PRIMERJAVA DVEH METOD ZA MERJENJE ZADOVOLJSTVA GOSTOV V HOTELIH

Osterc, Miša

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Title:	PRIMERJAVA DVEH METOD ZA MERJENJE ZADOVOLJSTVA GOSTOV V HOTELIH
Authors:	ID Osterc, Miša (Author) ID Mumel, Damijan (Mentor) More about this mentor...
Files:	MAG_Osterc_Misa_2016.pdf (2,80 MB) MD5: 425FF1BAC6CF35F0714EBD39E8A410F7
Language:	Slovenian
Work type:	Master's thesis
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Zadovoljstvo gostov je ključni element za uspešen razvoj in dolgoročen obstoj kateregakoli hotelskega podjetja, zato mora biti njihovo doseganje tudi glavni cilj vsakega hotela. Pri tem je potrebno upoštevati, da zagotavljanje zadovoljstva gostov zahteva dobro poznavanje želja in pričakovanj vsakega gosta, zato je merjenje, analiziranje in spremljanje zadovoljstva eden najpomembnejših izzivov pri pripravi strategije poslovanja vsakega hotela. To velja tudi za Hotel Bioterme Mala Nedelja, ki kot okolju prijazen hotel v severovzhodnem delu Slovenije s svojo ponudbo in usmeritvijo sledi trendom trajnostnega razvoja turizma. Ugotavljanje zadovoljstva gostov, njihovih pričakovanj in prilagajanje njihovim željam je lahko odločilnega pomena, da hotel ostane konkurenčen na trgu termalnih zdravilišč. V magistrski nalogi sem se posvetila primerjavi dveh metod za merjenje zadovoljstva gostov, kjer sem primerjala rezultate po obstoječem vprašalniku hotela Bioterme Mala Nedelja, z rezultati vprašalnika, pripravljenim po metodologiji, ki jo je financiralo Ministrstvo za gospodarstvo. V teoretičnem delu sem najprej povzela in strnila spoznanja več slovenskih in tujih avtorjev na temo turizma, zadovoljstva turistov – gostov ter predstavitev različnih metod za merjenje zadovoljstva. V empiričnem delu sem izvedla analizo zadovoljstva hotelskih gostov in jo primerjala z rezultate obeh metod. Ugotovila sem, da je ob primerjavi obeh metod pri nekaterih hipotezah prišlo do napačnega predvidevanja, zato sem nekaj zapisanih hipotez tudi zavrnila. Na podlagi opravljene raziskave in pridobljenih rezultatov lahko potrdim, da so hotelski gostje v splošnem zelo zadovoljni s ponudbo in kakovostjo hotela Bioterme Mala Nedelja, vendar pa so njihova pričakovanja še vedno višja od dejanskih zaznav prejetih storitev. To je sporočilu podjetju, da delajo dobro, vendar pa še vedno ostaja prostor za izboljšave in nadgradnjo storitev za pridobitev večje zvestobe obiskovalcev. Na osnovi izsledkov raziskave so v zaključku te naloge podane tudi ključne ugotovitve, ki upoštevajo izražene želje gostov in ki jih lahko v hotelu Bioterme Mala Nedelja upoštevajo pri pripravi strategije za nadaljnji razvoj.
Keywords:	turizem, hotel, gost, zadovoljstvo, merjenje, metoda
Place of publishing:	Maribor
Publisher:	[M. Osterc]
Year of publishing:	2016
PID:	20.500.12556/DKUM-58313
UDC:	338.48
COBISS.SI-ID:	12373532
NUK URN:	URN:SI:UM:DK:GBMK1LY8
Publication date in DKUM:	30.06.2016
Views:	2716
Downloads:	460
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Comparison of Two Methods for Measuring Guest Satisfaction in Hotels
Abstract:	Providing and maintaining guest satisfaction is the key element for successful development and long-term existence of specific hotel company. For this reason, achieving customer satisfaction should be determined as one of the main goals. This requires a good knowledge of guests wishes and expectations. Measuring, analysing and monitoring guest satisfaction is one of the greatest challenges in preparing business strategy for every hotel management. Hotel Bioterme Mala Nedelja is a new feature on the Slovenian tourist map which by focusing on environmentally friendly accommodation together with providing high-quality services is superior to the existing offer on the market and sets a new standard in the field of green tourism. Their management approach is also focused on customer satisfaction and hotel management tends to the creation of value for customers, anticipating and managing their expectations, and demonstrating ability and responsibility to satisfy their needs. The purpose of this research is comparison of two methods for measuring guest satisfaction in hotels. The first one is the existing questionnaire, already used by hotel Bioterme Mala Nedelja and the other is questionnaire, prepared according to Methodology for permanent monitoring tourist satisfaction, financed by Ministry of the Economy in Slovenia. The theoretical past summarizes Slovene and foreign authors writings about tourism, customer satisfaction and methods for measurement customer satisfaction. The empirical part shows comparison of results of guest satisfaction according to these two different questionnaires. However, some questions lead to wrong assumptions, which is why I disproved some of the hypotheses. The research and the results show that guests in Hotel Bioterme Mala Nedelja are very satisfied with hotel’s offer and quality, in general. However, their needs, wishes and expectations are higher than their actually perceived services. This is the message to employees and management they work good, but there is always some room for improvement and upgrading services to achieve greater guest loyalty. Finally, the research specifies key findings about satisfaction in Hotel Bioterme Mala Nedelja, considering expressed guest wishes, which can help in preparing hotel business strategy in the future.
Keywords:	tourism, hotel, guest, satisfaction, measurement, method

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