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BUSINESS KNOWLEDGE AND CULTURAL TOURISM: A CASE STUDY OF DUBROVNIK LUXURY VILLAS
Matea Senkić
Abstract
Modern society is characterized by an increasing distance from mass tourism and search for a unique destination with rich historical and cultural heritage and natural beauty. Cultural tourism which is based on valorization of natural and cultural heritage presents one of the main dimensions of soft power and as such provides an opportunity for less developed countries rich in natural and cultural resources for achieving foreign policy goals, strengthening self-image and international position. The challenges facing the tourism industry today demand quality business on a national and local level, using business intelligence tools. Successful business in tourism requires satisfying tourism demand, predicting future tourism trends and achieving competitive advantage. Business intelligence or Business Information Management System is strategic tool and cyclical process of collecting the available internal and external data, and their conversion using different analytical techniques and tools into business knowledge, based on which business decisions are being made. Implementing the system at all levels (national, regional and local) and in all spheres (public and private) economy, and hence social events progress of Croatian tourism is indisputable. Taking for example Croatia’s most popular tourist destination – Dubrovnik, we started secondary and primary research, which sought to explore Dubrovnik as a destination (cultural – tourist offer, tourists and accommodation structure), and business management of Dubrovnik holiday houses (luxury villas) towards activities of business intelligence in the context of cultural tourism selected on their categorization, the daily rent in high season, location, and accommodation and facilities offer, which was done by an online survey in June and July 2014. Results of the secondary research showed great potential of Dubrovnik in terms of cultural tourism, poor cultural tourism offer in pre and post season, a growing number of tourists motivated by culture, and a large amount of private accommodation of poor category. On the other hand, the results of primary research showed that luxury villas in Dubrovnik, which hosts tourists with more spending power, mostly offer accommodation services and standardized facilities and activities, do not cooperate with the public sector, and have insufficient knowledge of Business Intelligence.
Keywords
tourism; cultural tourism; soft power; business intelligence; Business Information Management System; Dubrovnik; holiday houses; luxury villas
Hrčak ID:
149130
URI
Publication date:
15.7.2015.
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