Original scientific paper

VALUATION OF THE EFFECTS OF PROMOTIONAL ACTIVITIES IN NAUTICAL TOURISM IN CROATIA

Božena Krce Miočić orcid.org/0000-0001-5845-8901 ; Sveučilište u Zadru, Odjel za turizam i komunikacijske znanosti, Zadar, Hrvatska

Abstract

This paper reports on the results of a research on the realized marketing communication between marina (nautical supply) and nautical tourists (nautical demand). The research is conducted on a representative sample of marinas in the Republic of Croatia and the obtained data is then analysed by different statistical methods. The obtained results have shown that marinas don’t use promotional activities sufficiently to create as well as to sustain the relationship with the nautical demand. The existence of a positive correlative connection between the use of promotional activities and the realized effects in physical and value business performance indicators of the marinas has also been proven.

Keywords

nautical tourism; marina; promotional activities; marketing communication

Hrčak ID:

97053

URI

https://hrcak.srce.hr/97053

Publication date:

1.12.2011.

Article data in other languages: croatian

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