Uloga novih medija u kupnji i prodaji smještajnih usluga u turizmu

master's thesis

• Title (english): Role of the new media in buying and selling accommodation services in tourism
• Author: Albert Galfi
• Mentor: Marija Tomašević Lišanin (mentor)
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Novi mediji promijenili su turističku i ugostiteljsku industriju na mnogo razina, jedna od značajnih promjena zahvatila je proces kupovine i prodaje usluga smještaja. Sve više i više potrošača u turizmu koristi nove medije u svrhu traženja informacija i kupnje. Kao odgovor na to, poduzeća koja se bave prodajom usluga smještaja, ili posredovanjem u njihovoj prodaji, počela su sve više implementirati nove medije u svoje poslovanje, pa tako danas gotovo i ne postoji poduzeće u navedenoj industriji, a da nije prisutno na barem nekom od novih medija. Ovaj diplomski rad je osvrt na glavne oblike novih medija koji se danas koriste u kupnji i prodaji usluga noćenja, a to su web stranice (i blogovi), e-mail, društveni mediji i mobilno poslovanje. Jezgru rada čine dva istraživanja o ulozi novih medija u kupnji i prodaji usluga noćenja. Prvo istraživanje provedeno je u obliku 4 dubinska intervjua s pružateljima usluga smještaja i posrednicima u prodaji usluga noćenja, a ispitanici su bili iz dva velika hotelska društva i dvije turističke agencije. Glavna tema razgovora s ispitanicima bila je uloga novih medija u njihovom poslovanju. Drugo istraživanje je provedeno na prigodnom uzorku od 102 ispitanika. U njemu su se istraživala iskustva i perspektive potrošača u traženju informacija i kupnji usluga noćenja posredstvom novih medija. Prema provedenim istraživanjima dolazi se do zakljuĉka da novi mediji čine srž i ključ uspješnog poslovanja, ne samo u prodaji usluga noćenja nego u cijeloj turističkoj i ugostiteljskoj industriji, te da su i poduzeća i potrošači danas gotovo cjelokupnu prodaju i kupnju preselili na nove medije.

Abstract (english)

The new media has changed the tourism and hospitality industry on many levels, one of the significant changes affected the process of purchasing and selling of the accommodation services. More and more consumers in the tourism industry use the new media in order to seek information and purchase. In response, companies that sell accommodation services, or are intermediaries in their sales, began to increase implemention of the new media in their business, so today there is almost no company in the said industry that is not present on at least one of the new media. This thesis is a review of main forms of the new media, which are used in purchasing and selling of the accommodation services, and those are web sites (and blogs), e-mail, social medias and mobile commerce. The core of this thesis paper consists of
two surveys carried out on role of the new media in the purchase and sale of the accommodation services. The first survey was conducted in the form of four in-depth interviews with accommodation service providers and intermediaries in the sale of accomodation services. Respondents were from two major hotel companies and two tourist agencies, in which the conversation topic was role of the new media in their business. Another study was conducted on a sample of 102 respondents. In which they were asked about the experience and perspective of thier use of the new media in seeking information and purchasing. According to the research, it can be concluded that the new media is the core and the key to a successful business, not only in the sale of accomondation services, but in the whole tourism and accommodation industry, and that nowadays almost the entire sale and purchase moved to the new media.

• Keywords: novi mediji; usluge smještaja; kupovina i prodaja; internet
• Keywords (english): new media; accommodation service; purchasing and selling; internet
• Language: croatian
• URN:NBN: urn:nbn:hr:148:049504
• 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
• Created on: 2016-11-22 17:43:17