THE EFFECTIVENESS OF COMMUNICATION IN THE MARKETING OF THE HOTEL AND CONFERENCE SERVICES IN HOTEL AZUL IN KRANJ

Trženje turističnih storitev je v svoji osnovi kompleksen in dinamičen proces, v katerem komunikacija igra ključno vlogo. Namen diplomskega dela je preučitev vseh procesov in dejavnikov v podjetju Azul d.o.o., ki tekom trženja hotelsko konferenčnih storitev vplivajo na uspešnost komunikacije s tržnim okoljem. V okviru trženjskega spleta, ki je preplet vseh teh dejavnikov, nas je zanimalo predvsem trenutno vzpostavljeno stanje elementov spleta in način komuniciranja. V raziskovalnem delu nas je po uvodni predstavitni podjetja Azul d.o.o. najprej zanimalo, kako so uporabniki zadovoljni s trenutno ponudbo hotelsko konferenčnih storitev. V nadaljevanju smo raziskovali, ali je komunikacija zaposlenih s potrošniki tekom procesiranja storitev na ustrezni ravni. Obenem nas je zanimalo, v kolikšni meri je trenuten obseg storitev v Azulu konkurenčen v odnosu do ostalih ponudnikov istovrstnih storitev. Predvsem nas je zanimalo, na poudarjanju katerih storitev se lahko gradi učinkovita konkurenčna prednost. Ugotavljali smo tudi, katerim skupinam potrošnikov trenutno prodajna služba posveča glavnino trženjskih aktivnosti. V povezavi s ciljnimi trženjskimi skupinami sta nas nadalje zanimali trenutna uporaba in izkoriščenost tržnih poti, preko katerih podjetje Azul d.o.o. prihaja v stik s potencialnimi in obstoječimi uporabniki. Nazadnje pa smo v procesu raziskovanja ugotavljali, na kakšen način, v kolikšnem obsegu in s kakšnimi sredstvi podjetje Azul d.o.o. promovira svoje storitve in utrjuje prepoznavnost blagovne znamke v tržnem okolju Kranja. V diplomskem delu smo raziskovali s pomočjo več metod. Raziskovali smo z metodo opazovanja trenutnega stanja preko neposredne vključenosti v procese trženja. Del podatkov raziskovalnega dela je bilo pridobljenih na podlagi anketega vprašalnika, ki je bil razdeljen med uporabnike hotelskih storitev. Z analizo spletnih virov oziroma spletnih strani drugih hotelov smo pridobili podatke o obsegu konkurenčnih storitev. S pridobljenimi podatki smo prek primerjalne metode ugotavljali konkurenčne prednosti hotela Azul. Pri ugotavljanju obstoječega stanja smo si pomagali tudi z analizo SWOT, kjer so bile izpostavljene priložnosti, nevarnosti, prednosti in slabosti za obstoječe elemente trženjskega spleta. Ugotovili smo, da je stopnja zadovoljstva s storitvami v tem trenutku pri uporabnikih le delna. Ugotovili smo tudi, da je hotel z izjemo nekaterih storitev boljši od konkurence. Način komuniciranja z uporabniki je tekom procesiranja storitev znotraj hotela zadovoljiv, medtem ko komunikacija z zunanjim tržnim okoljem ni dovolj učinkovita in ni dovolj usmerjena k dvigu prepoznavnosti blagovne znamke v tržnem okolju. Pri raziskovanju ciljnih tržnih skupin smo ugotovili, da tržni potencial ni dovolj izkoriščen, ter da bi bilo potrebno nadgraditi obstoječe tržne kanale oziroma vpeljati nove.Marketing of tourism services is in its essence a complexed and dynamic process in which communication plays a crucial role. The purpose of this thesis is to research all processes and factors in company Azul d.o.o., which affect the performance of communication inside the process of marketing. Our primary focus is examination of all currently established elements of the marketing mix and the communication proceses inside it. In the research part of thesis we first examined, how users are satisfied with the current offer of the hotel\u27s services. We investigated if the communication with consumers during the procesing of services is at the appropriate level. At the same time we were interested in which range are current services in hotel Azul competitive in relation to other providers. Mainly, we were interested on which competitive advantages can hotel build its own promotion. We also wanted to determine, which groups of consumers are currently included the in marketing mix and how many attention they get during the proces of marketing.In conjunction with the marketing of the targeting groups, we were interested in efficiency of currently established marketing channels.In the process of researching we finnaly observed with which methods, ways and resources hotel Azul`s brand is promoted and advertised. In this thesis we used several methods of researching. We studied with the method of observation of the current situations through direct involvement in the processes of marketing. Part of the research data was obtained on the basis of a survey questionnaire, which was distributed between the current users of hotel services. By analyzing online resources or websites of other hotels we collected data of competive services. Through the comparative method we used those data to define competitive advantages of Azul hotel comparing to other companies. In determining the actual state we have also used SWOT analysis, where were exposed all opportunities, threats, strengths and weaknesses of the existing elements of the marketing mix. We found that the level of customer satisfaction with the services in this moment is only partial. We have come to a conclusion, that hotel Azul with the exception of some services is better than the competition hotels. The way of communication with users during processing the services is satisfactory, while communication with the external market environment is not effective and not sufficiently geared to raising brand awareness in the market environment. During the researching the target marketing groups, we found out, that the market potential is not sufficiently exploited. An upgrade to the existing market channels and implementing new ones is needed