Acta turistica, Vol. 21 No. 1, 2009.
Izvorni znanstveni članak
MARKETING VALORIZATION OF THE CITY OF SPLIT AS CULTURAL TOURISM DESTINATION
Davorka Mikulić
; Ekonomski fakultet Split, Sveučilište u Splitu, Hrvatska
Sažetak
This paper presents an analysis of the strategic approach to tourist destination marketing management, its starting point being the model in which destination functions as a system and in which destination is an integrated tourist product. The concentration of cultural resources
increases the value of the entire tourist product, so many destinations focus on culture as their distinctive feature against competition. The value of culture industry in enhancing the social and
economic development has been recognised in development strategies of many destinations. Special emphasis is being put on culture as a means of increasing competitiveness of urban areas, i.e. of differentiation against competition through creative forms of cultural tourism. Cultural tourism is high on the priorities list in the development of the City of Split and its success in the long run will depend on the partnership and co-operation between the cultural and tourist sectors. The obstacles now standing in the way of development of cultural tourism result from a slow economic development of the town and a fuzzy vision of tourism development. Based on the results of primary research, main Strategie guidelines of cultural tourism development in Split are being proposed, as well as actions to be taken for the purpose of making firmer connections between the cultural and tourism, development and promotion of products and availability of information and placing of cultur tourist products on the market.
Ključne riječi
tourism destination marketing; culture; valorisation; cultural tourism; Split
Hrčak ID:
76236
URI
Datum izdavanja:
1.6.2009.
Posjeta: 4.355 *