Primjena internog marketinga u hotelijerstvu na tržištu Republike Hrvatske

master's thesis

• Title (english): Application of internal marketing practices in the hotel industry on the market of the Republic of Croatia
• Author: Ivana Ivančić
• Mentor: Đurđana Ozretić Došen (mentor); MBZ: 189853
• Committee member: Đurđana Ozretić Došen (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-07-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj diplomskog rada je utvrditi upotrebu i ulogu internog marketinga i interne komunikacije imidža u hotelijerstvu na tržištu Republike Hrvatske. Provedena je studija slučaja, a metodom dubinskih intervjua dobiveni su rezultati među zaposlenicima menadžmenta i osoblja koji pokazuju kako upotreba ovih strategija u hotelijerstvu Hrvatske nije na zavidnoj razini. Posebno je začuđujući podatak kako hotel kategorije 5 zvjezdica u kojemu je provedeno primarno istraživanje nema vlastitu misiju i viziju kao ni temeljne vrijednosti na kojima bi dodatno gradio svoj imidž, kako među zaposlenicima tako i među eksternim korisnicima njihovih usluga. Praksa internog marketinga koristi se prvenstveno u vidu participativnog menadžmenta, ekstenzivne komunikacije menadžmenta s osobljem i treninga i edukacija dok primjena marketinških tehnika interno, tretiranje poslova kao proizvoda, tehnike privlačenja najboljih zaposlenika i podrška u praksi zapošljavanja ostaju zanemarene. Unatoč tome, osoblje pokazuje pozitivne reakcije na tehnike koje se već koriste unutar hotelskog poduzeća i daju dobru naznaku koristi i nužnosti kvalitetnije eksploatacije alata koje interni marketing i interna komunikacija imidža nude. Rad pruža detaljan uvid u korištene prakse kao i usporedbu rezultata s relevantnom literaturom te usporedbu odgovora između dvaju skupina ispitanika - menadžmenta i osoblja hotelskog poduzeća.

Abstract (english)

The aim of this master thesis is to determine the use and role of internal marketing and internal branding in the hotel industry on the market of the Republic of Croatia. A case study was conducted, and the method of in-depth interviews yielded results among management and staff showing that the use of these strategies in the Croatian hotel industry is not at an enviable level. In particular, the fact that the 5-star hotel in which the primary research was conducted does not have its own mission and vision statements or fundamental values on which the brand should be further built, among both employees and external users of their services. Internal marketing practices are used primarily in the form of participative management, extensive management communication with staff and training and education while applying marketing techniques internally, treating jobs as products, techniques for attracting best employees and supportive recruitment practices remain neglected. Nevertheless, the staff shows positive reactions to the techniques already used within the hotel and give a good indication of the benefits and necessities of better exploitation of the tools that internal marketing and internal branding offer. The paper provides a detailed insight into the practice used as well as a comparison of the results with the relevant literature and a comparison of the answers between two groups of examinees - management and staff of the hotel company.

• Keywords: interni marketing u hotelijerstvu; zadovoljstvo zaposlenika; motivacija zaposlenika; interna komunikacija imidža u hotelijerstvu
• Keywords (english): internal marketing in hospitality; employee satisfaction; employee motivation; internal branding in hospitality
• Language: croatian
• URN:NBN: urn:nbn:hr:148:299024
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2021-07-07 12:51:04