PREMIUM PRICE IN HOSPITALITY

Tema rada je primjena metrike marketinga, stopa premijske cijene u hotelijerstvu. Obzirom na vrste smještajnih objekata u hotelijerstvu, za istraživanje odabrana je skupina hotela mali obiteljski hoteli, s naglaskom na poslovanje tih hotela u kontinentalnom djelu Hrvatske, posebno u Slavoniji. Glavni cilj rada je utvrditi može li se primjenom metrike marketinga, točnije primjenom mjerila stopa premijske cijene, u poslovanju hotela, ostvariti poslovni rezultati, odnosno povećati popunjenost hotela, a time povećati i prihode. Teorijski dio rada odnosi se na definiranje i pojma cijena, upravljanje cijenama u hotelijerstvu i teorijski aspekt metrike marketinga. U istraživačkom dijelu rada analizirane su cijene noćenja u malim hotelima primjenjujući metriku marketinga, stopa premijske cijene. Ovom analizom utvrđeno je kako promatrani hotel ima velika odstupanja od prosječne tržišne cijene, te bi mogao razmisliti o smanjenju cijene.The topic of the masters thesis is the application of marketing metrics, the premium price rate in the hotel industry. Considering the types of accommodation facilities in the hotel industry, a group of small family hotels was selected for the research, with a emphasis on the operations of these hotels in the continental part of Croatia, especially in Slavonia. The main goal of this paper is to determine whether the application of marketing metrics, more precisely the application of premium price rates, in hotel operations, can achieve business results, or increase hotel occupancy, and thus increase revenue. The theoretical part of the paper relates to the definition and concept of prices, price management in the hotel industry and the theoretical aspect of marketing metrics. In there search part of the paper, the prices of overnight stays in small hotels were analyzed, applying the marketing metrics, the rate of the premium price. This analysis found that the observed hotel has large deviations from the average market price, and could consider reducing the price