20.500.12556/DKUM-71827 Trženjski spleti mladinskih hotelov v Posavju Marketing mixes of youth hostels in Posavje region Mladinski hotel je turistična nastanitev, ki zadnja leta ni namenjena le mladim turistom, temveč tudi ostalim segmentom gostov različnih starosti. Da bi dosegli uspešno poslovanje turistične nastanitve, moramo dobro poznati njihovo trženje. Na ta način pripomoremo k dobičkonosnosti njenega poslovanja kot ekonomske enote, zadovoljimo gostove potrebe ter razvijamo umetnost prodajanja storitev. Trženjski splet je skupek trženjskih instrumentov, ki se uporabljajo v namen doseganja trženjskih ciljev. V empiričnem delu ugotavljamo elemente trženjskih spletov mladinskih hotelov v Posavju ter raziskujemo razlike in podobnosti med njimi. Ugotavljamo, kako trženjski spleti vplivajo na ocene mladinskih hotelov na rezervacijskem portalu Booking.com. Rezultati raziskave kažejo, da so razlike ter hkrati pomanjkljivosti najbolj vidne pri promociji ter distribucijskih kanalih in da se razlike odražajo na ocenah na rezervacijskem portalu. V zaključku predstavimo predloge izboljšav. Youth hostel is a tourist accommodation not only for young tourits, but in the last years also for other guest segments of different ages. In order to achieve a successful business of a tourist accommodation, we need to know well the basics of marketing, which means profitable guests satisfaction and art of selling services. The marketing mix is a set of marketing tools that are used for the purpose of achieving marketing goals. In the empirical part, we identify the elements of the marketing mixes of youth hostels in Posavje region, and explore the differences and similarities between them. We are finding out how marketing mixes affect the ratings of youth hostels on Booking.com. We found out that the differences and at the same time the disadvantages are the most visible in the promotion and distribution channels. We made some suggestions for improvement and found out that the marketing mixes of youth hostels influence the ratings on Booking.com. In conclusion we present suggestions for improvements. mladinski hoteli trženje trženjski spleti Posavje youth hostels marketing marketing mixes Posavje region true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2018-08-31 12:01:08 2018-10-25 10:24:15 2022-08-01 21:29:45 2019-07-11 18:56:00 2018 0 Brežice 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:338.488.2:640.418(497.4Posavje)(043.2) 2048271187 URN:SI:UM:DK:GIC2QA2F VS_Kocjan_Patricija_2018.pdf VS_Kocjan_Patricija_2018.pdf 1 2FB7A8C6721704E814BA46C7F0532B63 196108fa706b0c215b01f6e5f5a86a9c2c395eb95461360e8930dcc446be4f64 5f71a142-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/f99861ba-d247-4444-bc67-9ede9f1163e7 https://dk.um.si/Dokument.php?lang=slv&id=130029 Fakulteta za turizem 0 0 0