V Sloveniji je trinajst hotelov, ki spadajo v kategorijo hotelov s petimi zvezdicami. Že ob začetku pisanja magistrske naloge smo izbrali tri slovenske hotele s petimi zvezdicami, ki smo jih vključili v raziskavo. K sodelovanju smo sicer povabili več hotelov, vendar nekateri zaradi interne politike hotela niso bili pripravljeni sodelovati v raziskavi. Za nadaljnje raziskovanje predlagamo obsežnejšo raziskavo, ki bo zajela vseh trinajst hotelov v Sloveniji.
Z obsežnejšo raziskavo bi tako ugotovili, kakšne komunikacijske strategije prevladujejo med hoteli.
V magistrski nalogi je čas opazovanja obnašanja potrošnikov na izbranih spletnih portalih omejen na tri mesece. Za obsežnejšo raziskavo s trinajstimi slovenskimi hoteli predlagamo, da se čas opazovanja na spletnih portalih podaljša na eno leto. Tako bi zajeli poletno in zimsko sezono ter obdobje izven sezone. Prepričani smo, da se tako dejavnosti potrošnikov kot hotelirjev na spletnih portalih v različnem časovnem obdobju v letu spreminjajo.
Glede na to, da je Slovenija manjši trg, kjer prevladuje manjše število hotelov s petimi zvezdicami, predlagamo, da se opravi podobna raziskava v eni izmed sosednjih držav, npr. na Hrvaškem. Ko bomo opravili takšno obsežno raziskavo v drugi državi, bomo lahko slovenskim hotelirjem prinesli nove prakse, ki jim bodo v pomoč pri oblikovanju uspešne komunikacijske strategije za komuniciranje z njihovimi gosti.
6 SKLEP
Magistrska naloga se osredotoča na komunikacijske strategije v panogi hotelirstva, natančneje v hotelih s petimi zvezdicami. Vsako leto je turizem vedno bolj v porastu in hotelske nastanitve v Sloveniji so tudi polno zasedene. V zadnjem desetletju je sledil velik napredek v tehnologiji in posledično prinesel nove priložnosti, kako vzpostaviti stik s potencialnimi gosti ter ohranjati stike z gosti, ki so bivali v hotelu. Hotelirji so se morali naučiti novih tehnologij in se posvetiti tudi temu, navidezno nepomembnemu delu poslovanja. Vendar pa smo med pisanjem magistrske naloge in opravljanjem raziskave ugotovili, da je spletna komunikacijska strategija hotelirjev še kako pomembna in lahko reši marsikatero zagato.
Naloga omogoča delni vpogled v stanje na področju hotelirstva, saj so bili izbrani samo trije hoteli, ki spadajo v kategorijo hotelov s petimi zvezdicami. Če bi želeli rezultate posplošiti na vse slovenske hotele s petimi zvezdicami, bi morali v raziskavo zajeti vse hotele te kategorije.
Ugotovili smo, da imajo slovenski hotelirji zaposlene osebe, ki se ukvarjajo samo s socialnimi omrežji in oblikujejo različne strategije, ki jim pomagajo privabiti še več gostov. Ugotovili smo, da v enem izmed hotelov niso naklonjeni odgovarjanju na spletne ocene in raje rešujejo pritožbe interno med hotelom in gostom. Podjetje, ki se odzove na pozitivne in negativne spletne ocene, svojim gostom daje občutek, da so zanje pomembni, in se jim skušajo približati tudi virtualno, po bivanju v hotelu. Gostje si želijo predvsem komunikacije in stika s hoteli.
Nobeno podjetje v kateri koli panogi se ne more izogniti negativni spletni oceni in pomembno je, da podjetja namenjajo pozornost tudi tem ocenam. S pomočjo razlage in ko ponudijo rešitev svojim gostom, lahko izboljšajo publiciteto svojega hotela in se tudi v očeh potencialnih gostov izkažejo kot hotel, ki se zna soočiti tudi z negativnimi komentarji.
Ugotovili smo tudi, da v slovenskih hotelih s petimi zvezdicami nagrade gostom za pisanje spletnih ocen še niso uveljavljene in da imajo hotelirji še veliko možnosti na tem področju, da nadgradijo stik s svojimi gosti tudi po bivanju v hotelu in jih na takšen način skušajo privabiti še za naslednji obisk.
Spletne ocene potrošnikov in komunikacijske strategije v hotelirstvu so obsežna tematika, vendar menimo, da je čas, da se oceni dejansko stanje in se slovenskim hotelom ponudi nove prakse, ki jim bodo omogočale, da se povzpnejo v sam vrh hotelov s petimi zvezdicami v Evropi. Za prihodnje raziskovanje zato predlagamo obsežnejšo raziskavo med vsemi slovenskimi hoteli s petimi zvezdicami, čas opazovanja na spletnih portalih naj traja vsaj eno leto in naj se v eni izmed sosednjih držav opravi raziskava, s pomočjo katere bomo ugotovili, kakšne strategije so uporabljene v tujini.
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