Strategijsko planiranje marketinga - studija slučaja hosteli u Novom Sadu

Abstract

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.