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master's thesis
UTJECAJ MARKETINŠKE KOMUNIKACIJE NA GODIŠNJU POPUNJENOST HOTELA BAŠTINE
diplomski rad
2022. urn:nbn:hr:124:772958
Šiško, Branimir
University of Split
Faculty of economics Split

Cite this document

Šiško, B. (2022). UTJECAJ MARKETINŠKE KOMUNIKACIJE NA GODIŠNJU POPUNJENOST HOTELA BAŠTINE : diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:772958

Šiško, Branimir. "UTJECAJ MARKETINŠKE KOMUNIKACIJE NA GODIŠNJU POPUNJENOST HOTELA BAŠTINE : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:772958

Šiško, Branimir. "UTJECAJ MARKETINŠKE KOMUNIKACIJE NA GODIŠNJU POPUNJENOST HOTELA BAŠTINE : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:772958

Šiško, B. (2022). 'UTJECAJ MARKETINŠKE KOMUNIKACIJE NA GODIŠNJU POPUNJENOST HOTELA BAŠTINE : diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 22 February 2025, https://urn.nsk.hr/urn:nbn:hr:124:772958

Šiško B. UTJECAJ MARKETINŠKE KOMUNIKACIJE NA GODIŠNJU POPUNJENOST HOTELA BAŠTINE : diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2022 [cited 2025 February 22] Available at: https://urn.nsk.hr/urn:nbn:hr:124:772958

B. Šiško, "UTJECAJ MARKETINŠKE KOMUNIKACIJE NA GODIŠNJU POPUNJENOST HOTELA BAŠTINE : diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:124:772958

Metadata
TitleUTJECAJ MARKETINŠKE KOMUNIKACIJE NA GODIŠNJU POPUNJENOST HOTELA BAŠTINE : diplomski rad
AuthorBranimir Šiško
MentorNeven Šerić (mentor)
MBZ: 284496
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2022-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Problem sezonalnosti poslovanja u hotelijerstvu uzrok je relativno sporom povratu investicije, pa destimulira nova ulaganja u smještajne objekte. Hoteli baštine svojim specifičnim obilježjima omogućavaju višu diferencijaciju ponude i kreativnu marketinšku komunikacija. Usprkos tim mogućnostima i kod većine hotela baštine je evidentan problem sezonalnosti u poslovanju. Nalazima provedenog istraživanja utvrđeni su propusti u sferi korištenja kanala e – komunikacije jer menadžement hotela baštine potencijal turoperatora koji su ranijih desetljeća bili temelj dobre popunjenosti većinom zanemaruje. Utvrđeno je da se menadžment hotela baštine pri segmentaciji potencijalno poželjnih turista primarno fokusira na populaciju s višim primanjima zanemarujući pri tome činjenicu da je pretpostavka smanjenja sezonalnosti poslovanja lojalnost, odnosno voljnost i mogućnost učestalih godišnjih dolazaka i duljeg boravka u hotelu.
Abstract (english)
The problem of seasonality in hotel business is the cause of a relatively slow return on investment, thus discouraging new investments in accommodation facilities. Heritage hotels, with their specific characteristics, enable higher differentiation of the offer and creative marketing communication. Despite these possibilities, the problem of seasonality in business is evident in most heritage hotels in Croatia. The findings of the conducted research revealed shortcomings in the sphere of using e-communication channels, because the management of heritage hotels ignores the potential of tour operators, who in earlier decades were the basis of good tourist visit. It was found that when segmenting potentially desirable tourists, the management of heritage hotels primarily focuses on the population with higher incomes, ignoring the fact that the premise of reducing the seasonality is loyalty by willingness and possibility of frequent annual arrivals and longer stays in the hotel.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:772958
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-10-31 10:18:38