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master's thesis
ANALIZA PRIMJENE MARKETINGA NA DRUŠTVENIM MREŽAMA MALIH I SREDNJIH HOTELA SPLITSKO-DALMATINSKE ŽUPANIJE
Diplomski rad
2018. urn:nbn:hr:124:570902
Švragulja, Luka
University of Split
Faculty of economics Split

Cite this document

Švragulja, L. (2018). ANALIZA PRIMJENE MARKETINGA NA DRUŠTVENIM MREŽAMA MALIH I SREDNJIH HOTELA 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:124:570902

Švragulja, Luka. "ANALIZA PRIMJENE MARKETINGA NA DRUŠTVENIM MREŽAMA MALIH I SREDNJIH HOTELA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:570902

Švragulja, Luka. "ANALIZA PRIMJENE MARKETINGA NA DRUŠTVENIM MREŽAMA MALIH I SREDNJIH HOTELA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:570902

Švragulja, L. (2018). 'ANALIZA PRIMJENE MARKETINGA NA DRUŠTVENIM MREŽAMA MALIH I SREDNJIH HOTELA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 29 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:570902

Švragulja L. ANALIZA PRIMJENE MARKETINGA NA DRUŠTVENIM MREŽAMA MALIH I SREDNJIH HOTELA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 November 29] Available at: https://urn.nsk.hr/urn:nbn:hr:124:570902

L. Švragulja, "ANALIZA PRIMJENE MARKETINGA NA DRUŠTVENIM MREŽAMA MALIH I SREDNJIH HOTELA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:570902

Metadata
TitleANALIZA PRIMJENE MARKETINGA NA DRUŠTVENIM MREŽAMA MALIH I SREDNJIH HOTELA SPLITSKO-DALMATINSKE ŽUPANIJE : Diplomski rad
AuthorLuka Švragulja
MentorDario Miočević (mentor)
MBZ: 293950
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu je prikazan teorijski okvir e-marketinga u hotelskom poslovanju s posebnim fokusom na strateško upravljanje te taktičke aktivnosti u ovoj sferi. Također analiziran je marketing na društvenim mrežama u hotelskom poslovanju što uključuje globalne trendove korištenja, prednosti i nedostatke njegove primjene odnosno posebne mogućnosti društvenih mreža za male i srednje hotele te u konačnici komunikacijsko informacijske tehnologije i platforme kao osnovu e-marketinga. Rezultati empirijskog istraživanja odgovaraju na postavljene ciljeve te dokazuju da društvene mreže nisu dovoljnoj mjeri prepoznate kao moderan i koristan marketinški alat. Uz pretpostavku da različite kategorije hotela imaju različite politike poslovanja i same marketinške strategije, dokazano je da hoteli više kategorije intenzivnije primjenjuju marketing na društvenim mrežama. Također, dokazan je utjecaj primjene marketinga putem društvenih mreža u pogledu veće zauzetosti hotela. Uz učinke na poslovanje hotela, dokazani su učinci na zadovoljstvo gosta te je utvrđena pozitivna veza između razine primjene marketinga na društvenim mrežama i zadovoljstva gostiju koje je iskazano ocjenom na Booking.com stranici.
Abstract (english)
This paper presents the theoretical framework of e-marketing in hotel industry with a special focus on strategic management and tactical activities in this sphere. Social media marketing in hotel industry has also been analysed, including global trends in use, advantages and disadvantages of its application, special possibility of social networks for small and medium-sized hotels and ultimately ICT and platforms as a basis for e-marketing. The results of empirical study fits specific aims and confirm that social media are not sufficiently recognized as a modern and useful marketing tool. Assuming that different hotel categories have different business policies and marketing strategies, it has been found that social media marketing is more intensively used in hotels of higher categories. Also the impact of marketing through social media has been proven in terms of hotel occupancy. Along with the effects on hotel operations, the effects on customer satisfaction were demonstrated and a positive correlation was found between the level of social marketing application and the satisfaction of the guests expressed on the Booking.com page.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:570902
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 on2018-11-22 08:22:23