Preliminary communication
https://doi.org/10.20867/thm.9.1.14
THE ROLE OF STRATEGIC MARKETING PLANNING IN REPOSITIONING THE OPATIJA RIVIERA ON THE TOURIST MARKET
Romina Alkier Radnić
orcid.org/0000-0002-0898-2032
; Faculty of tourism and hospitality management, University of Rijeka, Opatija, Croatia
Daniela Gračan
orcid.org/0000-0002-3847-7280
; Faculty of tourism and hospitality management, University of Rijeka, Opatija, Croatia
Abstract
The Opatija Riviera is a tourist destination with a longstanding tourist tradition, and in its tourism development up to date it has not yet achieved such results as could be expected based on its available resources and other comparative advantages. Tourism in the Opatija Riviera is lagging behind modem tourist trends. Hence, the primary objectives of this destination in its future tourism development should be the shaping of an identifiable, top-quality tourist product, the creation of its own identity, and the deliberation of tourism from the viewpoint of the destination, as the basis of tourism prosperity. With the aid of marketing mix activities, it is crucial to reposition the Opatija Riviera as an attractive and competitive tourist destination with a recognisable image, capable of attracting potential tourists. Through carefully directed marketing planning and with a view to tourism prosperity, the Opatija Riviera, as a tourist destination, will be able to achieve the required level of imagination, originality and variety with regard to the competition.
Keywords
destination tourism deliberation; quality tourist product; Opatija Riviera repositioning; strategic marketing planning
Hrčak ID:
181604
URI
Publication date:
30.6.2003.
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