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2020, vol. 51, br. 3, str. 188-199
Strategijsko planiranje marketinga - studija slučaja hosteli u Novom Sadu
aUniverzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo
bUniverzitet Singidunum, Beograd

e-adresasvetlana.vukosav@dgt.uns.ac.rs , petar.sadzakov@yahoo.com , scerovic@singidunum.ac.rs , vuk.garaca@dgt.uns.ac.rs
Ključne reči: hosteli; strategija; strategijsko planiranje marketinga; Novi Sad
Sažetak
Novi Sad kao Evropska omladinska prestonica za 2019. godinu i Evropska prestonica kulture za 2021. godinu uz veliki broj svetski poznatih manifestacija postaje gradska turistička destinacija za mlade koji su u najvećoj meri korisnici ovog vida smeštaja, što ukazuje da hosteli imaju izuzetan značaj u razvoju turizma Novog Sada. Hosteli su tek nedavno uvedeni kao pojam u pravne akte iz oblasti ugostiteljstva što je rezultat prilagođavanja potrebama tržišta koje je pokazalo veliko interesovanje za ovu vrstu smeštaja na našim prostorima i samim tim izazvalo otvaranje velikog broja hostela, pre svega u većim gradovima. Kao i ostala preduzeća ugostiteljsko-turističke privrede i hosteli se susreću sa velikim izazovima u poslovanju u turbulentnom i dinamičnom poslovnom okruženju, što implicira da se velika pažnja vlasnika i uprave mora posvetiti strategijskom planiranju marketinga. Stoga, cilj ovog rada je da se utvrdi u kojoj meri se sprovodi proces strategijskog planiranja marketinga u odabranim hostelima u Novom Sadu, kao i koliko su vlasnici ovih objekata usmereni na formulisanje i implementaciju razvojnih strategija kao krajnjeg rezultata ovog procesa.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/markt2003188V
objavljen u SCIndeksu: 12.01.2021.
metod recenzije: dvostruko anoniman
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