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master's thesis
MARKETING U HOTELIJERSTVU
2020. urn:nbn:hr:180:408933
Bajo, Ema
Zagreb School of Business

Cite this document

Bajo, E. (2020). MARKETING U HOTELIJERSTVU (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:408933

Bajo, Ema. "MARKETING U HOTELIJERSTVU." Master's thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:408933

Bajo, Ema. "MARKETING U HOTELIJERSTVU." Master's thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:408933

Bajo, E. (2020). 'MARKETING U HOTELIJERSTVU', Master's thesis, Zagreb School of Business, accessed 17 April 2024, https://urn.nsk.hr/urn:nbn:hr:180:408933

Bajo E. MARKETING U HOTELIJERSTVU [Master's thesis]. Zagreb: Zagreb School of Business; 2020 [cited 2024 April 17] Available at: https://urn.nsk.hr/urn:nbn:hr:180:408933

E. Bajo, "MARKETING U HOTELIJERSTVU", Master's thesis, Zagreb School of Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:180:408933

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Metadata
TitleMARKETING U HOTELIJERSTVU
Title (english)Hotel marketing
AuthorEma Bajo
MentorNeven Šipić (mentor)
Committee memberTomislav Ivančević (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2020-03-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Glavni predmet ovog diplomskog rada jest marketing u hotelijerstvu. Kada se govori o marketingu u hotelskoj industriji, misli se na planiranje, organizaciju, primjenu i nadzor plasmana proizvoda i usluge jednog hotela. Kao što je već rečeno, hotelski se marketing koncepcijski svakako može osloniti na spoznaje marketinga materijalnih dobara, no one se moraju prilagoditi posebnim uvjetima i pojavama hotelske djelatnosti. Tako iz velike količine individualnosti i male količine mogućnosti standardizacije hotelskih usluga slijedi jasan odmak hotelskog marketinga od marketinga robe široke potrošnje. To ponajprije vrijedi za raznovrsnu ponudu usluga koja prelazi granice stvarne ponude smještaja i prehrane. Hotelsko poduzeće u načelu nudi paletu različitih usluga, pri čemu individualno kreiranje ponude otežava usporedbu s alternativnom ponudom konkurencije. Marketinške aktivnosti nastoje oblikovati i što povoljnije isporučiti hotelski proizvod na tržište. Kako bi hotelski objekti u tome uspjeli, potrebno je marketinške aktivnosti planirati i organizirati njihovu realizaciju. Ove korake, autorica će predstaviti u radu i teorijski i praktično, koristeći hotel Palace kao primjer, odnosno razradu teme. Palace Hotel Zagreb smješten je u samom centru grada u palači podignutoj neposredno uz stari gradski park. S radom je započeo još 1907. godine kao prvi profesionalno organizirani hotel u Zagrebu. Hotel danas objedinjuje udobnost suvremenog načina stanovanja s toplim retro chic ugođajem kojeg stvaraju njegov stilski namještaj i secesijski interijer.
Abstract (english)
The main subject of this thesis is marketing in the hotel industry. When it comes to marketing in the hotel industry, we are referring to the planning, organization, implementation and supervision of product placement and the services of a hotel. As mentioned above, the concept of hotel marketing can certainly be based on the material marketing knowledge, but they must be adapted to the specific conditions and phenomena of the hotel business. Thus, from a large amount of individuality and a small amount of possibilities for standardization of hotel services, a clear departure of hotel marketing from the marketing of consumer goods follows. This is especially true for a diverse range of services that goes beyond the actual accommodation and food offer. In principle, the hotel company offers a range of different services, making individual offers easier to compare with alternative competitors. Marketing activities seek to shape and deliver the hotel product to the market as efficiently as possible. For hotel facilities to succeed in this, marketing activities need to be planned and organized. These steps, the author will present in the work both theoretically and practically, using the Palace Hotel as an example, ie elaboration of the topic. The Palace Hotel Zagreb is located in the heart of the city in a palace erected next to the old city park. It began operating in 1907 as the first professionally organized hotel in Zagreb. Today, the hotel combines the comfort of a contemporary living style with the warm retro chic atmosphere created by its stylish furniture and secession interior.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:408933
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-03-09 12:56:00