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undergraduate thesis
Marketing miks Hotela Excelsior
Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management, 2017. urn:nbn:hr:191:948942
Uzelac, Dragan
University of Rijeka
Faculty of Tourism and Hospitality Management

Cite this document

Uzelac, D. (2017). Marketing miks Hotela Excelsior (Undergraduate thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:948942

Uzelac, Dragan. "Marketing miks Hotela Excelsior." Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2017. https://urn.nsk.hr/urn:nbn:hr:191:948942

Uzelac, Dragan. "Marketing miks Hotela Excelsior." Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2017. https://urn.nsk.hr/urn:nbn:hr:191:948942

Uzelac, D. (2017). 'Marketing miks Hotela Excelsior', Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 20 April 2024, https://urn.nsk.hr/urn:nbn:hr:191:948942

Uzelac D. Marketing miks Hotela Excelsior [Undergraduate thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2017 [cited 2024 April 20] Available at: https://urn.nsk.hr/urn:nbn:hr:191:948942

D. Uzelac, "Marketing miks Hotela Excelsior", Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:191:948942

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Metadata
TitleMarketing miks Hotela Excelsior
Title (english)Marketing Mix of the Hotel "Excelsior"
AuthorDragan Uzelac
MentorDina Lončarić (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2017-09-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
S obzirom na važnost marketing miksa u suvremenom poslovanju hotela, svrha i cilj ovog istraživanja je pobliže objasniti na koji način hoteli oblikuju elemente marketing miksa kako bi privukli goste i unaprijedili svoje poslovanje. U ovom radu proučavaju se elementi proširenog marketinškog miksa. Naime, zbog specifičnosti odvijanja poslovanja u hotelijerstvu tradicionalni koncept marketinškog miksa, koji uključuje četiri elementa, proširuje se u tzv. prošireni marketinški miks, koji uključuje i tri dodatna elementa: elemente fizičkog okruženja, procese i ljude. Polazište za oblikovanje odgovarajuće kombinacije elemenata marketinškog miksa trebaju biti potrebe i gosta, kao resursi kojima raspolaže poslovni subjekt. Uvažavajući potrebe ciljnog tržišta moguće je kreirati konkurentan turistički proizvod te uskladiti ostale elemente marketinškog miksa. U elaborciji ove teme korištene su u odgovarajućim kombinacijama sljedeće znanstvene metode: povijesna metoda, metoda analize i sinteze, induktivna i deduktivna metoda, metoda deskripcije te metoda studije slučaja. Empirijskim istraživanjem u ovom radu istražuju se pojedini elementi proširenog marketing miksa hotela Excelsior u Lovranu. Provedenim istraživanjem utvrđeno je da hotel optimalno koristi sve elemente proširenog marketinškog miksa u cilju zadovoljavanja potreba i želja gostiju.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:191:948942
Study programmeTitle: Business Economics in Tourism and Hospitalit; moduls: Entrepreneurship in Tourism and Hospitality, Tourism Management, Hospitality Management, International Tourism and Hospitality Management, Event and Leisure Management; specializations in: Entrepreneurship in Tourism and Hospitality, Tourism Management, Hospitality Management,, International Tourism and Hospitality Managemen, Event and Leisure Management
Course: Hospitality Management,
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 resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
RepositoryRepository of Faculty of Tourism and Hospitality Management
Created on2018-01-04 11:19:20

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