d. conducts implies that the existing capacitieshave not been
inceased, but that the quality and utilization is improved, dependable operating costs
are reduced and stable prices are maintained, the supply structure is improved,
foreign and domestic demand is encouraged on hotel selection, and staff skills and
hospitality are promoted. Company "Maistra" d.d. is known as a leading hotel
company, which in the future wants to create the perfect experience for its guests
and provide top accommodation and personalized service with a smile in Rovinj and
Vrsar. A strong investment cycle, with an additional focus on direct sales channels,
resulted in rising average prices and a slight prolongation of the season. Until 2020,
new investments are planned in order to enable the overall offer to be at the 4 and 5
star level.
Keywords
hotelijerstvo
organizacija marketinških aktivnosti
strategije marketinga
organizacija marketinga
„Zlatni rat“ d.d.
„Maistra“ d.d.
Keywords (english)
hotel marketing
marketing activities organization
marketing strategy
marketing organization
"Zlatni rat" d.d.
"Maistra" d.d.
Language croatian
URN:NBN urn:nbn:hr:137:119040
Study programme Title: Business Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics Course: Tourism Study programme type: university Study level: undergraduate Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource Text
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Created on 2018-01-11 12:23:17