Viešbučio „Kaunas“ įvaizdis ir jo tobulinimo kryptys

Kameneckytė, Alina

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Viešbučio „Kaunas“ įvaizdis ir jo tobulinimo kryptys

Kameneckytė, Alina

URI: http://dspace.kaunokolegija.lt//handle/123456789/358

Data: 2018-06

Santrauka:

Nuolat besikeičiančioje ir tobulėjančioje visuomenėje vienu pagrindinių veiksnių, lemiančių pelningą įmonės veiklą bei ekonominę sėkmę, yra įmonės įvaizdis. Teisingai pasirinktas ir strategiškai pritaikytas atitinkamiems rinkos segmentams įvaizdis yra viena svarbiausių priežasčių, užtikrinančių klientų srautą, o taip taip pat ir maksimalią ekonominę įmonės naudą.

Description:

In a constantly changing and developing society, a company’s image is one of the key factors driving profitable business activities and economic success. Companies and organizations have to find ways to become superior to their competitors. Therefore, the image of a company or an organization becomes very important as it adds uniqueness to communicating with various influential groups. Each company develops image-forming activities: advertising, work plans, rules, and strategies for communicating with clients, differently. Thus, it is very important to choose the right ways, which will both promote the company’s positive reputation, and, at the same time, form a competitive advantage in the market. Research problem: the company’s image is essential for companies providing services as it directly affects the flow of customers, and the performance indicators. The question is whether the image of the hotel “Kaunas” meets the expectations of customers, staff and executives? The aim of the research: to analyse as well as evaluate the image of the hotel “Kaunas” and to determine the possibilities for its improvement. Objectives: 1. To describe the essence of the company’s image from a theoretical perspective. 2. To determine and evaluate the image of the hotel “Kaunas”. 3. To present the possible ways of improving the image of the hotel “Kaunas”. Research object: the image of the hotel “Kaunas”. Research methods: 1. Analysis and summary of scientific theoretical literature and other information sources. 2. Questionnaire survey. 3. Structured interview. 4. Observation. 5. Analysis of documents. Research structure: the final work consists of three parts: the theoretical part discusses the theoretical aspects of the image formation and provides an analysis of the main concepts. The analytical part analyses the attitude of the hotel “Kaunas” customers, staff and manager towards the image of the company. The third part presents an image assessment and a plan for the enhancement of “Kaunas” image, which reveals practical benefits for improving the image of the hotel. At the end of the paper, conclusions and recommendations are presented. Research findings: after having analysed the results of the research, the problematic areas of the hotel “Kaunas” have been identified. These areas can by divided into the appearance of employees, the problems with the service (the duration of providing services, problem solving, the ability to describe the features of the services provided), internal microclimate, work in teams, internal communication flaws, limited advertising and the use of the company’s corporate style. Research recommendations: after having determined the problematic areas of the hotel “Kaunas”, suggestions are made and a plan for the expenditure improvement for the time period of 2018-2020 has been created. This plan includes such measures as: employee qualification and motivation courses, paid advertising on the social networking site Facebook, the application of business gifts with company attributes, the implementation of staff uniforms in the booking department. The application of these measures would have a positive and direct impact on both the hotel’s internal and external image. Moreover, it would improve the overall performance of the company. The thesis consists of 73 pages, 14 tables, 15 pictures, 23 literature and information sources and 4 appendixes.

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