| Abstract | Split je posljednjih nekoliko godina doživio veliki procvat te je od tranzitne destinacije postao city break odredište. Na desetim Danima turizma 2017. godine osvojio je nagradu upravo za city break destinaciju te za destinaciju godine. Navedene titule opravdava spoj kulturnih i prirodnih ljepota, raznovrsnih manifestacija te postignuti rezultati od čak 2 milijuna turističkih noćenja u 2017. godini te porastom od 26,5% u odnosu na 2016. godinu. Predmet ovog istraživanja jest novi i atraktivni proizvod boutique hotel te njegovo postepeno implementiranje u stalnu turističku ponudu grada Splita. Provedena je analiza stanja turizma u gradu Splitu u razdoblju od 2011. do 2016. godine kako bi se vidjelo na koji način se mijenjala struktura smještajnih kapaciteta i čime je bila uvjetovana. Također, istraženo je i kako se mijenjala turistička potražnja. Detaljno je razrađena studija slučaja, tj. projekt pokretanja i tržišno pozicioniranje hotela „Mirakul“ kako bi se mogli donijeti zaključci o isplativosti projekta. U radu je korištena znanstvena i stručna literatura iz područja hotelijerstva s posebnim naglaskom na boutique hotele, gradski turizam, tržišne trendove te trendove u hotelijerstvu. Proveden je dubinski intervju s direktorom boutique hotela, predstavnicom Turističke zajednice grada Splita, investitorom i predstavnikom turističke agencije u Splitu kako bi se ispitali stavovi dionika o stanju turizma u Splitu i o projektu pokretanja novog boutique hotela u centru Splita.
Cilj rada bio je teorijskim odrednicama hotelijerstva, zakonskim okvirom, obilježjima gradskog turizma, specifičnostima ponude boutique hotela te detaljnom analizom stanja turizma u gradu Splitu stvoriti temelj za bolje razumijevanje projekta pokretanja i tržišnog pozicioniranja boutique hotela „Mirakul“ u Splitu. U radu je jasno vidljiva vizija hotela „Mirakul“ kojemu je u cilju razviti hotel u kojem će gost imati želju ostati duže od planiranog. Da bi hotel mogao stvoriti takav imidž potrebno je uključiti nekoliko ključnih sadržaja kao što su lokacija, hotelska soba koja nudi nešto više, sadržaje hotela i posebnu gastronomiju uz naglasak na autentična jela porijeklom iz Splita i Dalmacije. Provedenim istraživanjem i analizom isplativosti, to jest otvaranja boutique hotela „Mirakul“ u Splitu, zaključuje se da je investicija isplativa te da na razini destinacije postoji potreba za unapređenjem ponude hotelskog smještaja. |
| Abstract (english) | In the last couple of years, Split has experienced an incredible boom and has turned into a city break destination after being a merely transit one. At the 10th Days of Croatian Tourism in 2017 it was proclaimed to be the city break destination and the destination of the year. This is justified by the combination of cultural and natural beauty, various events and incredible results of as many as 2 million tourist overnight stays in 2017 and the increase of 26.5% compared to 2016. The subject of this research is the new and attractive product of boutique hotels and its gradual implementation in the permanent tourist offer of the city of Split. The state of tourism in Split from 2011 to 2016 was analysed to see how the structure of accommodation capacities has changed and what caused it. It also explores how tourism demand has changed. A case study, i.e. a start-up project and the market positioning of the hotel “Mirakul”, has been elaborated to draw conclusions about the project's viability. Scientific and professional literature concerning hospitality industry was used in this paper, putting a special emphasis on boutique hotels, city tourism, market trends and trends in hospitality industry. A thorough interview was conducted with a boutique hotel manager, the Tourist Board of Split, an investor and a tourist agency in Split to examine the stakeholders’ attitudes about the state of tourism in Split and the project of launching a new boutique hotel in the city center.The aim of the study was to create a basis for a better understanding of the project of launching and market positioning of the boutique hotel “Mirakul” in Split by stating theoretical definitions of hospitality industry, legal framework, city tourism features, specificities of boutique hotel offer and detailed analysis of the state of tourism in the city of Split.The work clearly shows the vision of the hotel “Mirakul”, which aims to evolve into a hotel in which guests will want to stay longer than planned. To create such a reputation, it is necessary to include some key contents such as location, hotel rooms that offer something more, hotel facilities and special gastronomy with an emphasis on authentic dishes originating from Split and Dalmatia.Based on the research and cost-effectiveness analysis, i.e. the opening of the boutique hotel “Mirakul” in Split, it is concluded that the investment is profitable and that there is a need for hotel accommodation at the level of destination. |
