Uloga odnosa s javnošću u luksuznim hotelima na primjeru Adriatic Luxury Hotels

master's thesis

• Title (english): Public relations in luxury hotels using the example of Adriatic Luxury Hotels
• Author: Vid Katić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Antonija Čuvalo (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2017-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Turizam je rastuća i najvažnija gospodarska grana u Hrvatskoj. Rad istražuje odnose s javnošću luksuznog hotelskog lanca u praksi kako bi se stručnjaci za odnose s javnošću upoznali sa zahtjevima i praktičnom primjenom svojih znanja u takvom okruženju. Kroz dubinske intervjue s direktorima odjela odnosa s javnošću i ljudskih potencijala dolazi do detaljnog uvida u sve aspekte unutarnje i vanjske komunikacije jedne hotelske kompanije. Jadranski luksuzni hoteli uglavnom rade u skladu s međunarodnom praksom, uspješno komunicirajući sa stranim tržištima i lokalnom zajednicom te koristeći i unaprjeđujući adute poput sjajne lokacije koristeći se destinacijskim menadžmentom. Rad je važan i jer se odnosi na lokalni hotelski lanac, po pitanju kojih ne postoji mnogo literature.

Abstract (english)

Tourism is a growing and the most important branch of industry in Croatia. The essay researches public relations of a luxury hotel chain in practice so public relations experts can get acquainted with the demands and practical application of their knowledge in such surroundings. Through in-depth interviews with public relations and human resources managers, we get a detailed view of all aspects of internal and external communications of a hotel company. Adriatic luxury hotels mostly work according to international practice, successfully communicating with foreign markets and the local community, using and improving on their advantages such as their great location by using destination management. The essay is also relevant because it concerns a local hotel chain, a topic rarely covered by professional literature.

• Keywords: odnosi s javnošću; hotel; ljudski resursi; strana tržišta; komunikacija; turizam
• Keywords (english): public relations; hotel; human resources; foreign market; communication; tourism
• Language: croatian
• URN:NBN: urn:nbn:hr:114:772184
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2017-10-24 08:35:45