| Abstract | Komplementarnost usluga u marketing miksu hotelskog poduzeća, nemogućnost skladištenja usluga, sezonalnost, značenje ljudskog faktora - samo su neke posebnosti ove djelatnosti koje sudjeluju u kreiranju specifičnog koncepta hotelijerskog marketinga. U sklopu svoje tržišne orijentacije, hoteli svakako trebaju poštovati i koncepciju tržišne segmentacije, odabira ciljnog tržišta i pozicioniranja proizvoda. Izborom odgovarajuceg segmenta kao svog ciljnog tržišta, hotel određuje i karakter svog marketing miksa, naravno, u obliku optimalne kombinacije - proizvoda (kao amalgama razlicitih proizvoda i usluga), cijene, promocije i kanala distribucije. Hotelijerstvo je ponajprije uslužna djelatnost čiji je glavni zadatak zadovoljenje primarnih potreba za smještajem, hranom i pićem. U današnje doba sve veće konkurencije i sve većih zahtjeva turista hoteli su kako bi opstali primorani osim osnovnih pružati i dodatne usluge koje će zadovoljiti i najzahtjevnijeg gosta koji se odluči za boravak u tom hotelu. Taj gost već je prije samog dolaska prikupljao informacije putem brojnih medija kako bi pronašao hotel koji najviše odgovara njegovoj viziji hotela koji će najbolje zadovoljiti njegove potrebe, a koji može dobiti za budžet kojim raspolaže. Zadatak hotela je upravo spoznaja kakav tip gostiju privlači ili želi privući te postavlja pitanje raspolaže li s potrebnim resursima za zadovoljnje potreba takvih gostiju i da li je to moguće s obzirom na okolinu u kojoj posluje. Prije svega treba proučiti okolinu, potom treba vidjeti kako stvari stoje unutar organizacije, odnosno spoznati internu okolinu i prilagoditi je eksternoj na način koji će hotel dovesti do optimalnog poslovanja. Promotivni napori hotelskog poduzeća obuhvaćaju sve oblike promotivnih aktivnosti oglašavanje, unapređenje prodaje, osobnu prodaju i odnose s javnošću. Pretpostavka za uspješn implementiranje tih aktivnosti je njihovo adekvatno planiranje. Odgovarajućim informacijama sadržanim u promotivnim porukama, hotel pobuđuje interes i potrebe potencijalnih gostiju, kao što su odmor, oporavak, različite aktivnosti, novi doživljaji, i na taj način indicira potrebe za vlastitim uslugama. |
| Abstract (english) | The complementarity of services in the marketing mix of hotel companies, inability storage services, seasonality, the meaning of human factors - are just some of the peculiarities of activity involved in the creation of a specific concept of hotel marketing. As part of its market orientation, hotels should definitely appreciate the concept of market segmentation, target market selection and positioning of the product. By selecting the appropriate segment as its target market, the hotel defines the character of your marketing mix, of course, as the optimal combination - products (as an amalgam of different products and services), price, promotion and distribution channels. The hotel business is primarily a service industry whose main task is satisfying primary needs for shelter, food and drink. In today's era of increasing competition and the increasing demands of tourists hotels are forced to survive than basic provide additional services that will satisfy even the most demanding guests who decide to stay in this hotel. The guest is already before the arrival of collecting information through a number of media to find a hotel that best fits his vision of the hotel that will best meet their needs, and who can get the budget at its disposal. The task of the hotel is just knowing what type of guests attracted to or wants to attract this question has come with the necessary resources for the more satisfied the needs of these guests, and whether it is possible given the environment in which it operates. First of all, should study the environment, then to see how things are inside the organization, or to learn about the internal environment and adapt to the external in a way that will lead to the optimal hotel business. Promotional efforts of hotel companies includes all forms of promotional activities, advertising, sales promotion, personal selling and public relations. A prerequisite for the successful implementation of these activities is their adequate planning. Corresponding information contained in promotional messages, hotel arouses the interest and needs of the potential clients, such as vacation, recovery, different activities, new experiences, and thus indicates the need for their services. |
