Korporativna komunikacija velikih hotelskih lanaca u Splitu - komparativna analiza Marriott i Radisson grupe

master's thesis

• Title (english): Corporate communications of large hotel chains in Split - a comparative analysis of the Marriott and Radisson group
• Author: Ana Avramović
• Mentor: Tanja Grmuša (mentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Ivana Greguric (član povjerenstva)
• Committee member: Tanja Grmuša (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

U ovom diplomskom radu fokus je na korporativnoj komunikaciji hotelskih lanaca Marriott International i Radisson Hotel Group u Splitu. Rad je podijeljen na dva dijela – teorijski i istraživački, a postoje tri glavne cjeline teorijskog dijela: korporativna komunikacija, hotelska industrija, te korporativna komunikacija u hotelskoj industriji. Detaljan teorijski okvir pružen je kako bi se tematika rada što više približila i kako bi se dobio bolji uvid u problematiku. U prvom teorijskom dijelu definirana je korporativna komunikacija, njene funkcije i sastavnice, te oblici i vrste, s naglaskom na internu i eksternu komunikaciju, koje se zbog svog značaja za ovu temu nalaze u zasebnom poglavlju kako bi se dodatno približile. U poglavlju posvećenom hotelskoj industriji pružen je teorijski okvir, klasifikacija hotela i njihove karakteristike i povijesni pregled razvoja istih. Također u tom poglavlju nalaze se i osnovne informacije o hotelskom lancima Marriott Internation i Radisson Hotel Group, te njihovim brendovima u Splitu Le Méridien Lav i Radisson Blu Resort & Spa na kojima je i provedeno istraživanje. Sljedeće poglavlje posvećeno je korporativnom komuniciranju – internom, eksternom i kriznom u hotelima općenito, ali i navedenim brendovima hotela specifično. Rezultati istraživanja polustrukturiranog dubinskog intervjua prikazani su u posljednjem, istraživačkom dijelu rada. Ispitanici zaposleni u navedenim hotelima odgovorili su na niz pitanja o različitim aspektima korporativne komunikacije u svojim hotelima te time pružili uvid u važnost korporativnog komuniciranja velikih hotelskim lanaca, ali i njihovih brendova.

Abstract (english)

In this thesis, the focus is on the corporate communication of the hotel chains Marriott International and Radisson Hotel Group in Split. The work is divided into two parts - theoretical and research and there are three main theoretical parts: corporate communication, hotel industry and corporate communication in the hotel industry. A detailed theoretical framework is provided in order to bring the topic of the work as close as possible and to gain a better insight into the issue. In the first theoretical part, corporate communication is defined with its functions and components, as well as forms and types, with an emphasis on internal and external communication, which, due to their importance for this topic, are in a separate chapter in order to understand it better. The chapter dedicated to the hotel industry provides a theoretical framework, classification of hotels and their characteristics and a historical overview of their development. This chapter also contains basic information about the hotel chains Marriott International and Radisson Hotel Group and their brands in Split, Le Méridien Lav and Radisson Blu Resort & Spa, on which the research was conducted. The next chapter is dedicated to corporate communication – internal, external and crisis communication in hotels in general, but also to the mentioned hotel brands specifically. The results of the semi-structured in-depth interview are presented in the last, research part of the paper. Respondents employed in the mentioned hotels answered a series of questions about different aspects of corporate communication in their hotels and thus provided an insight into the importance of corporate communication of large hotel chains, as well as their brands.

• Keywords: korporativna komunikacija; interna komunikacija; eksterna komunikacija; krizna komunikacija; hotelska industrija; hotelski lanci
• Keywords (english): corporate communication; internal communication; external communication; hotel industry; hotel chains
• Language: croatian
• URN:NBN: urn:nbn:hr:111:329906
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-25 09:21:49