Pomorski zbornik, Vol. 49-50 No. 1, 2015.
Izvorni znanstveni članak
Contribution of Marketing Strategies in Achieving a Competitive Offer of Nautical Tourism in the Republic of Croatia
Romina Alkier
orcid.org/0000-0002-0898-2032
; Fakultet za menadžment u turizmu i ugostiteljstvu Opatija, Opatija, Hrvatska
Danijel Drpić
; Privredna Banka Zagreb, Rijeka, Hrvatska
Vedran Milojica
orcid.org/0000-0002-0898-2032
; Primorsko-goranska županija, Rijeka, Hrvatska
Sažetak
The European tourist market is very challenging in terms of developing new qualitative trends, changes in tourist preferences featured by constant variations and growth and by seeking fast and timely reaction where improvement in the offer of the Croatian tourism product and achievement of competitive advantages are concerned. Nautical tourism is one of the basic elements of the Croatian tourism offer and significant attention must be given to its development, with the aim of developing a unique and recognizable tourism product which will significantly contribute to the creation of Croatia’s identity as a nautical destination whose offer is based on preserved natural particularities and on rich tourism tradition. It will further lead to the repositioning of the total tourism offer of the Republic of Croatia on the tourism market as a high quality and innovative offer and thus will enter the mind of potential tourists as an ecologically aware tourism destination prone to constant improvements of the tourism offer in accordance with modern trends in the field. With these aims, it is necessary to undertake a
whole range of adequate marketing activities in the form of a well designed marketing plan which would lead to improvement of the current condition and to the creation of new elements of the (nautical)
tourism offer and to the creation and profiling a recognizable image and brand, in addition to achieving competitive advantages on the international tourism market. The purpose of the paper is to present the importance of marketing strategies in improving the nautical tourism offer, while the goal of the paper is to point out the importance of creating a marketing plan and marketing strategy
Croatica Nautica with the aim of reaching further development prospects of nautical tourism of the Republic of Croatia and achieving competitive advantages on the tourism market.
Ključne riječi
Marketing strategy; Marketing plan; Competitiveness; Nautical tourism of the Republic of Croatia
Hrčak ID:
138213
URI
Datum izdavanja:
28.4.2015.
Posjeta: 2.921 *