WEB PAGE AS PROMOTIONAL TOOL OF TOURIST DESTINATION

Internet kao platforma e-poslovanja, te globalni kanal svjetskih poslovnih zbivanja u svim industrijama pa tako i u turizmu, važan je fenomen za proučavanje. Ovaj stručni rad ima svrhu objasniti specifičnosti web sjedišta hotela kao glavnog promocijskog / prodajnog alata u turizmu nekog turističkog odredišta, te sve povezane online kanale promocije i prodaje u ‘stolnim’ i mobilnim platformama. Cilj ovog stručnog rada je ukazati na analitičko promišljanje, djelovanje i odlučivanje uzevši sve potrebne i dostupne metrike iz analitičkih programa u obzir, te implementaciju rezultata istog. Svi alati, platforme i kanali biti će prikazani na primjeru aktivnog web sjedišta hotela Turist u Varaždinu, a web sjedište navedenog hotela promatrati kroz dulji vremenski period u smislu izmjene samog dizajna ali i funkcionalnosti kao i tehničke atraktivnosti istog. Ovaj rad može biti zanimljiv i namjenjen je širenju iskustava i praktičnih saznanja, svim studentima marketing usmjerenja, svim djelatnicima marketinga i prodaje u hotelskim poduzećima kao i svim ”svjetskim” putnicima željnim pogleda u ”pozadinu“ hotelskog online marketinga.The Internet as a main platform for e-business, and a global channel of world business events in all industries, including tourism, is an important phenomenon for researching. This thesis has the purpose of explaining the specifics of the hotel's web site as the main promotional / sales tool in tourism of a tourist destination, as well as all associated online promotion and sales channels in desktop and mobile platforms. The aim of this thesis is to point out analytical thinking, action and decision making by taking all the necessary and available metrics from the analytical programs into consideration and implementing the results of the research. All the tools, platforms and channels will be shown on example of the active web site of Hotel Turist in Varaždin and the web site of the mentioned hotel will be observed for a longer period of time in terms of the design itself but also the functionality as well as the technical attractiveness of the same. This thesis can be interesting and usefull, primary at expanding the experience and practical knowledge of all marketing students, all marketing and sales staff in hotel companies as well as all "world" travelers looking for a different point of view on online hotel marketing