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master's thesis
ANALIZA MARKETING STRATEGIJE NA PRIMJERU VILE KAŠTELA
Završni rad
2022. urn:nbn:hr:124:763214
Ozretić, Maja
University of Split
Faculty of economics Split

Cite this document

Ozretić, M. (2022). ANALIZA MARKETING STRATEGIJE NA PRIMJERU VILE KAŠTELA : Završni rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:763214

Ozretić, Maja. "ANALIZA MARKETING STRATEGIJE NA PRIMJERU VILE KAŠTELA : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:763214

Ozretić, Maja. "ANALIZA MARKETING STRATEGIJE NA PRIMJERU VILE KAŠTELA : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:763214

Ozretić, M. (2022). 'ANALIZA MARKETING STRATEGIJE NA PRIMJERU VILE KAŠTELA : Završni rad', Master's thesis, University of Split, Faculty of economics Split, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:763214

Ozretić M. ANALIZA MARKETING STRATEGIJE NA PRIMJERU VILE KAŠTELA : Završni rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2022 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:124:763214

M. Ozretić, "ANALIZA MARKETING STRATEGIJE NA PRIMJERU VILE KAŠTELA : Završni rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:124:763214

Metadata
TitleANALIZA MARKETING STRATEGIJE NA PRIMJERU VILE KAŠTELA : Završni rad
AuthorMaja Ozretić
MentorDaša Dragnić (mentor)
MBZ: 339135
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2022-01, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Milijunima ljudi u svijetu turizam predstavlja primarni izvor prihoda, osobito u popularnim turističkim destinacijama poput Hrvatske. Ulažu se veliki financijski i marketinški napori kako bi se unaprijedila ova gospodarska aktivnost i ponudili raznovrsni i zanimljivi sadržaji koji će privući turiste. Trend kontinuiranog rasta turističkog prometa, prekinula je pojava COVID-19 virus, koja je izazvala globalnu krizu, a posebice pogodila upravo turizam. Hotelijerstvo i ugostiteljstvo, kao sektor usko vezan uz turizam, suočio se, nakon godina ekspanzije, s padom potražnje i promjenama u regulaciji poslovanja, no to nije umanjilo značaj dobrog marketinga. To se pokazalo i na primjeru Ville Kaštela, čija je marketinška strategija analizirana u ovom radu, a temeljem čega su date i preporuke za unaprjeđenje marketinške strategije i jačanje konkurentne pozicije.
Abstract (english)
For millions of people around the world, tourism is the primary source of income, especially in popular tourist destinations such as Croatia. Great financial and marketing efforts are being made to improve this economic activity and offer a variety of interesting activities that will attract tourists. The trend of continuous growth of tourist traffic was interrupted by the appearance of the COVID-19 virus, which caused a global crisis, and especially hit tourism. The hotel and hospitality industry, as a sector closely linked to tourism, has, after years of expansion, faced declining demand and changes in business regulation, but this has not diminished the importance of good marketing. This was shown by the example of Villa Kaštela, whose marketing strategy is analyzed in this paper, and based on which recommendations are given to improve the marketing strategy and strengthen the competitive position.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:763214
Study programmeTitle: GRADUATE PROFESSIONAL PROGRAMME IN MANAGEMENT; specializations in: Project management, Financial and tax management, Accounting and revision, Tax management, Accounitng
Course: Project management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica ekonomije (stručni/a specijalist/specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-03-29 12:47:55