MARKETING COMMUNICATION OF BUSINESS TOURISM IN TERME MARIBOR: THE CASE OF HOTEL HABAKUK

Če želi podjetje v času varčevalnih ukrepov in vse hujše konkurence na trgu ohraniti ali celo povečati svoj tržni delež, je nujno, da zna svojo ponudbo ciljni javnosti kakovostno komunicirati. S potrošniki mora vzpostaviti učinkovit in dolgotrajen dialog, ki bo temeljil na zaupanju ter ustvariti ugled in zgraditi močno blagovno znamko. V magistrskem delu smo preučevali marketinško komuniciranje poslovno-kongresnega turizma v hotelu Habakuk. Natančno smo preučili specifike poslovnega turizma in kongresne dejavnosti ter ugotovili, da ima organizacija kongresov pozitivne ekonomske, družbene, znanstvene in politične učinke, ki se odražajo na celotni turistični destinaciji. Podrobno smo opredelili teoretične postulate marketinga v kongresni dejavnosti in ugotovili, da turistični delavci zaradi specifičnih lastnosti storitev potrošnikom nudijo predvsem doživetja, ki jih morajo posredovati z ustrezno kombinacijo elementov destinacijskega trženjskega spleta. Ključno pri tem je marketinško upravljanje z naravnimi in turističnimi privlačnostmi ter imidžem kraja. Podrobno smo razdelali in preučili program marketinškega komuniciranja v Habakuku in ugotovili, da orodja komunikacijskega spleta uporabljajo koordinirano in med njimi dosegajo sinergijske učinke. Kljub temu smo pri uporabi posameznih instrumentov opozorili na nekatere pomanjkljivosti in predlagali, na kakšen način jih je mogoče odpraviti.In times, when austerity measures are being taken and the competition on the market is getting more severe every day it is crucial for companies that they manage to communicate their offer to its target audience. Company has to develop a firm and effective dialog with its consumers and be able to establish good image and trusted brand. In master\u27s thesis a marketing communication of business tourism in hotel Habakuk is discussed. In an in-depth study on business tourism and meeting industry we determined that congress organization can stimulate positive economic, social, scientific and political effects on the whole tourist destination. We examined carefully the theoretical postulates of marketing in meeting industry and terminated that tourism companies are, due to the specific characteristics of services, focused on selling experiences, which must be offered in the suitable combination with the whole marketing destination mix. Subsequently marketing management of natural touristic attractions and the image of the tourist place is crucial. We studied and analyzed marketing communication program in Habakuk in detail and concluded, that all communication instruments are being used in a coordinated and synergetic way. Although in terms of the use of specific instruments we noted some imperfections and therefore we proposed required improvements