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The Role Of Strategic Management In The Cruising Tourism Market Offer

Daniela Gračan orcid id ; University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 42, 51410 Opatija, Croatia

Puni tekst: engleski pdf 997 Kb

str. 103-116

preuzimanja: 2.542



In the mid-70s of the last century, due to changes in the marketing strategy and repositioning of the entire sector on the market, the demand for cruise tourism experienced growth. One of the reasons for the relatively rapid development of the market of cruise tourism was conquering new segments of consumers and the development of new concepts of cruise that offers rest and relaxation with a variety of activities and entertainment on board.
Cruising has evolved into a major worldwide corporate business, and the dynamic changes in the reorganization of major cruise corporation went up with the high growth rates in demand on the world cruise market. The main objective of the reorganization of these large corporations is contained in adapting to the needs of tourists on cruise ships, trying to adjust the offer to growing demand - to its multi-functional and multi-disciplinary nature. Today, the dominating business and scientific-economic concept is a marketing approach in which the consumer-tourist is in the center of attention.

Ključne riječi

cruising tourism, strategic management, marketing approach, tourism destination

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