Preliminary communication

TOURISM DESTINATION MARKETING MANAGEMENT: STATUS AND PROSPECTS IN CROATIA

Danijela Križman Pavlović
Sanja Živolić

Abstract

By adopting marketing approach in business, tourism destinations can meet the challenges of modern tourism macro environment and overcome strategic gap of traditional way of doing business. Given that very few academic reports address tourism destination marketing concept in a comprehensive and systematic manner as well as the issue of management this paper presents designed model of tourism destination marketing management. Like many countries with developed tourism industry in the beginning of 1990's Croatia started with reingeneering of the marketing management process in tourism and it established the Tourism Board system. In Croatia this system is the main body responsible for tourism destination marketing management. Based on the empirical research the features of marketing management in tourism destination of Croatia have been acknowleged. This paper also provides recommendations for improvement of marketing management over tourism destinations in Croatia.

Keywords

tourism destination; marketing; Tourist Board; Croatia

Hrčak ID:

38173

URI

https://hrcak.srce.hr/38173

Publication date:

15.6.2008.

Article data in other languages: croatian

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