MARKETINŠKO UPRAVLJANJE U FUNKCIJI JAČANJA KONKURENTNOSTI INTEGRIRANOG HOTELSKOG PROIZVODA : Diplomski rad

Marketing i marketinška funkcija u hotelskom poslovanju predstavljaju važan alat u stjecanju i održavanju konkurentnosti. Usprkos toj činjenici provedeno istraživanje je dokazalo da se u mnogim hotelima u Dalmaciji ni marketingu ni marketinškoj funkciji ne pridaje potreban značaj. Premda su hotelski menadžeri upoznati s pojmom integriranog hotelskog proizvoda rijetko na tako oblikovanom sadržaju temelje promotivne aktivnosti. Hotelske subjekte i njihovu ponudu još uvijek se promovira primarno kroz cijenu smještaja na bazi pansiona/polupansiona. Interesni fokus hotelske prodaje je i danas kod hotela obuhvaćenih istraživanjem na prodajnim posrednicima pri čemu se zanemaruje potencijal rastućih segmenata hotelskih gostiju koji direktno odabiru i rezerviraju hotel, te sami organiziraju putovanje. Istraživanje čiji su nalazi predstavljeni u radu je provedeno tijekom glavne turističke sezone 2020. godine koja će ostati zabilježena po negativnim reperkusijama pandemije COVID-19 na turističko gospodarstvo. Istraživanjem na prigodnom uzorku istovremeno su obuhvaćeni gosti odabranih hotela na Makarskoj rivijeri i Splitu čiji je rukovodeći kadar također intervjuiran. Nalazi istraživanja ukazuju da će u scenariju opstanka pandemijskih ograničenja slijedeća turistička sezona za hotelijere u Republici Hrvatskoj moguće biti još lošija od ove, ukoliko ne shvate značaj marketinške funkcije u kriznim vremenima te fokus u promociji i prodaji ne usmjere direktno odabranim segmentima hotelskih gostiju. Pri tome bi trebalo promovirati integrirani hotelski proizvod obuhvaćajući sve sadržaje hotela i okruženja u cilju više dodane vrijednosti u percepciji gostiju.Marketing and the marketing function in the hotel business are important tools in gaining and maintaining competitiveness nowadays. Despite this fact, the research conducted has confirmed that in many hotels in Dalmatia, neither marketing nor the marketing function is given the necessary importance. Although hotel managers are familiar with the concept of an integrated hotel product, they rarely base promotional activities on it. Hotel entities and their offer are still promoted primarily through the price of the main service (food and bed). Focus of hotel sales is still today on sales intermediaries, while ignoring the potential of growing segments of hotel guests who directly select and book a hotel, and organize the trip themselves. The research this paper was conducted during the main tourist season in 2020, which will remain remembered by the negative repercussions of the COVID-19 pandemic on the tourism industry. At the same time, the interviews on the appropriate sample of guests in selected hotels of Makarska riviera and Split, whose management staff was also interviewed. The research findings indicate that in the scenario of survival of pandemic restrictions, the next tourist season for hoteliers in the Republic of Croatia may be even worse than this one. The only chance is to understand the importance of the marketing function in times of crisis and put promotion focus toward selected segments of hotel guests. In doing so, an integrated hotel product should be promoted, encompassing all hotel facilities and surroundings in order to add an extra value in the perception of guests