文章基本信息

标题：Strategic marketing planning: Case study hostels in Novi Sad
其他标题：Strategijsko planiranje marketinga - studija slučaja hosteli u Novom Sadu
本地全文：下载
作者：Svetlana Vukosav ; Petar Sadžakov ; Slobodan Čerović 等
期刊名称：Marketing (Beograd. 1991)
印刷版ISSN：0354-3471
电子版ISSN：2334-8364
出版年度：2020
卷号：51
期号：3
页码：188-199
DOI：10.5937/markt2003188V
语种：English
出版社：Srpsko udruženje za marketing
摘要：Novi Sad as the European Youth Capital for 2019 and the European Capital of Culture for 2021, with a large number of world-renowned manifestations, becomes a city tourist destination for young people who are mostly users of this type of accommodation, which indicates that hostels have great significance in the development of tourism in Novi Sad. Hostels have only recently been introduced as a term in legal acts in the hospitality which is the result of adjusting to the needs of the market, which has shown a great interest in this type of accommodation in our area, and therefore caused the opening of a large number of hostels, especially in major cities. Like the rest of the hospitality and tourism entreprises, hostels are facing major business challenges and a turbulent and dynamic business environment, which implies that much attention from owners and management must be directed to strategic marketing planning. Therefore, the aim of this paper is to determine the extent to which the strategic marketing planning process is being implemented in selected hostels in Novi Sad, as well as the extent to which the owners of these facilities are focused on formulating and implementing development strategies as the end result of this process.
其他摘要：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.
关键词：hostels;strategy;strategic marketing planning;Novi Sad
其他关键词：hosteli;strategija;strategijsko planiranje marketinga;Novi Sad