Naslov
The Role of Online Social Networks in Promoting Small and Family Hotels in Croatia

Autori
Zavišić, Senka ; Luburić, Goran

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), stručni

Izvornik
Marketing in a Dynamic Environment – Academic and Practical Insights / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina - Lovran : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2013, 328-347

ISBN
978-953-7842-18-5

Skup
23rd CROMAR CONGRESS

Mjesto i datum
Lovran, Hrvatska, 24.10.2013. - 26.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Online social networks; Promotion; Small-hotels; Family-hotels

Sažetak
This proposal aims to explore whether Small and Family Hotels in Croatia use the advantages of online social networks in promotion and planned advertising, with special emphasis on Facebook as most common online social network in Croatia. For this research, a questionnaire is to be surveyed among target Hotels. The questionnaire contains questions related to exploitation of advertising and promotion potentials offered by social networks. It also shows the share of this way of advertising in relation to other ways of promotion in general. The research was conducted on a sample of 100 Small and Family Hotels covering all Croatian tourism regions and it will also show updated facts behind the role of social network advertising in before mentioned tourism branch. The main source for questionnaire information is to be collected from The National Association of Small and Family Hotels in Croatia. It should be stated that Small and Family Hotels are distinguished by high quality service and nurturing authenticity and uniqueness. National Association of Small and Family Hotels in its regular and associate membership has 146 hotels and 66 high-quality B&B, apartments and agro-resorts from all over Croatia, representing financially independent interest group. It is a presumption that Small and Family hotels in Croatia sill do not fully understand the importance, as well as benefits offered by social networks. While it is expected that the percentage of involvement is satisfying, negative presumption remains in potential lacking of rounded action and understanding features that this way of promotion offers. The potential of targeted advertising via Facebook for Small and Family Hotels could provide better segmentation and profiling of targeted market in the form of direct marketing and also access to a larger base of potential but already profiled consumers. The obtained data can serve in the purpose of making better marketing positioning for business subjects in Small and Family Hotels in Croatia.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA