The topic of this final thesis relates to The Marketing Positioning Strategies for Hotel Sali on Dugi otok. The purpose of the thesis was to analyze the current situation in the hotel in terms of marketing mix, competitiveness, consumers and market trends in order to reach certain conclusions and to form strategic goals and marketing strategies that will help retain existing and attract new consumers. Based on the conducted analyzes, numerous strengths and advantages of the hotel are visible, as well as numerous weaknesses that need to be worked on and threats for which it is necessary to adequately prepare. The thesis lists the main activities that should be undertaken in order to achieve the desired improvement, achieve strategic goals and increase competitiveness. The sources for this final thesis were mostly the author's own experience regarding to many years of monitoring and knowledge of the hotel's work, as well as author's personal interview with the owner of the hotel and also through the study of various scientific literature and online articles.