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master's thesis
Utjecaj online recenzija na reputaciju hotela i odluku o kupnji
Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. urn:nbn:hr:191:726781
Samblić, Marina
University of Rijeka
Faculty of Tourism and Hospitality Management

Institutional repository: Repository of Faculty of Tourism and Hospitality Management

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Samblić, M. (2024). Utjecaj online recenzija na reputaciju hotela i odluku o kupnji (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:726781

Samblić, Marina. "Utjecaj online recenzija na reputaciju hotela i odluku o kupnji." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:726781

Samblić, Marina. "Utjecaj online recenzija na reputaciju hotela i odluku o kupnji." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:726781

Samblić, M. (2024). 'Utjecaj online recenzija na reputaciju hotela i odluku o kupnji', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 20 November 2024, https://urn.nsk.hr/urn:nbn:hr:191:726781

Samblić M. Utjecaj online recenzija na reputaciju hotela i odluku o kupnji [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2024 [cited 2024 November 20] Available at: https://urn.nsk.hr/urn:nbn:hr:191:726781

M. Samblić, "Utjecaj online recenzija na reputaciju hotela i odluku o kupnji", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:191:726781

Metadata
TitleUtjecaj online recenzija na reputaciju hotela i odluku o kupnji
Title (english)The influence of online reviews on hotel reputation and purchase decision
AuthorMarina Samblić
MentorLjubica Pilepić Stifanich (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2024-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Ovaj diplomski rad istražuje ključni aspekt suvremenog putničkog iskustva - utjecaj online recenzija na reputaciju hotela i donošenje odluke o kupnji. Cilj istraživanja je razumjeti kako potencijalni gosti percipiraju online recenzije, koliko su te recenzije važne u procesu planiranja putovanja te kako utječu na njihov izbor hotela. Istraživanje će biti provedeno metodom istraživanja, a kao mjerni instrument koristit će se online anketni upitnik među potencijalnim gostima. Rad istražuje koliko često ljudi pregledavaju online recenzije prilikom planiranja putovanja, koji su ključni čimbenici koje uzimaju u obzir prilikom čitanja recenzija te koliko ti čimbenici utječu na njihovu konačnu odluku o odabiru hotela. Očekuje se da će rezultati istraživanja pružiti dublji uvid u percepciju online recenzija među potencijalnim gostima, istaknuti ključne aspekte koji oblikuju njihove odluke te pomoći hotelijerima i marketinškim stručnjacima u poboljšanju upravljanja reputacijom hotela. Kroz analizu prikupljenih podataka, rad će također razmotriti moguće implikacije za turističku industriju i pružiti preporuke za unapređenje strategija upravljanja reputacijom hotela u digitalnom dobu, s jasnim ciljem povećanja prodaje i poboljšanja zadovoljstva gostiju. Rad će nadopuniti znanstvenu literaturu koja istražuje povezane teme, naglašavajući ključnu važnost online recenzija u suvremenom poslovanju.
Abstract (english)
This thesis examines a key aspect of the modern travel experience - the impact of online reviews on hotel reputation and purchasing decisions. The aim of the research is to understand how potential guests perceive online reviews, how important these reviews are in the travel planning process and how they influence their choice of hotel. The research will be conducted using the research method, and an online questionnaire among potential guests will be used as a measuring instrument. The paper investigates how often people look at online reviews when planning a trip, what are the key factors they consider when reading reviews, and how much these factors influence their final hotel decision. The research results are expected to provide deeper insight into the perception of online reviews among potential guests, highlight key aspects that shape their decisions, and help hoteliers and marketers improve hotel reputation management. Through the analysis of the collected data, the paper will also consider possible implications for the tourism industry and provide recommendations for improving hotel reputation management strategies in the digital age, with the clear goal of increasing sales and improving guest satisfaction. The paper will complement the scientific literature investigating related topics, highlighting the crucial importance of online reviews in modern business.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:726781
Study programmeTitle: Hospitality 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 Attribution 4.0 International (CC BY 4.0) icon
Created on2024-09-13 18:04:17