Marketing komuniciranje domaćih hotelijerskih organizacija

Abstract

U radu se istražuju mogućnosti, principi i efekti marketing komunikacije u hotelijerstvu Srbije. Shodno tome, u fokusu analize su: trendovi u hotelijerstvu i ugostiteljstvu Srbije, pravni okvir marketing komunikacije, odnosi sa javnošću, direktan marketing i promotivna prodaja, kao i menadžment odnosa sa korisnicima usluga. Marketing komunikacija u hotelijerstvu je posebna i prilagođena potrebama turističke delatnosti. U hotelima u kojima je u potpunosti primenjen marketing koncept o korisnicima usluga ne brine samo odeljenje za marketing već svi zaposleni. Naime, poslovanje hotela ima za cilj uspostavljanje odnosa sa korisnicima, povećanje njihovog zadovoljenja, promenu strukture troškova tokom vremena, izgradnju veće lojalnosti sa korisnicima, i na kraju poboljšanje učinka tako što će se povećati poslovni prihod hotela.

The paper examines the possibilities, principles and effects of marketing communication in the hotel industry in Serbia. Consequently, the focus on the analysis is: trends in hotel industry and catering for Serbia, legal framework for marketing communication, public relations, direct marketing and promotional sales, as well as management of relations with service users. Marketing communication with the hotel industry is special and adapted to the needs of the tourist industry. In hotels where the marketing concept of service users is fully implemented, not only is the marketing department concerned, but all employees. Namely, the hotel's business aims to establish relationships of between customers, increase their satisfaction, change the structure of costs of time, build greater loyalty to customers, and ultimately improve the performance by increasing the hotel's business income.