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master's thesis
IMPLEMENTACIJA E-MARKETINGA U HOTELSKOJ INDUSTRIJI: STUDIJA SLUČAJA SPLITSKO-DALMATINSKE ŽUPANIJE
Diplomski rad
2017. urn:nbn:hr:124:366322
Pešo, Martina
University of Split
Faculty of economics Split

Cite this document

Pešo, M. (2017). IMPLEMENTACIJA E-MARKETINGA U HOTELSKOJ INDUSTRIJI: STUDIJA SLUČAJA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:366322

Pešo, Martina. "IMPLEMENTACIJA E-MARKETINGA U HOTELSKOJ INDUSTRIJI: STUDIJA SLUČAJA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:366322

Pešo, Martina. "IMPLEMENTACIJA E-MARKETINGA U HOTELSKOJ INDUSTRIJI: STUDIJA SLUČAJA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:366322

Pešo, M. (2017). 'IMPLEMENTACIJA E-MARKETINGA U HOTELSKOJ INDUSTRIJI: STUDIJA SLUČAJA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:366322

Pešo M. IMPLEMENTACIJA E-MARKETINGA U HOTELSKOJ INDUSTRIJI: STUDIJA SLUČAJA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2024 November 30] Available at: https://urn.nsk.hr/urn:nbn:hr:124:366322

M. Pešo, "IMPLEMENTACIJA E-MARKETINGA U HOTELSKOJ INDUSTRIJI: STUDIJA SLUČAJA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:366322

Metadata
TitleIMPLEMENTACIJA E-MARKETINGA U HOTELSKOJ INDUSTRIJI: STUDIJA SLUČAJA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad
AuthorMartina Pešo
MentorLjudevit Pranić (mentor)
MBZ: 295013
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Microeconomics
Abstract
Implementiranjem informacijsko komunikacijskih tehnologija (IKT) na tradicionalne metode marketinga, razvija se nova vrsta marketinga, elektronički marketing (e-marketing). U najširem shvaćanju, e-marketing se može shvatiti kao primjena informacijskih tehnologija i principa marketinga putem interneta, obuhvaćajući sve aktivnosti poduzeća prezentirane na internetu kako bi se privukli novi potrošači. Trendovi upućuju na sve veće korištenje interneta i ITK-a među potencijalnim potrošačima (tj. turistima) te zbog toga što je e-marketing sredstvo za postizanje konkurentske prednosti, ovaj rad bavit će se istraživanjem upotrebe e-marketinga u hotelima SDŽ. Istraživanje e-marketinga u hotelskoj industriji na području SDŽ potvrdilo je pretpostavku da su hoteli tog područja u svom poslovanju prihvatili i implementirali e-marketing, međutim ne ostvaruju visoku primjenu e-marketinga. Rezultati su također pokazali kako ispitani hoteli koji primjenjuju e-marketing ne postižu bolju poslovnu uspješnost.
Abstract (english)
The implementation of information and communication technologies (ICT) on traditional marketing methods, developed a new type of marketing called electronic marketing (e-marketing). In the broadest sense, e-marketing can be understood as the application of information technologies and principles of marketing via the Internet, including all business activities presented on the Internet to attract new consumers. The trends indicate to the growing use of the Internet and ICT among potential consumers (ie. Tourists) and as well as e-marketing being a tool for achieving competitive advantages, this paper analyzes the use of e-marketing in hotels of Splitsko-dalmatinska county. The research of e-marketing in the hotel industry in the Splitsko-dalmatinska county, confirmed the assumption and impelmentation of e-marketing in the business of surveyed hotels, however, do not generate high implementation of e-marketing. The results also showed that surveyed hotels that apply e-marketing do not achieve better business performance.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:366322
Study programmeTitle: Tourism and Hotel Management
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 on2017-09-21 13:37:34