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- Title
PERCEPTION OF HOTEL REBRANDING FROM THE POSITION OF TOURISM PROFESSIONALS AND THE GENERAL PUBLIC.
- Authors
Gašljević, Tihana Baždar; Čanak, Martina Lucić; Maradin, Dario
- Abstract
The aim of the paper is to analyse the perception of rebranding and repositioning of Panorama Zagreb hotel into a new hotel, i.e., a new brand under the name Zonar Zagreb, among tourism professionals and the general public. Based on the research conducted on a sample of the tourism professionals, i.e., on a sample of hoteliers, restaurateurs and employees in tourism, as well as on the basis of an identical questionnaire on a sample of the general public, i.e., respondents of all occupational and educational profiles, by comparing the answers obtained, an attempt is made to determine the level of new brand recognition and the perception of the new brand, i.e., rebranding and repositioning among the professional and general public. The results of the research show that the professional public is very well versed in trends in the local hotel market, marketing terms, theory and practice, and more specifically, in the rebranding of the Zonar Zagreb hotel itself. On the other hand, due to the intensive marketing campaign, the general public is familiar with the new Zonar Zagreb brand, but the awareness of the finesse and details of the repositioning and rebranding process from Hotel Panorama Zagreb to the Zonar Zagreb hotel was mainly not present among the general public.
- Subjects
REBRANDING (Marketing); BRAND identification; HOTEL marketing; CONSUMER psychology; TOURISM personnel; CITY promotion
- Publication
Journal of Accounting & Management, 2023, Vol 13, Issue 2, p91
- ISSN
1848-137X
- Publication type
Article