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undergraduate thesis
MARKETINŠKI KONZORCIJI U HOTELIJERSTVU
2020. urn:nbn:hr:228:191535
Boschi, Ivana
University of Split
University Department of Professional Studies

Cite this document

Boschi, I. (2020). MARKETINŠKI KONZORCIJI U HOTELIJERSTVU (Undergraduate thesis). Split: University of Split, University Department of Professional Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:191535

Boschi, Ivana. "MARKETINŠKI KONZORCIJI U HOTELIJERSTVU." Undergraduate thesis, University of Split, University Department of Professional Studies, 2020. https://urn.nsk.hr/urn:nbn:hr:228:191535

Boschi, Ivana. "MARKETINŠKI KONZORCIJI U HOTELIJERSTVU." Undergraduate thesis, University of Split, University Department of Professional Studies, 2020. https://urn.nsk.hr/urn:nbn:hr:228:191535

Boschi, I. (2020). 'MARKETINŠKI KONZORCIJI U HOTELIJERSTVU', Undergraduate thesis, University of Split, University Department of Professional Studies, accessed 29 May 2023, https://urn.nsk.hr/urn:nbn:hr:228:191535

Boschi I. MARKETINŠKI KONZORCIJI U HOTELIJERSTVU [Undergraduate thesis]. Split: University of Split, University Department of Professional Studies; 2020 [cited 2023 May 29] Available at: https://urn.nsk.hr/urn:nbn:hr:228:191535

I. Boschi, "MARKETINŠKI KONZORCIJI U HOTELIJERSTVU", Undergraduate thesis, University of Split, University Department of Professional Studies, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:228:191535

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Metadata
TitleMARKETINŠKI KONZORCIJI U HOTELIJERSTVU
Title (english)MARKETING CONSORTIAS IN HOTEL INDUSTRY
AuthorIvana Boschi
MentorMijana Matošević Radić (mentor)
Committee memberIvona Jukić (član povjerenstva)
Committee memberAnita Krolo - Crvelin (član povjerenstva)
GranterUniversity of Split
University Department of Professional Studies
Split
Defense date and country2020-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U uvjetima sve bržih promjena na turističkom tržištu svi poslovni subjekti, a posebno hoteli, izloženi su sve većem pritisku konkurencije. Kako bi poboljšali poslovanje i osigurali opstanak na globalnom turističkom tržištu, hoteli su prepoznali prednosti poslovnog udruživanja. Najčešći oblik poslovnog povezivanja u hotelijerstvu su hotelski lanci, koji posluju pod franšizom, koristeći prednosti jakog tržišnog brenda te implementirajući standarde koje propisuje brend. Cilj ovoga rada je teorijski objasniti te na praktičnom primjeru prikazati, drugi oblik poslovnog udruživanja u hotelijerstvu, marketinške konzorcije. Konzorciji za razliku od hotelskih lanaca omogućuju upravljačku neovisnost, povezivanje s hotelima u istoj ili sličnoj niši, brže pozicioniranje na tržištu te lakši dolazak do potrošača kroz veći broj rezervacijskih kanala. Upravo im to udruživanje omogućava da se kroz poznatu marku brže približe željenom potrošaču, te osiguraju konkurentsku prednost na globalnom tržištu uz niže troškove udruženog marketinga.
Abstract (english)
In the conditions of faster and faster changes in the tourist market, all business entities, especially hotels, are exposed to increasing competitive pressure. To improve business and ensure survival in the global tourism market, hotels have recognized the benefits of business association. The most common form of business connections in the hotel industry are hotel chains, which operate under a franchise, taking advantage of a strong market brand and implementing standards prescribed by the brand. The aim of this paper is to theoretically explain and show on a practical example, another form of business association in the hotel industry, marketing consortia. Consortia, unlike hotel chains, enable management independence, connection with hotels in the same or a similar niche, faster positioning on the market and easier access to consumers through a larger number of reservation channels. It is this association that enables them to get closer to the desired consumer faster through a well -known brand, and to ensure a competitive advantage in the global market with lower costs of joint marketing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:191535
Study programmeTitle: Business Trade –– professional - professional
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-12-02 13:10:25