Santrauka:
Svetingumo ir turizmo pramonė pasiekė didelį pramoninį vystymosi lygį, ko pasekoje
vyrauja labai didelė apgyvendinimo įmonių teikiamų paslaugų pasiūla, kuomet įmonės jų gali
pasiūlyti daugiau nei vartotojas gali įsigyti. Apgyvendinimo įmonės įvaizdis yra neatsiejamai
svarbus veiksnys, turintis didelę reikšmę klientų pasirinkimui ir viešbučių verslo sėkmei, todėl
tinkamų priemonių panaudojimas palankiam įvaizdžiui sukurti yra svarbiausias strateginis žingsnis
viešbučių versle.
Description:
The aim of this work is to evaluate the tools of the hotel ,,Best Baltic Kaunas’’. In order to
achieve the goal, three objectives have been set: 1) To summarize the theoretical tools of the
organization's image formation, their importance and their influence on image formation; 2) To evaluate the image-forming tools of the hotel “Best Baltic Kaunas” in terms of employees, guests
and manager; 3) Make recommendations to improve the quality of the hotel image.
Three research methods were used for the purpose and tasks of the work; Literature
analysis, questionnaire for hotel guests, employee survey and supervisor's questionnaire.
These studies have shown that 4 image-forming tools that lead to successful hotels are
needed to create a favorable image of the hotel. The design of the image is influenced by the hotel
itself (location, interior, exterior), the quality of its service (professionalism, staff ethics, hospitality,
provision of information), the price of services (competitiveness), and public relations (hotel
advertising).
Meanwhile, the results of the questionnaire survey revealed that the emotional satisfaction
of the hotel customers is not always positive, which leads to further reputation of the company and
dissemination of recommendations and feedback. Some respondents agreed that the price-quality
ratio is correct, which is based on competitiveness. A larger group of respondents did not have an
opinion on the issue of re-procurement, which results in the partial loss of existing customers. The
study revealed a lack of employee motivation that has a direct link with the above-mentioned
impact of customer emotional satisfaction and information technology on consumer choice among
competitive accommodation companies.
The research offers suggestions for improving the quality of certain hotel services,
integrating a stronger employee motivation system and activating online hotel platforms.
