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AIDA BASED MARKETING STRATEGIES OF HOTEL INDUSTRY IN
CROATIA
Marta Alić
Zagreb University of Applied Sciences, Croatia
malic@tvz.hr
ABSTRACT
To track generic stages of processes that every customer goes through when considering a
purchase, the AIDA model, or sales funnel method, is developed in the marketing strategy of
organizations that has been valid for more than a century. It is four-step formula useful in
assessing the impact of advertising by controlling every step of the psychological
transformation of a potential customer in actually becoming one. Given the peculiarity of
commodities in the hospitality industry, that can be partly products of physical substance
and/or services, customer satisfaction is related to the various factors, so the marketing mix of
shareholders needs to adjust accordingly, considering the advent and prominence of sharing
economy platforms that suggest the possibility for new business models for accommodation
providers. Research conducted in May 2021. on a sample of 140 hotels in the Republic of
Croatia, focuses on how, through the various stages of the sales funnel, hotels gain awareness
of their products and services, stimulate interest in buying their offerings and convert customers
in relation to reservation or booking services on sharing economy platforms. Including the
outlets of electronic, or online, and offline media, the paper discusses marketing strategy
practices of most represented accommodation establishments in the tourism segment as the
main generator of economic activities in Croatia.
Keywords: AIDA model, Croatia, hotel, marketing, offline media, online media, sharing
economy platforms
AIDA Based Marketing Strategies of Hotel Industry in Croatia