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Original scientific paper

THE ROLE OF PUBLIC RELATIONS IN THE MARKETING OF TOURIST DESTINATIONS IN CROATIA

Marinko Jakovljević


Full text: croatian doc 229 Kb

page 87-109

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Full text: english doc 224 Kb

page 87-109

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Abstract

Public relations in the marketing and promotion of tourist destinations in Croatia has been increasingly used as part of the promotional and communication mix. Tourist organisations at the national, regional and local levels which manage these destinations have been spending on public relations from 38% to as much as 65% of all funds earmarked for functional costs. It can therefore be concluded that it plays a significant or even leading role in promotion. However, on the basis of a survey, the author has found that public relations has not been sufficiently recognised as a category and that a single public relations model should be created and adapted for use in marketing in tourism.

Keywords

public relations; tourist destination; promotion; marketing; Croatia

Hrčak ID:

43445

URI

https://hrcak.srce.hr/43445

Publication date:

18.5.2009.

Article data in other languages: croatian

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