Uloga franšize u razvoju hotelijerstva u Republici Hrvatskoj

master's thesis

• Title (english): The role of franchising in the development of the hotel industry in Republic of Croatia
• Author: Jelena Slišković
• Mentor: Antonio Vlahov (mentor)
• Committee member: Mato Bartoluci (predsjednik povjerenstva)
• Committee member: Vanja Krajinović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-12-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Franšiza je način širenja poslovanja i distribucije proizvoda i usluga koji pruža mogućnost vođenja poslovanja pod prepoznatljivim imenom. Franšiza se pojavljuje ako ima sljedeća tri elementa: poduzetnik dopušta korištenje svojim imenom, dopušta korištenje svojim sustavom poslovanja i ostvaruje prihod u obliku pristojbi, na početku ili tijekom trajanja ugovora.
Franšiza se javlja kada davatelj franšize daje mogućnost primatelju franšize da koristi: marku i njegov način procedure poslovanja. Primatelj franšize se obvezuje da će poslovati u skladu sa uvjetima ugovora o franšizi. Razlozi korištenja franšiznog poslovanja najčešće se opisuje korištenjem dviju teorija: agencijskom teorijom i teorijom nedostatka potencijala (resursa). Franšizno poslovanje ima veliki utjecaj na gospodarstvo u svijetu. U Hrvatskoj je franšizno poslovanje još uvijek slabo zastupljeno te je potrebno djelovati na poduzetnike kako bi se ovaj poslovni model proširio kao način rasta i širenja poslovanja odnosno samostalnog ulaska u poduzetništvo.
Danas u svijetu velike hotelske kompanije imaju čitavi niz prepoznatljivih zaštićenih marki, stoga je njihova prisutnost važna i za daljni razvoj turizma u Republici Hrvatskoj. Ugovor o franšizi danas je najzastupljeniji ugovorno odnos između vlasnika hotela i hotelske kompanije. Primatelji franšize smanjuju rizik poslovanja s obzirom da dobivaju već isprobane poslovne procese i metode te snažne marketinške i distribucijske sustave. U radu je prikazan način kako su velike hotelske kompanije ušle na hrvatsko tržište te kako je to utjecalo na razvoj i turistička tržišta. Provedeno je istraživanje o utjecaju hotelskih marki na kreiranje turističkih aranžmana u turističkim agencijama na području Grada Zagreba kojim je dokazano da hotelske marke utječu na kreiranje i prodaju turističkih aranžmana.

Abstract (english)

Franchising is a way of expending business and distribution of products and services which gives an opportunity to run a business under a recognizable name. The main 3 elements of franchising are: franchisor allows the use of his name, he allows the use of his business system and his income comes in a single payment at the beginning of the contract or in more than one payment during the duration of the contract.
Franchise is when a company gives its name (brand) and its way of doing business to a person or a company which is obligated to run a business according to the contract of franchising. The reasons to use franchising are mostly described with the use of 2 theories: the agency theory and the transaction cost theory. The franchising business has a great influence on the economy of the world. In the Croatia the franchising business is in an early phase of development and it requires a certain influence on the entrepreneurs so they could see this business model as a way of expanding business or even a good way of entering a business.
Today, in the world, almost all of the great hotel owners are doing their business under a certain and recognizable brand, thus the presence of that brands is very important for the development of tourism in the Croatia. Franchise has a great influence on the work of hotels all over the world and it is one of the main ways of connecting hotel owners in a hotel chain. By connecting in chain franchisees minimise their risk through acquiring already successful business methods and strong marketing and distribution systems. In this paper I will show how the great hotel owners entered our market and how that influenced on the development of tourism in Croatia. Also I made a research on the influence of hotel brands on the creation of tourist arrangements in the tourist agencies in Zagreb, through which is proved that hotel brands have an influence on the creation and sales of tourist arrangements.

• Keywords: franšiza; hotelijerstvo; Hrvatska
• Language: croatian
• URN:NBN: urn:nbn:hr:148:013393
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Public note: Ključne riječi dodijelio knjižničar.
• Created on: 2016-10-27 08:56:23