| Abstract | U završnom radu razmatra se pojam hotelijerstva i opsežnije se opisuje njegov marketing-miks. U
hotelskom poslovanju svi elementi marketing-miksa imaju jednako važnu ulogu. Hotelski
proizvod kao glavni element marketing-miksa, predstavlja uslugu koja se pruža gostima. To su
najčešće usluge smještaja, usluge čišćenja sobe, posluživanje hrane i pića, wellness itd. Osim
kvalitete usluga, bitne sastavnice hotelskog proizvoda su i lokacija hotela, njegova unutrašnjost i
sadržaj, kapacitet te imidž. Cijena kao element marketing-miksa, predstavlja prihod za
ugostiteljski objekt. Ona se razlikuje ovisno o usluzi koju hotel pruža. Promocija i distribucija
imaju drugu svrhu, a to je prije svega informiranje i uvjeravanje ljudi o proizvodima i uslugama te
njihovo plasiranje na tržište. Uz ova četiri elementa u radu su opisana i tri nova elementa: ljudi,
procesi i fizičko okruženje. Pod ljudima se misli na osoblje hotela koje mora biti obrazovano,
stručno i kvalificirano. Procesi se odnose na načine, metode, postupke tj. kako određene stvari u
hotelu funkcioniraju. Pod fizičkim okruženjem podrazumijeva se lokacija hotela i sve što ga
okružuje. Svi elementi trebaju se međusobno povezivati i nadopunjavati jer jedino će se tako
potrebe i želje gostiju u potpunosti zadovoljiti. Kako bi se važnost marketing-miksa bolje
objasnila, uzet je primjer hotela Waldinger u Osijeku. |
| Abstract (english) | In the final paper the concept of hotel industry is discussed and its marketing mix is described
more extensively. In the hotel business, all elements of the marketing mix play an equally
important role. The hotel product, as a major element of the marketing mix, is a service provided
to guests. These are the most common accommodation services, room cleaning services, food and
beverage service, wellness, etc. Apart from the quality of services, the essential components of a
hotel product are the location of the hotel, its interior and content, capacity and image. Price, as an
element of the marketing mix, represents income for a catering facility. It varies depending on the
service the hotel provides. Promotion and distribution have a different purpose, namely to inform
and persuade people about products and services and to place them on the market. In addition to
these four elements, there are three new elements: people, processes, and the physical environment.
By people is meant the hotel staff who need to be educated, highly professional and qualified. The
processes refer to the ways, methods, procedures, ie how certain things at the hotel work. Physical
environment refers to the location of the hotel and its surroundings. All elements should be
interconnected and complementary, because only in this way the needs and wishes of the guests
will be completely fullfilled.
In order to explain the importance of the marketing mix in a more precise way, the example of the
Waldinger Hotel in Osijek was taken. |
