MARKETINŠKI KANALI U HOTELIJERSTVU NA PRIMJERU HOTELSKOG LANCA AMADRIA PARK

master's thesis

• Title (english): MARKETING CHANNELS IN THE HOTEL INDUSTRY ON THE EXAMPLE OF HOTEL CHAIN AMADRIA PARK
• Author: Anamarija Škunca
• Mentor: Mirko Palić (mentor)
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Marko Kolaković (član povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Hotelska industrija jedna je od najdinamičnijih gospodarskih grana. Na to upućuje konstantan rast i razvoj hotelijerstva, kao i okrupnjavanje hotela kroz hotelske lance. Takav trend povlači za sobom mnogo implikacija, a kao jedna od glavnih može se istaknuti visoka razina konkurencije. Sukladno tome, vlasnici i menadžeri hotela traže nove načine kako osigurati poslovnu uspješnost odnosno popunjenost hotelskih soba i ostvarivanje adekvatnih povrata na kapitalna ulaganja. Među glavnim alatima za ostvarivanje planirane popunjenosti smještajnih kapaciteta smatraju se marketinški kanali kroz koje se plasira hotelska ponuda. Svrha ovog istraživačkog rada bila je analizirati razvoj marketinških kanala u hotelijerstvu, posebice u kontekstu globalne povezanosti i digitalizacije. Istraživanje o primjeni marketinških kanala u hotelskom poslovanju provedeno je na primjeru hotelskog lanca Amadria Park kao jednom od većih lanaca u Republici Hrvatskoj. Cilj rada je također prikazati kako marketinški kanali mogu pozitivno utjecati na razvoj i uspješnost hotelske industrije koja je danas visoko konkurentna, nepredvidljiva i osjetljiva na vanjske događaje poput aktualne situacije s pandemijom.

Abstract (english)

The hotel business is one of the most dynamic industries. This is indicated by the constant growth and development of the hotel industry, as well as the consolidation of hotels through hotel chains. Such a trend entails many implications, and one of the main ones is the high level of competition. Therefore, hotel owners and managers are looking for new ways to ensure business success, ie. occupancy of hotel rooms and achieve adequate returns on capital investments. Among the main tools for achieving the planned occupancy of accommodation capacities are considered to be marketing channels through which the hotel offer is placed. The purpose of this research was to analyze the development of marketing channels in the hotel industry, especially in the context of global connectivity and digitalization. The research on the application of marketing channels in the hotel business was conducted on the example of the hotel chain Amadria Park as one of the largest chains in the Republic of Croatia. The aim of the paper is also to show how marketing channels can positively influence the development and success of the hotel industry, which today is highly competitive, unpredictable and sensitive to external events such as the current situation with the pandemic.

• Keywords: marketinški kanali; hotelijerstvo; hotelski lanci; digitalizacija; Amadria Park
• Keywords (english): marketing channels; hotel industry; hotel chains; digitalization; Amadria Park
• Language: croatian
• URN:NBN: urn:nbn:hr:148:075587
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2020-09-23 19:05:14