Uzņēmuma “Radisson Hotel Group” patērētāju uzvedība ilgtspējīgas attīstības kontekstā
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Date
2023
Authors
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Pētījuma mērķis ir balstoties uz teorētiskajām atziņām par patērētāju uzvedības paradumiem un empīrisko pētījumu, izstrādāt uzņēmuma “Radisson Hotel Group” mārketinga aktivitāšu konceptu, kas veicinās patērētāju paradumu maiņu ilgtspējīgas attīstības kontekstā. Ilgtspējīga attīstība un patērētāju paradumi, kas to pozitīvi veicina ir neatņemama sastāvdaļa tūrisma nozarē - elektroenerģijas un ūdens resursu patēriņa jomā, kas izpētīta kā uzņēmuma lielākā problēma. Pētnieciskais jautājums ir: kādas mārketinga aktivitātes veicinās uzņēmuma “Radisson Hotel Group” patērētāju paradumu maiņu ilgtspējīgas attīstības kontekstā? Pētījumā izmantota sekundāro datu analīze, monogrāfiskā, kvantitatīvā un grafiskā pētījuma metode. Izveidota aptauja gan latviešu, gan angļu valodā, kuras ietvaros izpētīti 268 uzņēmuma “Radisson Hotel Group” Latvijas viesnīcu klientu viedokļi 2023.gada aprīļa mēnesī. Piedalījās 35% sievietes un 27% respondentu, kuru galvenais ceļojumu mērķis ir bizness, 24% studentu, 43% darbinieku, 15% bezdarbinieku, 16% uzņēmēju. Noskaidrotas viesnīcu apmeklētāju svarīgākās aktivitātes, izvēloties naktsmītni un tās piedāvātos pakalpojumus, kuri ir: elektroenerģijas un ūdens patēriņa samazināšana, velosipēdu un elektroauto nomas iespējas, dalība vietējos pasākumos un aktivitātes, lokālā māksla interjera dizainā u.c. Aptaujas QR kodi tika izvietoti viesnīcas recepcijā latviešu un angļu valodā, dodot iespēju klientiem piedalīties pētījuma izstrādē. Respondentu viedoklis un uzņēmuma mārketinga vadītājas viedoklis sakrīt, tādēļ tika izveidots efektīvs mārketinga aktivitāšu koncepts. Pētījuma ietvaros autore izveidoja kampaņu “Be Sustainable, Be Responsible”, kurā ietvertas 5 dažādas aktivitātes ar ideju vizualizācijām un izmaksām, balstoties uz ilgtspējīgu attīstību un patērētāju paradumu maiņu. Uzņēmuma “Radisson Hotel Group” peļņa 2021.gadā bija 38,28 tūkstoši EUR, kas apstiprina viesnīcu grupas finansiālo stabilitāti un iespēju īstenot kampaņu ikdienas darba praksē. Pētījums sastāv no 59 lapaspusēm, 9 tabulām, 12 attēliem, 2 pielikumiem un 58 literatūras avotiem.
The purpose of the study is to develop a concept of marketing activities of the company "Radisson Hotel Group" based on the theoretical knowledge of consumer behavior habits and empirical research, which will promote the change of consumer habits in the context of sustainable development. Sustainable development and consumer habits that positively contribute to it are an integral part of the tourism industry - in the field of electricity and water resource consumption, which has been studied as the company's biggest problem. The research question is: what marketing activities will contribute to the change in consumer behavior of the company "Radisson Hotel Group" in the context of sustainable development? The research uses secondary data analysis, monographic, quantitative, and graphic research methods. Within the framework of the survey, the opinions of 264 Latvian and international customers of the Radisson Hotel Group in the month of April were studied. The survey was attended by 35% of women and 27% of respondents whose main purpose of travel is business, 24% students, 43% employees, 15% unemployed, and 16% entrepreneurs. The most important activities of hotel visitors when choosing accommodation and the services it offers are: reducing electricity and water consumption, bicycle and electric car rental options, participation in local events and activities, local art in interior design, etc. Survey QR codes were placed at the hotel reception in Latvian and English, giving customer space in the development of the survey. The opinion of the respondents and the opinion of the company's marketing manager coincide, therefore an effective concept of marketing activities was created. As part of the research, the author created the campaign "Be Sustainable, Be Responsible", which includes 5 different activities with visualizations of ideas and costs, based on sustainable development and changing consumer habits. The total cost of the marketing activity concept amounts to EUR 3641.70 + VAT. The profit of the company "Radisson Hotel Group" in 2021 was EUR 38.28 thousand, which confirms the financial stability of the hotel group and the possibility of implementing the campaign in daily work practice. The study consists of 59 pages, 9 tables, 12 images, 2 appendices, and 58 literature sources.
The purpose of the study is to develop a concept of marketing activities of the company "Radisson Hotel Group" based on the theoretical knowledge of consumer behavior habits and empirical research, which will promote the change of consumer habits in the context of sustainable development. Sustainable development and consumer habits that positively contribute to it are an integral part of the tourism industry - in the field of electricity and water resource consumption, which has been studied as the company's biggest problem. The research question is: what marketing activities will contribute to the change in consumer behavior of the company "Radisson Hotel Group" in the context of sustainable development? The research uses secondary data analysis, monographic, quantitative, and graphic research methods. Within the framework of the survey, the opinions of 264 Latvian and international customers of the Radisson Hotel Group in the month of April were studied. The survey was attended by 35% of women and 27% of respondents whose main purpose of travel is business, 24% students, 43% employees, 15% unemployed, and 16% entrepreneurs. The most important activities of hotel visitors when choosing accommodation and the services it offers are: reducing electricity and water consumption, bicycle and electric car rental options, participation in local events and activities, local art in interior design, etc. Survey QR codes were placed at the hotel reception in Latvian and English, giving customer space in the development of the survey. The opinion of the respondents and the opinion of the company's marketing manager coincide, therefore an effective concept of marketing activities was created. As part of the research, the author created the campaign "Be Sustainable, Be Responsible", which includes 5 different activities with visualizations of ideas and costs, based on sustainable development and changing consumer habits. The total cost of the marketing activity concept amounts to EUR 3641.70 + VAT. The profit of the company "Radisson Hotel Group" in 2021 was EUR 38.28 thousand, which confirms the financial stability of the hotel group and the possibility of implementing the campaign in daily work practice. The study consists of 59 pages, 9 tables, 12 images, 2 appendices, and 58 literature sources.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
Patērētāju aptauja, patērētāju uzvedība, ilgtspējīga attīstība, mārketinga aktivitātes, patērētāju paradumu maiņa, tūrisma nozare, viesnīcu bizness., Consumer survey, consumer behavior, sustainable development, marketing activities, changing consumer habits, tourism industry, hotel business.