Prosječna dnevna cijena boravka kao ključan pokazatelj uspješnosti poslovanja u turizmu

master's thesis

• Title: Prosječna dnevna cijena boravka kao ključan pokazatelj uspješnosti poslovanja u turizmu : analiza odabranih hotelijerskih poduzeća na Sredozemlju
• Title (english): Average Daily Rate (ADR) as a key indicator of business success in tourism : analysis of selected companies in the Mediterranean
• Author: Marijana Andrešić
• Mentor: Denis Dolinar (mentor)
• Committee member: Denis Dolinar (predsjednik povjerenstva)
• Committee member: Ena Pecina (član povjerenstva)
• Committee member: Andrija Sabol (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2023-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Turizam je djelatnost koja potiče snažnu ekonomsku aktivnost pridonoseći rastu i razvoju
gospodarstva. Njegov utjecaj širi se na bogati spektar povezanih gospodarskih grana stvarajući
pozitivne utjecaje na zaposlenost i prihode istih. Snažno oblikuje makroekonomske pokazatelje,
posebno ističući se kroz povećanje bruto domaćeg proizvoda (BDP), generiranje prihoda i
otvaranje novih radnih mjesta.

Hotelijerstvo je djelatnost koja pruža usluge smještaja i neodvojivo je vezano uz turizam. Važna
uloga hotelske industrije ogleda se u osiguranju smještaja, ugostiteljskih usluga i drugih
aktivnosti. Da bi se mogla kvantificirati uspješnost poslovanja u hotelijerstvu, razvijeni su
operativni pokazatelji uspješnosti kako bi se pratili ostvareni rezultati. Na globalnoj razini
najčešće korišteni pokazatelji jesu prosječna dnevna cijena boravka (eng. Average Daily Rate),
prihod po raspoloživoj sobi (eng. Revenue per Available Room) i popunjenost kapaciteta (eng.
Occupancy).

U ovom radu analizira se značajnost specifičnih pokazatelja uspješnosti poslovanja odabranih
hotelijerskih poduzeća, s naglaskom na prosječnu dnevnu cijenu boravka. Uspoređuju se
vrijednosti ostvarenih ADR-ova u vremenu te se analiziraju čimbenici koji utječu na kretanje
istog. Osim komparativne analize, provedena je analiza udjela prihoda od ADR-a u ukupnim
prihodima turističkih poduzeća. Utvrđeno je kako je prosječna dnevna cijena boravka
najznačajniji pokretač prihoda i izravno utječe na profitabilnost poslovanja.

Abstract (english)

Tourism represents an activity that stimulates strong economic activity, contributing to the
exceptional growth and development of economies. Its influence extends to a wide range of
related economic sectors, creating positive impacts on employment and income. It strongly
shapes macroeconomic indicators, especially standing out through the increase of gross
domestic product (GDP), income generation and creation of new jobs.

Hotel management is an activity that provides accommodation services and is inextricably
linked to tourism. The important role of the hotel industry is reflected in the provision of
accommodation, catering services and various related activities. To be able to quantify the
success of business in the hotel industry, operational performance indicators were developed to
monitor the achieved results. At the global level, the most used indicators are the Average Daily
Rate, Revenue per Available Room and Occupancy.

This paper analyses the significance of specific performance indicators of selected hotel
companies, with an emphasis on the Average Daily Rate of a stay. The values of realized ADRs
are compared over time, and the factors influencing its movement are analysed. In addition to
the comparative analysis, an analysis of the share of income from ADR in the total income of
tourist companies was carried out. It was determined that the average daily price of
accommodation is the most significant driver of income and directly affects the profitability of
the business.

• Keywords: turizam; hotelijerstvo; financijsko izvještavanje; uspješnost poslovanja hotelijerskih poduzeća; prosječna dnevna cijena boravka
• Keywords (english): tourism; hotel industry; financial reporting; business performance of hotel companies; average daily rate
• Language: croatian
• URN:NBN: urn:nbn:hr:148:501696
• 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: 2023-10-03 08:09:09