prikaz prve stranice dokumenta Proces brendiranja u turizmu na primjeru luksuznih hotela
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undergraduate thesis
Proces brendiranja u turizmu na primjeru luksuznih hotela
2021. urn:nbn:hr:146:152059
Pleša, Stela
VERN University

Cite this document

Pleša, S. (2021). Proces brendiranja u turizmu na primjeru luksuznih hotela (Undergraduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:152059

Pleša, Stela. "Proces brendiranja u turizmu na primjeru luksuznih hotela." Undergraduate thesis, VERN University , 2021. https://urn.nsk.hr/urn:nbn:hr:146:152059

Pleša, Stela. "Proces brendiranja u turizmu na primjeru luksuznih hotela." Undergraduate thesis, VERN University , 2021. https://urn.nsk.hr/urn:nbn:hr:146:152059

Pleša, S. (2021). 'Proces brendiranja u turizmu na primjeru luksuznih hotela', Undergraduate thesis, VERN University , accessed 19 December 2024, https://urn.nsk.hr/urn:nbn:hr:146:152059

Pleša S. Proces brendiranja u turizmu na primjeru luksuznih hotela [Undergraduate thesis]. Zagreb: VERN University ; 2021 [cited 2024 December 19] Available at: https://urn.nsk.hr/urn:nbn:hr:146:152059

S. Pleša, "Proces brendiranja u turizmu na primjeru luksuznih hotela", Undergraduate thesis, VERN University , Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:146:152059

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Metadata
TitleProces brendiranja u turizmu na primjeru luksuznih hotela
Title (english)Tourism branding process on the example of luxury hotels
AuthorStela Pleša
MentorKrešimir Dabo (mentor)
GranterVERN University
Zagreb
Defense date and country2021-07-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Cilj je ovoga završnog rada predstavljanje kompleksnog procesa brendiranja, odnosno prikazivanje okvira koncepta brendiranja na primjeru luksuznih hotela. Iako postoje nužni koraci koji se ne smiju izbjeći prilikom formiranja strategije razvoja brenda, poduzimanje svih navedenih koraka ne podrazumijeva kreiranje uspješnog i prepoznatljivog brenda na tržištu, ali mu svakako daje veću mogućnost da to postane. U ovomu je radu provedeno kvalitativno istraživanje putem dubinskog intervjua koje je pokušalo pojasniti korake brendiranja na primjeru dva netipična primjera luksuznih hotela. Provedeno je i istraživanje putem online upitnika, koje je ispitivalo uspješnost procesa brendiranja izabranih hotela u široj javnosti kao i učinkovitost komunikacije hotela na matičnim stranicama i na društvenim mrežama. Anketa je također ispitivala percepciju javnosti o generalnim asocijacijama povezanim sa snažnim brendovima.
Abstract (english)
The objective of this bachelor’s thesis is to present a complex branding process, namely the presentation of the concept of branding in the example of luxury hotels. While there are necessary steps that must not be avoided when establishing the brand development strategy, taking all these steps does not imply the creation of a successful and identifiable brand on the market, but it certainly gives it a greater opportunity to become one. In this paper, a primary qualitative survey was carried out through an in-depth interview, which attempted to clarify the steps of branding in the example of two atypical luxury hotels. A secondary survey was also carried out through an online questionnaire, which investigated the branding process performance of elected hotels among the public, as well as the hotel communications’ effectiveness on their home pages and social networks. The survey also examined the public perception of general associations linked to strong brands.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:152059
Study programmeTitle: Tourism; specializations in: Tourism Management, Hotel Management
Course: Hotel Management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-09-09 12:49:42