prikaz prve stranice dokumenta Marketinški brendovi i tematizirano hotelijerstvo
  Download
PDF 353.6 KB
master's thesis
Marketinški brendovi i tematizirano hotelijerstvo
Pula: University of Pula, 2019. urn:nbn:hr:137:874340
Milin, Dunja
University of Pula
Department of Interdisciplinary, Italian and Cultural Studies

Institutional repository: Digital Repository Juraj Dobrila University of Pula

Cite this document

Milin, D. (2019). Marketinški brendovi i tematizirano hotelijerstvo (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:874340

Milin, Dunja. "Marketinški brendovi i tematizirano hotelijerstvo." Master's thesis, University of Pula, 2019. https://urn.nsk.hr/urn:nbn:hr:137:874340

Milin, Dunja. "Marketinški brendovi i tematizirano hotelijerstvo." Master's thesis, University of Pula, 2019. https://urn.nsk.hr/urn:nbn:hr:137:874340

Milin, D. (2019). 'Marketinški brendovi i tematizirano hotelijerstvo', Master's thesis, University of Pula, accessed 09 January 2025, https://urn.nsk.hr/urn:nbn:hr:137:874340

Milin D. Marketinški brendovi i tematizirano hotelijerstvo [Master's thesis]. Pula: University of Pula; 2019 [cited 2025 January 09] Available at: https://urn.nsk.hr/urn:nbn:hr:137:874340

D. Milin, "Marketinški brendovi i tematizirano hotelijerstvo", Master's thesis, University of Pula, Pula, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:137:874340

Metadata
TitleMarketinški brendovi i tematizirano hotelijerstvo
Title (english)Marketing brands and themed hotel industry
AuthorDunja Milin
MentorTamara Floričić (mentor)
Committee memberAljoša Vitasović (predsjednik povjerenstva)
Committee memberTamara Floričić (član povjerenstva)
Committee memberIva Slivar (član povjerenstva)
GranterUniversity of Pula
(Department of Interdisciplinary, Italian and Cultural Studies)
Pula
Defense date and country2019-03-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Brandiranje danas predstavlja jedan od najvažnijih procesa u stvaranju jedinstvenosti i prepoznatljivosti turističkih destinacija. Soft brend hoteli su sastavni dio globalne hotelske kolekcije i dobro su pozicionirani na tržištu. Marketinškim brendiranjem postiže se da turisti doživljavaju odredište u cjelini, tako da se to područje ne smatra samo kao „turističko mjesto“, već postaje i „turistički proizvod“. Tematski hoteli su novi trend suvremenog turizma. Tematski hotel može se definirati kao smještajni objekt koji je usmjeren na određenu kulturu i opremljen je jedinstvenim tematskim dizajnom, konstrukcijskim i dekoracijskim elementima koji upotpunjavaju samu ugostiteljsku strukturu objekta. Klijenta se ovime želi preplaviti identitetom branda kojeg nudimo, ali naglasak se stavlja na osobno iskustvo klijenta te se time nudi brandirano iskustvo i/ili usluga, a ne toliko sam brandirani proizvod. Potvrđeno je kako segmentacija turističke ponude, odnosno brendiranje hotelske ponude na turističkom tržištu pomažu pozicioniranju proizvoda na tržištu.
Abstract (english)
In today’s world, branding is one of the most important processes in creating the uniqueness and recognizably of tourist destinations. Soft brand hotels are part of a global hotel collection and are well positioned in the market. Brand marketing makes it possible for tourists to experience the destination as a whole, so they not only consider it as a "tourist place", but it becomes a "tourist product". Theme hotels are a new trend of modern tourism. The theme hotel can be defined as an accommodation oriented to a particular culture and equipped with unique thematic design, construction and decorative elements that complement the hotel's catering structure. The client is supposed to be overwhelmed with the identity of the brand that we offer by emphasizing the client's personal experience and offering a brilliant experience and/or service and not so much a branded product. It has been confirmed that the segmentation of the tourist offer, i.e. the branding of the hotel offer on the tourist market, helps position the product on the market.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:874340
Study programmeTitle: Culture and Tourism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra kulture i turizma (magistar/magistra kulture i turizma)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-04-11 12:34:47