Title Online promocija hotelskih lanaca u EU Title (english) Online promotion of international hotel chains in the EU Author Loris Pilar Mentor Iva Slivar (mentor)Committee member Aljoša Vitasović (predsjednik povjerenstva)Committee member Iva Slivar (član povjerenstva)Committee member Tamara Floričić (član povjerenstva)Granter University of Pula Defense date and country 2018-09-17, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Marketing hotelskih lanaca je danas gotovo nezamisliv bez komunikacije s turističkim tržištem putem interneta i razvoja online promocijske strategije. U suvremenim uvjetima poslovanja u turizmu, internet možebitno postaje najvažniji kanal komuniciranja s tržištem. U svrhu komuniciranja s tržištem putem interneta razvijaju se razni marketinški alati i tehnike koje pospješuju promociju i prodaju, na način da privlače potencijalne klijente i zadržavaju postojeće. Kako turističku ponudu karakterizira statičnost i neopipljivost ponude, internet postaje veoma korisno i efikasno sredstvo u dopiranju do potencijalnih gostiju i privlačenju istih. Upravo je u tome prednost interneta kao marketinškog kanala u turizmu.
U ovom je radu fokus na online promociji hotelskih lanaca u Europskoj uniji, odnosno kanalima, tehnikama i alatima komuniciranja hotelskih lanaca u EU s turističkim tržištem. U svrhu definiranja strategija komuniciranja hotelskih lanaca s turističkim tržištem, analizirat će se tehnike i alati korišteni na internetskim stranicama deset najvećih hotelskih lanaca u EU. U sklopu toga, istražit će se i ulaganja hotelskih lanaca u SEO i AdWords, dvije važne tehnike online promocije. Kao osnovni cilj ovoga rada postavlja se pronalaženje najuspješnijeg elementa online promocijskog miksa hotelskih lanaca u EU.
Rezultati istraživanja pokazuju da su najzastupljeniji alati i tehnike online promocije hotelskih lanaca u EU SEO, AdWords i direktni marketing. Također, temeljem provedenog istraživanja dolazi se do spoznaje da je uspjeh pojedinog alata i tehnike online promocije proporcionalan njegovom ulaganju.
Abstract (english) Online-based communication with targeted tourist market has nowadays become an unavoidable part of hotel chains' marketing strategies. In modern business conditions in tourism, the internet is becoming one of the most important channels for marketing communication, making the constant development of online promotional strategy the key element on the road to success. For said purpose, various marketing tools and techniques have been developed, their main goal being attracting potential customers and retaining existing ones. Since the tourist offer is characterized by its immovability and intangibility, the internet serves as a highly useful and efficient way of reaching out to potential guests, which is considered to be its main advantage as a marketing channel in tourism.
This paper focuses on online promotion of hotel chains in the European Union, its channels, techniques, and tools for communicating with the tourist market. In order to define their strategies, techniques and tools used by ten of the largest hotel chains in the EU will be analyzed, as well as their investments in SEO and AdWords, two of the most prominent online promotion techniques. The main objective of this paper is to identify the most successful element of the online promotional mix for hotel chains in the EU.
Research findings show that the most notable tools and techniques of online promotion for hotel chains in EU are SEO, AdWords and Direct Marketing. Furthermore, based on the conducted research, it can be concluded that the success of a particular online promotion tool is proportional to the investment made in it.
Keywords
online promocija
hotelski lanci
Europska unija
internet marketing u turizmu
marketinška komunikacija
Keywords (english)
online promotion
hotel chains
European Union
internet marketing in tourism
marketing communication
Language croatian URN:NBN urn:nbn:hr:137:466408 Study programme Title: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2018-09-18 12:11:41
