Preliminary communication

DEVELOPMENT STRATEGIES FUNCTIONING AS ACI MARINA UMAG COMPETITIVENESS

Christian Stipanović
Daniela Gračan

Abstract

ACI marina is the largest elite marina in the Istrian region. The analysis of nautical guests' opinion on the quality of the marina offer shows significant discrepancies in different segments of its offer. The results emphasize the importance of quality improvement as well as development and implementation of diverse and original offer. It is a must to accept modern nautical trends along with developing autochthonous offer. It is also necessary to develop innovated promotional strategies with the purpose of creating reco gnizable image. Creative management has got the key role in generating new development directions. Starting from market research, the final goal is to turn the local opportunities into the competitive advantages. The connection with Umag microdestination is a top priority in the process of creating new quality for nautical tourists and offering them a unique experience.

Keywords

development strategy; ACI marina Umag; market research; nautical tourism

Hrčak ID:

8281

URI

https://hrcak.srce.hr/8281

Publication date:

28.10.2005.

Article data in other languages: croatian

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