Acta turistica, Vol. 23 No. 2, 2011.
Izvorni znanstveni članak
VALUATION OF THE EFFECTS OF PROMOTIONAL ACTIVITIES IN NAUTICAL TOURISM IN CROATIA
Božena Krce Miočić
orcid.org/0000-0001-5845-8901
; Sveučilište u Zadru, Odjel za turizam i komunikacijske znanosti, Zadar, Hrvatska
Sažetak
This paper reports on the results of a research on the realized marketing communication between marina (nautical supply) and nautical tourists (nautical demand). The research is conducted on a representative sample of marinas in the Republic of Croatia and the obtained data is then analysed by different statistical methods. The obtained results have shown that marinas don’t use promotional activities sufficiently to create as well as to sustain the relationship with the nautical demand. The existence of a positive correlative connection between the use of promotional activities and the realized effects in physical and value business performance indicators of the marinas has also been proven.
Ključne riječi
nautical tourism; marina; promotional activities; marketing communication
Hrčak ID:
97053
URI
Datum izdavanja:
1.12.2011.
Posjeta: 2.198 *