prikaz prve stranice dokumenta Digital marketing strategy of Accor Hotels; shaping the future of hospitality
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Digital marketing strategy of Accor Hotels; shaping the future of hospitality
Tourism and hospitality management, 26 (2020), 1; 233-244. urn:nbn:hr:191:956609
Damnjanović, Vesna; Lončarić, Dina; Dlačić, Jasmina

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Damnjanović, V., Lončarić, D. i Dlačić, J. (2020). Digital marketing strategy of Accor Hotels; shaping the future of hospitality. Tourism and hospitality management, 26. (1), 233-244. Preuzeto s https://urn.nsk.hr/urn:nbn:hr:191:956609

Damnjanović, Vesna, et al. "Digital marketing strategy of Accor Hotels; shaping the future of hospitality." Tourism and hospitality management, vol. 26, br. 1, 2020, str. 233-244. https://urn.nsk.hr/urn:nbn:hr:191:956609

Damnjanović, Vesna, Dina Lončarić i Jasmina Dlačić. "Digital marketing strategy of Accor Hotels; shaping the future of hospitality." Tourism and hospitality management 26, br. 1 (2020): 233-244. https://urn.nsk.hr/urn:nbn:hr:191:956609

Damnjanović, V., Lončarić, D. i Dlačić, J. (2020) 'Digital marketing strategy of Accor Hotels; shaping the future of hospitality', Tourism and hospitality management, 26(1), str. 233-244. Preuzeto s: https://urn.nsk.hr/urn:nbn:hr:191:956609 (Datum pristupa: 02.04.2025.)

Damnjanović V, Lončarić D, Dlačić J. Digital marketing strategy of Accor Hotels; shaping the future of hospitality. Tourism and hospitality management [Internet]. 2020. [pristupljeno 02.04.2025.];26(1):233-244. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:191:956609

V. Damnjanović, D. Lončarić i J. Dlačić, "Digital marketing strategy of Accor Hotels; shaping the future of hospitality", Tourism and hospitality management, vol. 26, br. 1, str. 233-244, 2020. [Online]. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:191:956609. [Citirano: 02.04.2025.]

Za citiranje koristite ovu mrežnu adresu: https://urn.nsk.hr/urn:nbn:hr:191:956609
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Podaci o radu
Naslov (engleski)Digital marketing strategy of Accor Hotels; shaping the future of hospitality
AutorVesna Damnjanović
AutorDina Lončarić
AutorJasmina Dlačić
Autorova ustanovaSveučilište u Rijeci
Ekonomski fakultet
Autorova ustanovaSveučilište u Rijeci
Fakultet za menadžment u turizmu i ugostiteljstvu
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Ekonomija
Sažetak (engleski)
Purpose – The main aim of this case study is to explain the digital marketing strategy for different target segments of Accor Hotels, the most diversified hotel player. Design – We present a business case study about Accor Hotels, together with teaching notes that teachers will be able to use in the classroom. Methodology – The business case study methodological approach, using secondary data from a variety of valuable sources, was applied to present the success story of the digital... Više marketing strategy of Accor Hotels. The case study consists of the Opening paragraph, Introduction, Hospitality industry players, About Accor Hotels, Customer journey in the hospitality industry, Digital marketing strategy for Accor Hotels, Conclusion and Teaching notes. Approach – Authors are focusing on a case study example to present best practices from the hospitality indstry in the era of digitalization. Findings – The major input for developing the right digital marketing strategy is understanding the stages of the digital customer journey. The case study present the hotels’ current (loyal) and potential clients as well as hotel marketing strategies. Marketing strategies include changes in the hotel portfolio offering, different pricing levels, communication and content marketing strategy, and partnership deals with all players in the hospitality industry. This case study is interesting for both the academia and industry experts. Originality of the research – We explain how hotel managers define client value proposition for Accor Hotels, with a better understanding of modern trends in the hospitality industry: digitalization, personalization, innovative business models and faster response to client needs. This case study is intended for teaching in Digital Marketing or Hospitality Management courses for masters or undergraduate students. Sakrij dio sažetka
Ključne riječi (engleski)
Jezikengleski
Vrsta publikacijeZnanstveni rad - Prikaz slučaja
Status objaveObjavljen
Vrsta recenzijeRecenziran
Verzija publikacijeObjavljena verzija rada (izdavačev PDF)
Naslov časopisaTourism and hospitality management
Brojčani podacivol. 26, br. 1, str. 233-244
p-ISSN1330-7533
e-ISSN1847-3377
URN:NBNurn:nbn:hr:191:956609
Datum objave publikacije2020
ProjektŠifra: uniri-drustv-18-235 1399
Naziv (hrvatski): Unaprjeđenje marketinškog pristupa poslovanju kroz sukreiranje vrijednosti
Naziv (engleski): Advancing marketing approach in business through value co-creation
Voditelj: Jasmina Dlačić
Pravna nadležnost: Hrvatska
Financijer: Sveučilište u Rijeci
URL dokumentahttps://hrcak.srce.hr/238550
Vrsta resursaTekst
Prava pristupaOtvoreni pristup
Uvjeti korištenjaIkona licence Imenovanje-Nekomercijalno-Dijeli pod istim uvjetima 4.0 međunarodna (CC BY-NC-SA 4.0)
Datum i vrijeme pohrane2025-02-18 13:40:26
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