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master's thesis
PROMOTIVNE AKTIVNOSTI U FUNKCIJI KREIRANJA PREPOZNATLJIVOG IMIDŽA HOTELA
2023. urn:nbn:hr:124:273605
Tandara, Tomislav
University of Split
Faculty of economics Split

Cite this document

Tandara, T. (2023). PROMOTIVNE AKTIVNOSTI U FUNKCIJI KREIRANJA PREPOZNATLJIVOG IMIDŽA HOTELA (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:273605

Tandara, Tomislav. "PROMOTIVNE AKTIVNOSTI U FUNKCIJI KREIRANJA PREPOZNATLJIVOG IMIDŽA HOTELA." Master's thesis, University of Split, Faculty of economics Split, 2023. https://urn.nsk.hr/urn:nbn:hr:124:273605

Tandara, Tomislav. "PROMOTIVNE AKTIVNOSTI U FUNKCIJI KREIRANJA PREPOZNATLJIVOG IMIDŽA HOTELA." Master's thesis, University of Split, Faculty of economics Split, 2023. https://urn.nsk.hr/urn:nbn:hr:124:273605

Tandara, T. (2023). 'PROMOTIVNE AKTIVNOSTI U FUNKCIJI KREIRANJA PREPOZNATLJIVOG IMIDŽA HOTELA', Master's thesis, University of Split, Faculty of economics Split, accessed 31 January 2025, https://urn.nsk.hr/urn:nbn:hr:124:273605

Tandara T. PROMOTIVNE AKTIVNOSTI U FUNKCIJI KREIRANJA PREPOZNATLJIVOG IMIDŽA HOTELA [Master's thesis]. Split: University of Split, Faculty of economics Split; 2023 [cited 2025 January 31] Available at: https://urn.nsk.hr/urn:nbn:hr:124:273605

T. Tandara, "PROMOTIVNE AKTIVNOSTI U FUNKCIJI KREIRANJA PREPOZNATLJIVOG IMIDŽA HOTELA", Master's thesis, University of Split, Faculty of economics Split, Split, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:124:273605

Metadata
TitlePROMOTIVNE AKTIVNOSTI U FUNKCIJI KREIRANJA PREPOZNATLJIVOG IMIDŽA HOTELA
Title (english)PROMOTIONAL ACTIVITIES IN THE FUNCTION OF CREATING A DISTINGUISHABLE HOTEL IMAGE
AuthorTomislav Tandara
MentorNeven Šerić (mentor)
Committee memberNeven Šerić (predsjednik povjerenstva)
Committee memberZoran Mihanović (član povjerenstva)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2023-05-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U svijetu marketinga i hotelskog poslovanja, promocija ima velik i rastuć utjecaj. Kao jedan od temeljnih elemenata marketinškog spleta, nesumnjivo je i promocija jedan od pokretača hotelske popunjenosti. U ovome radu, fokus nije utjecaj promocije na prodaju ili profite, već je fokus na imidžu hotela. Stoga, glavna svrha ovoga rada je pojasniti pojmove hotelske promocije i imidža te prikazati kakav utjecaj promocija ima na hotelski imidž, u kojoj mjeri te koji elementi promocije imaju najvećeg učinka pri stvaranju i održavanju pozitivnog imidža hotela, kako općenito tako i na razini splitskih hotela. Teorijskim dijelom prezentira se koncept integriranog hotelskog proizvoda, integrirane marketinške komunikacije, njenih elemenata. Također se razgraničavaju pojmovi imidž i identitet hotela te se navode njihove sastavnice kao i moguć teorijski utjecaj imidža na hotelsko poslovanje. Primarnim istraživanjem se uz pomoć kompetentnog uzorka daju odgovori na temeljna pitanja ovoga rada. Istraženo je kakav utjecaj promocija ima na hotelski imidž i u kojoj mjeri te koji elementi promocije mogu taj imidž poboljšati a koji ga potencijalno mogu i pogoršati.
Abstract (english)
In the world of marketing and hotel business, promotion has a significant and ever-growing impact. As one of the fundamental elements of the marketing mix, promotion is without a doubt one of the drivers of hotel sales and occupancy. In this research, the focus is not on the impact of promotion on sales or profits, but rather on the hotel's image. Therefore, the main purpose of this work is to define hotel's promotion and image and show the impact and the extent that promotion has on the hotel's image and which promotion elements have the greatest effect on creating and maintaining a positive hotel image, both generally and at the level of hotels in Split. The theoretical part presents the concept of an integrated hotel product, integrated marketing communication and its elements. The concepts of hotel image and identity are also distinguished, their respective components are presented, as well as the possible theoretical impact of the hotel's image on it's business. Primary research provides answers to the primary questions of this work with the help of a competent sample. The study examines the impact that promotion has on the hotel's image, to what extent and which promotion elements can improve this image, and which ones can potentially worsen it.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:273605
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 Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) icon
Created on2023-05-18 16:17:05