Repozicioniranje Hotela Mons pod novo blagovno znamko Marriott - Four Points by Sheraton

Bezjak, Mateja

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Title:	Repozicioniranje Hotela Mons pod novo blagovno znamko Marriott - Four Points by Sheraton
Authors:	ID Bezjak, Mateja (Author) ID Božič, Valentina (Mentor) More about this mentor...
Files:	VS_Bezjak_Mateja_2018.pdf (496,97 KB) MD5: 1EE62C05685F103E57709778F999784F PID: 20.500.12556/dkum/90b310f4-f4e2-4988-9150-1a63f80cce7d
Language:	Slovenian
Work type:	Bachelor thesis/paper
Organization:	FT - Faculty of Tourism
Abstract:	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.
Keywords:	hotel, repozicioniranje, hotelske verige, hotel Four Points by Sheraton Ljubljana Mons, Hotel Mons, Marriott
Place of publishing:	Maribor
Year of publishing:	2018
PID:	20.500.12556/DKUM-71943
UDC:	339.138:338.488.2:640.412(043.2)
COBISS.SI-ID:	2048267859
NUK URN:	URN:SI:UM:DK:SIPNPBUY
Publication date in DKUM:	08.10.2018
Views:	1306
Downloads:	100
Metadata:
Categories:	Misc. FT
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Licences

License:	CC BY-SA 4.0, Creative Commons Attribution-ShareAlike 4.0 International

Link:	http://creativecommons.org/licenses/by-sa/4.0/
Description:	This Creative Commons license is very similar to the regular Attribution license, but requires the release of all derivative works under this same license.
Licensing start date:	04.09.2018

Secondary language

Language:	English
Title:	Repositioning of Hotel Mons under the new Marriott brand - Four Points by Sheraton
Abstract:	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.
Keywords:	hotel, repositioning, hotel chains, Four Points by Sheraton Ljubljana Mons Hotel, Hotel Mons, Marriott

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