Percepcija roditelja o utjecaju djece na donošenje obiteljske odluke o izboru hotela za odmor

master's thesis

• Title (english): Parents' perception on children's influence on family decision making about choosing a hotel for vacation
• Author: Helena Kolačko
• Mentor: Miroslav Mandić (mentor)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Committee member: Andrea Lučić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Obitelji koje putuju s djecom predstavljaju jedno od najvećih tržišta u turističkoj industriji. Prilikom planiranja putovanja, roditelji se prvenstveno usmjeravaju na potrebe svoje djece, što ih navodi na odabir smještaja koji je prilagođen obiteljima. Ti hoteli trebaju nuditi sadržaje koji će cijeloj obitelji biti zanimljivi.

Cilj ovog rada je utvrditi stupanj utjecaja koji djeca imaju na obiteljske odluke vezane za odabir hotela za odmor, identificirati faktore koje roditelji smatraju važnima pri tom odabiru i razumjeti koje su specifične potrebe obitelji s djecom pri izboru hotelskog smještaja. Anketni upitnik proveden je na uzorku od 116 roditelja putem interneta. Rezultati pokazuju da djeca imaju najveći stupanj utjecaja na stvaranje motivacije roditelja za odlaskom na odmor te na donošenje obiteljske odluke, u fazi izražavanja želje i potrebe da se otiđe na odmor. Kod odabira komponenti vezanih uz odmor, djeca imaju najveći utjecaj na odabir aktivnosti, ali žene većinom imaju autonomiju. Žena je dominantna u svim koracima procesa donošenja odluke o odabiru hotela. Faktori koje roditelji smatraju važnima pri tom odabiru su sigurnost i lokacija hotela. Da bi hotel zadovoljio specifične potrebe obitelji s djecom, najvažnije je da osigura sigurnosne standarde, omogući visoku razinu higijene, da nudi razne aktivnosti za djecu i da brine o njihovim prehrambenim potrebama.

Rezultati istraživanja mogu pridonijeti boljem razumijevanju kako hoteli mogu prilagoditi svoju ponudu i marketinške aktivnosti kako bi učinkovitije privukli i zadovoljili potrebe ovog ciljnog segmenta. Razmatranje potreba roditelja i djece ne utječe samo na povećanje broja posjetitelja, već i na povećanje potrošnje i prodaje u budućnosti.

Abstract (english)

Families who are travelling with children represent one of the biggest markets in tourism industry. When planning a trip, parents focus primarly on the needs of their children, which leads them to choose accomodation that is suitable for families. Those hotels should offer facilities which will be interesting for the whole family.

The aim of this work is to determine level of influence that children have on family decisions, related to the choice of hotel for vacation, to identify factors that parents consider important in that selection and to understand what are the specific needs of families with children when choosing hotel for vacation. The survey questionnaire was conducted on a sample of 116 parents via social networks. The results show that children have the greatest degree of influence on creating parents' motivation to go on vacation and on making family decision in stage of expressing desire and need to go on vacation. When choosing components of a hotel vacation, children have the greatest influence on the choice of activities, but wives mostly have the autonomy. The wife is dominant in all stages of the process of making a decision about choosing a hotel. Factors that parents consider important when making that choice are safety and location of the hotel. In order for the hotel to meet the specific needs of families with children, the most important thing is that it provides safety standars, high level of hygiene, that it offers activities for children and that it takes care of their nutritional needs.

Research results can contribute to a better understanding of how hotels can alter their offer and marketing activities in order to attract and meet the expectations of this target segment more efficient. Consideration of the needs of parents and children affects not only the increase in the number of visitors, but also the increase in consumption and sales in the future.

• Keywords: ponašanje potrošača; donošenje odluke; utjecaj djece; obiteljski odmor; hotel
• Keywords (english): consumer behavior; decision making; children's influence; family vacation; hotel
• Language: croatian
• URN:NBN: urn:nbn:hr:148:644680
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-25 11:26:17