Review article
The Role of Marketing in the Development of Cultural Tourism in Croatia
Damir Demonja
orcid.org/0000-0002-4186-5137
; Institute for Development and International Relations, Zagreb, Croatia
Tatjana Gredičak
; Ministry of Tourism of the Republic of Croatia, Zagreb, Croatia
Abstract
The use of marketing in all spheres of economic and social life in developed countries today is unavoidable. In Croatia the use of such marketing, and that means marketing oriented society, is still a future. In the center of the concept of social marketing are the needs of the consumer segment as well as the needs of the whole society. This, in particular, means that one should take into account the necessity of preserving the characteristics of tourist destinations in the social, cultural and environmental terms. Since the development of cultural tourism, and tourism in general, is unthinkable without such thinking and approach, therein lies its survival and continued development. To create a concept of tourism development at lower spatial levels it is essential thorough study to determine the possibility of tourist characteristics and tourism values, and reception capabilities of all natural and human resources to meet the specific needs of tourists. This article will give a brief overview and critical review of the achievements of the development of cultural tourism in Croatia, it will analyze and with best practice examples present the effective marketing management of the development of tourism product in the continental part of the Republic of Croatia, and finally will give proposal for marketing development guidelines of cultural tourism in Croatia.
Keywords
marketing; development; cultural tourism; tourism product; Croatia
Hrčak ID:
126339
URI
Publication date:
1.6.2014.
Visits: 3.635 *