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master's thesis
GERILSKI MARKETING U POZICIONIRANJU SPECIJALIZIRANE HOTELSKE PONUDE
Diplomski rad
Split: University of Split, Faculty of economics Split, 2019. urn:nbn:hr:124:349353
Marijanović, Marija
University of Split
Faculty of economics Split

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Marijanović, M. (2019). GERILSKI MARKETING U POZICIONIRANJU SPECIJALIZIRANE HOTELSKE PONUDE : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:349353

Marijanović, Marija. "GERILSKI MARKETING U POZICIONIRANJU SPECIJALIZIRANE HOTELSKE PONUDE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:349353

Marijanović, Marija. "GERILSKI MARKETING U POZICIONIRANJU SPECIJALIZIRANE HOTELSKE PONUDE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:349353

Marijanović, M. (2019). 'GERILSKI MARKETING U POZICIONIRANJU SPECIJALIZIRANE HOTELSKE PONUDE : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 20 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:349353

Marijanović M. GERILSKI MARKETING U POZICIONIRANJU SPECIJALIZIRANE HOTELSKE PONUDE : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2019 [cited 2024 November 20] Available at: https://urn.nsk.hr/urn:nbn:hr:124:349353

M. Marijanović, "GERILSKI MARKETING U POZICIONIRANJU SPECIJALIZIRANE HOTELSKE PONUDE : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:124:349353

Metadata
TitleGERILSKI MARKETING U POZICIONIRANJU SPECIJALIZIRANE HOTELSKE PONUDE : Diplomski rad
AuthorMarija Marijanović
MentorMario Pepur (mentor)
MBZ: 274245
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2019-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj ovog diplomskog rada je ukazati na mogućnost primjene alata gerilskog marketinga u pozicioniranju specijaliziranog hotelskog proizvoda. Marketinška koncepcija ima vodeću ulogu u cjelokupnom hotelskom poslovanju. Autori opisuju gerilski marketing kao kreativan i nekonvencionalan oblik marketinga, s ciljem privlačenja pažnje kupaca s minimalnim troškovima. Društvene mreže predstavljaju snagu koju treba iskoristiti svaki hotel u izvođenju svojih marketinških aktivnosti. Društvene mreže hotelima služe da izgrade bolje odnose s potrošačima i stvaraju prepoznatljivi brend. Bitni dio teorijskog dijela rada je poglavlje o gerilskom marketingu za specijalizirane hotelske proizvode, gdje se opisiva primjenjivost alata gerile u turizmu, te aktivnosti gerile u pozicioniranju specijaliziranog hotelskog proizvoda. U empirijskom istraživanju proveden je dubinski intervju na tri lokacije – turističkoj agenciji „Intours“, hotelu „Alkar“, turističkoj zajednici grada Sinja i firmi „Jamnica Plus d.o.o.“. Prema rezultatima istraživanja stav o primjenjivosti gerilskog marketinga u promociji je vrlo pozitivan. Najviše ispitanika smatra da je kreativnost najvažnija za spomenutu vrstu marketinga. Kao najveći nedostatak navode da je gerila marketing veoma osjetljiv, te je bitno pravilno odrediti ciljanu skupinu kako ne bi nastao negativan efekt.
Abstract (english)
The aim of this gradute thesis is to point out the possibility of using guerilla marketing tools in positioning a specialized hotel products. Marketing concept has a leading role in the overall hotel business. The authors describe a guerrilla marketing as creative and unconventional type of marketing, aiming to attract the attention of customers with minimal expenses. Social networks present an advantage which every hotel should use for implementation marketing activities. Hotels can take advantage of social networks for building better relationships with consumers and creating a recognizable brand. An important part of this thesis is the chapter which represents guerrilla marketing for specialized hotel products, in which described applicability of the tools of guerrilla marketing in tourism, and the activities of guerrilla marketing in positioning specialized hotel products. In the emirical research was conducted depth interview sin three locations – Tourist agency „Intours“, hotel „Alkar“ and firm „Jamnica plus d.o.o.“. According to results attitude of usability guerilla marketinga in the promotion is very positive. Most respondents consider that creativity is the most important for the mentioned type of marketing. The biggest deficiency of guerrilla marketing is that is very sensitive, and it is very important to properly identify the target group in order not to hit the negative effect.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:349353
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 on2019-12-03 09:58:56