20.500.12556/DKUM-71943 Repozicioniranje Hotela Mons pod novo blagovno znamko Marriott - Four Points by Sheraton Repositioning of Hotel Mons under the new Marriott brand - Four Points by Sheraton Globalizacija in velika konkurenca na svetovnem hotelskem trgu sta razlog, da hotelska podjetja iščejo vedno nove načine razlikovanja med konkurenčnimi podjetji in s ciljem iskanja novih poti do gostov. Prav želja po čim večji prepoznavnosti in jasnem razlikovanju pred konkurenco je razlog, da se hotelska podjetja tudi pri nas vedno pogosteje odločajo za vključitev v hotelske verige. Blagovna znamka hotelske verige omogoča hotelom, ki so vključeni v hotelsko verigo, lažji vstop v globalne prodajne mreže skozi nove distribucijske poti do novih segmentov gostov, pogosto tudi na nove trge. Hotel, ki je del hotelske verige, svojim gostom lažje sporoča svojo pozicijo in jim s tem omogoča lažjo identifikacijo, olajšano pa je tudi ločevanje hotelske verige od konkurenčnih podjetij. Gostje tako zelo dobro vedo, kaj lahko pričakujejo od storitve hotela v hotelski verigi saj jim znamka hotelske verige nudi jamstvo za kakovost storitve. Hotelske verige s svetovno prepoznavnimi blagovnimi znamkami nudijo svojim članom visoko prepoznano ime, ustrezen standard kakovosti izvajanja hotelskih storitev, veliko sredstev pa vlagajo tudi v učinkovito izobraževanje zaposlenih, kar je ključ za doseganje pričakovane kakovosti. V diplomski nalogi je bila raziskana teorija repozicioniranja hotelov oziroma vključevanja samostojnih hotelov v hotelske verige s svetovno priznanimi blagovnimi znamkami ter prednosti, slabosti in učinki tega procesa za samostojni hotel, ki se za ta korak odloča. V empiričnem delu smo raziskali in preučili vključitev hotela Mons v novo blagovno znamko Four Points by Sheraton in delovanje ter poslovanje hotela pred in po vključitvi. Due to globalisation and strong competition in the global hotel market, hotel companies are searching for new ways of differentiation between various business competitors with a goal of finding new ways to reach guests. The wish for higher recognisability and clear distinction from competitors are reasons that foreign as well as home hotel companies increasingly decide to join the hotel chains. The brand of the hotel chain enables hotels that are included in a hotel chain, easier access to a global merchant network through new distributive ways to new segments of guests, often also to new markets. A hotel that belongs to a hotel chain more easily informs guests about its position and thus allows simpler identification. Likewise, differentiation of a hotel chain from other competitors is easier. In this way, the guests know very well, what they can expect from hotel service in a hotel chain, since the brand of a hotel chain offers a quality guarantee. Hotel chains with renowned brands offer their members a highly recognised name, an adequate quality standard of hotel services. Also, a big amount of financial means are invested in effective education of employees, what is the key to achieving expected quality. In the thesis, the theory of repositioning of hotels or inclusion of independent hotels in the hotel chains with renowned trademarks has been researched, as well as advantages, disadvantages and effects of this process for an independent hotel that is deciding whether to take this step or not. In the empirical part, we researched and studied the inclusion of Hotel Mons in the new brand Four Points by Sheraton and the activity and business operation of the hotel before and after the inclusion. hotel repozicioniranje hotelske verige hotel Four Points by Sheraton Ljubljana Mons Hotel Mons Marriott hotel repositioning hotel chains Four Points by Sheraton Ljubljana Mons Hotel Hotel Mons Marriott true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2018-09-04 22:00:38 2018-10-08 09:50:58 2022-08-01 21:46:19 2019-07-11 19:00:17 2018 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:338.488.2:640.412(043.2) 2048267859 URN:SI:UM:DK:SIPNPBUY VS_Bezjak_Mateja_2018.pdf VS_Bezjak_Mateja_2018.pdf 1 1EE62C05685F103E57709778F999784F 2815c1d735f17908f8c1807b68c23df5a2bad5add4a6f9f3d9c4f33a963a850b 63a79300-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/90b310f4-f4e2-4988-9150-1a63f80cce7d https://dk.um.si/Dokument.php?lang=slv&id=130182 Fakulteta za turizem 0 0 0