prikaz prve stranice dokumenta MARKETINŠKI KANALI U HOTELIJERSTVU NA PRIMJERU HOTELSKOG LANCA AMADRIA PARK
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master's thesis
MARKETINŠKI KANALI U HOTELIJERSTVU NA PRIMJERU HOTELSKOG LANCA AMADRIA PARK
Zagreb: University of Zagreb, Faculty of Economics and Business, 2020. urn:nbn:hr:148:075587
Škunca, Anamarija
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Škunca, A. (2020). MARKETINŠKI KANALI U HOTELIJERSTVU NA PRIMJERU HOTELSKOG LANCA AMADRIA PARK (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:075587

Škunca, Anamarija. "MARKETINŠKI KANALI U HOTELIJERSTVU NA PRIMJERU HOTELSKOG LANCA AMADRIA PARK." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:075587

Škunca, Anamarija. "MARKETINŠKI KANALI U HOTELIJERSTVU NA PRIMJERU HOTELSKOG LANCA AMADRIA PARK." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:075587

Škunca, A. (2020). 'MARKETINŠKI KANALI U HOTELIJERSTVU NA PRIMJERU HOTELSKOG LANCA AMADRIA PARK', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 08 July 2024, https://urn.nsk.hr/urn:nbn:hr:148:075587

Škunca A. MARKETINŠKI KANALI U HOTELIJERSTVU NA PRIMJERU HOTELSKOG LANCA AMADRIA PARK [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2020 [cited 2024 July 08] Available at: https://urn.nsk.hr/urn:nbn:hr:148:075587

A. Škunca, "MARKETINŠKI KANALI U HOTELIJERSTVU NA PRIMJERU HOTELSKOG LANCA AMADRIA PARK", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:148:075587

Metadata
TitleMARKETINŠKI KANALI U HOTELIJERSTVU NA PRIMJERU HOTELSKOG LANCA AMADRIA PARK
Title (english)MARKETING CHANNELS IN THE HOTEL INDUSTRY ON THE EXAMPLE OF HOTEL CHAIN AMADRIA PARK
AuthorAnamarija Škunca
MentorMirko Palić (mentor)
Committee memberMirko Palić (predsjednik povjerenstva)
Committee memberMarko Kolaković (član povjerenstva)
Committee memberMladen Turuk (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2020-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Hotelska industrija jedna je od najdinamičnijih gospodarskih grana. Na to upućuje konstantan rast i razvoj hotelijerstva, kao i okrupnjavanje hotela kroz hotelske lance. Takav trend povlači za sobom mnogo implikacija, a kao jedna od glavnih može se istaknuti visoka razina konkurencije. Sukladno tome, vlasnici i menadžeri hotela traže nove načine kako osigurati poslovnu uspješnost odnosno popunjenost hotelskih soba i ostvarivanje adekvatnih povrata na kapitalna ulaganja. Među glavnim alatima za ostvarivanje planirane popunjenosti smještajnih kapaciteta smatraju se marketinški kanali kroz koje se plasira hotelska ponuda. Svrha ovog istraživačkog rada bila je analizirati razvoj marketinških kanala u hotelijerstvu, posebice u kontekstu globalne povezanosti i digitalizacije. Istraživanje o primjeni marketinških kanala u hotelskom poslovanju provedeno je na primjeru hotelskog lanca Amadria Park kao jednom od većih lanaca u Republici Hrvatskoj. Cilj rada je također prikazati kako marketinški kanali mogu pozitivno utjecati na razvoj i uspješnost hotelske industrije koja je danas visoko konkurentna, nepredvidljiva i osjetljiva na vanjske događaje poput aktualne situacije s pandemijom.
Abstract (english)
The hotel business is one of the most dynamic industries. This is indicated by the constant growth and development of the hotel industry, as well as the consolidation of hotels through hotel chains. Such a trend entails many implications, and one of the main ones is the high level of competition. Therefore, hotel owners and managers are looking for new ways to ensure business success, ie. occupancy of hotel rooms and achieve adequate returns on capital investments. Among the main tools for achieving the planned occupancy of accommodation capacities are considered to be marketing channels through which the hotel offer is placed. The purpose of this research was to analyze the development of marketing channels in the hotel industry, especially in the context of global connectivity and digitalization. The research on the application of marketing channels in the hotel business was conducted on the example of the hotel chain Amadria Park as one of the largest chains in the Republic of Croatia. The aim of the paper is also to show how marketing channels can positively influence the development and success of the hotel industry, which today is highly competitive, unpredictable and sensitive to external events such as the current situation with the pandemic.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:075587
Study programmeTitle: Economics of Entrepreneurship
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2020-09-23 19:05:14