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undergraduate thesis
Marketing brendiranih hotela na odabranim primjerima
Zagreb: VERN University, 2021. urn:nbn:hr:146:417240
Požar, Antonio
VERN University

Cite this document

Požar, A. (2021). Marketing brendiranih hotela na odabranim primjerima (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:417240

Požar, Antonio. "Marketing brendiranih hotela na odabranim primjerima." Undergraduate thesis, VERN University , 2021. https://urn.nsk.hr/urn:nbn:hr:146:417240

Požar, Antonio. "Marketing brendiranih hotela na odabranim primjerima." Undergraduate thesis, VERN University , 2021. https://urn.nsk.hr/urn:nbn:hr:146:417240

Požar, A. (2021). 'Marketing brendiranih hotela na odabranim primjerima', Undergraduate thesis, VERN University , accessed 23 September 2024, https://urn.nsk.hr/urn:nbn:hr:146:417240

Požar A. Marketing brendiranih hotela na odabranim primjerima [Undergraduate thesis]. Zagreb: VERN University ; 2021 [cited 2024 September 23] Available at: https://urn.nsk.hr/urn:nbn:hr:146:417240

A. Požar, "Marketing brendiranih hotela na odabranim primjerima", Undergraduate thesis, VERN University , Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:146:417240

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Metadata
TitleMarketing brendiranih hotela na odabranim primjerima
Title (english)Marketing of branded hotels on selected examples
AuthorAntonio Požar
MentorIvan Gašpert (mentor)
GranterVERN University
Zagreb
Defense date and country2021-01-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Konkurencija u hotelijerstvu je sve snažnija te se svaki hotel bori za svoju poziciju na tržištu. Zbog toga su izuzetno važne marketinške i prodajne aktivnosti koje hotel provodi. Kreiranje hotelske marke postaje sve važnije, kao i spajanje hotela u hotelske grupacije. Na taj način stvara se konkurentska prednost te se stvara financijska sigurnost. U radu se istražuje marketing brendiranih hotela na primjerima hotela koji posluju na području Zagreba. Problem istraživanja odnosi se na relativno mali broj brendiranih hotela koji posluju na području Zagreba. Istraživanje se temelji na provedenoj anketi koja obuhvaća hotele na području grada Zagreba, a koji posluju pod nekim brendom. Svrha rada je istaknuti važnost brendiranja u hotelijerstvu za uspjeh poslovanja hotela. Cilj provedenog istraživanja je utvrditi koliku važnost hotelski brend ima u poslovanju hotela, te koliko je hotelski brend važan motiv gostiju prilikom odabira smještajnog objekta. U radu se istražuje brendiranje u hotelijerstvu sa primjerima na konkretnim hotelskim brendovima. Brendiranje u hotelijerstvu odnosi se na stvaranje slike hotela u svijesti potencijalnog gosta koji će ispuniti sva njegova očekivanja. Kroz rad se također naglašava važnost loyalty programa, odnosno programa vjernoti u marketingu brendiranih hotela.
Abstract (english)
The competition in the hotel industry is getting stronger, and each hotel is fighting for its position in the market. That is why the marketing and sales activities that the hotel carries out are extremely important. Creating a hotel brand is becoming increasingly important, as is merging hotels into hotel groups. In this way, a competitive advantage is created, and financial security is created. The paper investigates the marketing of branded hotels on certain examples of hotels operating in the Zagreb area. The research is based on a survey that includes hotels in the city of Zagreb, which operate under a brand. The purpose of this paper is to emphasize the importance of branding in the hotel industry for the success of the hotel business. The aim of the research is to determine how important the hotel brand is in the hotel business, and how important the hotel brand is as a motive for guests when choosing an accommodation facility. The paper investigates branding in the hotel industry with examples on specific hotel brands. Branding in the hotel industry refers to creating an image of the hotel in the minds of a potential guest who will meet all his expectations. The paper also emphasizes the importance of loyalty programs, ie loyalty programs in the marketing of branded hotels.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:417240
Study programmeTitle: Tourism; specializations in: Tourism Management, Hotel Management
Course: Hotel Management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/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
RepositoryVERN' University Repository
Created on2021-09-09 10:21:16

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