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2020, vol. 51, br. 1, str. 12-22
Ključni faktori u izboru hotela od strane poslovnih putnika
Univerzitet u Beogradu, Ekonomski fakultet

e-adresaaleksandardj.aca@gmail.com, zecevic@ekof.bg.ac.rs
Ključne reči: hotel; poslovni putnici; odluke; kvalitet usluge
Sažetak
U savremenim uslovima poslovanja koje karakteriše intenzivan konkurentski pritisak privlačenje novih potrošača/korisnika usluga postaje sve kompleksnija i skuplja poslovna aktivnost. Razvoj informaciono-komunikacionih tehnologija (IKT) i intenzivan razvoj hotelske industrije uticao je na nastanak značajnih promena u marketing i prodajnim strategijama hotela. Na savremenom tržištu se otvara sve veći broj nezavisnih hotela, ali je izražen trend rasta i razvoja brendiranih hotelskih lanaca, što značajno utiče na rast konkurentskog pritiska. U takvim okolnostima privlačenje gostiju postaje najznačajniji izazov u poslovanju hotelskog sektora. Broj poslovnih putnika se usled globalizacije svetske ekonomije povećava u svim regionima sveta. Poslovni putnicisu značajan segment gostiju za sve hotele, a posebno one koji su locirani u velikim gradovima i administrativno poslovnim centrima. Hoteli sve intenzivnije usmeravaju poslovne napore i marketing strategiju prema ovom segmentu gostiju. Prilagođavanje ponude prema preferencijama i očekivanjima poslovnih putnika je izuzetno važno kako bise ostvarila konkurentska prednost u procesu njihovog privlačenja i zadržavanja. Veliki hotelski lanci u cilju prilagođavanja ponude razvijaju brendove koji su nižeg, srednjeg i visokog nivoa luksuza. Nezavisni hoteli kreiraju lični identitet i originalnost što omogućava lakše prilagođavanje ponude specifičnom segmentu. Cilj rada je identifikovanje ključnih faktora u donošenju odluka poslovnih putnika o izboru hotela. Analiza se bazira na empirijskom istraživanju preferencija poslovnih putnika u Srbiji koji relativno često putuju zbog poslovnih razloga.
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O članku

jezik rada: srpski
vrsta rada: originalan članak
DOI: 10.5937/markt2001012Q
objavljen u SCIndeksu: 24.06.2020.
metod recenzije: dvostruko anoniman
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