Title Upotreba društvenih mreža u hotelijerstvu Istre
Title (english) The Use of Social Media in the Hotel Industry of Istria
Author Melani Milohanić
Mentor Vanja Bevanda (mentor)
Committee member Danijela Rabar (predsjednik povjerenstva)
Committee member Goran Matošević (član povjerenstva)
Committee member Vanja Bevanda (član povjerenstva)
Committee member Katarina Kostelić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2020-09-21, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Business Informatics
Abstract Stalnim napretkom u tehnologiji dolazi do promjena u svakodnevnim aktivnostima, poslovanju te komunikaciji. Pojava društvenih mreža promijenila je način na koji komuniciramo ali i dolazimo do određenih informacija. Kako bi se prilagodile tome, tvrtke počinju kreirati profile na društvenim mrežama te svrstavaju društvene mreže u svoj marketing kao alat s kojim se žele približiti svojim kupcima i prikazati im svoju ponudu.
Društvene mreže važne su i za turizam i ugostiteljstvo. Kako turisti dijele svoja iskustva sa svojim prijateljima, to je prilika za promoviranje određene destinacije ili usluge. Tvrtke u turizmu se stoga okreću marketingu društvenih mreža kako bi ostavile utisak na ljude i potaknule ih da posjete baš njihove objekte. Neke tvrtke koriste društvene mreže kako bi privukle i radnu snagu te se prezentirale kao dobar poslodavac.
Cilj ovog istraživanja bio je utvrditi prisutnost hotelijerskih tvrtki Istre na društvenim mrežama te kolika je njihova upotreba društvenih mreža u poslovanju tvrtke. Podaci su prikupljani pomoću online ankete koju su ispunjavali zaposlenici marketinga.
Rezultati istraživanja pokazali su kako tvrtke u hotelijerstvu Istre u svom oglašavanju najviše koriste oglašavanje preko tražilica ali kao alat u svom marketingu koriste i društvene mreže, među kojima su Facebook i Instagram korišteni od strane svih ispitanih. O sadržaju na društvenim mrežama brinu se zaposlenici tvrtke ili marketinška agencija. Dok u svrhu bolje promocije te utjecaja na ljude, angažiraju influencere.
Abstract (english) With the constant advancement in technology, there are changes in everyday activities, business and communication. The advent of social networks has changed the way we communicate but also get certain information. To adapt to this, companies are starting to create profiles on social networks and classify social networks into their marketing as a tool with which they want to get closer to their customers and show them their offer.
Social networks are also important for tourism and hospitality industry. As tourists share their experiences with their friends, it’s an opportunity to promote a particular destination or service. Companies in tourism therefore turn to social media marketing to impress people and encourage them to visit their facilities. On the other side, some companies use social media to attract the workforce and present themselves as a good employer.
The goal of this research was to determine the presence of Istrian hotel companies on social networks and the extent of their use of social networks in the company's operations. Data is collected using an online survey completed by marketing employees.
The results of the research showed that companies in the Istrian hotel industry use advertising through search engines but they are also using social networks as a marketing tool, among which Facebook and Instagram were used by all respondents. The content on social networks is taken care of by the employees of the company or the marketing agency. While for better promotion and influence on people, they hire influencers.
Keywords
turizam
hotelijerstvo
društvene mreže
marketing društvenih mreža
Istra
Keywords (english)
tourism
hotel industry
social networks
social media marketing
Istria
Language croatian
URN:NBN urn:nbn:hr:137:536816
Study programme Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management Course: Financial Management Study programme type: university Study level: graduate Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2022-02-23 14:30:44