Preliminary communication
Perception of Hotel Rebranding from the Position of Tourism Professionals and the General Public
Tihana Baždar Gašljević
orcid.org/0000-0001-5053-0497
; HUP - Zagreb Inc, Zagreb, Croatia
Martina Lucić Čanak
; Magic4Club - Travel PR & Travel Branding Agency, Zagreb, Hrvatska
Dario Maradin
; University of Rijeka, Faculty of Economics and Business, Rijeka
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.
Keywords
hotel rebranding; hotel repositioning; brand perception
Hrčak ID:
313908
URI
Publication date:
31.12.2023.
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