Primjena informacijskih tehnologija u oglašavanju i prodaji obiteljskog smještaja u Republici Hrvatskoj

master's thesis

• Title (english): Implementation information technology in advertising and sales in family based accomodation in the Republic of Croatia
• Author: Alen Tiljak
• Mentor: Antonio Vlahov (mentor)
• Committee member: Josip Mikulić (predsjednik povjerenstva)
• Committee member: Nevenka Čavlek (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-06-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U radu se istražuje primjena informacijskih tehnologija u oglašavanju i prodaji obiteljskog smještaja u Republici Hrvatskoj te se ukazuje na važnost njezine primjene. Osim sekundarnih izvora podataka, provedeno je i primarno istraživanje o značaju informacijskih tehnologija za uspješnost poslovanja odabranih objekata obiteljskog smještaja. Proveden je intervju s vlasnicima objekata te je napravljena komparativna analiza dobivenih rezultata. Istraživanjem se dokazuje kako primjena informacijskih tehnologija u poslovanju pridonosi unaprjeđenju poslovanja i povećanju prihoda objekata obiteljskog smještaja.
Također, procjenjuje se zastupljenost, ali i učinkovitost pojedinih kanala oglašavanja i prodaje obiteljskog smještaja te se uočavaju nedostaci u poslovanju kao i mogućnosti unaprjeđenja poslovanja. U radu se uspoređuje oglašavanje i prodaja putem specijaliziranih Internet stranica i alata u odnosu na tradicionalne načine promocije i prodaje. Informacijska tehnologija doživljava svoj stalni i dinamični rast pa su informacije i ponude sve dostupnije čemu se i pružatelji usluga obiteljskog smještaja trebaju prilagoditi u svojem poslovanju.

Abstract (english)

This thesis explores the use of information technology in advertising and in the sales of private accommodation in the Republic of Croatia, while additionally showing its importance in the overall structure of accomodations as well.
In addition to secondary sources of information, a primary research has been conducted on the importance of information technology for the success of a few private accommodation establishments that have been chosen for this study. An interview was held with the owners of each establishment along with a comparitive analysis of the results. The research shows the contributions of information technology in everyday business and how they increase revenues for establishments that offer private accomodations.
The study estimated the representation or the effectiveness of individual channels of advertising and sales of private accommodations, and the perceived deficiencies in operations and the possibility of improving them. The differences between advertising and sales through specific Internet web pages and other tools when compared to more traditional forms of advertising and sales is also present in the study. Information technology is constantly growing at a dynamic rate while various information is more available then ever, these are only a few things that providers of such accommodations need to adapt to.

• Keywords: obiteljski smještaj; informacijske tehnologije; prodaja; oglašavanje; Internet
• Keywords (english): private accommodation; information technology; sales; advertising; Internet
• Language: croatian
• URN:NBN: urn:nbn:hr:148:666738
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: REPEFZG
• Created on: 2016-12-07 17:15:01