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https://doi.org/10.20867/thm.9.1.14

THE ROLE OF STRATEGIC MARKETING PLANNING IN REPOSITIONING THE OPATIJA RIVIERA ON THE TOURIST MARKET

Romina Alkier Radnić orcid id orcid.org/0000-0002-0898-2032 ; Faculty of tourism and hospitality management, University of Rijeka, Opatija, Croatia
Daniela Gračan orcid id orcid.org/0000-0002-3847-7280 ; Faculty of tourism and hospitality management, University of Rijeka, Opatija, Croatia


Puni tekst: hrvatski pdf 3.202 Kb

str. 153-165

preuzimanja: 702

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Sažetak

The Opatija Riviera is a tourist destination with a longstanding tourist tradition, and in its tourism development up to date it has not yet achieved such results as could be expected based on its available resources and other comparative advantages. Tourism in the Opatija Riviera is lagging behind modem tourist trends. Hence, the primary objectives of this destination in its future tourism development should be the shaping of an identifiable, top-quality tourist product, the creation of its own identity, and the deliberation of tourism from the viewpoint of the destination, as the basis of tourism prosperity. With the aid of marketing mix activities, it is crucial to reposition the Opatija Riviera as an attractive and competitive tourist destination with a recognisable image, capable of attracting potential tourists. Through carefully directed marketing planning and with a view to tourism prosperity, the Opatija Riviera, as a tourist destination, will be able to achieve the required level of imagination, originality and variety with regard to the competition.

Ključne riječi

destination tourism deliberation; quality tourist product; Opatija Riviera repositioning; strategic marketing planning

Hrčak ID:

181604

URI

https://hrcak.srce.hr/181604

Datum izdavanja:

30.6.2003.

Podaci na drugim jezicima: hrvatski njemački

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