Analiza promena u hotelskim kanalima prodaje – Studija slučaja gradskog i planinskog hotela u Srbiji
Analysis of Changes in Sales Channels – Case Study of City and Mountain Hotel in Serbia
Apstrakt
Razvoj Informaciono-komunikacionih tehnologija (IKT) doveo je do revolucije u turističkoj industriji. Potreba za prilagođava-njem zahtevima tržišta posebno je izražena u hotelskom poslovanju, tako da su poslednjih decenija zabeležene drastične promene u hotelskoj industriji. Promene u domenu prodaje podrazumevaju modifikacije u smislu uvođenja novih kanala prodaje koji su zanovnani na IKT i manji oslonac na tradicionalne kanale prodaje. Novi posrednici čiji se rad zasniva na upotrebi Interneta i razvijenih tehnologija, omogućili su hotelima da izađu u susret naraslim i izmenjenim tržišnim zahtevima. Uvođenjem Interneta hotelski prodajni kanali suočeni su sa kontinuiranim promenama. Razvijenost savremenih kanala prodaje u prodajnim strategijama koliko se u svom tržišnom nastupu hoteli oslanjaju na tradicionalne naspram savremenih kanale prodaje. Poslednjih godina hotelsko tržište Srbije je u ekspanziji, a kako njegov razvoj može imati višestruke pozitivne efekte na domaću privredu, nužno je oceniti uticaj tehnoloških napredaka na izmenu strukture kanala prodaje na domaćem hotelskom tržištu. U skladu sa tim u radu je sprovedena analiza kanala prodaje na primeru dva domaća hotela u periodu od 2008-2013. godine, kako bi se utvrdilo da li se i u kojoj merii hoteli oslanjaju na savremene kanale prodaje. Takođe, analiza je sprovedena i sa ciljem da se detektuju eventualne promene u strukturi kanala tokom petogodišnjeg perioda, kako bi se utvrdilo da li ovi hoteli prate tržišne promene i povećavaju prodaju putem savremenih, tj. online kanala. Kako su kao predmet studije uzeti gradski i planinski rizort hotel, analiza je usmerena i ka eventualnim razlikama u njihovim prodajnim kanalima.
Abstract
The development of information and communication technology (ICT) has led to the revolution in the tourism industry. Hotels have felt the need to adapt to market demands, so consenquently their business recorded drastic changes in recent decades. Changes in the field of sale imply modifications in terms of introduction of new and neglect of existing sales channels. New intermediaries whose work is based on the use of the Internet and advanced technology enabled the hotel to meet the increased and changed market requirements. Since that from introduction of Internet hotel sales channels suffer continuous changes, it is important to understand the extent of which hotels sale rely on traditional versus modern sales channels. In recent years, Serbian hotel market is spreading, and how its development could have multiple positive effects on the domestic economy, it is necessary to consider how progress in technology have influenced the alteration of the structure of distribution channels in the domestic hotel market. Accordingly, analysis of sales channels in the case of two local hotels in the period from 2008 to 2013, was carried out, so it could be determined whether and to what extent the hotels rely on modern sales channels. The analysis was conducted with the aim to detect possible changes in the structure of the channels during the five-year period, to determine whether these hotels monitor market changes and increase sales through modern, ie. online channels. Since as the objects of the study were takeen city and mountain resort hotel, the analysis is directed towards the possible differences in their sales channels.
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